West End Images …
The West End of Long Branch has always been its own kind of place — from wealthy to hippie. The area was once known at “Hollywood” when settled by Joey Hoey who first arrived in Long Branch in 1862.
Here are some vivid images to review — and I’ll keep adding to the collection:
Long Branch mafia boss “Little Pussy” Russo shot dead in West End, Red Bank Daily Register, April 1979.
Long Branch Trust Company drive-in branch on Brighton Avenue, 1958. Opened in West End for Summer 1955, the LBTC dates back to 1886.
West End Wonderland — John McCall estate on the southwest corner of Cedar and Norwood Avenues, 1908.
By the Sea — Harbour Mansion ad, 1971.
Harbor Island Spa on Ocean Avenue in West End, 1980s.
New Day — A grand sunrise off the West End boards, January 2026.
Harbour Mansion on Ocean Avenue in West End, June 1973. The Jersey Shore’s first “Live-In, Play-In, Share-In” luxury apartment condominium.
City Ornament — The Pennsylvania Club in West End, early 1900s. It was Phil Daly’s palatial “sporting life” (ie, gambling) clubhouse for 30 years (President Chester Arthur loved the spot) until 1901 when it became a restaurant only. Simon Hess acquired the vast property at Ocean and Brighton Avenues in 1909 for $70,000 and wrecked it. “Generous Phil Daly” was a big supporter of the Long Branch Fire Department such that a city fire company was named in his honor. With his backing the Phil Daly Hose Company No. 2 was formed in 1886. It merged with the Independent Engine & Truck Company in 1968. Born April 1815 in Philadelphia, Daly died in March 1910.
Seashore Study — Monmouth University student housing in West End, Spring 2025.
Over & Above — West End coast aerial image, Summer 2015 (Mike Black Photo). Brighton Avenue is in the middle.
Way Back — Ocean Avenue in West End, early 1900s.
The Windmill on Ocean Avenue in West End, February 2025.
Neumann Hall in West End, July 1939.
Late Night — Inkwell Coffee House in West End, 2000s. When Joseph Distasio started the business in 1965, it was on the corner of Brighton & Second Avenues in West End. Operations moved a couple of blocks south in 1979. The Esposito family acquired the business in 2001 and the legendary eatery closed in May 2022.
Hot Stuff — Inkwell Coffee House on fire, Long Branch Daily Record, August 1969. The 125-seat restaurant — opened at the height of 1960s counter-culture times — helped make West End hip. Called the “original beatnik” by his friends, owner Joe Distasio also opened the first coffeehouse in Asbury Park in June 1962, Espresso House at Lincoln Hotel. He also opened several other coffeehouses in his days and was a patron of local artists. A Reading, PA native, he died in August 2012.
Beautiful Music — “Bands by the Beach” weekly summer concert series at West End Park, August 2024 (MD Zund Photo)
Old “Hoey Lodge” on Cedar Avenue in West End, 1915. The house burned in 1983. Born in Ireland, John Hoey is largely credited with developing the area; he died in November 1892. He would “make a Hollywood here before California cameras ever turned one into a pictureland,” according to the Long Branch Daily Record in December 1938.
All That — West End aerial image, 1970s. That’s the Harbor Island Spa on Ocean Avenue.
Going Shopping — Foodtown of West End, Long Branch Daily Record, July 1965. Located at West End Court, the modern $150,000 supermarket was opened by brothers, Sidney (he died in 1975) and Charles Zimmerman (he died in 1984). Their father Morris opened the first grocery on Broadway in 1904 (called City Market) A Russian-born Jew, he died in May 1958. The new 12,300-square-foot store was designed by James Mancuso and built by Peter Sacker. The location became a Stop & Shop in May 2011.
Out Loud — Concert band performance on West End beaches, Summer 2024.
San Alfonso on Ocean Avenue in West End, 1951. It was removed in 1966.
San Alfonso Retreat House on Ocean Avenue, 1970s.
San Alfonso Retreat House in West End, 1950s.
Gone Golf — “The Square” miniature golf in West End grand opening, Long Branch Daily Record, July 1965. The 19-hole course was developed by Dom and Carol Soriano.
Takanassee Lake Bridge, early 1900s.
Anthony Drexel cottage on Ocean Avenue in West End, 1890s. Drexel was one of nation’s top bankers-financiers after the Civil War.
First in Business — John Guire Company on Brighton Avenue, 1939. The West End coal and feed grain business was started in 1898 by two brothers (John and James). Still in operation, it’s the city’s oldest retail business — MORE INFO.
What”s Good Tonight? — West Coast Video logo, 1990s. Kit Morris opened the popular West End video rental shop on Brighton Avenue in the mid-1980s.
Starting Out — Kit’s Video to Go in West End, early 1980s.
Ocean Avenue cottages in West End, early 1900s.
Brighton Avenue looking west from Ocean Avenue, 1908.
