Gaskin’s of North Long Branch
From City Seafood Lords to Seashore Luxury Living …
The Long Branch Daily Record called him a “pioneer resident” — Conover J. Gaskin, Sr. was born in New Bedford, NJ (part of Wall Twp.) in 1862 and came to North Long Branch in the 1880s.
Gaskin’s Seafood
As a new century dawned, there Gaskin would build the county’s first cold storage plant on Ocean Avenue — a rather big deal in a growing fishing community. In 1911, it was mostly lost in “a rather mysterious” fire. He also worked in the area’s pound boat industry. After he died in April 1939, the family name would become synonymous for seafood and service he started in the city.
Generations of area residents — like me, who lived a town north in Monmouth Beach — remember the scene: two wooden buildings set just off Ocean and Seaview Avenues in North End with gaudy ad signage; an occasional “big catch” for display outside. Just oozing with rustic seashore charm. And good quality seafood for the buying, even the “Lemon Ice” was just right. Behind the scenes was a longtime feud between two brothers over licensing and naming rights.
The business was was left to his sons, Conover, Jr. (born in 1906) and George L. (born in 1909), when Conover, Sr. died. According to an August 1982 Asbury Park Press story, “an intense competition and dislike” between the brothers started in 1941 with competing side-by-side fish market stores and later in courtroom battles. The divide lasted until Conover, Jr. died in March 1960; George L. lived until July 1976. Although one Summer of ’46 afternoon incident (see story below) must have bound them.
Also, Galilee Fishermen: “Harvesting the Sea” in MB — HERE
Going back to the 1930s, the family also operated “Gaskin’s Beach” — 550-foot wide just south of Joline Avenue — offering parking, lifeguards, bathrooms, concessions, and a couple houses for seasonal rentals. The city condemned the buildings in 1973 and Monmouth County acquired the land in 1975. It’s now part of Seven Presidents Oceanfront Park.
Other Gaskin family members tried to make a go of a big sit-down seafood restaurant and opened a 170-seat fancy eatery in June 1978 across the street from the old markets. It operated on and off until 1984. When George C. Gaskin (son of George L.) sold the remainder of his family’s landmark property in January 1986, he told the Asbury Park Press: “creating a landmark is great for the ego but not always great for the pocketbook.”
The mini-plaza along new Ocean Blvd that replaced Gaskin’s never really worked to satisfaction. Only the the WindMill restaurant, which anchored the spot for some 30 years, lasted long. Food service stopped in September 2018 and building was torn down in January 2019.
Ocean Holdings Dev, LLC acquired the land for $3 million in 2017. The city approved 26, five-bedroom luxury condos on the property. Called “The Reef” — each townhouse unit in the community offers “panoramic ocean views” and 3,100 square feet of living space. Plus, two pools and two-car garages. Along with a near $3 million price.
(And some history about the nearby “Reservation” property — HERE)
On Ice — Con Gaskin’s Long Branch Freezer & Cold Storage Company ad, Long Branch Daily Record, June 1903.
“Gaskin’s Smokery” stores — side-by-side in the 1950s. About 60-feet separated the brothers and their fish markets.
George Gaskin’s Fish Market, early 1970s. In April 1975, his son George C. Gaskin won a $228,000 settlement from the city for his land in North End. The area would become part of Seven Presidents Oceanfront Park.
Gaskin’s Fish Market, early 1980s. Part of the building was the huge old freezer which could store up to 1 million pounds of fish. From 1950 to 1979, the family stored and sold bait.
Conover Gaksin cold storage and ice plant fire. APP, March 1911.
George Gaskin’s Fish Market on old Ocean Avenue, 1970s.
George Gaskin’s Fish Market, 1970s.
Gaskin’s Fish Market, 1986. The Gaskin family also owned a nearby bathing beach.
Gaskins Fish Market & Restaurant on New Ocean Avenue, 1979. Son and mother owners, George and Helen Gaskin, opened the 170-seat eatery in June 1978. It went bankrupt in 1981. At the time of the filing, E.O. Peterson, Inc. of Monmouth Beach was the top creditor, owed nearly $47,000. It reopened only to close again 1984.
Gaskin’s Fish Market & Restaurant,, 1970s.
North Long Branch aerial image near Gaskins property, 1970s.
North Long Branch aerial image, 2021. Seven Presidents Oceanfront Park and The Reef under construction.
Life-Saving Bros — Whatever their differences, the Gaskin brothers did act together heroically to save the life of a youth in seashore distress. Asbury Park Press, June 1946.
The Windmill building, 2010s. It had been the Gaksin’s restaurant building.
Windmill building demolition, 2019.
George Gaskin’s Fish Market on Ocean Avenue in North End after a snowstorm, early 1970s.
George Gaskin’s Market on Ocean Avenue, 1972.
“The Reef” in North End under construction, 2020.
“The Reef” in North End, 2021. Each unit spans 3,100-square-feet of living space, and has a private two-car garage, private elevator, private balcony, and private roof deck — all with “a world-class panoramic ocean view.” MORE INFO.
Rooftop view of the Atlantic Ocean from “The Reef” in North End, 2020.
“The Reef” in North End — by the pool, 2021. A local realtor said units are selling briskly — with a recent top price reaching $3.5 million.
I remember going to Gaskin’s Fish Market with my mother when I was a little girl. It was the go-to place for fresh fish. The store was packed on Fridays during Lent and the day before Christmas Eve.
Side-note — My husband proposed to me at Gaskin’s Beach.
The pictures show, but the story doesn’t mention, the little Italian ice store between the two fish markets. We walked there from the Res often, and for some reason, called it “The Big Dip.”
I used to work at the fish market, now condos. I met my a girl who worked there and is now my wife. I remember Helen very well and of course George. Great times!!
They also made great lemon ice.
My grandparent’s home was adjacent. We loss our home to the city, it’s now Seven Presidents Park. I park along the edge of the entrance to view the ocean. It’s the first thing I do when I arrive. Usually the last thing before departing to go back home. I have fond memories of running in Gaskin’s fish market. The ice and Ms. Gaskin preparing the seafood to sell. The metal trash cans. I frequented the Italian ice store. These are memories I’ll cherish as long as I live.
I grew up in the house adjacent to the fish market at 189 New Ocean Avenue. I remember Charlie Gaskin and his brother who we played with. My father used to send us there to get whiting fish to fry for breakfast. We also loved the lemon ice store between the two markets. The good memories are overwhelming — when I think of how at night we would watch the trucks unload the fish they caught from our bedroom window. They also used to put a large shark outside of the market during the summer months to attract people.
Gaskin’s was a fun ride we would take as a family — especially on ‘no meat’ Fridays and Sunday afternoons. Dad would drive us from Red Bank to Long Branch for fresh fish, a cup of chowder or yummy Lemon Ice (lemon seeds and all) It’s a happy memory from my wonderful childhood.