Long Branch Pier & Boardwalk History
It’s a goner. Not coming back. Certainly not the aura. Today, few people know — and even fewer care — about the allure of the once mighty Long Branch Pier (and boardwalk). There have been five piers going back nearly 200 years — with lots of hot Summer nights included.
The first-ever “Pier” out over the Atlantic Ocean was probably built in 1828. Called the “Bath House Pier,” it was used mainly as a dock for steamboats to and from New York City. It was destroyed in a wicked November 1854 nor’easter — the same storm that doomed the infamous clipper ship New Era.
In August 1875, the “East End Excursion Pier” (and an adjacent hotel) in North Long Branch opened — financed by “Gilded Age robber barons” Jay Gould and James Fisk. Poorly constructed, it fell in less than a month after bad storm. More Long Branch piers would follow.
In Living Color — Long Branch Pier and Boardwalk, 1950s.
The “Ocean Pier” was opened in June 1879 by the Long Branch Pier Association (John Fitch was president). Designed by Maclay & Davis of NYC and built by Job Johnson of Brooklyn (both worked on the Coney Island Pier too), the 672-foot structure featured a wide promenade deck and underneath were 600 cabanas. It was damaged by a major storm after just two years.
The “Iron Pier” — probably the most elaborate of all the city’s wharf-side efforts — opened in 1881 at the apex of the Long Branch summer resort craze. Construction cost was $200,000. It was severely damaged in 1901, first by a storm and later by a tugboat collision. Largely unused from then on, pier remains were finally removed in 1908.
Sam Rosoff, 1937.
After years of delays and litigation, the $1 million “Amusement/Fishing Pier” finally opened in 1913. Final construction work was led by Samuel Rosoff (later he’d build much of the NYC subway system and become the “millionaire ditch-digger” before his 1951 death) and the Hennebique Construction and Ocean Construction companies. This last city pier ultimately reached 950-feet-long before a November 1945 hurricane chopped off the end part. Over three quarters of a century the city’s pier area endured — with plenty of ups and downs — as a spot for amusement and more.
By May 1927, the Long Branch Daily Record said the “monolithic pier” had become “an amusement center” and “fishermen’s paraside.”
In 1978, the pier was acquired by Ric-Cic, Inc. (Carmen and Thomas Ricci and Patsy Cicalese), who invested $1 million in upgrades including the Haunted Mansion. By 1980, Cicalese was the sole owner. In 1985, he re-themed the pier area — coming up with the idea of Kid’s World after visiting “Sesame Place” in Pennsylvania.
That last pier would survive past all previous piers, 75 years — until June 1987 when it burned in a spectacular fire. It stood an ugly wreck for over a decade and was finally removed in May 1998. In 2005, the $100 million Pier Village community opened — minus a pier. City officials have been debating the idea of a new pier for over 30 years. The last time the matter was seriously discussed the price tag for a modern pier cleared $125 million. It would take a miracle now.
* * * * *
New Long Branch boardwalk looking south, 1909. It was called “Bluff Walk.”
For all the glory of being a presidential summer resort, with unmatched shore location and grand oceanfront accommodations, the idea of a “boardwalk” in Long Branch is a 20th century concept. Indeed, a Long Branch boardwalk from North End to West End (part-concrete, part-composite lumber, part-wood) still exists today — it’s over 115 years old.
During some “pier promo” to Long Branch residents and officials, the Asbury Park Press quoted a University of Pennsylvania professor in a June 1904 editorial: “the key to the ocean is a boardwalk.” The Long Branch Daily Record had advocated for a boardwalk (a double-decker) along the city oceanfront as early as December 1903. The world’s first boardwalk opened in June 1870 in Atlantic City and the trend spread up and down the NJ coast. Both Asbury Park and Belmar boardwalks went up just before the one in Long Branch did.
Atlantic City — the world’s first boardwalk, 1870 (Steve Eccles Photo). The first pier in Atlantic City, the 500-foot-long West Jersey Pier, was opened in July 1880 and wrecked by a storm 6 years later. The city’s first amusement pier, Howard’s Pier, opened in July 1882.
In March 1905, the focus on a new Long Branch boardwalk sharpened when the Long Branch Daily Record reported on a design by J. Wesley Seaman, the city engineer. Plans at that stage had it called “Bluff Walk.”
Official action finally came in February 1906. According to the Red Bank Daily Register, the city council as part of a $400,000 oceanfront improvement bond: approved Dean, Schwiers & Sutton Co. of NYC to build a 9,921-linear-foot wooden boardwalk (just under 1.9 miles) for $90,000 and George W. Rogers & Company of Sea Bright to construct the bulkhead and jetties for $154,000. During a July 4, 1906 city celebration the new boardwalk — with 600-feet completed — was “jammed” with visitors. Mayor C. Asa Francis was the official greeter.
According to my research among those to make a major investment in the ownership and/or operation of the pier and boardwalk commerce through the decades include: Isaac Cranmer, Daniel Maher, Leon Minogue, Matt Sowul, Jimmy Liu, and Pat Cicalese. The Long Branch Pier and Boardwalk made for many interesting and exciting summer times for locals going back nine decades — creating lasting memories. It offered loads of good fun and paid its share of taxes.
