Freehold landmark slated to become a hotel again
Guest rooms, banquet space, day spa in plans for American Hotel
BY CLARE MARIE CELANO
Staff Writer

FREEHOLD - Steve Goldberg took on a challenge of epic proportions when he said yes to purchasing one of Freehold Borough's most beloved historic landmarks.

Stepping up to the plate and taking a giant leap of faith, Goldberg, of Manalapan, purchased the deteriorating American Hotel for $2.5 million at an auction on March 23, 2006. He has been on a mission ever since: to bring the building back to what it once was in its heyday - the linchpin of Main Street, or what Mayor Michael Wilson has called "the hallmark of the downtown area" and "the focal point of western Monmouth County."

Last week Goldberg joined Borough Administrator Joseph Bellina and Freehold Center Partnership Board of Directors member Rob Kash to reveal his plans for the building. Goldberg said the building will be refurbished as a hotel, restaurant, bar and community gathering place.

"What was there worked. It always did work," Goldberg said. "All of the functions that the hotel was originally designed for are still viable services."

For many years prior to its closing, the American Hotel had not been a hotel. It was, however, a well-known and much-loved banquet facility that served generations of local families.

Goldberg said that with the help of some local private investors, he will bring the building's interior design up to modern day standards with only subtle changes. The physical look of the exterior of the hotel will remain the same, with the exception of an expanded front entrance that will lead into the lobby and lounge area.

"This hotel will unleash Freehold's potential and re-establish Freehold as the nucleus of the hottest growing part of New Jersey," Kash said.

"The restaurant will make Freehold Borough the capital of Monmouth County," Bellina said.

Architect Michael Testa and representatives of T&K Construction will work with Goldberg to accomplish the remaking of the American Hotel.

The new design, according to Goldberg, reflects the input of members of the borough's Historic Preservation Commission. Plans for the building call for an upscale cafe restaurant, a lobby and lounge with a bar, renovated ballrooms and 22 remodeled guest rooms.

The four existing ballrooms for catered events have been redone. Plans are to use the smaller room for events such as birthday parties, christenings, seminars and business conferences. One room can be used as a chapel while the larger rooms can be used to accommodate weddings and banquets.

The second and third floors will once again be a home to travelers who are looking for a night's lodging. The accommodations can also be part of a wedding where out-of-town guests can be made comfortable before heading home after the big party. An elevator has been added to the building.

The original 40 "boarding type" guest rooms will be transformed into suites, according to Goldberg. There will be two bridal suites with balconies overlooking East Main Street. A day spa is expected to be built on the lower level.

Calling Goldberg's plan an exciting development for Freehold, Kash said the hotel will complement existing businesses and attract a new group of people to develop and invest in the borough.

"This is an intangible relationship where the whole is greater than the sum of its parts," he said.

"The Freehold area community will enjoy a classic catering facility in a place and town with great character and historic significance," Goldberg said. "The facility is situated in such a way that guests can stay and enjoy the convenience and charm of the Freehold downtown area, including the county facilities, restaurants, shops and other attractions.

"There is a certain sense of community and history that lives in downtown Freehold that you just can't get on Route 9," Goldberg said. "We hope our project adds to the efforts of the borough and other area businesses in bringing back this feeling."