L.B. beaches produce record revenues

L.B. beaches produce record revenues
Ideal summer weather also increases beach expenses
BY KENNY WALTER Staff Writer
For the second straight summer, Long Branch beaches generated record figures in revenues, with estimates close to $1.3 million.

Rough surf caused by a tropical storm sprays bathers on a sweltering Sept. 1 afternoon. Story and photo page 6 and at gmnews.com. ERIC SUCAR staff Rough surf caused by a tropical storm sprays bathers on a sweltering Sept. 1 afternoon. Story and photo page 6 and at gmnews.com. ERIC SUCAR staff Long Branch Director of Recreation and Human Services Carl Jennings said at a Sept. 1 special City Council meeting that the town is a good weekend away from coming away with $1.3 million in beach revenues.

That success has come at a cost, as the meeting was called to approve $50,000 in emergency appropriations for the beach operation.

“That increased revenue came at a cost — that because of rough surfs and huge amounts of crowds they had to put [on] additional staffing, and that put a burden on the salaries for the beach operation,” said Long Branch Director of Finance Ronald Mehlhorn Sr. “This is purely ticket attendants and lifeguards.”

Bathers, like those enjoying the surf on Sept. 1, flocked to the Long Branch oceanfront this summer, boosting beach revenues to an all-time high. ERIC SUCAR staff Bathers, like those enjoying the surf on Sept. 1, flocked to the Long Branch oceanfront this summer, boosting beach revenues to an all-time high. ERIC SUCAR staff Mehlhorn said that last year the revenues from the beaches came in just below $1 million and the city did not have to seek emergency appropriations last summer.

Long Branch Business Administrator Howard Woolley Jr. explained that the money would be used for total salaries that went over budget.

“It’s not that there are more employees, but normally we have a week or 10 days of rain and we didn’t have that this year,” he said. “They go home and we don’t pay them.

“We’d pay half the lifeguards and none of the ticket takers because you keep at least two lifeguards on,” he added.

Woolley also said that rough surf has forced the city to keep lifeguards on later in the evening.

“This year we didn’t get any rain plus [because of] the rough surf conditions, we kept them late,” he said.

“If you notice, all the problems [in neighboring municipalities] have occurred later at night. We have some people patrolling on until 7 p.m.”

Jennings credited a good stretch of weather and people rediscovering Long Branch as major reasons for the increased beach traffic.

Woolley said that one reason for the increased revenues is a larger population coming via the train station.

“We have a lot of people coming down from the train this year as well,” he said. “They increased rates and they dropped services and still you get your beach passes included in your train fare.

“So we get the beach fare from [NJ] Transit and I think we might be double what we were on that,” he added. “Why drive, why get in that bumper-to-bumper [traffic] on the parkway?

“Even if it’s $20 round trip, take the train. Morris Avenue on a Saturday or Sunday, you need a crossing guard down there.”

Jennings also noted the diversity he has seen on the beach.

“There are so many different languages around Pier Village and the beachfront,” he said. “People are just coming from everywhere.

“I’m not just talking about Spanish, I’m talking about Western European, Ukrainian, Russian, you name it,” he added. “We also have a large amount of Staten Islanders coming down.”

One resident was concerned that the resolution might lead to other changes on the beach.

“I hope this resolution isn’t used as a vehicle to rescind beach access for free for kids 17 and under over the coming winter,” Vincent LePore said. “I firmly believe the kids should be on the beach for free, and I also believe that any taxpayer in this city should have access for their entire family to the beaches for free.”

Jennings said the city has no intention of rescinding the ordinance allowing children 17 and under free beach access.

Jennings also said that the city was prepared to handle any weather related to Hurricane Earl, which was expected to impact the Jersey coastline last weekend.

“I’ll leave that up to my beach manager [Dan George],” Jennings said. “He knows what to look for and what to do as far as moving equipment, as far as moving bodies.

“I’m going to be meeting with him tomorrow [Sept. 2] to work out our strategies.”

Even though the revenues came in higher than last year, Mehlhorn has said previously that state regulations don’t allow the municipality to turn much of a profit from beach fees.

“You are not allowed to make a profit overall, over a couple of years,” he said earlier this year. “At some point you might be able to make a little bit more than what you spend, but it’s averaged out over a couple of years.

“If you are making a profit, you would have to adjust the fees,” he added. “You’re not allowed to make a profit off the beach: it has to break even or a loss.”

Jennings estimated that salaries from the beach cost the city around $370,000. Some of the other beach expenses come from the police and public works.

Jennings also said that rough waters have forced the lifeguards to make more rescues than in years past.

Long Branch has 15 beaches: Seaview Avenue, Great Lawn, Madison Avenue, Laird Street, Chelsea Avenue, Melrose Terrace, Morris Avenue, Pavilion Avenue, North Bath Avenue, South Bath Avenue, Matilda Terrace, Cottage Place, West End, Brighton Avenue and New Court.

A daily beach badge in Long Branch is $5; the seasonal badge is $35. The beach season for Long Branch is from Memorial Day until Labor Day.

Contact Kenny Walter at

kwalter@gmnews.com.