Have a look at the photo collection I’ve built to date on this nearly forgotten city landmark:
City coast during OceanFest ’22 (Dave Booth Photo).
Maher’s on the Long Branch boardwalk, 1940s.
Long Branch Pier construction workers. Frank Leslie’s Illustrated Newspaper, May 1879.
Long Branch Pier, 1980s.
Long Branch Haunted Mansion, late 1970s (Dan Hennessey Photo).
“I survived the Long Branch Haunted Mansion” badge (1978-1987).
Long Branch Haunted Mansion concept design, 1977.
Long Branch Haunted Mansion ad, late 1970s.
Long Branch Haunted Mansion ad, late 1970s.
Ocean Avenue looking south, 1910s.
Baby parade on the Long Branch boardwalk, 1911.
New Long Branch Pier sketch proposal. Long Branch Daily Record, July 1910. The concept never went further. The design was by Cottrell Architects — who did the Asbury Park Casino in 1903.
Ocean Avenue looking south, 1909.
Chelsea Avenue Pavilion and Long Branch Pier, 1919.
Long Branch beach and pier, Summer 1940s.
Long Branch boardwalk, 1972. Max’s and Wizard’s World arcade.
Chelsea Avenue Pavilion and the beach, 1910s. Note the lack of a pier.
“Scene on the beach” at Long Branch, early 1900s.
“Saucer Toss” at Long Branch boardwalk, 1978.
Arcade at the Long Branch Pier, 1980 (Greg Coben Photo)..
Bikes & Boards — Long Branch boardwalk, late 1970s (Greg Anderson Photo).
Ocean Avenue and boardwalk at night, 1940s.
Pier Village beach, 2020.
Long Branch boardwalk, July 1959.
The infamous “Pop-Up Party” in Pier Village, May 2022. Over 5,000 teens and young adults descended on the Long Branch coast; multiple arrests were made for bad behavior and property damages.
Off the Boardwalk — Ocean Avenue and Long Branch Stadium, July 1937.
“The Pier–Long Branch” sketch, 1883.
Summer Day — Long Branch beach and pier, 1964.
Chelsea Avenue Pavilion and a busy city beach, 1905.
Long Branch Fishing Pier, 1950.
Before arcades and rides; before pool clubs and eateries. This prime Ocean Avenue territory between Chelsea Avenue and Laird Street once held the fabulous Mansion House hotel. Begun as a modest boardinghouse in 1845 by Jacob W. Morris, it grew to a 600-room shore showplace that hosted the nation’s elite (Mary Lincoln and US Grant were summer guests). Badly damaged in a December 1884 fire, it was torn down in 1910 to build the new pier.
Gray Day — Long Branch boardwalk looking south, Winter 2023.
Old Long Branch pier front grounds before major development, late 1970s.
Ocean Pier Cigar ad, March 1880.
Alexandros Souvenir Shop on the Long Branch boardwalk, 1931.
Long Branch beach and pier, 1912. The new pier — after a decade of delay — was under construction at the time. It looks skeletal here.
Ocean Park summer concert, 1909.
Long Branch Pier, Spring 1983.
Long Branch boardwalk, 1915.
Long Branch Ocean Pier, 1880. Maclay & Davis did the design and Job Johnson build it — both men also worked on NYC’s Coney Island Pier.
Dawn at the Long Branch boardwalk, Winter 2023.
Long Branch Boardwalk on a busy day, 1959.
New Resort — Ocean Avenue looking south, 1905.
Full House — Ocean Park hosts a band concert, August 1908.
“Bathers at the Beach in Long Branch,” Summer 1912.
“On the beach in Long Branch,” 1904. Note the lack of a pier. By May 1911, the Hennebique Construction Company of New York was working on a new 324-foot-long pier.
Ocean Avenue looking south, 1920s. At right is the Long Branch Casino and President Garfield Monument.
Long Branch Pier — before and Ocean Avenue or a boardwalk, about 1912. Just an “old dirt path,” according to Entertaining a Nation.
Long Branch roller-coaster, 1911. Called the “Scenic Railway” — it was built across from the pier in Ocean Park by H William Piper of Pittsburg. At the time it was the world’s highest coaster. It only lasted a few seasons, until Piper’s son Raymond was thrown from one of the cars and died on Labor Day weekend 1913.
Long Branch roller-coaster, 1912. Built at a cost of $50,000, the attraction opened in June 1911 in Ocean Park (then owned and by S.R. Rosoff). Called the “highest roller coaster in the world,” it was later moved to Keansburg.
Ice Water — More than 800 hearty souls participated in the annual Sons of Ireland Polar Plunge staged in Long Branch at the Ocean Place Resort, New Year’s Day 2023 (Dave Booth Photo).
Long Branch boardwalk looking south, July 1920. The red-roofed pavilions were the pier entrance.
Long Branch Pier sold for $300,000. APP, August 1960.
Long Branch Promenade and Pier Village, Christmas Eve 2022.
Long Branch boardwalk and beach scene, August 1930.
Long Branch Amusement Pier — “Skilo” parlor entrance, late 1970s. The popular boardwalk game was similar to bingo.
Ocean Park at corner of Broadway and Ocean Avenue, 1905. The building shown was the Casino Annex.
