North Long Branch: Different Time & Place
It was called “Fishtown” in Entertaining a Nation and marked as “Atlanticville” on an 1873 F.W. Beers map. I also recall many of the locals calling it “North End.” Right from the beginning it has been its own place.
The rough boundaries of North Long Branch are Monmouth Beach to the north, Joline Avenue to the south, the Atlantic Ocean to the east and Troutman’s Creek to the west.
Speaking as an outside observer, although I did live there for about 5 years, I look at it as a place that time forget. It’s also one of my favorite spots. There’s always been a laid-back, mellow feel to the community. Here’s a brief photo essay on this section of a great city.

APP ad for Cappy’s Arrow Inn at North Long Branch, May 1958. It was called Arrow Inn when the LBHS football football team celebrated there in 1939, according to the APP. Casper J. Anselmi was the boss; he was beaten to death while working as a security guard at the Pierre Hotel in NYC in 1965.

“Kiernan Beach” in North End, 2016. For use by the Kiernan Surfing Association beginning in 1965. Today the spot in Seven Presidents Park.

Trolley in North Long Branch, 1920s. The Coast Cites Railway Company ran the cars from North Long Branch to Manasquan. This electric streetcar line closed in 1929.

Seven Presidents Oceanfront Park beach, 2020 (Breckenridge Visuals).

Old North Long Branch train station, 1950s. Opened in 1907, the building was turned into an ice cream shop when the trains stopped. It was finally torn down in 1980 to make way for the new Ocean Blvd.

Thomas Booth tribute bench at Jackson Woods park, 2019. Beginning in 1973, Tom championed the cause to protect the 11-acre tract in North End. In 1995, the city used $1.2 million in state Green Acres funds to reacquire the property from a condo developer. Charles T. Jackson, a farmer, owned a lot of property in the area at turn of the century.

Asbury United Methodist Church on Atlantic Avenue in North End. The church was completed in July 1870 at a cost $4,500. President US Grant was there or the dedication.

Asbury United Methodist Church, 1960s. Called: “The Friendly Church by the Sea.” The steeple was removed as part of a major rehab in 1945.

Asbury United Methodist Church, 1930s. The stone sanctuary was added in 1894 and the Sunday School in 1900.

Oliver Byron Engine Company on Atlantic Avenue. Named after and financed by the famous actor and opened in 1891.

Johnny’s Luncheonette on Atlantic Avenue, 1960s. John Warren started the business in the 1950s. A true serviceman — Korean War US Army vet, LB city fireman, and clerk for the Monmouth Beach Post Office, John died in 1998.

Johnny’s Luncheonette on Atlantic Avenue, 1980s. (Dan Hennessey Photo). The shop was moved here in 1981. Edwin A. Nilson, Sr. owned it for 20 years beginning in 1970. Born in Brooklyn, Ed was a LBHS football player, World War II US Navy vet, LB fire chief, and milkman. Ed died in 1990.

Johnny’s Luncheonette on Atlantic Avenue to the left, 1970s. The slogan: “Even the crumbs taste good.” Winifred Stevens was a waitress at Johnny’s and the renamed North Beach Grill for over 40 years.

The remains of east Atlantic Avenue, 2010. The building on the left housed barbers for years like Errico’s and Bruno Sama.

Peddler Bicycle Shop on Ocean Blvd, APP 2001. Anthony “Ducky” Schiavo started the business in 1970. A true biking pioneer, he was the first in the area to sell 10-speed bikes. A former MB School teacher, he died in 2001 at age 57.

Diamond’s Pharmacy on Atlantic Avenue, 1960s. The business was started by Joseph Diamond. The drug store still operates in Ursula Plaza run by Stuart Eisenberg.

Sal Trocchia at his LB pharmacy, 1965. A Red Bank native, US Army veteran, and graduate of the St. John’s University School of Pharmacy, he died in December 2017 at age 82.

“Che Chee’s” Red Barn & Cocktail Lounge on Avenel Blvd., 1980s. In 1965, it was Cappy’s when sold to Frank and Marguerite Gimbrone. He died in 1978; she in 2017. The location became Charley’s Ocean Grill in 1985.

New Ocean Blvd under construction, early 1980s. (Dan Hennessey Photo). It was Mayor J. William Jones back in 1948 who first proposed to build a super boulevard north-south along the city oceanfront.

Vinnie Troniec at his Islanders Surf Shop on Ocean Avenue, APP 1982. His store was one of the last to go to make way for the new 1.7-mile, $15 million Ocean Blvd-Route 36 four-lane road project. Ultimately evicted by the state, he claimed $100,000 in annual earnings at the location.

North End Motel postcard. The 14-unit efficiency apartment complex on Ocean Avenue and Avenel Blvd opened in June 1962. The builder was Ernest Caprio, Jr.; construction cost was $90,000. The motel was torn down in November 1988 to make way for the Beachcomber Towers.

