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The ICONA Collection celebrated the grand opening of Avalon Prime Steakhouse, which opened its doors to the public over Memorial Day Weekend on Friday, May 23, 2025, at 105 80th Street in the ICONA Windrift. Avalon Prime features a menu of classic steakhouse offerings and coastal seafood fare, while creating a hospitality experience designed around you – whether you’re toasting to a special occasion, enjoying a summer evening with family, or simply indulging in an unforgettable meal.
Avalon Prime is the newest restaurant in the ICONA collection. Inspired by the timeless peace and charm of the shore and the elevated elegance of a classic steakhouse, Prime is a place where friends and family gather, and where every visit feels like a return to something familiar, yet extraordinary.
At the helm of the kitchen is South Jersey-native, Executive Chef Jim Kurtz, who has been the Executive Chef at the Windrift since 2011. Kurtz will lead Prime’s culinary team, presenting an immersive menu true to a coastal steakhouse experience – with classic, delicious and tender cuts of steaks at the focus, but balancing those with an assortment of elevated, simple and lighter seafood fare. Offerings include traditional crab cakes, blackened halibut, an indulgent seafood tower with chilled lobster and jumbo lump crab, a raw bar selection of local clams and oysters, and much more. Kurtz has partnered with a local meat purveyor to butcher the cuts of meat to exact specifications and select the best cuts of Prime and Certified Angus Beef, ensuring the highest quality cuts every time.
To complement the culinary offerings, Avalon Prime’s beverage program is headlined by a robust wine list, featuring over 400 wines from various countries and three temperature-controlled display rooms, where guests can view and select the perfect wine to pair with their steak. In addition to the wine list, Prime offers expertly crafted steakhouse martinis, three different varieties of old fashioned’s, cocktails, mules, after dinner cocktails, beer, and more.
ICONA worked with local interior design firm Interiors by Joann out of Ocean City, to create an interior that felt true to a coastal steakhouse – light, airy and beachy, and welcoming. Avalon Prime’s interior blends the warmth of a classic steakhouse with the relaxed sophistication of a coastal retreat. The space is wrapped in soft, sea-inspired tones—sun-washed woods, ocean blues, and sandy neutrals—creating an atmosphere that is both serene and refined. Designed to reflect the spirit of elevated coastal living, Avalon Prime feels timeless, fresh, and unmistakably ICONA.
Avalon Prime is open 7 days a week: Sunday-Thursday from 5pm-9pm and Friday & Saturday from 5pm-10pm.
For more information about Avalon Prime Steakhouse, or to book a reservation please visit AvalonPrime.com and follow on Instagram @avalonprimesteakhouse.
ABOUT AVALON PRIME STEAKHOUSE
At Avalon Prime Steakhouse, we believe that a truly exceptional dining experience is about more than just what’s on the plate—it’s about the warmth of the welcome, the attention to every detail, and the feeling of being completely taken care of from the moment you walk through our doors. Prime is the newest restaurant in the ICONA collection. Inspired by the timeless peace and charm of the shore and the elevated elegance of a classic steakhouse, Prime is a place where memorable meals turn into cherished traditions.
ABOUT ICONA RESORTS
ICONA Resorts serves our guests in a spirit of warmth and love, designing our Jersey Shore beach hotels to maximize your comfort in every way. At the heart of our name is the word “icon.” To us, we view an icon as a symbol of something sacred. When guests come to any of our hotels, we invite them to enjoy sacred time with their family and friends. As part of our efforts, we provide an exceptional level of service, helping to ensure their time with us truly becomes a heavenly experience.