Long Branch Pier, 1875.
Oceanfront Comeback — A new Long Branch pier and boardwalk is underway, 1978. Note all the new concession-front construction to the right.
Artist proposal for new Long Branch pier and boardwalk facilities after the 1987 fire (Pat Cicalese Image). The plan never happened.
Arcade at Long Branch Pier on Ocean Avenue, late 1970s (Dan Hennessey Photo)..
Family Feast — Big Al’s on the Long Branch boardwalk, late 1970s.
“World’s Finest Ocean Boulevard,” 1928 postcard. At right is the Long Branch Casino; it opened in June 1907.
End-to-End — the Long Branch Pier, 1940s.
Long Branch Pier and beach, 1960s.
Long Branch Fishing Pier, 1940s postcard. It was “the largest fishing pier in the world,” according to the 1944 Long Branch Daily Record.
Junior’s Restaurant on the Long Branch boardwalk, 1950s. Working “sunrise to sunset on the boardwalk,” George Cafantaris ran Junior’s for 39 years. First selling frozen custard then serving three meals daily. All was lost in the June 1987 fire.
Prime Pier Location — Junior’s Restaurant, 1960s. Owner George Cafantaris — “a living institution on the pier” — died in April 2009. A WW II veteran and Massachusetts native, George lived in Spring Lake for over 50 years.
In later years, Junior’s moved down the boardwalk, 1979 (Dan Hennessesy Photo).
“The Shops at Pier Village,” 2022. Long Branch’s “pier/boardwalk” of today — via Kushner Companies. MORE INFO. The Carousel is the round building at left.
Today’s “Carousel at Pier Village” on Ocean Avenue. The menagerie-themed, merry-go-round opened in July 2019 — restoring an “iconic charm of historic Long Branch.” The city owns the ride, Carousel Works in Ohio built it, and Extell Development paid as part of its large expansion of Pier Village. MORE INFO.
Back then — Carousel on the Pier, 1940s. Built in the early 1900s, according to the Long Branch Daily Record — the Merry-Go-Round included 52 wooden animals, hand-carved from Europe. It was the only belt-driven ride on the Jersey Shore. It operated until 1979 when it was dismantled and replaced by the “Wave Swing” ride.
Closer look at the carousel on the pier, 1970s.
Carousal on the pier, 1940s (NJ State Archives Photo).
A very busy Long Branch Pier, 1927. The carousel is the round building in the center.
The pier merry-go-round was ruined during a major hurricane (winds hit 75 mph), September 1944. The owner then was Daniel Maher and the carousel was valued at $10,000. The first Long Branch carousel dates to 1908.
The “Wave Swinger” on the Long Branch Pier, late 1970s. It replaced the carousal.
Long Branch Pier with the “Haunted Mansion” and “Cinema-180,” 1980.
Long Branch coast looking south — before Ocean Avenue or a boardwalk, Summer 1903. The Ocean Hotel is to the right.
Long Branch Pier, 1978. The architect on the pier’s redesign was M. Herbert Staruch of Toms River. Ric-Cic bought the pier in May 1979.
Chelsea Pool & Water Slide Opening on the Long Branch boardwalk, Memorial Day weekend 1978. Mayor Henry Cioffi cuts the ribbon surrounded by the Cicalese and Ricci families.
Sun & Fun — Long Branch pier and boardwalk area, 1980. At the time the property (including the Haunted Mansion, Water Slide, and Kid’s World) was all owned by Pat Cicalese.
“Big Al’s” on the Long Branch boardwalk, early 1980s.
Summer Days — the Long Branch boardwalk, beach and pier, 1930s.
“New Long Branch” — The Casino in Ocean Park, 1910. A sweeping view south from the corner of Ocean Avenue and Broadway during an event. The Chelsea Avenue Pavilion is visible well down the boardwalk.
Maher’s Restaurant, 1930s. Daniel J. Maher opened the boardwalk eatery in 1929. Later he served a term as city mayor from 1956 to 1960.
This ancient boardwalk-beach scene in Long Branch shows a new pier under construction In the background, around 1910-11.
New Long Branch Pier sketch proposal, 2013. According to a March 2018 Asbury Park Press report, “the city has the riparian rights to the water and a state coastal permit to put the pier back, but only in its original location at the Laird Street beach.”
The Ocean Place Hotel along the Long Branch boardwalk, June 2020 (Red Bank Pulse Photo).
Quiet beach day at Pier Village, Summer 2018.
Big beach day at Pier Village, Summer 2020 (StansPhotos).
Staying Cool? — Ladies walk along the Long Branch oceanfront, 1901.
Postcard Perfect — a Long Branch beach scene, 1940s.
“On the Bluff at Long Branch at the Bathing Hour” from Harper’s Weekly, August 1870. It’s a wood carving by Winslow Homer.
“Happy Days in Long Branch, NJ,” 1900 postcard.
Long Branch Pier, 1979.
Long Branch promenade looking north, Fall 2022.
Boards & Birds — Herring Gulls perched along a Long Branch boardwalk railing, Fall 2021.
Early evening crowd gathers at the Long Branch Amusement Pier, 1960s. Leon Minogue ran the arcade on the pier for over 25 years — operating “a boardwalk concession” as early as Summer 1938.
