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NJF Promotes Launch of the Asbury Lanes as Springsteen Dreams Become a Reality

Nancy J. Friedman

For over three years, the NJF team has worked with developer iStar on their 10-year plan to resurrect the town of Asbury Park into a thriving, livable oceanfront community on the Jersey Shore.

The high-profile launch of The Asbury Hotel was the first step. Building meaningful relationships with local leaders and media helped our client become more integrated and trusted to do the right thing. Those relationships paid off, because our contacts there were able to secure the one-and-only homegrown son of Asbury, Bruce Springsteen, to perform at the relaunch event of the historic Asbury Lanes, which took place last week.

Bruce Springsteen

Bruce Springsteen on stage

Viewed as the heart of the town, The Asbury Lanes was a labor of love for iStar. A concert venue, bowling alley, bar and 24-hour diner, The Asbury Lanes opened with a rousing concert by The Boss himself! It drew hundreds of VIPs, media and fans to celebrate its revival, including actor Hugh Jackman and Governor Phil Murphy.

External shot of Asbury Lanes

Bar in Asbury Lanes

Diner in Asbury Lanes

Asbury Lanes

Bowling alley

The NJF team invited top media and managed all the publicity surrounding the Lanes in addition to the sales effort to sell luxury condos. NJF secured a full-page feature in The New York Times about the project. Some of the media who witnessed and wrote about Bruce jammin' to songs like "Twist and Shout" and "I Just Want to Make Love to You" included Rolling Stone, Variety, NY Daily News, Bloomberg, Interior Design, The New York Times, AP wire and dozens of TV stations totaling millions of impressions.

Here are a few of the headlines generated by the NJF team:

Bruce Springsteen resurrects famed Asbury Park music venue at boisterous re-opening concert

Bruce Springsteen Plays Smoldering Blues Set at New Jersey Bowling Alley

Bruce Springsteen helps reopen Asbury Lanes in Asbury Park

It was exhilarating to be part of this transformational project for an amazing client and a career highlight for all those involved.

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