New owners of Ocean City’s Fontainebleau Resort are getting ready to reopen the nearly 50-year-old oceanfront landmark as the Ashore Resort & Beach Club — complete with upscale amenities and suites.
It’s all part of a new trend where upscale lodging options are taking hold in the beach town famous for visitors having to shell out $300 a night for a scraggly room. Poolside rooms at the rebranded landmark will rent for about $550 a night with a well-stocked bungalow costing about $838 a night, including a $100 meal credit.
A New York-based investment partnership acquired the Fontainebleau last year for $45.58 million citing its “untapped potential” on the Coastal Highway strip.
The ownership group immediately launched a large-scale redo of the hotel at 10100 Coastal Highway to transform it into a 250-key upscale resort with 15 multi-room suites, five new restaurants and bars, poolside cabanas and fire pits. The 233,772-square-foot high-rise near the Roland E. Powell Convention Center will be crowned with a 3,000-square-foot rooftop deck that overlooks the ocean.