Long Branch Ocean Pier, 1880. It was opened in June 1879 by the Long Branch Pier Association.
Long Branch Ocean Pier, 1880.
A busy Long Branch beach day, 1930s.
Long Branch Pier, 1879. The Plymouth Rock steamship owned by James Fisk is seen docked. The round-trip LB-to-NYC boat fare was 60 cents.
Development of the water slide and water park near the Long Branch Pier, early 1980s.
“Iron Pier and Surf Bathing, Long Branch, NJ,” 1890.
Long Branch boardwalk near Bath Avenue gets major improvements, October 2015. The city lost nearly a mile section of the boardwalk to Superstorm Sandy in 2012. This boardwalk reconstruction project — the largest in city public works history — cost $24 million.
Peter’s Pavilion inside along the boardwalk, 1940s.
A wide and inviting Long Branch boardwalk and some miniature golf too, 1950s postcard. It was called the Deck Golf Course and the first Monmouth County Miniature Golf Championship was held there in August 1945. It operated there as Long Branch Golf Land (Angelo Valenzano and Patrick Moscatello were the owners) until 1971. The activity returned in July 1979 as a tropical-themed mini-course (several Florida palm trees were flown in).
Crowds jam the boards, Summer 2013.
Postcard worthy look at coastal Long Branch, 1970s.
Busy beach day and with the pier in the background at Long Branch, 1936.
Wizard’s World Arcade, 1970s. Offering good fun to local kids, Richard and Frank Seininsky opened the boardwalk business on Memorial Day weekend 1973. The oceanfront arcade won awards for having the best and newest pinball machines and video games and the business grew over the years even surviving the infamous “Boardwalk fire of ’87.” Acting under eminent domain, the city took the property in October 2001.
Legend Lost — The last arcade buildings along the Long Branch boardwalk prior to demolition, Spring 2002 (Rich Seininsky Photo).
Long Branch boardwalk in ruins after a storm, 1974.
Long Branch Pier, 1950s.
Long Branch Pier entrance, February 1921.
On the beach at Long Branch, 1920s.
Ocean Avenue and boardwalk, 1934.
Chelsea Avenue Pavilion along the boardwalk, 1920s. Carl Cola operated a refreshment stand there in the early 1920s.
Pier Village beaches at maximum hollday density, July 2019 (StansPhotos).
“Most perfect silence” — a sunrise off the Long Branch boardwalk near the promenade, July 2022.
Full Picture — Long Branch pier, boardwalk and Ocean Avenue, 1939 (NJ State Archives Photo).
Long Branch Pier and Boardwalk looking north, 1910.
Long Branch boardwalk looking north, 1912. The Chelsea Avenue Pavilion is right and Columbia Baths is left.
“Baby Parade” along the Long Branch boardwalk, 1920s.
Long Branch boardwalk looking north, 2022.
Testing the waters — bathers use rope lines in the rough surf at Long Branch, 1963.
Fireworks display in Pier Village, July 4, 2022 (StansPhotos).
Long Branch coast looking north, July 4, 2022.
City Sunrise — a glorious summer morning on the West End boards, 2021.
Hot dogs on the Long Branch boardwalk, 1940s. (NJ State Archives Photo).
Long Branch boardwalk, 1940s (NJ State Archives Photo).
Beach and boardwalk, 1940s (NJ State Archives Photo).
Ocean Avenue looking north, 1937.
Long Branch Fishing Pier, 1940s.
Long Branch Pier, 1879. Job Johnson of Brooklyn built the 660-foot-long iron pier opposite Leland’s Ocean Hotel.
Long Branch Pier, May 1879.
Long Branch Pier kiddie-rides, mid-1950s.
Workers refurbishing four old storefronts along Ocean Avenue near Chelsea Avenue into a western-themed saloon look. Red Bank Register, May 1973. Owner Pat Cicalese renamed it “Pistol Pete’s Restaurant” in his dad’s honor. It had been Mike’s.
Haunted Mansion at Long Branch on the boardwalk as it appeared on Opening Day, June 30, 1978 (Asbury Park Press Photo). “Dracula” was played by John H. Kinsey, Jr.
Postcard perfect city beach, May 2021.
Long Branch Boardwalk looking south, August 1972. In April 1960, the city commissioners passed its first ordinance regulating the licensing and operation of games of chance and amusement on the boardwalk from South Broadway to Morris Avenue; Leon Minogue was granted the first license.
Very crowded Long Branch boardwalk and beach, 1920s.
Pier Village at sunset, 2021. (Kraler Photography).
Ocean Avenue and Laird Street intersection looking south, 1930s. Note 25-cent parking off the boardwalk.
Long Branch water slide, 1980s.
Busy summer day at the beach in Long Branch, 1935.
Long Branch Recreation-Fishing Pier, 1930s. In 1922, Daniel Maher acquired the pier for $15,000 in back taxes.
“Baby Parade” on the Long Branch boardwalk, 1911.
Ladies Recreation Pavilion on Long Branch Boardwalk, 1926.
Peter’s Pavilion on the Long Branch boardwalk, 1920s. Greek natives Peter Karunos and Sam Arvanitis opened the business in the area before 1918 and ran it until 1954.
