Asbury Ocean Club Hotel Opens

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For discerning clients, the Jersey Shore’s first luxury five-star boutique hotel, Asbury Ocean Club Hotel, set in Asbury Park, NJ, just 70 minutes from New York City, is officially open. The 54-room oceanfront boutique hotel on the fourth floor of the towering 17-story building is only one of the features of the project, which goes by the formal name of Asbury Ocean Club, Surfside Resort and Residences at 1101 Ocean Avenue.

Floor-to-glass windows in all its guestrooms and expansive terraces with views of either the Atlantic or the sand-dune gardens are highlights. Personalized service includes a 24-hour concierge and a beach bellperson paired to each guest.The bellperson will set up towels, chairs, and umbrellas on the beach, bring lunch, or deliver cold bottles of water, enabling guests to enjoy a day on the beach hassle free.

The hotel lobby overlooks an oceanfront pool deck that features a 65 by 30-foot pool, deep sofas, sunken beds and floor pillows surrounded by trees and plants that act as the walls. There’s an outdoor fireplace, ADA accessible lift attached to the pool, and each chair has a service button. There is a full-service bar and grill, and a roaming granita cart offering fresh juice, smoothies, and tiki cocktails. A fine-dining restaurant will debut next year.

The Drawing Room, a “glass house” located at the heart of the property, serves as an all-day, year-round retreat. Designed to feel like a home, the space functions as a living room, open kitchen doubling as a bar, music room, and all-day retreat.

iStar and its CEO, Jay Sugarman, acquired 35 acres in the city and has spent more than $300 million on its efforts to date. The developer is the force behind a 10-year, multi-billion dollar redevelopment plan for a 1.25-mile stretch along the Asbury Park waterfront that includes The Asbury Hotel, Monroe condominiums, and Asbury Lanes, the legendary bowling alley-turned music venue.

“Asbury Ocean Club is not just a building; it’s the resurrection of Asbury Park,” says Sugarman.  “It is a symbol of the return of this town to its rightful glory and an opportunity for us to create the ultimate beach lifestyle for those who want the very best.”

A Salt Hotels brand, it joins its other hotels: Salt House Inn in Provincetown, Mass., Eben House in Provincetown, Mass., and The Chequit in Shelter Island, N.Y.

The Asbury Ocean Club hotel is entirely transactionless, meaning there is no need to sign a bill. This falls in line with its sustainability initiatives, which includes limited use on single-use plastics.