It was known as “Fishtown” in Entertaining a Nation and marked as “Atlanticville” on an 1873 F.W. Beers map. I remember locals calling it “North End.” From the beginning it seems its own place.
The approximate boundaries of the city’s North Long Branch section 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 — it’s one of my favorite spots on the shore. 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.
“Gaskin’s Beach” in North End, 1969.
Edgar West, North End butcher. Red Bank Daily Register, March 1977.
Casino Beach and Pool of North Long Branch, 1940s postcard. Beach clubbing at this cozy spot began in the early 1930s. It would become the White Sands Beach Club in 1961. The city took title to the 6-acre parcel in December 1973.
North Long Branch aerial image, 1960s. The Asbury United Methodist Church on Atlantic Avenue is in the center.
North End Motel at Ocean Avenue and Avenel Blvd, 1963. Approved in November 1962 as North End Apartments, it included 14 efficiency apartments and 8 motel units in a two-story brick building. Ernest Caprio was builder and Frank Amodio was architect. Construction cost was about $104,000, according to the Long Branch Daily Record. Torn down in November 1988, it’s now the 24-unit condo Beachcomber Towers.
North End coast after Superstorm Sandy, November 2012. The building to the left is Beachcomber Towers which opened in 1991.
Along old Ocean Avenue in North End after Superstorm Sandy, November 2012.
Marina Bay Club condos along Patten Avenue in North End, 2022.
Patten Point Yacht Club, 2017. The Patten family owned and operated the Long Branch Steamboat Company (known as the Patten Line) which was organized in 1890 by Thomas Patten, Sr. A wealthy member of the New York Stock Exchange, he also built this 22-room mansion on the banks of Shrewbury River in 1892.
Patten Point Yacht Club in North Long Branch, June 2021. The club acquired the land for $55,000 in 1964. The legend is that the same men who built the Patten boats also built the large house. The senior Patten, who died in 1895, is also credited with starting the nearby Pleasure Bay resort area in 1883.
New Patten Avenue bridge under construction, 2005. Connecting Monmouth Beach and North Long Branch over Manahasset Creek (an indentation of Pleasure Bay), the old county-owned bridge was built in 1943.
Patten Avenue bridge, 2020s. The bridge was closed for a year and completely demolished, expanded, and modernized. The new $4.7 million bridge was 12 feet wider and 5 feet higher above the water. Marbro Inc. was the contractor
Patten Point, 2020.
Patten family house, 1905. Patten Avenue in Monmouth Beach and Long Branch is named after the family.
Long Branch Steamboat Company schedule, 1919. The Patten Line included 120-foot-long steamboats largely serving Shrewsbury River and Pleasure Bay ports with trips to Battery Park in NYC. Boat names included the SS Thomas Patten, SS Mary Patten, SS Pleasure Bay, SS Elberon, and SS Little Silver. By April 1937, the Patten line was done. The city foreclosed on the boats and sold them for firewood.
Patten House, 1896. Thomas Patten, Jr., served as company president and was also a Democratic US Representative for New York from 1911 to 1917. The company went into receivership in 1918, the year Tom, Jr. was appointed Postmaster of New York City. He died in California in 1938.
North End Beach Club after a storm, November 1950. It wouldn’t become White Sands Beach Club until 1961.
Stores on Atlantic Avenue in North Long Branch, 1990s.
Near Atlantic and Ocean Avenues in North End, November 2012.
“Bathing Pavilion at North Long Branch Beach, NJ” postcard, 1919.
East End Hotel, 1883. Built by Jay Gould and Jim Fisk, it opened in June 1873 with nearby pier and train depot. The area is now Seven President’s Oceanfront Park.
Monmouth County Park System Skateplex in North End aerial image, August 2022 (David Booth Photo). MORE INFO.
“Grand Opening” — Arrow Inn on Avenel Blvd in North End. Long Branch Daily Record, July 1935. The proprietors were Ed Muldoon and Dan Dondi. Today, the spot is Charley’s Ocean Grill.
Muldoon’s Arrow Inn in North End, October 1940. It’s been Charley’s Ocean Grill since 1985.
Oliver Byron Engine Company, No. 5 on Atlantic Avenue, 1910s. Organized in February 1901, it was named and financed by the famous actor who lived in North End (Jill Jones Photo).
Oliver Byron. “One of the pioneer actors on the American stage,” according to the Long Branch Daily Record upon his October 1920 death in Long Branch. Born in Frederick City, Maryland in November 1842, he spent 48 consecutive summers in the city, becoming known as the “Summer Mayor of North Long Branch.”
Long Branch Community Club under construction, 1951. First organized in 1948, the LBCC complex was located at the end of Long Branch Avenue. John Schleig was the club president then. In November 2002, the city acquired the 2.5-acre property for $450,000. The area later became part of the 21-acre Manahassett Creek Park.