Dorothy Parker birthplace marker in West End, 2005. The celebrated writer, citric, wit and founding member of the Algonquin Hotel Round Table, was born in Long Branch in August 1893. She with “stinging wit and biting pen” died in NYC in July 1967 — MORE INFO.
Bridge over Lake Takanassee, 1908. The body of water was once “Green’s Pond.”
Takanassee Lake looking west, 1908. The “West End” area encompasses the land between Brighton Avenue and Takanassee Lake.
Thomas Barham — oldest West End resident — opens Ocean Avenue, 1948.
Long Branch District Telegraph and Messenger Company in West End, 1884.
John Hoey — a major developer of “West End.” In December 1862, he acquired 273-acres in the area from the Green family and built his “Hollywood House” mansion.
What’s in a name? — The why’s of West End and Elberon, Long Branch Daily Record, October 1915.
On a Roll — The Roseland Roller Rink on Brighton Avenue. The West End arena (with 10,000-square-foot skating floor) was opened in February 1938 by William Schmitz and operated until an April 1943 fire.
West End Grows — New strip-mall on Brighton Avenue nears completion, Long Branch Daily Record, May 1958. Builder Rudy Primavera opened an Italian grocery store here with his sons. It also held a drug store and US Post Office. The architect of the four, one-story cinder-block stores was James W. Mancuso.
Long Branch Losses — West End Family Pharmacy on Brighton Avenue closed forever in December 2022, a month shy of 60 years in business. Harold Blumenkrantz (a US Army veteran and 1961 Rutgers College of Pharmacy honor graduate) opened the drugstore in January 1963. That year was rough for several landmark city businesses. Among those to close their doors (I’m sure I’ve missed some) in the 12 months were: Tuzzio’s (57 years), Seashore Day Camp (95 years), Ink Well (57 years), West End Family Pharmacy (59 years), Brighton Bar (105 years) and Ron’s West End Pub (40 years). Going soon: Monmouth Medical Center (135 years). If you’re counting, that’s 500+ years of city commerce — gone. Anyone care?
West End — at Ocean and Brighton Avenues, 1920s.
Big Bet — West End Casino, 1910. “Last of the great gaming clubs built in Long Branch,” was at the corner of Ocean Avenue and West End Court; it cost $250,000 to build. It was the Golden Age of gaming, according to city historian James Durnell, when gambling flourished openly in Long Branch from 1893 to 1903. After that “private clubs” became betting parlors.
San Alfonso Retreat House on Ocean Avenue in West End, 1950s. The property, once owned by Diamond Jim Brady, opened in 1925
San Alfonso Retreat House, 1940s.
West End bathers, 1931.
West End aerial image, 1982.
West End Casino, early 1920s.
Takanassee Bridge connecting West End and Elberon, early 1900s. In the background are old US Life-Saving Service buildings.
West End, Long Branch postcard, 1960s.
West End Gateway — The West End Cottages (1881-1912) across from the Takanassee Hotel (1907-1934) on Brighton Avenue (looking west), 1900.
West End Hotel on the oceanside, 1902. Up until 1870, it was known as the Stetson House hotel. It was wrecked in 1906 and the Takanassee Hotel was built on the site.
“Movie in the Park” at West End, September 2021.
A very young Bruce Springsteen hanging out in West End, 1973. “The Boss” — just 25 at the time — is outside the “Turntable Record Store” on Brighton Avenue.
Long Branch cottage at 7 1/2 West End Court where local musician Bruce Springsteen wrote “Born to Run” in 1975. Springsteen’s first hit tune, the song is ranked #27 on the 2021 Rolling Stone’s 500 Greatest Songs of All Time.
Bruce Springsteen and friend ride tandem past Steven’s Bait & Tackle shop on Brighton Avenue, 1973. Steven Vajo first opened the West End business in 1956 catering to local surf fishermen. In 1977, Joe LaPresti acquired the store that’s just steps from the Atlantic Ocean. Tom Karandrikas bought the business in 1998 and Bryan ZImmerman took change in 2000. The business closed in Feb. 2007.
Running & Being— Dr. George Sheehan, Jr. (r) races in a Takanassee Lake 5k, August 1981. Regular summer races along the West End lake began in 1964 organized by the Shore Athletic Club. “The Doc” called the Long Branch course his favorite place to race. After the celebrated physician, author and runner died in 1993, a remembrance plaque for him was placed on the north side of the lake (SI Photo). More on Dr. Sheehan — HERE.
Living Large — Ocean Blvd in West End looking south, June 2022. The “Renaissance on the Ocean” at upper left off Brighton Avenue — its 10 acres are some of the city’s finest oceanfront. Opened in 1999, it’s a gated beach community with 87 luxury condominiums built in Mediterranean style. The development includes pool, spa, clubhouse, tennis courts and underground parking. Back then prices ranged from $300,000 to $2 million. The magnificent West End Cottages once stood on the grounds. The distinctive red Windmill is at the bottom; the restaurant opened in 1965.
