Monmouth Mall

Monmouth Mall

The 1987–2010 logo at Monmouth Mall
Location	Eatontown, New Jersey, U.S.
Coordinates	40°17′13″N 74°03′20″W / 40.287°N 74.0556°W / 40.287; -74.0556
Opening date	March 1, 1960; 64 years ago (March 1, 1960)[1]
Developer	Massachusetts Mutual Life[1]
Management	Westminster Management
Owner	Kushner Companies
No. of stores and services	30
No. of anchor tenants	4
Total retail floor area	1,500,000 square feet (140,000 m2)
No. of floors	1 in original wing, 2 in expansion (3 in Macy's, Former JCPenney, and Boscov's)
Parking	Parking lot and former 3-story parking garage adjacent to the Boscov's
Public transit access	NJ Transit bus: 831, 832
Website	monmouthmallonline.com

Monmouth Mall is an enclosed split level shopping center in Eatontown, New Jersey located on the corner of the intersection of NJ 35, NJ 36, and Wyckoff Road (Route 547). It is owned Kushner Companies and managed by Westminster Management. The mall has a gross leasable area of 1,500,000 sq ft (140,000 m²),^[2] making it the sixth largest shopping mall in New Jersey.^[3]

The mall is located near the Garden State Parkway at exit 105 and NJ 18 near the former location of the Eatontown Circle. As of April 2015, its anchors are Boscov's and Macy's.^[4] As of July 2024, Monmouth Mall is in the process of being demolished to convert the property into an open air retail location that will feature additional retail, office, and residential units.^[5]

Originally named "Monmouth Shopping Center", the Monmouth Mall opened on March 1, 1960, as a 600,000-square-foot (56,000 m²), 14-building, 50-store open-air center. The mall was built on what was then a farm owned by the Valentino Family of the nearby city of Long Branch, New Jersey. Original anchors of the mall consisted of Bamberger's (at that time a subsidiary of Macy's) and Montgomery Ward.^[6][7] After pulling out of New Jersey, Montgomery Ward became Alexander's in 1975. The mall was enclosed and expanded to its current size in 1975. The older section of the mall continued to have one level while the new expansion included two levels that were anchored by Abraham & Straus, Hahne's and JCPenney as of 1975.

In 1987, the mall was renovated. The renovation brought in new lighting, new flooring, and new glass and chrome handrails along the second level. The renovation also removed the in-floor planters and replaced them with movable planters. The renovation also closed off the entrance near the former arcade on the Wyckoff Road side of the old wing; and raised the lowered seating areas in front of the anchors.

Ashley Tisdale was discovered at the mall in 1989 as a three-year-old.^[8]

In 1994–1996, the mall was expanded to include an elevator and a food court (modeled after a Jersey Shore theme) including 1920s style beach photos wrapped around the columns in the older section of the mall, as well as Nobody Beats the Wiz, a new 15-screen Loews Theatres (now AMC). Old Navy to replace the closed Caldor. The mall also saw minor cosmetic changes that consisted of replacing black with sky blue in the color schemes through painting and retiling, as well as new lighting along the pillars.

Through the years, Monmouth Mall has seen many different anchors that have come and gone, however, JCPenney was built by themselves in 1976 and remains to this day. In 1987, the Bamberger's brand was eliminated and the store was renamed for its parent corporation, Macy's. Anchor changes consisted of Caldor replacing Alexander's in 1986, Macy's replacing the former store Bamberger's in 1987, Lord & Taylor replacing the former store Hahne's in 1990, Stern's replacing Abraham & Straus in 1995 and Boscov's replacing Stern's in 2001. In 2010, Planet Fitness opened at Monmouth Mall. However, after many years at the mall, Planet Fitness announced plans to close its Monmouth Mall location and relocate to a new store in Shrewsbury in 2022.^[9]

Monmouth Mall went through a significant expansion in 2009.^[10] In mid-2010, cosmetic renovations started at the mall including new tile, paint, lighting, and a complete overhaul of the food court. The renovations lasted until summer 2011.^[11]