Ursula Plaza on Ocean Blvd, 2010s. The 33,000-square-foot mini-mall was built by Patock Construction in 1988. Jack Caputo owned the land and named the spot after his wife. The family bakery/pastry shop is in the mall; it started on Lower Broadway in 1960.

Lido Hotel in North End, 1964. Built in 1924, the 32-room hotel was located on the bend of Seaview Avenue and old Ocean Avenue.

Gaskins Fish Market & Restaurant on New Ocean Avenue, 1979. George and Helen Gaskin were the owners.

NJ National Guard Armory on old Ocean Avenue 1980s. Opened in Sept. 1959 for $320,000. The facility was used ;by the 250th Quartermaster Battalion. The building had a 9,000-square-foot drill area and could accommodate 2,000 in its auditorium.

North Long Branch aerial image, 1951. In the center is the Presley Garage. William Presley also owned the Galilee Fishery in Monmouth Beach. A North End native, he died in 1965 at age 84.

North Long Branch School on Church Street. Opened in 1891; closed in 1979. The building was placed on the National Register of Historic Places in 1999.

North Long Branch School on Church Street, 2013. After sitting dormant for 40 years it’s being converted into high-end condos.

East End Hotel in North End. Built by Jay Gould and Jim Fisk, it opened in June 1873. Sometimes the place was called the Excursion House. A pier and train depot were also built nearby. The area is now Seven President’s Oceanfront Park.
The Reservation History — HERE

Dr. George A. Sheehan, Sr. house at The Reservation, 1970s. The Sheehan family owned the North End house from 1927 to 1953.

“Navaho” — Seven Presidents Park headquarters in North End, 2013. The county park opened in May 1977

Romano Hotel on Seaview Avenue in North End, 1970s. Joseph Romano, a native of Italy, owned the 50-room hotel for over 40 years. In 1958, he spent $10,000 to build his own stone seawall to protect his property against storms and rising tides.

West’s Market on Atlantic Avenue in North End, 1980s. Founded by Edgar A. West in 1919, “West’s for Best” was known for its quality meat and groceries. He died in 1979 and his son Edgar H. operated the business until 1984.

White Sands Bathing Club in ruins after March 1962 Nor’easter. Monmouth County later took control of the property and Seven Presidents Oceanfront Park opened in May 1977.

White Sands Bathing Club ad, 1965. Charles Savoth build the club; his son George later managed it. The city acquired the property in 1974 for $750,000. It was the North End Beach Club when destroyed by two separate fires over two days in May 1978.

Promotion flyer for a “private beach club” in North End. (CJ Rubin Submitted). Built at a cost of $470,000, the Villa Beach Club at North Long Branch opened in July 1931. The 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.” It was near the Avenel bathing pavilion, which dates to 1913.

Mir-a-Mar Beach Club in North Long Branch. APP ad, June 1932. It had been the Villa Beach Club. The Mir-a-Mar opened that summer with a new pool. In June 1943, the spot became the USO beach for the exclusive use of military service personal, family and friends.

Leteendezvous Surf & Swim Club, 1967. Formerly the Beachcomber Club, the North End facility was changed into a swimming and surfing club — for teenagers only. J. Kelsey Burr was in charge.

North Long Branch house, 1970s. Does Pop Franks sound familiar to anyone? How about the USO Beach in North Long Branch?

Monmouth Beach-North Long Branch borderline, 1980s. (Dan Hennessey Photo). The MB house to the left was the scene of an infamous Howard Stern TV-show party in 1991. Sam Wier built the house in 1980 using wood from the old White Sand Beach Club.
I used to own “Custard Island” at the old North Long Branch railroad station during 1959-60.
Jerry Kelly, MB
Love these pictures! My family belonged to White Sands, I did “water ballet” for a few years as well as swim team, my brother surfed at USO beach and we used to walk to Johnny’s Luncheonette just to take a walk. Such wonderful memories. I no longer live around there so thank you for the memories.
I grew up in NLB from 1956 to 1971. I’m still searching for pictures of the backtracks, that started near Johnny’s.
I worked at Johnny’s Luncheonette from 1966-1970. John Warren, who was my uncle, owned and operated Johnny’s from the 1950s until he sold it to Eddie Nilson in 1970. John originally bought it and partnered with Bruce Bradley. He bought out Mr. Bradley in early 1960s and was the sole owner and proprietor until 1970.
I lived in North Long Branch and went to school there. My sister worked for Joe Diamond. I also remember the USO beach and West’s Market.
The Beachcomber was my first lifeguard job at age 16. I worked for owner Dr. James Tsigonas.
Any interior pictures around of Johnnies Luncheonette? I would love to see the inside of that building again.