State Routes 35 and 36
Monmouth County (Borough of Eatontown), New Jersey
The Garden State's fourth major shopping mall was built on 43 acres. The site was located 28 miles south of Manhattan's Times Square, in a section of Monmouth County known as Borough of Eatontown. MONMOUTH CENTER was developed by a joint venture of the Bamproperties Corporation (a division of R. H. Macy & Company), Fiest & Fiest and the Massachusetts Mutual Life Insurance Company.
MONMOUTH CENTER was designed by the Kahn & Jacobs and Abbot & Merkt firms. Ground was broken on May 12, 1958. The open-air complex was to encompass approximately 693,000 leasable square feet and consist of a main retail floor and service basement; this level accessed by two tunnels.
A mall dedication was held on February 12, 1960. Attending the event were Homer Chapin (vice president of the Mutual Life Insurance Company), Irving J. Fiest (president of Fiest & Fiest) and Fraser Bliss Price (mayor of the Borough of Eatontown). A time capsule was buried in the mall's Plaza of Flags, with three flags raised; those of the United States, New Jersey and Monmouth Shopping Center.
A mall-wide grand opening was held on March 1, 1960, when twelve stores opened their doors. These were Franklin Simon, A.S. Beck Shoes, Bamberger's Auto Center, Chandler's Shoes, Lerner Shops, Loft's Candy, Miles Shoes, Milmar Shops, Reeds Stores, a (24,300 square foot) S.S. Kresge and (26,000 square foot) Food Fair supermarket. The largest of these was a 3-level (230,000 square foot), Newark-based Bamberger's.
The grand opening was officiated by CBS TV's Mike Wallace. In attendance were Fraser Bliss Prince and David L. Yunich (president of Bamberger's). The festivities concluded with the release of thousands of orange, blue and white balloons.
A second group of stores debuted on May 17, 1960, when a 2-level (110,000 square foot) Montgomery Ward opened its doors. The fully-realized shopping center now housed over fifty stores and services. These included Sladkus Shoes, Bond Clothes, Parklane Hosiery, The Flaming Pit Restaurant and Luca's Pizza.
The first of many anchor changes transpired on November 2, 1972, when a shuttered Montgomery Ward re-opened as a New York City-based Alexander's. A 25 million dollar mall expansion got underway in June 1973, designed by the Copeland Novak & Isreal firm of New York City. The mall site was enlarged to 105 acres. The main concourse, fronting on Bamberger's, was enclosed and a large, 2-level addition built toward the southwest. This was to add 851,400 leasable square feet to the existing structure.
Three new anchors were built. A 2-level (159,200 square foot), Newark-based Hahne's ["haynz"] opened its doors on March 4, 1974. J.C. Penney's 3-level (202,600 square foot) unit was dedicated on September 8, 1976. Lastly, a 3-level (264,600 square foot), New York City-based Abraham & Straus would debut on April 24, 1978.
The first of many anchor changes transpired on November 2, 1972, when a shuttered Montgomery Ward re-opened as a New York City-based Alexander's. A 25 million dollar mall expansion got underway in June 1973, designed by the Copeland Novak & Isreal firm of New York City. The mall site was enlarged to 105 acres. The main concourse, fronting on Bamberger's, was enclosed and a large, 2-level addition built toward the southwest. This was to add 851,400 leasable square feet to the existing structure.
Three new anchors were built. A 2-level (159,200 square foot), Newark-based Hahne's ["haynz"] opened its doors on March 4, 1974. J.C. Penney's 3-level (202,600 square foot) unit was dedicated on September 8, 1976. Lastly, a 3-level (264,600 square foot), New York City-based Abraham & Straus would debut on April 24, 1978.
The greatly enlarged shopping center was re-dedicated, with 133 stores, on August 18, 1975. A new name had been bequeathed; MONMOUTH MALL. Several new inline stores were signed as part of the renovation. These included Kay-Bee Toys, Sam Goody Music, C.B. Perkins Tobacconist, Deb Shops, Spectrum India, Shear Honesty Haircut Designers Unisex Salon and La Crepe Restaurant.
The interior of the complex included fountains, foliage, recessed seating areas and "especially commissioned contemporary sculptures." One such work was "Tree of Life" by Bogden Grom. At this time, MONMOUTH MALL was owned and operated by a joint venture of the Bamproperties Corporation, USIF Wynnewood Corporation and Arlen Shopping Centers Company. The complex was sold in 1977. Chicago's Equity Properties & Development Company became its new owner.