North Long Branch Railroad Station, early 1900s. Torn down in August 1980 to make way for the new Ocean Blvd.
The Hennessey Fish Market in North End after a major storm, March 1962 (Dan Hennessey Photo).
Jones Filling Station at Seaview and New Ocean Avenues in North End. 1920s (Jim Callano Photo). In December 1927, the city gave approval to Samuel K. Jones and W.T. Jones to build a gas station. The location would become Strollo’s Lighthouse in 1976.
Strollo’s Lighthouse on old Ocean Avenue, July 2022 (David Booth Photo). Owner since 1987, Jim Callano opened his “Dream” location here in North End in 2010.
“Che Chee’s” Red Barn & Cocktail Lounge on Avenel Blvd., 1980s. It was called “Cappy’s” when sold in 1965 to Frank and Marguerite Gimbrone. A Red Bank native, WW II US Navy vet, and father of five, Frank died in October 1978; she in 2017. The North End location became Charley’s Ocean Grill in 1985.
Villa Beach Club sketch. Selling “California beach architecture” and “Founder Life Memberships” for $100, the club opened in July 1931 in North Long Branch, just south of Monmouth Beach. Known as the “McConville property,” it would become the White Sands Beach Club 30 years later. Today it’s Seven Presidents Park.
North End Cottages along old Ocean Avenue, 1970s (Dan Hennessey Photo).
Jackson Woods Park off Ocean Blvd, June 2022. The serene and tranquil 13-acre wooded tract is in the city’s North End. In November 1995 Long Branch used $1.2 million in state Green Acres funds to reacquired the land once slated for condo development. MORE INFO.
“Evangeline-by-the-Sea” Hotel in North End, 1930. The Salvation Army retreat house closed in 1962.
A spring morning in North End, April 2022.
North End beach near the Monmouth Beach boarder, 1970s (Dan Hennessey Photo).
Shipkin’s Beach Club in North End gets a Nor’easter clobbering, 1966.
From North Long Branch looking along the coast south, 2018.
North Long Branch billboards, 1970s.
Romano Hotel on Seaview Avenue, 1960s. Italian native Joseph Romano owned the hotel for over 40 years.
Long Branch coast in North End, 2022.
North Long Branch coast looking into Monmouth Beach, 1981.
Old Ocean Avenue looking from Monmouth Beach into North Long Branch, 1970s. The New Ocean Blvd section with four lanes opened in November 1983.
Ocean Boulevard in North End looking south, January 2022. The idea of a new “Ocean Boulevard” running parallel to the city’s coast from North End to West End, was first proposed over 90 years ago by Mayor J. William Jones. In November 1931, a $2 million bond/construction plan was rejected by 60% of city voters. The road designers were John and Otis Seaman, city engineers. The long-sought state highway was not finally completed until October 1985.
Edgar A. West building on Atlantic Avenue, 1970s. North End’s general store for over a century — it was built in 1883; torn down in 2008.
Oliver Byron Engine Company, No. 5 on Atlantic Avenue, 1950s. E.W. Reid was the first company president.
Johnny’s Luncheonette on Atlantic Avenue, 1960s.
“Bits and Peaces” on Atlantic Avenue in North End, 1970s. A typical headshop of the day with waterbeds as a specialty.
Corner of Atlantic Avenue and Neptune Blvd. in North End, 1970s.
Dari Isle ice cream shop on Atlantic Avenue, 1960s. First opened as the North Long Branch train station in 1907, it lasted until 1944 when the railroad closed. The structure was demolished in 1980 to make way for the new Ocean Blvd-state highway project.
The old train station was also called “Custard Island,” 1970s.
Strollo’s Lighthouse on Old Ocean Avenue in North End, 2017.
New Lido Hotel at Ocean at Seaview Avenues in North End. Including a restaurant and bar, it opened in June 1956.
Beachcomer Motel in North End on fire. February 1964.
Avenel Blvd lined with mounds of sand after Superstorm Sandy, November 2012.
Old WindMIll Building on Ocean Blvd in North Long Branch being demolished, 2019.
Old Johnny’s Luncheonette on Atlantic Avenue, 1970s.
Atlantic Hotel in North Long Branch, 1863. Built by Aaron Christeller; the hotel could accommodate 250 guests. After a couple of name changes, it was wrecked in 1881. The area later became “The Reservation” colony and it’s now Seven Presidents Park.
Shadows lengthen at the White Sands Beach Club in North End, 1970s.
North Long Branch, 1970s. The White Sands Beach Club behind and LB Pier in the far distance.
Oliver Byron firehouse in North End, 2020.
“The Pit” in North Long Branch, 1980s.
North Long Branch train station (l) and Post Office (r), early 1900s.
