THE ASBURY TAKES OVER SALVATION ARMY BUILDING IN NEW JERSEY
David Bowd – creator of the Salt Hotel brand, former COO for André Balazs and former Director of Operations for Ian Schrager and Morgans Hotel Group – is bringing his gift for connecting the hospitality experience with one-of-a-kind communities to Asbury Park, New Jersey. A derelict Salvation Army building is being transformed into The Asbury, which in May 2016 will become the shore town’s first new hotel to open in more than 50 years.
The Asbury will combine Asbury Park’s Victorian-era history and rock-n-roll legacy into a new kind of social hub. David will program and manage The Asbury. “We have spent a great deal of time in Asbury Park and have completely fallen under its spell. 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.”
iStar, a Real Estate Development Company, has been a presence in Asbury Park since late 2010 and is responsible for a multi-billion-dollar redevelopment plan to transform the 1.25-mile oceanfront stretch in Asbury Park with more than 20 projects, including hotel and residential developments and major infrastructure improvements. It purchased the seven-storey brick Salvation Army building, built in 1952, in January 2013. The building, shuttered for a decade, is being transformed with a $30 million renovation.
The Asbury will be modeled after an upscale hostel, featuring some shared rooms with a clean design and a communal, free-flowing, energetic spirit. It will have a welcoming, collegial, contemporary, comfortable and fun environment. The energetic public spaces will encourage lounging, comfortable seating and “grab and go” at The Counter. The Baronet is a 4300 square foot rooftop space with magnificent views over Asbury Park and the Atlantic Ocean, covered in Astroturf and scattered with beanbags and casual/flexible seating. For hotel guests, there will be classic games to enjoy during the day. Open to guests and locals, in the late afternoon it will turn into an outdoor carless drive-in cinema, showing classic and cult movies on a 20-foot screen.
There will be 110 guest rooms over five guest floors and nine room types. Accommodations range from double rooms to rooms sleeping up to eight in beautifully designed bunk beds. The guest rooms have been designed with fresh clean lines and playful beachy elements by Anda Andrei (iStar’s Creative Lead for the entire Asbury Park redevelopment project, and the former design director for the Ian Schrager Company). The feel is casual and laidback, celebrating the history and culture of Asbury Park.
Suzanne McIntosh has been building, leading and mentoring high profiling sales teams in the luxury and lifestyle hospitality industry throughout her career. Suzanne formed McIntosh Human Capital Management to work with a client’s from “the ground up”; creating sales platform concepts, goal setting, success measurement, market planning, recruitment and deployment. Starting her sales and marketing career with Four Seasons Hotels and Resorts, Suzanne has extensive experience with other prestigious hotel brands including Rosewood Hotels & Resorts and Morgans Hotel Group.