promote beachfront
Director of travel and tourism pledges to
promote beachfront
By carolyn o’connell
Staff Writer
LONG BRANCH — More state support for the city’s redevelopment effort is on its way. This time the business community is the likely beneficiary.
In a conference room overlooking the city’s greatest asset — its five miles of shoreline — Greg Russo, vice president of the Applied Cos., City Administrator Howard Woolley Jr., Mayor Adam Schneider, and members of Williams Jackson Ewing, the Maryland company hired by Applied to manage the leasing of retail space in its projects, met with Nancy J. Byrne, the state’s executive director of travel and tourism.
The presentation took place at the Ocean Place Conference and Resort Center on Ocean Avenue and was hosted by the Applied Cos., Hoboken, the developer of Pier Village and Beachfront North
Byrne was given a brief overview of the city’s oceanfront redevelopment, how it came about, and how it is expected to transform the social and economic structure of the oceanfront.
Seeing the future vision of the development of 135 acres of waterfront property, the future home of Pier Village, a $95 million project, and approximately 72 acres along the Broadway corridor, Byrne said, "Long Branch is a great area to sell. The whole development is gorgeous, and I can’t wait to promote it."
The Applied Cos. invited Byrne in the hope that the proposed 100,000 square feet of commercial space and its 420 rental units would make Byrne’s list.
"Pier Village will be event-driven, an animated year-round attraction," said W. Lehr Jackson, of Williams Jackson Ewing. He added, "the village will re-create the roots of Long Branch which made this town so wonderful, emphasizing the grand structure of the ’20s."
According to Jackson, the four key corners of the village will be anchored with restaurants and cafés, ranging from upscale to elegant to popular-style dining. Live music and dancing are planned within some of the restaurants, as well as two oceanfront restaurants.
Russo said no leases have been signed as of yet. However, he does have in hand five or six letters of intent from interested parties.
Jackson noted that much focus will be given to the lawn area that is located at the front center of the village, which will hold farmers’ markets, art shows and year-round venues.
Schneider explained to Byrne that he and his administration, along with planners, had to create a delicate balance between redevelopment and keeping the people who live in the city happy, and to give residents lots of activities and attractions.
"This has never been the mayor’s or the Council’s plans," said Schneider, "but what you see today has been the community’s plan."
Also discussed were the impending changes to Ocean Boulevard to make it more pedestrian-friendly. "You take your life into your hands to cross the boulevard," said Woolley.
The changes will include slowing down the traffic, adding bike paths and walkways, landscaping, and integrating the oceanfront community into the city, noted Woolley. Byrne, who is working with a $4.5 million budget as compared to Pennsylvania’s tourism and travel budget of $60 million, said she is looking forward to promoting Long Branch’s greatest asset, it beachfront. According to Byrne the state’s tourism industry at $31 billion is the state’s second largest, behind pharmaceuticals. Byrne noted that for every dollar spent in advertising, $28 comes back in revenue to the state.
"I am confident that Long Branch will pump a lot of money into New Jersey’s economy," she said.