Chelsea Avenue Pavilion on the boardwalk, 1918. The city-owned facility was hosting live music along the oceanfront as early as the 1890s. It was wrecked in a vicious 1944 storm.
Chelsea Avenue Pavilion in ruins after the Hurricane of ’44. The boardwalk was “pounded unmercifully by sea and storm to create a debacle unsurpassed in the city’s history,” according to the Long Branch Daily Record, September 1944.
Long Branch coast, early 1980s.
An interesting 1930 Long Branch Daily Record story offers some perspective and history on piers in Long Branch.
Ocean Avenue and city boardwalk, 1940s.
Long Branch Boardwalk, 1916.
Long Branch water slide, 1980. The pier is in the background.
Long Branch boardwalk aerial image, 1980s.
Long Branch boardwalk looking north, Winter 2021.
“Bathing Hour at Long Branch,” Harper’s New Monthly Magazine, September 1876.
Coastal Long Branch with boardwalk and pier, 1970s postcard.
Long Branch Boardwalk looking south on a foggy spring day, May 2022.
Busy summer day near the Chelsea Avenue Pavilion with the Long Branch Pier in the background, 1920s.
Long Branch boardwalk — Columbia Baths (l) and Chelsea Avenue Pavilion (r), 1911.
Long Branch Pier, 1933.
Long Branch coast looking north, 1905. No boardwalk, no street.
Made in the Shade — Long Branch beach day, 1961 postcard.
“World Famous Long Branch Fishing Pier” postcard, 1960s.
Long Branch Boardwalk, 1928. In February 1925, Walter E. West was awarded a city contract to build and then lease a smaller boardwalk pavilion (l) just north of the Chelsea Avenue Pavilion (r). By October 1926 “Max” Altman was involved there.
“Beach and Boardwalk” postcard, 1910.
Old Ocean Avenue, 1908.
Long Branch Pier, 1980s.
Long Branch Millennium Pier sketch proposal by Carl Turner, 1998.
New Long Branch Pier under construction, December 1878.
Long Branch seaside by Thomas Nast. Harper’s Weekly, 1880.
Long Branch seaside — another look, 1860.
Auto racing along Ocean Avenue, 1907.
New Long Branch Boardwalk sketch proposal. Long Branch Daily Record, March 1905. The plans were drawn by J. Wesley Seaman, the city engineer. Dean, Schwiers & Sutton Co. built it for about $90,000.
An Idealized version of Ocean Avenue. Then called “The Drive” in 1872.
Long Branch Pier area, 1960s.
Low moon — the Long Branch boardwalk at dusk, 2020 (Beth Anne Duze Woolley Photo).
“On the Bluff at Long Branch,” 1870s.
Haunted Mansion at Long Branch model. The grand opening for the 32-room, 37-actor fright-house was June 30, 1978. Admission was $2.50. It was all part of a $1 million renovation project on the city’s Amusement Pier. Staruch Associates was the architect. Owners Ric-Cic Corp. had wide interests in the family amusement business having worked in Seaside Heights, Brigantine, and Seaside Park. The Mansion burned in the June 1987 LB pier fire.
Rough surf at Long Branch, New York Illustrated News, 1863.
Ocean Avenue looking north, 1910. With new boardwalk and a pier.
Chelsea Grill Ad, Asbury Park Press, July 1934.
“Bathing” in Long Branch, 1910.
Long Branch beach scene, 1980s.
New Long Branch boardwalk looking south, 1909. In the beginning it was called “Bluff Walk.”
Strolling on the city’s new boardwalk, 1911.
Along the Long Branch boardwalk looking north, 1950s.
Boardwalk Beginning — $89,925 was the price-tag. Red Bank Daily Register, February 1906.
Pier Village and beach aerial image, July 4, 2020.
Long Branch boardwalk, 1934. By this time the boardwalk was “certainly in need of rehabilitation,” according to a Daily Record editorial. “A few shooting galleries, games of chance, and occasional dancing constitute the program offered visitors. Bathing is the sole legitimate asset Long Branch has to offer.”
Long Branch boardwalk looking north, 1940s. At right is the Chelsea Avenue Pavilion built in the late 1890s.
Long Branch Pier and beach, 1933.
Long Branch pier and boardwalk, 1980.
Long Branch Recreation Pier ad. Salt Water Sportsman magazine, June 1977. The Sowul family bought the pier in 1964. At its peak it was 880 feet long by 140 feet wide. It was open 24/7, all year and a good fish run could attract nearly a thousand anglers.
Jimmy’s Jetty on the Boardwalk, August 1975. In 1968 Jui Yung “Jimmy” Liu acquired a large section of the boardwalk — making Jimmy’s Jetty with The Cafe Bar, Jimmy’s Famous Hot Dogs and a Chinese-Seafood Restaurant. He also owned the Exxon station on Broadway and many city rental properties. According to a July 1977 Long Branch Daily Record profile, “hard work” and “wheeling and dealing,” were the keys to his success. Born in Shanghai, China in 1929, Jimmy launched nearly 40 US restaurants before his death in September 2002.
Jimmy Liu and his son, Jimmy, Jr. inspect the rebuilding of their city boardwalk business after a 1984 end-of-summer fire, May 1985.
