Asbury Partners completes retail plan for Oceanfront Asbury. (New Jersey).

Asbury Partners, LLC has completed the retail/entertainment plan for Oceanfront Asbury in Asbury Park, N.J. The project will include 450,000 SF of retail space, featuring a "Soho meets South Beach" character.

Asbury Partners, the city-appointed master developer for Oceanfront Asbury, retained SOSH Architects to design the retail plan for Oceanfront Asbury in late 2002. The finished concept calls for restaurants, nightclubs, and family entertainment facilities, along with unique shops and boutiques lining the city's legendary, 6.0-foot wide boardwalk.

The plan will unify the look and feel of eight pavilions that will be renovated along Asbury Park's mile-long boardwalk, as well as storefronts in new buildings to be constructed along Ocean Ave. Guidelines ranging from facade design to artwork will enhance the impact and character of all new and renovated areas. Two distinctive historical buildings anchor the boardwalk: the Convention Hall/Paramount Theater Building to the north, and the Casino Building to the south.

"SOSH Architects has created an exciting theme," said Larry Fishman, chief operating officer for Asbury Partners. "It is generating a great deal of interest, further contributing to Oceanfront Asbury's growing momentum. At the same time, we are being very selective regarding the type of businesses that will be chosen to comprise the retail and entertainment component of this redevelopment, and we continue to work with the Asbury Park City Council."

"The Asbury Park boardwalk is truly one-of-a-kind, and the retail plan of Oceanfront Asbury builds upon the artistic character and fabric that was once the heart and soul of the city," said Nory Hazaveh, partner in charge of the retail design project with SOSH Architects. "Memorable architectural details like Pegasus, dolphins, and seashells will be interwoven with the musical themes of New Jersey rock and roll, jazz, and blues. The retail/entertainment plan will rekindle Asbury Park's reputation as an upbeat and inspired community."

Asbury Partners is marketing the retail redevelopment area to experienced seasonal and year-round retailers, restaurant operators, and entertainment companies. Currently, active negotiations are underway with two major entertainment and dance entities.

"We envision this as a year-round retail destination, with upscale shops in a unique and unparalleled historic seaside setting," Fishman said. "Monmouth county, one of the fastest growing counties in the state, is prime for this kind of retail opportunity."

Beginning this summer, Asbury Partners will open the 5th Ave. pavilion on the boardwalk, which houses the famed Convention Hall and Paramount Theater. The company has completed minor renovations, with more extensive improvements scheduled for next year. Meanwhile, planned seasonal attractions include a refreshment stand, beach accessories, and a full roster of entertainment. Asbury Partners is repairing the boardwalk, and the beaches will be fully staffed with lifeguards.