An Exclusive First Look At AsburyOceanClubHotel, Opening This Summer

It wasn’t all that long ago when Asbury Park, the Jersey Shore town most famous for its boardwalk and music scene – Bruce Springsteen’s debut album is titled “Greetings from Asbury Park, N.J.” – was reserved for residents. Though it was once was a popular vacation hub for Mid-Atlantic families, the race riots of 1970, along with Atlantic City’s casino boom – which started in 1978 – slipped the beach community into a steady state of decline and neglect.

But today, Asbury Park has regained its former glory, and then some – largely due to the development efforts of iStar. After acquiring 35 acres and meticulously mapping out a ten-year, multibillion-dollar redevelopment plan along the city’s waterfront, the real estate company is squarely on target to “enhance what it has always been,” says Brian Cheripka, iStar’s senior vice president of land and development. “We’re continuing to elevate the city as a year round destination, while trying not to lose the magic that makes this place so special.”

Need proof? Just look at the numbers. “About 15 years ago, the city received less than $100,000 in revenue from its beach operations, and city parking revenue was non-existent,” says Cheripka. “In 2018, beach revenue surpassed $2.5M and parking revenue reached $5.8M. And attendance at boardwalk events has grown nearly 300% since 2010.” In addition, iStar’s much-anticipated reopening of the iconic Asbury Lanes last spring – naturally, hometown hero Bruce Springsteen performed at the reopening party – has helped attract even more visitors to the area.

And this summer, iStar will be unveiling its most ambitious project to date: Asbury Ocean Club Hotel. As the city’s first luxury property, it will encompass the fourth floor of Asbury Ocean Club, a glamorous residential building, whose opening will naturally coincide with the hotel’s.

Envisioned by Anda Andrei, the acclaimed architect behind Asbury Hotel and Gramercy Park Hotel and Residences, the design of the 54-room boutique property draws inspiration from its natural backdrop. “The essence of Asbury Ocean Club came from all the elements of effortless beach living: light, sun, ocean, and air,” explains Andrei. “When guests step foot in the hotel, I want them to feel like they escaped to a place of peace and tranquility that should be a flight away – not a 70-minute drive from New York City.”

From the moment guests hop off the elevator onto the fourth floor, they’re surrounded by a true sense of relaxation. The hotel lobby, for example, is adjacent to the pool deck, which is kitted out with sunken beds, lush greenery, and a cart doling out icy granitas. And every element in the rooms and suites, from the soaring 11-foot wood ceilings to the luxe bathroom amenities from MiN and Palermo Body, was carefully selected to help guests feel as if they’re kicking back in a discreet, stylish loft (and not just another beachfront hotel). Even better? “Each room has a unique view and seamless connection to the ocean, pool deck, or dune garden,” says Andrei.

While the accommodations are posh, it’s The Drawing Room that Andrei sees as the hotel’s crown jewel. “Designed in a glass house that appears to float on a glistening reflection pool, it sits at the center of the property, and acts as the beating heart of activity, any time of day,” says Andrei. “I imagine this being one of the most used public spaces in the hotel, in every season.”  

And since wellness is at the tip of everyone’s lips nowadays, The Asbury Ocean Club Hotel thoughtfully goes above and beyond the usual bleak, basement gym. In fact, hotel operator David Bowd – he’s also the CEO of Salt Hotels, a collection of hip, East Coast boutique properties – went as far as to collaborate with a wellness coach to curate a bevy of offerings, to help guests feel their absolute best. “Travel should not and must not change the way you live,” says Bowd. “It should enhance it.” To that end, there’s a spacious fitness center designed by The Wright Fit filled with cutting-edge equipment including Peleton bikes, daily classes (think pilates, yoga, and tai chi), and of course, a soothing spa.

Though the ground floor restaurant won’t be open until 2020, Bowd reveals that the cuisine will be “inspired by a Mediterranean resort, with a huge raw bar and impeccably done classics including burgers, salads, and sandwiches.”

Asbury Ocean Club Hotel is located at 1101 Ocean Avenue in Asbury Park. Reservations launch May 1, with special introductory rates starting at $295.

This post first appeared on Forbes.com. To see the original, click here.