“Willow Lane” — the Atlantic Avenue home of W.E.D. Stokes, 1912. He owned the Astonia Hotel in NYC and was responsible for developing the city’s Upper West Side section.
North Long Branch cottages, early 1900s.
At Ocean and Atlantic Avenues in NLB looking north into Monmouth Beach, 1912.
Original North Long Branch train station, late 1800s. This rail depot was built in 1874 and was lost in a November 1904 fire. In 1907, a new NLB station opened that lasted until 1980.
Amy’s Omelette House in Ursula Plaza on Ocean Bvld, 2021. It’s named for the boss, Amy Kopsaftis, who along with her family, has run the eatery since March 2003. There you can choose from over 200 omelets!
Manahasset Creek Park on Long Branch Avenue, 2015.
North Long Branch Post Office (l) on Atlantic Avenue, 1909. Known as “Station A,” it opened in 1874 with George Hoyt as postmaster. William Reed was postmaster from 1894 to 1927. It was shut that year and Abram Gettleson ran PO operations out of his nearby grocery store. Also in 1927, the old post office building was sold to Vital Errico, a barber.
Joe Caputo at his Caputo’s Italian Pastry Shoppe in Ursula Plaza on Ocean Blvd, 2021. The popular third-generation family bakery started on Lower Broadway in June 1960. Joe’s father, Jack Caputo, opened the 33,000-square-foot mini-mall in 1988.
Manhassett Creek Park on Long Branch Avenue, June 2021 (David Booth Photo).
Ursula Plaza on Ocean Blvd North, June 2021 (David Booth Photo). Built for $2.3 million and opened in November 1988, it’s busy, safe and clean — a good place to shop.
Warm welcome — entrance to North End beach, 2011.
North End on Atlantic Avenue, 2011.
Charley’s Ocean Bar & Grill on Avenel Blvd, 2019. Charles “Chuck” Barondess opened the restaurant in April 1985. He and his wife Joann also started the Hook, Line and Sinker in Rumson in 1972 and Ichabod’s Bar & Grill in Sea Bright in 1979. Ted Pappayliou bought “Charley’s” in 2005.
An early Spring sunrise in North End, 2021.
Beachcomber Hotel on fire. Long Branch Daily Record, February 1964. Located at Ocean and Atlantic Avenues, it was unoccupied at the time and Dr. James Tsigounis was the owner.
Beachcomer Beach Club and Cabana Colony ad. Long Branch Daily Record, May 1954.
“Atlanticville” history, 1868.
North Long Branch coast looking south, 1960s.
Peddler Bike Shop, North Long Branch Motel and the Red Barn bar (l to r), 1973.
Beach day — point of entry at North End, 2019.
Cappy’s Arrow Inn at North Long Branch ad, May 1958. Casper J. Anselmi acquired the business in November 1954. A former NYPD rackets squad detective, he was beaten to death while working as a security guard at the Pierre Hotel in NYC in 1965. The business is now Charley’s.
Mike Booth in his “Panda’s Wagon” foodtruck at North End beach, early 1970s.
North Long Branch beach, 2019.
Monmouth Beach Surf Shop in North End, 1970. Later it became the Peddler Bike Shop.
Monmouth Beach Surf Shop, 1968. “When North Long Branch was surf city.”
“Kiernan Beach” in North End, 2016. For use by the Kiernan Surfing Association beginning in 1965. Today the spot in Seven Presidents Park, which opened in July 1978.
Monmouth Market on Atlantic Avenue (r), early 1910s. Established in 1883 by Edward W. Reid, a former city commissioner and fire chief. Edgar West took over the business in 1927. The building was razed in August 2008.
North Long Branch beach after a storm, 1950s. (Dan Hennessey Photo).
USO beach club in North End, 1940s.
Front of the USO beach club in North End, 1930s.
Nor’easter storm damage at North Long Branch, 1985.
Swimming at North End, 1970s.
Islander’s Sun & Surf Shop on Ocean Avenue, 1972. Vince Troniec owned the business.
Islander’s Surf Shop bumper sticker. Vinnie Troniec ran the business until 1982.
“The Reservation” property in North End, early 1970s.
Pop Frank’s drive-thru North End, 1960s.
Avenel beach club in North End lies in ruins, 1962.
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.
Another North End antique …
White Sands club promo, 1960s.
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.
North LB train station, early 1900s
North Long Branch School on Church Street, 1902.
North Long Branch School on Church Street, 1996.
North Long Branch School classroom, 1996.
City firefighters battle a blaze at the White Sands Beach Club, March 1978.
Oliver Byron Engine Co. No. 5 on Atlantic Avenue, 1911 (Todd Reilly Photo).
North Long Branch area, F.W. Beers Map 1873.
