NLB’s fave beach spot from 1961-1974 …

WSBC

By mid-1960s Summers, Long Branch could be called “beach city.” Some 20 beach clubs (public and private) flourished along its 5-mile stretch of oceanfront. The city was leading the way in shore sun and fun — first to have certified/trained lifeguards, on the county’s finest beaches, and hip surfing origin.

One city beach spot stands out, though — “White Sands.” Gone for 50+ summers now, it still holds nostalgia for many Long Branch residents. “A glorious place for kids and adults,”its North End location was among the city’s most popular and memorable beach spots. But it carried several names during 90 years of private operation.

Built at a cost of $450,000+, it was first the elaborate Villa Beach Club upon opening in July 1931. The “spacious club” lasted only one summer and was sold at sheriff’s auction for $37,000 in November 1931. The land had been known as the “McConville estate.” After Villa failed, the spot became the Sunshine Beach & Pool Club, followed by the Mir-a-Mar Beach Club, then it was the Casino Beach & Pool Club, the North End Beach Club, and the White Sands Beach Club in Summer 1961.

Why so special? White Sands was intimate but lively — big enough for a scene, small enough to know everyone. Member families came back year after year with locker neighbors becoming summer relatives. For a whole slice of Long Branch, White Sands wasn’t just a beach club; it was summer itself. The Savoth family — father and son, Charles and George — were connected to this city beach spot dating back to WWII times.

Born in Russia, Charles P. Savoth was “the North Shore Banana King” — owning a thriving Shore-area wholesale banana business for 40 years. He started his business in a Long Branch cellar in 1914. He got involved with club in 1942 when he partnered with William Argerakis (owner since 1935, a father of six daughters; he died in died in 1954). Savoth died in October 1952.

George Savoth, city born and a LBHS grad, had served in the US Navy during WWII. An advocate for North End surfers, George provided the group (Kiernan’s surf club) a private beach in Summer 1965 and added: “they keep the beach clean and there is no rowdyism among surfers,” when the Long Branch spot “ranked with the best of them from Ocean City to Sandy Hook.” A former city chamber of commerce president, he died in December 2005.

During peak seasons White Sands members basked in the sun across 600-feet of prime oceanfront set over 4 acres. The grounds included a “crystal clear,” salt-water filtered 60- x 135-foot swimming pool and a small kid’s wading pool. The club had 360+ bathhouses/cabanas and a full schedule of events/activities for members. It had a cafeteria, gift shop, playground, barbeque pit, horseshoe pit, shuffleboard, tennis and basketball courts, fishing jetty, dance hall and game room, and a picnic area. John Ciriello was the club’s longtime athletic director/event director. Known for producing good swimmers of all ages, city-wide, inter-club swim meets were popular. By Summer 1973, the club had reached 2,000 members.

In December 1973, the city took title to the property via condemnation for $740,000. It was called North End Beach again and city-managed when all was destroyed by two separate fires in April-May 1978. Lacking the funds to properly develop the property, the city signed over the title to Monmouth County in 1981.

Since then, Seven Presidents Oceanfront Park – a popular county park – has held the grounds. For Summer 2025, a season beach pass (age 18-64) there is $75; the daily beach rate is $10 and another $10 to park.

Villa Beach Club, July 1931.

Shadows lengthen at the White Sands Beach Club in North End, 1970s.

Beaches of North End, 1950. The Savoth family — including father and son, Charles and George — ran beach club operations in the area dating back to the 1930s.

Big Dive — George Savoth (l) at his White Sand Beach club in North End, June 1973.

White Sands Beach Club in North  End, 1969.

North End Beach Club post-storm, November 1950.

North Long Branch oceanfront, Summer 1952. In Summer 1937, Alma vom Steeg of Casino Beach club became the country’s first and only lifeguard captain, according to Long Branch Daily Record.

Casino Beach & Pool of North Long Branch, 1940s.

Casino Beach and Pool of North Long Branch opening ad. Long Branch Daily Record, March 1936.

White Sands Beach Club layout, early 1960s.

White Sands Beach Club swim team , Summer 1972.

City firefighters battle a blaze at the old White Sands, May 1978.

North End Beach Club ad. Long Branch Daily Record, May 1958.

White Sands pool diving, 1960s.

“Miss White Sands” — Chris Krueger, Summer ’65.

White Sands beachfront cabanas, 1960s.

White Sands pool, 1960s.

White Sands Bathing Club ad, 1965.

White Sands Bathing Club gathering, 1968.

Kiernan’s surfing beach with White Sands in background, 1970.

White Sands after storm wreckage, March 1962.

Old White Sands goes up in flames for good and all. It was the “North End Beach Club” when destroyed by two separate fires over two days in May 1978.

New White Sands Beach Club ad, Long Branch Daily Record, March 1961.

Sunshine Beach Club, 1936. When the Ocean Avenue beach club opened in 1934 it had a 1,000 feet of beach and room for 1,000+ cars. Maurice O’Connell was its president.

Ad for Sunshine Beach & Pool Club. Long Branch Daily Record, July 1933. It later became the White Sands Beach Club.

Promotion flyer for a “private beach club” in North End. Opened in July 1931. A.T. Cummins was the builder/manager and Newton White was the first club president. Family membership for the summer was $100. The “spacious club” lasted only one summer and was sold at sheriff’s auction. It later became the White Sands Beach Club.

Mir-a-Mar Beach Club in North Long Branch. APP ad, June 1932. It had been the Villa Beach Club. When the newly-named club opened that summer it had a new pool.

White Sands Bathing Club ad. APP, 1961. Monmouth County later took control of the property and Seven Presidents Oceanfront Park opened in May 1977.

White Sands Bathing Club. APP ad, May 1962.

The old White Sands goes up in flames for good and all, May 1978.