In November 1977, the mall encountered its first regional-class rival, SEAVIEW SQUARE MALL {3.5 miles south, in the Township of Ocean}. Then came THE GROVE AT SHREWSBURY{2.9 miles north, in the Borough of Shrewsbury}, which debuted in March 1989. FREEHOLD RACEWAY MALL {12.9 miles southwest, in the Borough of Freehold} was dedicated in August 1990.
There had been several anchor changes at MONMOUTH MALL by this time. Alexander's closed on January 12, 1983 and was followed by a Norwalk, Connecticut-based Caldor. This store welcomed first shoppers on September 22, 1983. Macy's rebranded Bamberger's on October 5, 1986. Caldor closed their MONMOUTH store on July 23, 1990. Hahne's was shuttered in May 1989 and re-opened, as a Lord & Taylor, on July 24, 1990. Abraham & Straus was converted to a Paramus-based Stern's on April 30, 1995.
The mall had been given an interior face lift in 1987. A more comprehensive overhaul was done between 1994 and 1996. First, a vacant Caldor store was demolished, leaving its basement intact. Two store blocks in the vicinity were knocked down and a new enclosed section built. This incorporated the Caldor basement and two remaining store blocks.
The 11-bay Boardwalk Cafes Food Court was created. The Sony Theatres Monmouth Mall megaplex opened for business on December 21, 1994. New Braddock's, Old Navy and Zany Brainy locations were also dedicated. The recycled basement (the "Concourse Level" of the original mall) became a (44,200 square foot) Nobody Beats the Wiz electronics store.
Three store blocks had also been bulldozed on the northwest corner of the mall. These were replaced by a new entrance and inline stores such as Jos. A. Bank and Mozzarella's Pizza. When completed in 1996, the remodeled MONMOUTH MALL encompassed 1.5 million leasable square feet and contained over 150 stores and services. The mall's movie megaplex was rebranded by Loews Theatres in 1998.
In October 2002, the complex was sold again. The new proprietor was a joint venture of New Jersey's Vornado Realty Trust and New York City's Kushner Companies and Ashkenazy Acquisition Company.
The rebranding of anchor stores continued into the 21st century. Stern's closed and re-opened, as a Reading, Pennsylvania-based Boscov's, in October 2001. The Wiz (nee' Nobody Beats the Wiz) pulled their proverbial plug in the fall of 2002. The Wiz space became a Burlington Coat Factory on November 19, 2004. This store moved out of MONMOUTH MALL in February 2008. Boscov's shuttered their store in October. The movie megaplex was rebranded, as an AMC-Loews venue, in 2005.
A small-scale mall expansion got underway in April 2008. 63,000 square feet of selling space was added in the northeast parking area. Freestanding structures housed new Bobby's Burger Palace, Chipotle Mexican Grill and Jared the Galleria of Jewelry stores. These opened between December 2008 and May 2009.
In addition, a (30,400 square foot) Barnes & Noble was built at the mall's northwest entrance, taking space previously occupied by Mozzarella's Pizza. The new book store held its grand opening on November 4, 2009. Another newly-built structure housed Joe's Crab Shack, which welcomed first diners in December 2011.
The vacant Burlington Coat Factory space was retenanted by Kid City and Planet Fitness. Boscov's re-opened their MONMOUTH MALL store in October 2011. The dedication of these stores was accompanied by another interior face lift; this done between mid-2010 and late 2011. By 2015, the movie multiplex was operating as the AMC Monmouth Mall 15.
The vacant Burlington Coat Factory space was retenanted by Kid City and Planet Fitness. Boscov's re-opened their MONMOUTH MALL store in October 2011. The dedication of these stores was accompanied by another interior face lift; this done between mid-2010 and late 2011. By 2015, the movie multiplex was operating as the AMC Monmouth Mall 15.
In spite of the 2010s refurbishment, the mall fell into a downward spiral. In August 2015, Kushner Companies established 100-percent ownership of the property. In February 2016, they announced plans for a 500 million dollar redevelopment. The existing enclosed mall was to be worked into a retail, dining and residential complex, with stretches of public green space.
MONMOUTH TOWN CENTER would house four anchors; the existing Macy's, Lord & Taylor and Boscov's, with J.C. Penney being replaced by a new store. The existing AMC Monmouth Mall 15 megaplex would be retained and two new junior anchors built. This plan was abandoned in April 2016.
Kushner Companies formed a joint venture with Brookfield Properties in May 2017. A second MONMOUTH MALL redevelopment plan was drawn up, which was approved by the local governing body in July 2018. A mixed-use complex, known as THE HEIGHTS AT MONMOUTH, would be created, consisting of retail, restaurant, entertainment and medical office components. Over 600 high-end residential units would also be built.
