Asbury Park Sees Rebirth With New Luxury Hotel

The opening of the Asbury Hotel marks an important milestone for Asbury Park, NJ. Only two blocks from the boardwalk, the hotel is the first to open in the city in over a half century.

The 110-boutique hotel was converted from a derelict seven-story Salvation Army building for a reported $50 million dollars, and capitalizes on the city’s music, art, and food scene. The hotel had a soft opening in May, and its full opening is scheduled for Fourth of July weekend.

The hotel is taking a non-traditional approach, befitting from Asbury Park’s unusual history. Its glory days lasted from the 1800s well into the twentieth century, thanks to its grand hotels, orchestra pavilion, Boardwalk, and mile-and-a-half long ocean beach on the northern end of the Jersey shore. But it barely survived the Great Recession, Hurricane Jonas, and Superstorm Sandy; Bruce Springsteen immortalized it as “My City of Ruins.”

And yet, it has slowly been regaining its footing, thanks to its Victorian charm, its welcoming of the LGBT community, and its proximity to Manhattan.

On the Asbury’s ground floor, guests can hang out at The Pit, a sunlit space with a living room feel, with huge sofas, board games, and stocked book shelves. Music-themed bar Soundbooth is a short walk away in the hotel’s lobby.

Outside, next to the outdoor pool, is a beer garden, where street food, craft beers, and signature cocktails will be served out of specially outfitted 1960s trucks. There is also a 5,500-square foot indoor/outdoor meeting and event space, Asbury Hall & Lawn.

The Asbury will not have a full service restaurant, instead encouraging guests to explore local eateries. It also will not have set check-in and check-out times, and guests can simply text the welcome desk for a snack from the grab-and-go counter.

Rooms feature whitewashed walls, pale wood furniture, checkerboard floors, pale blue sofas, and custom-molded green seats. Lights are fully dimmable and bath amenities are from apothecary and lab Malin + Goetz. In addition, some of the rooms are “bunk rooms” that can accommodate up to eight guests.

A rooftop lawn offers ocean views during the day and movies projected on a 20-foot wall at night. Two floors up is the 4,000-square foot cocktail lounge Salvation, lit only by candles and lanterns, which will host nightly performances by local DJs and musicians. 

The Asbury is the Salt Hotel brand’s first property in New Jersey, the fourth in its portfolio. Salt Hotels also operate the Salt House Inn in Provincetown, MA; the Eben House in Provincetown, MA; and the Chequit in Shelter Island, NY.

The Asbury is part of a 10-year, multi-billion dollar redevelopment plan for the city.