Freehold's American Hotel Set for Revitalization

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. October 14, 2008

AUGUST 15, 2007. Freehold Borough Mayor MichaelWilson, entrepreneur Steven Goldberg and architectMichael V. Testa unveiled plans for the nextincarnation of the borough's historic landmark inn,the American Hotel, built in 1834. Goldberg purchased the hotel in a public auction inMarch 2006 for $2.5 million. The structure had beenabandoned and endured a small fire.

Renovation has begun on the edifice, which will housea restaurant, two large catering halls, a mid-sizemeeting room, and a lobby lounge all on the groundfloor, and two floors of modern accommodations, 11spacious rooms with baths on the second and thirdlevels. A luxurious day-spa may be housed in thesub-street level, and entrances on the front (MainStreet) and back (Market Yard Parking Lot) will becompletely renovated and extended, with enhancedlandscaping.

Following his purchase of the American Hotel,Goldberg, along with Rob Kash, owner of severalpopular eateries including the chic Metropolitan Caf'e,and Mike Page, owner of the venerable Court Jester,took trips into Manhattan to specifically research thenumerous boutique hotels in operation. Goldberg alsospent time just sitting on a bench at various timesduring the days and weekends, in all seasons, to watchthe natural traffic patterns and to listen to commentsfrom passersby who would gaze at the forlorn building.

"I had become aware of the historical significance ofthe building and its place in history here in town,"Goldman said. "The American Hotel is in the hearts andmemories of so many people. Listening to theirrecollections made me realize that this structure is asignificant part of the very fabric of this town andseemed to be the center of the borough."

He added that there are two parts of the storiedhistory of the American Hotel to maintain. One is thephysical appearance, and the other is the sense of theplace, and what it provides in town.

Michael V. Testa, Architect, of Manalapan, whodesigned the project with Goldman, commented, "Mr.Goldberg's creativity and architectural background hasgiven us a great start to visualize his dream tomaintain the original architectural elements andcharacter as well as invigorate the existing buildingwith a new modern flavor that will run throughout theinterior of the building."

Testa added that the American Hotel is designed toblend its original use with modern amenities. Forexample, he pointed out, the use of an upscalerestaurant that opens up to the sidewalk andincorporates the adjacent hotel lobby-lounge is a newconcept that will keep the main floor active andinviting. "In addition, the new 22 contemporary hotelsuites on the second and third floors will give theguests the feeling that they are in a modern Manhattanhotel room while enjoying the small town flavor ofDowntown Freehold."

Goldberg said that he envisions the hotel beingoccupied by those doing business in town, such as atthe Monmouth County Courthouse and other countyfacilities, as well as guests for family and corporateevents held in the catering halls.

"We are seeing now the rebirth of a landmark, not onlyhere in Freehold Borough, but in the entire state ofNew Jersey," said Mayor Wilson. "The American Hotel isknown statewide. It has withstood a lot of neglect,poor ownership and a fire. It is coming back, risingfrom the dead, starting today."Goldman projected that the American Hotel in itsentirety should be open sometime by late spring orearly summer 2008.

It is expected that the opening of the American Hotelwill galvanize a resurgence and a more invigoratedredevelopment of the historic county-seat downtown.