I ran across this place while doing while working on an NJGF project.
Glad they got the FFL and excited by the idea of another range, (that what? 4th at least or 5th proposed/in process) range in NJ.
Unfortunately, I think they picked the wrong time to start building a rang with the political environment.
Secondly on the money side of things... If you want to build a "nice" place, such as RTSP/GFH/TTC, you need to be able to burn a LOT of money, particularly if you want to invest in great ventilation. Unfortunately that means you need to invest more in the rest of the range/store or you need to be able to charge A LOT more to justify the nicer place.
This is where you have the struggle between what's good for the gun owner and the gun owner community and being able to keep the range open.
As bad as it sounds, "unlimited" memberships are a horrible deal for most ranges, particularly the more costly ones. Your typical "gun gal/guy" will buy the membership and that's it. They will not be buying ammo at the range, and typically will not be renting guns.
A $300 membership, assuming someone goes once a week, is like making $6 per visit off of a shooter.
Meanwhile, a brand new person who is going to go pay for a walk on, rent a gun, buy some ammo, targets, rent eyes/ears, is easily going to spend more than 10x that.
Next you have the issue of capacity.
During the week, it is slow. On the weekends there are massive lines.... especially if you are still running a 12 to 15 lane range. Last thing you want are members on "unlimited" plans.
So what ends up happening, in order to cover the massive monthly expenses, you need to raise the membership prices or go to a membership-discount pricing model.
At that point... to a gun owner, pay $500 for an indoor range membership.... or Less than that and have a membership at an outdoor facility that has indoor ranges as well, such as OBRPC, CJ, SJ, etc.
The only win for everyone I feel is a place like GSSC/SS type range. A nice facility where you can still feel safe, but that carry lower expenses and thus can still make a $300 unlimited membership work, especially if they have a REALLY good amount of FFL business (new/used/consignment/transfer) and training revenue.
For a newly built facility, especially one where you own the building, you need to be prepared to burn a LOT of money or focus primarily on the first time gun buyer and charge higher prices to the small group that can spend $500 a year on a membership to shoot indoors and to be treated like a king.
For the current facilities, they are already in the game.... but for the new ranges being planned, and or in the process of being built.... I would think long and hard, particularly in the new gun environment we are going to be facing in NJ.
(in full disclosure, I have consulted with a few ranges/FFLs in NJ and am privy to some information on which I base the above post)