LONG BRANCH, NJ—The Long Branch Planning Board has approved the first phase of development of The Whitechapel Projects, the strategic conversion of a now vacant 14,500-square-foot, pre-World War I warehouse at 15 to 17 Second Avenue, into a sustainable and inclusive destination offering food and drink, live music, art and entertainment.
Developer and property owner Preston Casertano says the approval will allow the beginning of an 18-month construction project.
In an effort to revive and renew both the architectural detail of the existing structure and the downtown Broadway corridor of the City of Long Branch, Casertano says he will employ eco-friendly initiatives at The Whitechapel Projects, which is expected to include a nano-brewery; restaurant; beer garden; transformative event space; and art gallery driven by innovative muralists and emerging artists. The venue will also include a roof-top garden.
“Our goal for The Whitechapel Projects is to present the foundation for a truly remarkable gathering space where community members and guests alike savor house-made cuisine and an ever-changing nano-beer selection, while enjoying an amazing schedule of year-round events, art and entertainment,” says Casertano. “Budding with opportunity, Long Branch is poised for growth and development, and is the perfect location to support a progressive destination like The Whitechapel Projects.”
The restaurant at The Whitechapel Projects will be led by executive chef James Mignola, former executive chef at Pigalle in Manhattan and at The Tewksbury Inn in Oldwick, New Jersey. Head brewer Michael Dolan will lead the innovation of the in-house brewing process that promises to include rotating selections of small-batch beer. In addition to Mignola and Dolan, Casertano has assembled a creative team that boasts Brooklyn-based talents including David Cunningham Architecture Planning, Mabu Design's Matt Burgermaster, RAFT Landscape Architecture and Brooklyn Grange, as well as the branding and communications agency M studio of Asbury Park, NJ, to bring his vision for The Whitechapel Projects to fruition. The venue's carefully considered design and forthcoming branding and visual identity will support Casertano's mission of creating a destination unlike any other in the region.
The first development phase of The Whitechapel Projects will allow for the construction of the courtyard, brewery, beer hall, kitchen, community hall and art gallery. Elements including landscaping, the beer garden, and the roof-top garden will be addressed following the completion of the initial phase of development.
The Whitechapel Projects will make use of a municipal parking lot adjacent to the space.
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Steve Lubetkin
Steve Lubetkin is the New Jersey and Philadelphia editor for GlobeSt.com. He is currently filling in covering Chicago and Midwest markets until a new permanent editor is named. He previously filled in covering Atlanta. Steve’s journalism background includes print and broadcast reporting for NJ news organizations. His audio and video work for GlobeSt.com has been honored by the Garden State Journalists Association, and he has also been recognized for video by the New Jersey Chapter of the Society of Professional Journalists. He has produced audio podcasts on CRE topics for the NAR Commercial Division and the CCIM Institute. Steve has also served (from August 2017 to March 2018) as national broadcast news correspondent for CEOReport.com, a news website focused on practical advice for senior executives in small- and medium-sized companies. Steve also reports on-camera and covers conferences for NJSpotlight.com, a public policy news coverage website focused on New Jersey government and industry; and for clients of StateBroadcastNews.com, a division of The Lubetkin Media Companies LLC. Steve has been the computer columnist for the Jewish Community Voice of Southern New Jersey, since 1996. Steve is co-author, with Toronto-based podcasting pioneer Donna Papacosta, of the book, The Business of Podcasting: How to Take Your Podcasting Passion from the Personal to the Professional. You can email Steve at [email protected].
