The New Jersey Economic Development Authority (NJEDA) Board has approved a Cultural Arts Facilities Expansion (CAFE) Program award to back a massive $130 million restoration project for the historic Asbury Park Convention Hall.
The initiative will revitalize the 97-year-old landmark—which includes the Convention Hall, the Grand Arcade, and the Paramount Theater on the Asbury Park Boardwalk—while expanding equitable access to the performing arts and stimulating local economic activity.
First opened in 1929, the Convention Hall complex has spent nearly a century serving as a cornerstone of New Jersey’s entertainment landscape, hosting music, theater, film, and civic events.
The comprehensive Restoration, Revitalization & Modernization Project will overhaul the complex inside and out in adherence to strict historic preservation standards. Upgrades will address structural, mechanical, and architectural elements, including the iconic marquee, lobbies, mezzanines, storefronts, and performance spaces. In addition, critical ADA access improvements will be implemented to ensure the venue is welcoming to all visitors as it enters its next century of service.
“For nearly a century, the Asbury Park Convention Hall has served as an iconic landmark that provides top-tier arts entertainment and programming for residents and visitors. It’s exciting for the NJEDA, under Governor Sherrill’s leadership, to be a part of this next chapter in its ongoing legacy,” said NJEDA Chief Executive Officer Evan Weiss. “Through investments in the arts and culture sector, the CAFE Program is helping drive new economic activity into communities and ensuring cultural hubs can continue serving the public for future generations.”
The project, approved for up to $75 million in CAFE Program tax credits, aims to attract world-class talent and draw visitors from across the region to elevate New Jersey’s profile in the tourism, music, and arts sectors.
“Asbury Park is rooted in music, and the legendary Convention Hall is a center of that,” said Gary Mottola, President of Madison Marquette Asbury. “This CAFE award will ensure that Asbury Park remains a cultural heartbeat of the State for generations to come.”
Deputy Mayor Amy Quinn also praised the milestone, noting the years of collaboration behind the project. “The City is thrilled about Madison’s approval application for the tax credits. We thank the Sherrill administration and Senator Gopal for their support. This is a great step that has required years of work and negotiation.”
The CAFE Program is designed to revitalize downtowns and increase cultural arts engagement by providing tax credits to support the construction or renovation of facilities such as historical sites, museums, galleries, and performance venues.