Haunted Mansion at Long Branch, 1980s. The pier’s frightening attraction lasted for nearly a decade.
Chelsea Arcade Company at Ocean and Chelsea Avenues, 1908. Opened in July 1907, it housed a merry-go-round, penny arcade and sold Root Beer, candy, popcorn, and souvenirs. Robert W. Zimmerman built the structure for $7,500. Anthony T. Woolley ran the operation. Charles Looff, who built the first carousel at Coney Island in 1876, did the work in Long Branch. It held 125 people and cost a nickel to ride. In 1909 a $2,000 Boecker organ was added. Later it was called the Chelsea Roller Skating Rink. The building was torn down in April 1928 to make way for the expanding Chelsea Baths.
Chelsea Roller-Skating Rink, Long Branch Daily Record, 1908. Raymond Disbrow and Henry Morris opened the boardwalk operation in January 1908. It could accommodate 200 skaters and had a mechanical band. Admission was 25 cents. The maple-floored rink was 5,625 square feet. Morris “Mott” Wood, a champion speed skater and Long Branch native, gave lessons at the rink in 1908. Lyman Koch acquired the business in 1924.
Opening of the Chelsea Roller-Skating Rink ad, Long Branch Daily Record, Feb. 1908.
Long Branch boardwalk looking north, 2021.
Long Branch Pier and boardwalk on a dreary-stormy day, 1970s (Dan Hennessey Photo).
Long Branch boardwalk looking south, 1970s.
Long Branch in peak glory days, 1890s. A stroll by the West End Hotel on Ocean Avenue (r). Owners the Hildreth family built the connecting bridge and pavilion in 1880 for $5,500.
Ocean Avenue looking north, 1901.
Long Branch beach scene, 1920s (Dan Hennessey Collection).
City boardwalk area near Chelsea Avenue. Long Branch Daily Record, July 4, 1959. In April 1929, Daniel J. Maher paid $200,000 for a block of 34 stores (called the Arcade) along 425-feet of boardwalk from Chelsea Avenue to Melrose Terrace. The original stores east of the boardwalk on Ocean Avenue were built by D & D Realty Company in 1926 (with an annual rental income of $26,000). Seymour & Braun were the architects and construction costs were $74,400. Maher (also a LB mayor) would rule over the city oceanfront for the next three decades. He sold off all his interests (pier, restaurant, and boardwalk concessions) in May 1964.
Pier Village looking north, 2021. MORE INFO. Anti-littering rules for city’s boardwalk and beach area date back to July 1906; City Councilman James Dunn introduce the first ordinance.
Long Branch Fishing Pier, 1960s. Considered a “fisherman’s paradise” — the pier was 700-feet- long.
Long Branch Fishing Pier, July 1986. At the time, the fishing pier section was leased by Harry Bassinger for $17,000 per year. His brother, David, leased the Scotty’s Arcade portion of the pier. Pat Cicalese owned it all. Everything would burn in 11 months.
Long Branch Pier, 1980. Still popular then: it had the Haunted Mansion and the Water Slide, skeeball and pinball, Danny’s Hit-Away batting cages and Jungle Golf, Stuff Yer Face and Pier Pub and much more, making the Summer of 1980 one of the best ever along the oceanfront.
Redevelopment of the Long Branch Boardwalk-Pier area, 1980s.
The Booth boys of Long Branch on a Kid’s World ride, 1980s.
Ocean Avenue, 1920s. The first official attempt to build a “magnificent oceanfront boulevard” with a “boardwalk to its east” came in July 1905, when Councilman J.N. Flanigan suggested building a 125-foot wide roadway and boardwalk from Seaview Avenue to Brighton Avenue. The price tag was $400,000. The city council soundly rejected the plan 9-2, according to the Long Branch Daily Record.
” Long Branch Golf Land” along the boardwalk, 1960s. The miniature golf course opened in 1960. The first 18-hole putting course along Ocean Avenue was opened in July 1927.
“Jungle Golf” on Ocean Avenue, 1984.
“Jungle Golf” on Ocean Avenue, 1980s.
“Scene Along the Boardwalk” in Long Branch, 1930s.
Long Branch Pier in the early evening , 1985.
“Find Me in This Crowd of Bathers.” Long Branch, NJ postcard, 1936.
Kid’s World water-slide at Long Branch Pier, 1980s.
Wrong turn — an auto wreck off Long Branch boardwalk, 1980s.
Classic Long Branch — the steamer Plymouth Rock docks at the Long Branch Pier, 1880s.
Long Branch Pier, 1882.
Foggy night on the city boardwalk looking south, 1980s.
McDonald’s Restaurant on the Long Branch Boardwalk, 1980s.
Long Branch Boardwalk, 1930.
Long Branch Boardwalk, 1940s.
Busy beach day around the Long Branch Boardwalk and pier, 1930s.
City boardwalk and arcade, 1970s (Andy Smith Photo).
Fishing off the Long Branch Pier, 1970s. Matt Sowul bought the pier in 1964 from Daniel Maher. The Sowul family sold their pier interests in May 1979 to Ric-Chic.
Long Branch Fishing Pier, 1973.
Fishing off the Long Branch Pier, 1950s. The spot had anglers coming from all over the county and state.
