Salvation Army Building transforms into The Asbury
Design reimagines a classic Beach Hotel w/ modern amenities
When The Asbury, opens next spring it will be the city’s first new hotel in close to 50 years, according to a news release issued Monday by waterfront redeveloper iStar.
Slated for a May 2016 completion, the 110-room boutique hotel at the long vacant Salvation Army building on Fifth Avenue is among the first of their multi-billion dollar projects here.
And, project leads David Bowd and Anda Andrei say this will not be your parent’s beach hotel but rather an eclectic social hub that plays off the city’s Victorian-era real estate and rock-n-roll roots.
Its amenities include everything from a giant rec-room lobby for adults and kids alike to a rooftop garden overlooking the town and its ocean views that will transform into a “carless drive-in” featuring classic and cult films projected on a 20-foot wall.
“This historic building is a beautiful blank canvas for us to create a special place that adds to the unique spirit of Asbury Park,” said Andrei, former design director for the Ian Schrager Company.
Andrei, who serves as the creative lead, hand-picked architects, designers, and hotel operator David Bowd to help bring the project into fruition.
“I love collaborating with immense talent, and knew instinctively David had to be involved. He has a wonderful gift for connecting the hospitality experience with one-of-a-kind communities and we bring out the very best in one another.”
Bowd, known for creating the Salt Hotels brand, will program and manage The Asbury.
“We have spent a great deal of time in Asbury Park and have completely fallen under its spell,” Bowd said. “The Asbury is our labor of love. The end result will be a collection of rooms, amenities and experiences that show the world that The Asbury is for all kinds of people, just like Asbury Park itself – the mix is what creates a sense of fun and adventure.”
The Asbury’s architectural design was done by Stonehill & Taylor, known for adaptive projects like Manhattan’s Ace and NoMad hotels.
The city’s Planning Board approved the project’s site plan in October 2014. On Monday, the developer revealed its design details:
The lobby is pegged as the action-filled center of the hotel with everything designed for perpetual motion.
The front desk and check-in will double as ‘The Counter,’ a grab-and-go kitchen where guests can get their keys, order coffee, or buy something from the retail store.
The ground-floor lounge will transform into a rec room, with ping-pong, pinball machines, board games – and a communal table.
The Soundbooth will serve as a casual lobby bar for hotel guests and the community, and will feature games and nighttime music sets.
Bonetti Kozerski Studio chose a “bungalow-on-the-beach” design for the 110 guest rooms. They vary from queen, king, and family-size rooms to suites and bunk rooms that can sleep up to eight. All feature well-lit bathrooms, large closets, and custom-made mattresses with attention to the linens.
The art features black-and-white beach and music scenes along with classic music posters to complement the city’s rock sea-side views.
The Pool, which features a large deck with plenty of seating, will transform in a public venue on Sundays, showcasing local DJs and specialty cocktails.
The Beergarden, adjacent to the outdoor pool, includes food and beer trucks that will serve authentic street fare, craft and local beers, and signature drinks. It will be open to the public.
The Baronet, inspired by Central Park’s Great Lawn, is a rooftop garden where guests can throw down a blanket and lay with a book or enjoy the oversized games and paddling pools. At night it transforms into the carless drive-in.
The Salvation, a 4,000-square-foot lounge featuring local DJs and celebrity artists, is on the upper roof. Its black and white monochrome décor features beds and lounge areas lit only by candles and lanterns.
The Asbury Hall & Lawn is a 4,800-square-foot, flexible indoor/outdoor event space than can be divided into two or three smaller venues. Meant to serve social and corporate gathering, the space features the most advanced AV equipment.
The Asbury is located at 210 5th Avenue, Asbury Park. Rooms are expected to start at $125 per night. For more information, visit The Asbury Hotel website.
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