North Long Branch cottages along Ocean Avenue , 1910.
North Long Branch, 1908.
On the beach in North End, 1920s.
North End beach gate, 2001.
North End beach entrance, 2010s.
North Long Branch beach, 2018.
Hanging out at North End, 1970s.
North End beach near MB border, 1980s.
North End beach looking south, 1980s.
North End beach looking into MB at dawn, 2018.
Thomas Booth tribute bench at Jackson Woods park, 2019. Beginning in 1973, Tom championed the cause to protect the 11-acre wooded 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.
Residence of Charles Jackson, Esq. (G. Pach Photo), 1868.
Jackson Wods from above, June 2021 (David Booth Photo).
Sand replenishment near LB-MB border, 1995 (Jack Flaherty Photo).
Asbury United Methodist Church, 1911.
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 for 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, 2020. Designed and built by Charles Bolton.
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.
Oliver Byron Engine Company, 1905.
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. Other businesses in the area were Hoyt & Francis Grocery Store and William Reed candy store.
Bits and Peaces on Atlantic Avenue in North End, 1970s. Mike Booth ran the store.
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.
Original Peddler Bike Shop building on old Ocean Avenue, 1970s.
Diamond’s Pharmacy on Atlantic Avenue, 1960s. Joseph Diamond acquired the drugstore in February 1929. Born in Russia, he graduated from the Columbia College of Pharmacy in 1926 and died in November 1963. As part of a major upgrade, a soda fountain was added in May 1938. The pharmacy still operates in Ursula Plaza run by Stuart Eisenberg.
Charley’s Ocean Grill ad. APP, April 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.
New Ocean Avenue under construction looking north in MB, 1980s.
New Ocean Avenue under construction in NLB, 1980s.
North Long Branch, late 1970s. (Dan Hennessey Photo). Dominick and Judith Fragale owned and operated a general store/deli in the old West building (back right) from 1985 to 2005.
Atlantic Surf Shop on Atlantic Avenue, 1980s. (Dan Hennessey Photo).
Islanders Sun, Surf & Sports Shop, 1970s. Near the MB-LB boarder on Ocean Avenue.
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.
Mocean’s Surf Shop on old Ocean Avenue, 1980s. Jerry Russomano, Jr. was an owner.
Beach Plum restaurant on old Ocean Avenue, 1980s. The place opened in June 1978. Silvino DiSieno ran the business.
Vinnie’s Hot Dogs on old Ocean Avenue, 1980s. Vincent Limongelli, who started out selling hot dogs by push-cart, opened the business in 1972. A former US Marine, he died in July 2003.
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.
Old Strollo’s Lighthouse, 2000.
New Strollo’s Lighthouse at night, 2019. Jimmy Callano is the owner.
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.
Esso Service Station in North Long Branch, early 1960s.
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 aerial image, 2018.
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.
Atlantic Hotel, 1860s. Now Seven President’s Park.
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.
Arlington House, late 1800s. Area now Seven President’s Park.
“The Reservation” project in North Long Branch built by Nate Salisbury, early 1900s.
The Reservation History — HERE
Atlantic Avenue in North Long Branch, 1960.
Atlantic Avenue houses in North End, 1970s.
Atlantic Avenue in North End, 1970s.
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.
Avenel Bathing Pavilion in North Long Branch postcard. The club dates to 1913. It later became the USO beach.
White Sands Bathing Club in North End, 1952.
Beachcomber Club in ruins after Hurricane Donna, 1960.
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 in North End storm wreckage, March 1962.
White Sands Bathing Club. APP ad, May 1962.
The old White Sands goes up in flames for good and all, May 1978.
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.
Beachcomber Club at the end of Atlantic Avenue In North End, 1950s. Owned by Dr. James Tsigonis.
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.
Oliver Byron house on the MB-LB border, 1905.
“Evangeline-by-the-Sea” hotel in North End, 1930s. Run by the Salvation Army as a retreat house, it closed in 1962.
Storm tide remains near the North End Motel and Chi-Chi’s Red Barn, 1960s.
North End abandoned train station, 1970s.
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.
North End houses at the end of Atlantic Avenue, 1980s. (Dan Hennessey Photo).
North End beach house near MB-LB boarder, 1980s. (Dan Hennessey Photo).
Atlantic Avenue in North End, 1980s.
At the end of Atlantic Avenue on the beach. Can anyone ID this? One suggestion was Hennessey’s Fishery. It was owned by Captain John L. Hennessey who started the business in 1880. (Dan Hennessey Photo).
EAI building off Long Branch Avenue, 1970. Electronic Associates, Inc. started operations here in 1947. After a new facility was opened in Nov. 1951, a couple of mid-1970s fires did major damage.
Manahassett Creek Park, 2019.
Manahassett Creek Park, 2019.