ASBURY PARK, N.J.
The Asbury opened in a long-vacant Salvation Army building. The 110-room property is the first new hotel in Asbury Park in more than 50 years and is part of the multibillion-dollar redevelopment plan by developer iStar.
The lobby, which doubles as a tomato-growing greenhouse, is a public space that encourages guests to hang out. A welcome desk doubles as a grab-and-go counter where guests can check in and order donuts baked-fresh locally. Nearby, on a giant marquee wall, huge emojis broadcast the weather, hotel happenings and more.
“Hotels are usually structured and planned. With the Asbury, we created a place that sparks joy and spontaneity,” said Anda Andrei, iStar’s creative director and design lead for the entire Asbury Park redevelopment project, who hand-picked the architects and designers involved to realize her vision. “You can’t have a boring moment here. It’s the same spirit of fun that makes Asbury Park such a treasure.”
With eight completely original public spaces, the hotel is designed for action everywhere. The ground-floor hangout, The Pit, is a giant, sunlit living room with huge sofas, board games, and well-stocked bookshelves. If guests want to sit together, or dance, or play Scrabble and they can move the furniture-there are no rules.
Just opposite the Pit, the Asbury’s Soundbooth serves signature cocktails. Vinyl LPs, cassette tapes, and CDs will fill a massive feature wall next to the bar. A passage nearby leads to the outdoor Beer Garden, where a specially outfitted 1960s truck will dispense five kinds of ale from outside taps – and a hot-dog truck will offer different varieties of the ultimate summer food.
The hotel has two separate rooftop venues. The Baronet, outdoors on the fifth floor, is like stepping into an Alice-in-Wonderland version of Central Park’s Great Lawn. Its 4,300 square feet of lush green space, with wraparound views beyond a white picket fence. An enormous lighted sign from Asbury Park’s late, great Baronet Theater hangs on a 20-foot film-projection wall. The Baronet can host yoga in the morning, an afternoon reading, and later, movie screenings under the stars.
Two floors up, color turns to black and white. Salvation is the hotel’s 4,000-square-foot monochromatic cocktail lounge on the seventh floor with sunset views.
Event rooms are designed to feel like a giant stage, with exposed theatrical lighting and triple-height ceilings. Asbury Hall & Lawn is an original 5,500-square-foot, flexible indoor/outdoor event space. Elegantly designed, with advanced AV equipment and divisible into three smaller spaces, it will serve social and corporate gatherings of all sizes. The separate, pre-function area is also a greenhouse space.
With huge variety among its beach bungalow-inspired rooms as well, The Asbury’s got space for everyone. Groups can check into bunk rooms that accommodate up to eight people. Nearly every room boasts water or city views, from standard, superior and deluxe Queens and Kings to Family Kings with convertible sofa.
Every piece of furniture has been custom-made for the Asbury. Whitewashed walls, pale-wood furniture, checkerboard floors contrast with pale blue sofas, navy macramé-backed chairs and custom molded green seats. Concealed nightstands on both sides of beds have chargers right on top, making it easy to plug in and enjoy. Bath amenities come from New York purveyor Malin + Goetz.
The hotel’s done away with conventions like check-in times. Also with the millennial traveler in mind, the hotel provides the option to text-communicate with The Counter for any items from the grab-and-go. This will be the Asbury’s only food and beverage option as there is no dedicated restaurant or room service—the hotel will encourage guests to patronize great local restaurants and bars.