July 4th Celebration on Long Branch Boardwalk ad, Long Branch Daily Record, July 1959. Who remembers these businesses?
Long Branch boardwalk, 1920s.
New Arcadia Grill on the boardwalk. Long Branch Daily Record, August 1930. Called “the last word in modernism”– the $50,000 restaurant seated 250. The color scheme was tan & green. Owner Daniel Maher, a future city mayor (1956-1960), owned much of the surrounding pier/boardwalk area.By Summer 1936, it was called Maher’s. The spot was hit by several fires in the 1960s and rebuilt; it was finally wrecked in a April 1969 blaze. Maher sold his boardwalk properties including the eatery in 1964 to Jay Jay Realty.
Long Branch Pier and Chelsea Baths, 1980s.
Long Branch Pier, 1951.
“Ocean Boulevard” Long Branch looking north, 1918.
Long Branch coast with pier in the distance, 1960s.
Ocean Avenue at Long Branch Pier, 1939. Peter’s Pavilion at left.
Ocean Avenue at Long Branch Pier, 1939.
Long Branch Pier, early 1980s.
Haunted Mansion at Long Branch, 1980s. Situated on the famed city pier, it covered 10,000-square-feet.
Long Branch Pier ad, 1980s.
Ocean Avenue looking north, early 1900s.
Pier Village, August 2021.
Long Branch boardwalk and beach, 1903.
Looking west to the boardwalk from the city pier, 1970s,
Long Branch boardwalk, 1980s.
Long Branch boardwalk, beach and pier, 1928.
Long Branch boardwalk looking north, 2021. The West End-North End route is just under 2 miles.
Long Branch boardwalk looking north, 2022.
Pier Village looking north, Summer 2021.
“On the Beach, Long Branch,” 1906.
Haunted Mansion at Long Branch, 1980s.
“The Beach at Long Branch, NJ” by Francis Augustus Silva, 1882.
A busy Long Branch Pier, 1920s.
Long Branch amusement and fishing pier, 1983. It all burned in June 1987.
Long Branch Arcade on the pier, 1970s (Dan Hennessey Collection).
Historic Mural of Long Branch boardwalk, 1940s.
City boardwalk and Ocean Avenue looking south, 1988.
Ocean Pier — the brand new city pier extended 860 feet into the Atlantic Ocean. Frank Leslie’s Illustrated Newspaper, June 1879.
Long Branch Pier, 1950s.
Long Branch pier aerial image, early 1980s.
Water Slide at the city boardwalk, 1980s (Dan Hennessey Collection).
City lifeguards by the pier, 1920s.
Long Branch Pier as it appeared in a New York Times report, August 13, 1899.
Maher’s Restaurant on the Boardwalk, 1954. Owner Daniel J. Maher was a former LB city mayor (1956-60). The business suffered major fires in 1960 and 1963. It was all acquired in 1964 by Jay Jay Realty Company.
Inside Maher’s Restaurant on the boardwalk, 1950s.
Arcadia Grill on the city boardwalk ad (before Maher’s Restaurant). Long Branch Daily Record, June 1930. Cost to build the 250-seat restaurant was $50,000.
City pier with steamer docking, 1882.
Long Branch Pier under construction, 1910.
Pier Village aerial image, 2010s.
Which Long Branch pier was this? Maybe the first pier?
Long Branch bluffs, in-between piers, 1874.
“Iron Pier and Surf Bathing” in Long Branch, 1890.
Long Branch beach scene, 1875.
Long Branch boardwalk, 1930s.
Long Branch boardwalk, 1956.
Long Branch boardwalk in autumn, early 1900s.
Chelsea Pool & Water-slide on the boardwalk, 1978. The slide’s peak was 35-feet high.
Long Branch boardwalk, 1930s.
Long Branch boardwalk, 1920s.
Long Branch Pier, 1950s.
Long Branch Pier, 1939.
Long Branch pier area postcard, 1960s.
“Greetings from Long Branch, NJ” postcard, 1960s.
Long Branch pier area postcard, 1960s.
Long Branch pier area postcard, 1960s.
“Bluffs of Long Branch,” 1871 (the unappealing view).
Long Branch Pier. Frank Leslie’s Illustrated Newspaper, May 1879.
Long Branch Pier postcard, 1880.
Long Branch “Iron Pier,” late 1800s.
Long Branch Pier seating, 1879.
Long Branch “Iron Pier,” late 1800s.
Long Branch Pier sketching, 1880.
Long Branch beach and pier, early 1900s.
Long Branch Pier, early 1900s.
Strolling the Long Branch boardwalk, 1906
City boardwalk with no pier, 1909. The Chelsea Avenue Pavilion was built by the city before the turn of the century and wrecked in a September 1944 hurricane.
City beach and boardwalk before last pier, early 1900s.
Long Branch boardwalk parade, 1910.
Long Branch coast looking south, 1908.
Long Branch boardwalk, early 1900s.
Long Branch boardwalk and new pier, 1912.
Long Branch pier entrance, 1920s.
SS Columbia docked at city pier, early 1900s.
Busy summer day on the beach, 1923.
A very busy Ocean Avenue, 1930s (Edward F. Thomas Collection).