A "vibrant, thriving mixed-use center" would cover approximately 1.5 million leasable square feet and incorporate the fully-enclosed North Wing of MONMOUTH MALL. 87,000 square feet of retail and restaurant space would be added. The 2-level inline store section of the mall's South Wing would be reconfigured as an open-air concourse. The J.C. Penney and Lord & Taylor buildings would be retained.
The MONMOUTH MALL Lord & Taylor went dark in January 2019. J.C. Penney pulled up stakes in October 2022. In May 2021, Kushner Properties bought Brookfield Properties' interest in MONMOUTH MALL and established full ownership of the property. Construction commenced on a new building in May 2021. The RWJBarnabas Health Anne Vogel Family Care & Wellness Center and Children's Specialized Hospital incorporated 82,000 square feet. The 4-level structure was completed in mid-2022.
MONMOUTH TOWN CENTER would house four anchors; the existing Macy's, Lord & Taylor and Boscov's, with J.C. Penney being replaced by a new store. The existing AMC Monmouth Mall 15 megaplex would be retained and two new junior anchors built. This plan was abandoned in April 2016.
Kushner Companies formed a joint venture with Brookfield Properties in May 2017. A second MONMOUTH MALL redevelopment plan was drawn up, which was approved by the local governing body in July 2018. A mixed-use complex, known as THE HEIGHTS AT MONMOUTH, would be created, consisting of retail, restaurant, entertainment and medical office components. Over 600 high-end residential units would also be built.
A "vibrant, thriving mixed-use center" would cover approximately 1.5 million leasable square feet and incorporate the fully-enclosed North Wing of MONMOUTH MALL. 87,000 square feet of retail and restaurant space would be added. The 2-level inline store section of the mall's South Wing would be reconfigured as an open-air concourse. The J.C. Penney and Lord & Taylor buildings would be retained.
The MONMOUTH MALL Lord & Taylor went dark in January 2019. J.C. Penney pulled up stakes in October 2022. In May 2021, Kushner Properties bought Brookfield Properties' interest in MONMOUTH MALL and established full ownership of the property. Construction commenced on a new building in May 2021. The RWJBarnabas Health Anne Vogel Family Care & Wellness Center and Children's Specialized Hospital incorporated 82,000 square feet. The 4-level structure was completed in mid-2022.
By early 2024, most MONMOUTH MALL stores had closed for good. Only twelve remained in business. In the mall proper, there were Macy's, Boscov's, Lenscrafters, Buffalo Wild Wings, T-Mobile, Barnes & Noble, Knockerball & More and the AMC cinema. On the periphery of the mall were Chilli's Grill & Bar, Jared the Galleria of Jewelry, Chipotle Mexican Grill and Shake Shack.
A wrecking ball renovation commenced on May 9, 2024. The south section of the mall was knocked down, leaving the Macy's,
Boscov's, Food Court and cinema buildings standing. A portion of the
enclosed mall concourse fronting on Macy's was also retained.
The name of the prospective mall redevelopment was changed to MONMOUTH SQUARE. Designing the project were three New York City-based firms; Minno + Wasko Architects & Planners, Benoy and the Dietz Partnership.
When fully realized, the mixed-use complex will feature 1,000 luxury apartments surrounding a village green. Amenities will include a club house, fitness facility, cafe and juice bar, pickelball court and a pet spa. New retail structures will all be open-air. The 500 million dollar redevelopment will reduce the size of the complex to around 900,000 leasable square feet.
Sources:
The Daily Register (Shrewsbury, New Jersey)
The Asbury Park Press (Neptune, New Jersey)
The Daily Register (Shrewsbury, New Jersey)
The Asbury Park Press (Neptune, New Jersey)
R. H. Macy & Company, Incorporated Annual Report 1960
Red Bank Public Library, Red Bank, New Jersey
"Dual Anchor Shopping Centers 1952-1965" / Richard Longstreth
https://www.monmouthmallonline.com (website on Internet Archive Wayback Machine)
https://www.preservenet.com
http://patch.com/new-jersey
https://www.labelscar.com
https://www.vno.com / Vornado Realty Trusthttps://www.labelscar.com
https://www.monmouthmallonline.com (website on Internet Archive Wayback Machine)
https://www.monmouthmallonline.com
https://www.kushnercompanies / Kushner Companies
https://www.kushnercompanies / Kushner Companies
https://observer.com
https://www.globest.com
https://www.brookfieldpropertiesretail.com / Brookfield Properties
http://eatontownnj.com
https://www.nj.com
https://jerseydigs.com
