Entrepreneur envisions new life for old hotel

That action in and of itself would be heroic in nature since the local landmark has been on a downhill slide for years. The building has been shuttered for several years and has not seen the type of family celebrations, business meetings and conferences that once made the American Hotel a well-known gathering spot.

Goldberg purchased the building for $2.5 million at a public auction in March 2006 and promised to restore what Freehold officials have called the “jewel” of East Main Street. Tattered fabric, slivers of glass, chipped paint and other debris were in abundant supply when people came to bid on the hotel at the public auction. Many bidders likely saw what everyone would naturally see – a way to make money. Goldberg saw that and more.

His vision took him beyond the frayed draperies and shards of glass that lay sprinkled about inside the building like a silent mosaic of better days. He saw the ballrooms as they once were, with ladies dressed in sparkling finery as they glided in harmony with their escorts across those floors.

PHOTOS BY ERIC SUCAR staff/architect’s sketch A great deal of work lies ahead before the American Hotel in Freehold will be ready to welcome guests.He saw past the misfortune the hotel has sustained and envisioned the core of what this landmark once was to so many – a place of community, a place to gather to enjoy good food and to share good times.

His plan is to bring that feeling back to the American Hotel.

In plans announced last week, Goldberg said the building will be renovated and become a hotel once more, with 22 guest rooms, a lounge, cafe restaurant, day spa and ballrooms.

A press conference held July 17 at Borough Hall gave the impression that this was more than just a financial investment for the new owner. It was an emotional purchase as well. Goldberg’s presentation revealed that he understood he had purchased a piece of Freehold Borough’s history, and it depicted the rebirth of something that many people feared was gone.

As Goldberg described his plans for the building, he would occasionally digress from the presentation to remember something that was not written in his notes. He said that at times he sat on a bench in front of the hotel, watching the pedestrian traffic, observing and evaluating, and maybe even more important, listening to what people were saying.

He said he heard people say things like “I wish someone would do something about that” and “Why doesn’t someone do something about that?” He told himself “I am doing something” and said it was difficult not to let the passers-by know about his plans.

Goldberg and municipal officials appear to have developed a camaraderie that could help the project advance. He said he grew up in New London, Conn., and remembered what it was like to have a “downtown.” His father owned a clothing shop there.

“I remember when I was young, people would be outside their shops sweeping up the sidewalks, getting ready for the day. They’d be talking and laughing,” he said. “You could smell breakfast. You could actually smell the morning. Then at about 9:30 or so, everyone would open up their businesses and start their work day.”

In his remarks, Wilson said, “This is a historic time for Freehold Borough, thanks to Steve Goldberg. This is an exciting time for us. We are seeing the rebirth of a landmark in Freehold Borough and in the state of New Jersey.”

Goldberg thanked Wilson, Borough Administrator Joseph Bellina and those who took the time to plan the press conference for him. He also thanked officials and business owners for their support, citing in particular Rob Kash, the owner of the Metropolitan Cafe, and Mike Page, the owner of the Court Jester, both on East Main Street.

“It has taken a long time to plan this project because I needed to understand this town. This project really fits in this town and we plan on doing this right,” Goldberg said.

He said Kash, who is a member of the Freehold Center Partnership Board of Directors, “inspired” him to create a “boutique” hotel theme for the American Hotel.

“Rob,” he said smiling, “is now our operations and design consultant.”

Goldberg introduced the architect for the project, Michael V. Testa, Manalapan, and Anthony Cammallere, of T&K Contractors, Freehold.

“I have become very aware of the historic significance of this hotel and its place in the history of the borough and in the hearts and memories of so many people,” Goldberg said. “So much of the social fabric and history of the town seemed to center around this place.”

Goldberg said he will not change the physical look of the hotel and its “sense of place” because of what it provides in town.

“It may be a little different color on the exterior and we do have to update it and make it modern, but the structure will basically stay the same way it has always been,” he said.

The only exception will be an expanded vestibule/foyer in the front that will define more clearly the front entrance to the hotel. The rear entrance will see a new facade with an open terrace to greet people coming for catered affairs.

“It’s a beautiful building and I don’t want to mess with it,” Goldberg said, adding that permits for interior work have been secured. He indicated that he would like to complete the project within a year from now. “It’s all here and it’s laid out fabulously. There is no reason to change its use.”

Goldberg is hoping the American Hotel will be “a place to meet in the lobby, stay and have appetizers and a drink, eat at our restaurant or decide which restaurant in downtown Freehold you want to go to. We want the hotel to contribute to the Freehold experience. Why would you want to stay in a hotel on Route 9 when you can stay in the middle of a downtown area with people and great nightlife right here? What we are looking for is to make Freehold a comfortable place for them to want to come to, enjoy the downtown shops and maybe stay for awhile.”

Borough Council President Kevin Kane told Goldberg his family has many wonderful memories of the hotel. He remembered weddings and many other special occasions there. He said the hotel has always been the “central point” of Main Street.

Councilman Marc Le Vine offered up a series of memories in regard to the hotel.

“I was bar mitzvahed there in 1969, my sister was married there in 1975 and my son was bar mitzvahed there in 1994. I’ve attended countless other memorable events in that charming place,” Le Vine said.

He said there are not too many people in the area who haven’t “crossed paths with the long history of that grand old building. It’s just wonderful that it is coming back looking pretty much the same way it always has.”

Referring to the American Hotel as the jewel of the town, Councilman Robert Crawford said he also remembered many parties and good times there.

“People need this back,” he said.

Lisa Schofield, who is involved with the borough’s community information committee, said the American Hotel is “sure to be a magnet for similar minded entrepreneurs who will have further incentive to set up shop in downtown Freehold to add synergy and texture to the streetscape.”

She believes the revitalized building will attract more people downtown and “rekindle a spark of sustainable excitement, energy and activity.”

Schofield commended Goldberg for his “unwavering devotion to renewing the hotel and all his time, effort, resources and passion in giving downtown Freehold Borough a “polished gem” everyone can once again enjoy.

Page called the proposal a “home run” and said he thinks the renovated hotel will impact all of the businesses on the street in a positive way.

“I’m glad it’s not being done in stages,” Page said. “I think that doing it all at once in a 12-month period is going to bring more life to this part of town. It fills the void and will make East Main Street really complete.”

Wilson summed up the event in one sentence. After acknowledging the neglect and poor ownership of recent years, as well as a fire that did further damage to the building in 2005, he said, “The hotel is coming back to rise from the dead today.”