A Jersey Shore Landmark in Transition
For decades, Monmouth Mall has been a staple along Route 35 in Eatontown, functioning as a destination for shopping, dining and entertainment at the heart of Monmouth County. But like many enclosed malls across the country, it faced declining foot traffic and the loss of several anchor stores. Now, it is in the middle of a $500 million reinvention that promises to reshape the property, and the local economy, for years to come.
The new vision? A vibrant open-air, mixed-use destination called Monmouth Square.
From Mall to Modern Town Square
The redevelopment is not just a renovation. It is a complete transformation. Roughly 600,000 square feet of the old enclosed mall is being demolished, reducing the overall retail footprint by about 40%. Replacing it is a walkable, open-air environment designed to feel more like a bustling town center than a traditional mall.
Instead of endless hallways and food courts hidden indoors, visitors will find landscaped walkways, green plazas and outdoor streets lined with shops, restaurants and gathering spaces. Monmouth Square is being built for how people live today, focused on becoming experience-driven, connected and community-oriented.
What Is Coming to Monmouth Square?
The Monmouth Square project looks to blend retail, residential, entertainment and lifestyle spaces into one destination:
- Retail and Dining: A new Whole Foods Market will anchor the development, alongside dining and specialty concepts including Cava, Van Leeuwen Ice Cream, Prince Street Pizza, Offshore Coffee and STRONG Pilates. More announcements are expected as construction progresses.
- Residential Living: About 1,000 new luxury apartments are being added on site, creating a built-in community of residents who will shop, dine and socialize right at their doorstep.
- Entertainment and Fitness: Longtime anchors like AMC Theatres remain part of the mix, while new fitness studios and wellness brands will expand the lifestyle options.
- Professional and Medical Services: Plans include office and medical space, making the property a true live-work-play environment.
- Public Spaces: A central green and pedestrian-friendly design will make Monmouth Square more than a shopping hub. It will become a gathering place for the entire region.
The Transformation Underway
Groundbreaking for Monmouth Square took place in May 2024, led by Kushner Companies, the project’s developer. Since then, demolition has visibly reshaped the property. Portions of the former enclosed mall, including long-vacant anchors like JCPenney and Lord & Taylor, have already been razed. Meanwhile, Macy’s, Boscov’s and AMC remain open during construction, ensuring the site stays active throughout the transition.
With financing secured and tenants already signing leases, the first wave of new retail and residential spaces is expected to open in phases beginning in late 2026.
A Boost for the Local Economy
The redevelopment represents a major investment not just in Eatontown, but in Monmouth County as a whole. It is expected to create thousands of jobs during construction, while the long-term impact will include permanent positions in retail, dining, hospitality and services.
For nearby communities, Monmouth Square will draw new visitors, increase consumer spending and likely boost property values. This is the kind of project that can reshape an entire region, much like Netflix’s nearby studio development at Fort Monmouth, creating a modern hub that keeps commerce local and positions the Jersey Shore as a serious player in the new age economy.
Opportunity for Local Businesses
Perhaps the most exciting part of this redevelopment is the sheer number of new businesses that will open as part of Monmouth Square. From household names like Whole Foods to independent cafes, fitness studios and boutique retailers, every brand entering this new marketplace will be in a unique situation to stand out and connect with the local community.
Looking Ahead
Monmouth Mall’s transformation into Monmouth Square marks the beginning of a new chapter for Eatontown and the Jersey Shore. This is not just a redevelopment project, it is a chance to reinvent how people shop, live and gather in Monmouth County.
At Resolution Promotions, we are watching this transformation closely, and we are excited to partner with the next wave of businesses setting up shop in Monmouth Square. If you are planning to open your doors here, now is the time to start building your marketing foundation. When the lights come on at Monmouth Square, your brand needs to be ready to shine. Contact us today to find out how we can help!