Long Branch boardwalk, 1920s.
Long Branch Pier, 1926.
Long Branch Pier, 1927.
Long Branch Pier, 1933.
Long Branch boardwalk and beach, 1940s.
Long Branch pier entrance off Ocean Avenue, 1930s.
Long Branch boardwalk, 1930s.
Alexandro Pavilion on Long Branch Pier, 1920s.
The city’s new boardwalk looking south, 1909.
Fishing on the Long Branch Pier, 1929.
LB Pier Memories …
While researching the history of Long Branch piers (there have been five in all; the first built in 1828), I ran across a few things more than once. Any of these sound familiar:
Morris Pop Corn Stand, Jaeger’s Restaurant, Pier Pub, Long Branch Pier Association, Chelsea Pool, Jungle Golf, William Piper, Daniel Maher, Sowul family, Jimmy Liu, Ric-Cic Co., Job Johnson, skee-ball, Long Branch Pier and Land Company, Ferris Wheel Marathon of ’75, Stan Dziuba, Kid’s World, Pistol Pete’s, Raymond Baffery, Haunted Mansion, Shooter’s Lounge, Rufus Hatch’s Iron Steamboat Co., Bill Shiel, George Gold, Garrett Hennessey, and Palm trees.
Dancing on the city pier. APP ad, June 1931.
Long Branch boardwalk, 1930s.
Long Branch Pier, 1933.
Ocean Avenue near city pier, 1930s.
Long Branch Boardwalk along Ocean Avenue looking north, 1940s.
George’s Bar & Grill on Long Branch Pier, 1930s.
Peter’s Pavilion on the Boardwalk, 1950s. The business opened in 1920 and was run by Peter and Georgia Karunos. Born in Sparta, Greece, Peter ran his shop until his death in Sept. 1954.
Peter’s Salt Water Taffy on the boardwalk, 1920s (Long Branch Public Library Photo).
Peter’s Pavilion on the boardwalk, 1950s. Sam and Sassa Arvanitis were co-owners.
Long Branch Pier promo, 1950s. “America’s Greatest Fishing Pier.”
Funland Park at Long Branch Pier 1952.
Long Branch Pier, 1950s.
Playland Arcade on the city boardwalk, 1950s.
Long Branch Pier aerial view, 1950s.
Long Branch Pier aerial view, 1950s.
Long Branch Pier aerial view, 1950s.
Long Branch Pier, 1950s.
Long Branch fishing pier, 1950s.
Long Branch Pier rides postcard, 1960s.
Pier Village, 2021.
Long Branch boardwalk at night, 2020.
City beach-boardwalk aerial image, July 4, 2019.
Long Branch Pier postcard, 1960s. Francis and George Beecher operated the rides concession on the pier during the early 1960s.
Playland on city pier, 1972.
Long Branch boardwalk postcard, 1960s.
Long Branch pier and beach, 1960s.
Long Branch fishing pier, 1962.
Long Branch Pier postcard, 1964.
Long Branch pier, 1970s.
Long Branch pier, 1975.
Long Branch Pier postcard, 1960s.
Pistol Pete’s along the west side of the city boardwalk, 1977. Bill Tsarouhis owned the business beginning in 1973 and for years after the pier fire in 1987.
Club Spanky on Ocean Avenue, 1970s.
Wizard’s World Arcade on the city boardwalk, 1970s.
Haunted Mansion on the Long Branch Pier, 1970s.
Haunted Mansion on the Long Branch Amusement Pier, 1978. Grand opening for the 32-room, 37-actor fright house was in July 1978. Admission was $3. Developed by Carmen and Thomas Ricci, it all burned in June 1987.
Haunted Mansion on the Long Branch pier, early 1980s.
Bait & Tackle Shop on Long Branch Pier, 1978 (Dan Hennessey Photo).
Haunted Mansion on Long Branch Pier, 1970s.
Haunted Mansion on Long Branch Pier, 1970s.
Criterion Candies shop on the city boardwalk, 1970s (Dan Hennessey Photo).
Under the Boardwalk in Long Branch, 1978.
Long Branch coast along Old Ocean Avenue looking south, 1970s.
Long Branch pier viewed from the beach, early 1980s.
Roller skating near the Long Branch boardwalk, 1970s.
Num’s on the Boardwalk, 1980.
Long Branch boardwalk looking north, 1970s.
Kid’s World on Long Branch Pier, 1986.
Chelsea Water Slide, 1978. Located on the west side of Ocean Avenue between Laird Street and Chelsea Avenue.
Chelsea Water Slide, 1978.
Long Branch Pier, 1978.
Wizard’s World Arcade on the Long Branch boardwalk, 1978 (Dan Hennessey Photo).
Wizard’s World Arcade outside on the Boardwalk, 1990s.
Long Branch pier fun and games, 1980s (Dan Hennessey Photo). In the background is “Jet City” — the 50-foot-tall roller-coaster ride opened in July 1979.
Big Al’s on the boardwalk, 1980s. By Fall 1983, the Long Branch pier/boardwalk was again thriving — with 29 different concessionaires.
Long Branch Pier takes some wave pounding, 1980s.
Long Branch Pier at night, 1985.
Long Branch Pier Fire Video: June 1987 — HERE