In 2012, Vornado Realty Trust announced plans to sell its portfolio of enclosed shopping malls.^[12] In August 2015, Vornado's fifty percent stake and management in the Monmouth Mall was sold to co-owner Kushner Companies for $38 million.^[13]

On September 7, 2018, it was announced that Lord & Taylor would be closing as part of a plan to close 10 stores nationwide. The store closed in January 2019. On June 22, 2020, Crate & Barrel opened a temporary close out store on the 1st floor in the former Lord & Taylor space. It has since closed.^[14]

In 2021, Brookfield sold the mall to Kushner Companies.^[15]

In June 2022, JCPenney announced that as part of modernizing their traditional brick-and-mortar base that they'll no longer continue to position an outpost in this retail environment.^[16][17]

In 2022, the mall announced that the parking garage would be demolished due to structural instability.^[18]

In June 2022, it was announced that JCPenney would be closing at the mall on October 23, 2022, which has been at the mall for 47 years opening in 1975 in the mall expansion wing. This left Boscov's and Macy's as the only anchors left.^[19][17]

In 2022, Norman's Hallmark Cards Inc. store officially closed inside the Monmouth Mall, and instead opened up a new location at "Consumer Centre" in the nearby town of West Long Branch.^[20] Spencer's Gifts closed at the mall, but a new store location was unveiled in Tinton Falls at the nearby "Jersey Shore Premium Outlets."^[21]

In December 2023, it was announced that Forever 21 would be closing at the Monmouth Mall in January 2024.

As of 2024, some businesses that still remain at the mall include Buffalo Wild Wings^[22]

In February 2016, Monmouth Mall owner Kushner Companies announced conceptual plans to redevelop the mall into a pedestrian-friendly "live, work and play" development at a cost of approximately $500 million. The development, which would be renamed the "Monmouth Town Center" was proposed to include residential apartments, a hotel, retail space, entertainment, and dining options.^[23] The proposal also included an outdoor plaza, green spaces, and a biker- and pedestrian-friendly streetscape. The residential component was intended to include one- and two-bedroom apartment units to minimize impacts on local traffic and public school systems. Kushner Companies's then-CEO Jared Kushner noted the struggle faced by traditional enclosed shopping malls in the 21st century, and consumer trends of the Millennial generation as catalysts behind the redevelopment.^[23]

On April 27 of that year, a public meeting was held in a local middle school gymnasium where Eatontown's mayor Dennis Connelly and the Borough Council spoke out against a zoning change that would allow the expansion of the mall. Several borough residents also spoke out against the redevelopment, and Kushner announced the abandonment of the project at the same meeting.^[24]

A proposal issued in January 2018 named "The Heights At Monmouth" suggested the demolition of the two-story wing that includes Boscov's and covers 300,000 square feet (28,000 m²). It also proposed additions that would total 900,000 square feet (84,000 m²) and bring the mall's total gross leasable area to 1,500,000 square feet (140,000 m²).^[25] During this time, Kushner partnered with Rouse Properties (now Brookfield Properties) for the redevelopment. The redevelopment was approved on July 16, 2018. The new plans include opening up the two-story mall corridor and creating new outdoor corridors. The plan also includes provisions for the addition of 700 residential apartment units, of which 88 will be designated affordable housing.^[26]

On August 1, 2023, it was revealed that one of the first retailers for the updated mall would be Whole Foods.^[5] This location is planning to open where the Barnes & Noble is located at the mall, with the bookstore still planning to stay in operation at this site but relocating to a different section.^[27] These changes, along with proposals to create apartments and green areas, are all parts of the new plan to turn the mall into an improved commercial area dubbed "Monmouth Square."^[27] In April 2023, the local government of Eatontown officially agreed to these plans, which will start at the end of 2023 with the destruction of empty sections of the mall, including the location of Monmouth Mall's former Lord & Taylor.^[28] The proposed residential section, which includes the construction of apartments, will eventually become known as "Monmouth Village."^[28]