Bayshore community and business leaders are collaborating on a new initiative that will rebrand the Bayshore area as the “Gateway to the Jersey Shore” and call attention to local attractions like the Keyport Fishery. KEYPORT — Business leaders and community members from across the Bayshore have joined forces in an unprecedented effort to rebrand and renew interest in the “Gateway to the Jersey Shore” this summer.
On May 16, state and county officials will join representatives of Keyport, Hazlet and Highlands to “cut the ribbon” on Route 36, just off Exit 117 on the Garden State Parkway.
Cliff Moore, president of the Keyport Bayfront Business Cooperative (KBBC) and a Bayshore business owner, said the event will help bring new attention to one of New Jersey’s true hidden gems.
“Over the past couple of years, Shore promotions have been more focused on the boardwalks and things farther south,” he said.
“We want to bring attention to the fact that the Jersey Shore starts here, at Exit 117.”
The Bayshore — composed of Union Beach, Keyport, Hazlet, Keansburg, Aberdeen, Matawan, Atlantic Highlands, Highlands and sections of Middletown — was once among the pre-eminent tourist destinations in the state. Since the advent of the Parkway, which allowed for seamless travel to parts south and effectively took summer tourists away from the Bayshore, the region has evolved into a seaside residential hub.
Over time, the largely working-class towns have formed their own identities and cultures, giving birth to dozens of unique museums, arts societies, restaurants, shops and activities that cannot be found elsewhere in the state.
While efforts have been made in recent years to market the Bayshore to a new generation of visitors, superstorm Sandy catapulted the region into the national spotlight — for all the wrong reasons. Sandy ravaged the Bayshore, upending the commercial operations, businesses and local tax bases that traditionally depended on the waterfront and all it provides.
But it also forced the towns to come together, with officials sharing supplies, shelter space and even emergency personnel with their neighbors in need.
That collaborative spirit has endured, Moore said, as the Bayshore looks to put the storm in the rearview and work toward a sunnier future.
“Our businesses here are open,” he said. “You can come down and get something great to eat or visit our boat ramps and marinas. There are a lot of farmers’ markets and outdoor movie nights. … There is a lot of activity that takes place through the summer.”
From the Twin Lights in Highlands to the Keansburg Amusement Park to Hazlet’s hiking trails to Keyport’s award-winning waterfront, the Bayshore boasts plenty of diversions between the Parkway and Sandy Hook.
Whether visitors are coming from New York or staying in South Jersey, Moore said there is something for everyone.
“We’re close enough so that even if folks are vacationing down in Seaside, they can make a day trip up here,” he said. “And we have plenty for them to do when they get here.”
The ribbon cutting is sponsored by the Northern Monmouth Chamber of Commerce, in partnership with the New Jersey Convention and Visitors Bureau, the KBBC, the Hazlet Business Owners Association and the Highlands Business Partnership. Moore said dignitaries from around the state are expected to attend the event, which will begin at 10 a.m. Those interested in attending can register for free at www.northernmonmouthchamber.com.
Also this month, the KBBC announced a new mobile app that provides Keyport visitors with detailed information on local events, restaurants, shops and more. The Keyport Hub app, which is free to download, includes an extensive business directory that allows users to access locations, websites, phone numbers, and daily specials and promotions.
The directory highlights service-oriented businesses, shops and restaurants, along with parks and local attractions. Users can also get real-time updates about local events such as the annual Keyport Garden Walk and the Screamin’ Country Jamboree.
The app, which can help day-trippers find their way around town and discover some hidden gems of their own, is just one part of the comprehensive Bayshore rebrand being rolled out this year.
“I have been here 10 years, and nothing like this has ever happened before,” Moore said.
“With all of us working together, I think it’s going to be a great summer.”