Attentive Energy’s Investment In New Jersey

By: Damian Bednarz, Managing Director at Attentive Energy

In 2018, Governor Murphy set out on an economic mission to Germany to secure commitments from companies to set up business operations in New Jersey. Immediately following the trip, one of those companies, regional German utility EnBW, hired a local market entry team in Jersey City with the goal of developing future offshore wind projects in the region. The following years brought a global pandemic, widespread supply chain disruptions, a new federal administration in Washington, D.C., and even more ambitious clean energy and climate commitments from the State. In 2022, that local offshore wind team successfully won a highly competitive federal lease in the historic New York Bight offshore wind auction and officially launched Attentive Energy.   

EnBW is no longer the parent company of Attentive Energy — the team is now backed by global energy and infrastructure entities TotalEnergies and Corio Generation — yet, the mission, values, and community-led approach remain the same. In January 2024, after years of dedicated and consistent local engagement and input from stakeholders and organizations across this state, Attentive Energy was successful in the NJBPU’s third offshore wind solicitation. Specifically, the Attentive Energy Two project will deliver 1.34 GW of clean energy to New Jersey, which will power an estimated 650,000 homes, reduce CO2 emissions by 1.3 million tons annually, and generate $3.1 billion in economic activity statewide during the lifetime of the project.  

Responsible Offshore Wind Development

Following years of local engagement, the Attentive Energy Two project has committed to a 21-county strategy wherein all communities statewide will benefit from Attentive Energy programs and investments. The project has committed up to $105 million in community investments supporting a diverse array of partners. These partners will create pathways and remove barriers for a local workforce and supply chain, grow capacity among community groups, and support a substantive portfolio of environmental and conservation efforts. 

Additionally, Attentive Energy aims to engage in these endeavors while achieving no net loss of biodiversity nor commercial fishing revenue throughout the entire project’s lifecycle, from site assessment surveys, construction, and operations, to decommissioning. Attentive Energy is also looking to achieve a net positive impact for select species and habitats through targeted conservation efforts coupled with rigorous pre- and post-construction monitoring. These commitments are backed by $30 million in environmental and fisheries initiatives, anchored by a pioneering partnership with Rutgers University called “OSW Connect” that will support student development and research and monitoring surrounding marine mammals, birds, and oceanographic and fisheries issues.

Community-first: On and Off the Coast

Throughout the years, Attentive Energy has kept true to its mission of putting the community first by investing early — even before receiving an offtake agreement — in local programs that access the offshore wind industry. One of the project’s key initiatives is the deployment of a community advisory board model that brings together community leaders to advise Attentive Energy on approaches to local engagement and project development. To date, two community advisory boards have been established that represent both Paulsboro and Salem, and the second represents Elizabeth. These boards are comprised of local chambers of commerce, school districts, small businesses, and community-based organizations. In the coming months, Attentive Energy will work with the community advisory board members to deploy a local micro-grant program that will fund short and mid-term initiatives that promote offshore wind education, workforce pathways, and environmental sustainability.

A Testament to Global Outreach

What started as a pitch by Governor Murphy in Hamburg, Germany has evolved into a multi-billion-dollar economic commitment that allows New Jersey’s communities to directly benefit from offshore wind opportunities. Attentive Energy Two is a testament to the power of strategic collaboration and visionary leadership. Choose New Jersey’s international economic missions have played a crucial role in attracting global businesses to New Jersey, creating a thriving environment for innovation and overall growth.

We are proud to serve as a testament to the critical efforts that keep New Jersey competitive and attract vital investments. These initiatives not only drive the state’s economic growth but also ensure a sustainable and prosperous future for its residents.