Another Time — West End, 1990s.
West End movie theater, 1983. It opened as Grant’s Movies 1 & 2 in February 1974. The first two films were: “Crazy Joe” and “Fantasia.” Music Makers Theatre Circuit acquired the business in 1978 and Loews Theatre took over in 1988.
West End movie theater, 2010s. The double-decker twin theater held 340 rocking-chair seats each.
Lowes Theatres in West End, 1993. The city movie house closed down in June 1995 and the building was torn down in August 2017.
Developer Celeste Carlesimo at her “West End Mini Mall” on Brighton Avenue, October 1976. Russomanno Contracting had owned the building which she bought for $100,000 in 1974. When competed — “a new concept in community shopping” — nine different stores covered 6,000-square-feet. She later opened the Tasti D-Lite in West End.
West End Hotel (r) and Hildreth Pavilion (l) along Ocean Avenue, early 1900s.
Lake Takanassee in West End, 1920s.
St. Michael’s Church in West End, 1924.
Green’s Pond (later Lake Takanassee) in West End, late 1800s.
George Pullman house in West End, early 1900s.
West End Golf Club ad. Long Branch Daily Record, June 1932.
Cedar Avenue in West End, 1902.
San Reno at Ocean and West End Avenues, 1940s.
Folci’s San Reno club, 1920s.
Long Branch Trust Company drive-in branch on Brighton Avenue in West End, 1961. Another LBTC branch was on Broadway, first opening in 1866.
West End Family Pharmacy on Brighton Avenue, 2022. The venerable drugstore closed in December, a month shy of 60 years in business. Harold Blumenkrantz — a US Army veteran and 1961 Rutgers College of Pharmacy honor graduate — opened the drugstore in January 1963.
St. Michael’s Church on Ocean Avenue in West End, 1986.
St. Michael’s Church, 1970s.
St. Michael’s Church, 1924.
Stella Maris Retreat House on Ocean Avenue in West End, 1970s. Built by James B. Brown in 1868 and acquired by George W. Childs the following year. The Sisters of St. Joseph of Peace in Newark order acquired the property in 1941. The order ceased operation in 2015 and sold the oceanfront property in Nov. 2017.
Harbor Island Spa on Ocean Avenue in West End, 1957.
Harbor Island Spa seen from an aerial image, mid-1960s.
San Alfonse Retreat House in West End, 1930s. It was started by the Redemptorist Fathers — a congregation of Catholic missionaries — in 1922.
San Alfonse Retreat House on Ocean Avenue, 1948.
San Alfonse Retreat House in West End, 1987. “Where God and Sea Come Together.”
Stella Maris Retreat House on Ocean Avenue in West End, 1940s. Irish-born Sister Jerome Fitzpatrick administered there from 1967 to 1987.
A banner day at Takanassee Beach Club, 1970s. The West End beach dream spot closed in 2006.
Last Call — Old Brighton Bar on Brighton Avenue is ready for the wrecking ball, November 2022. West End’s ultimate live-music venue dates back to 1915 when started by the Beatty family. The bar closed for good in March 2021 — a victim of the pandemic.
1960s West End, NJ.
Lake Takanassee looking west, October 2012 (Dave Booth Photo).
Lake Takanassee looking east, October 2012 (Dave Booth Photo).
Mansions along Ocean Avenue in West End, early 1900s.
Ocean Avenue in West End, early 1900s.
Businesses on Brighton Avenue in West End, 1970s.
Shore Club and Restaurant in West End, 1909.
West End Watch — The Windmill restaurant on Ocean Avenue at sunset, September 2022 (Debbie Callano Parnell Photo).
Lake Takanassee Bridge looking south, early 1900s.
“The Pit” at sunrise in West End, September 2022 (Debbie Callano Parnell Photo).
Long Branch coast in West End, 1960s.
West End postcard, 1960s.
Takanassee Bridge, 2020. The bridge connects West End with Elberon over Lake Takanassee. Jesse and Corlies Howland built the original 260-foot long span — it opened in December 1912. Then the county’s first concrete bridge, it cost $27,000.
Brighton Avenue in West End at the turn of the century. Looking east to Ocean Avenue.
West End along the coast in early 1960s (Long Branch Public Library Photo).
A. Cella’s Choice Fruit store on Brighton Avenue in West End, 1900.
Bonforte’s Market in West End, 1948. Roy and Albert Bonforte opened the new store at the corner of Brighton and Sairs Avenues in 1940. The business was started by their father in 1857.
Brighton Avenue in West End, 1907.
Long Branch, NJ postcard, 1960s.
Brighton Avenue in West End looking west, 1910s.
Aerial image looking west up Brighton Avenue, Fall 2021.
Ocean Avenue in West End looking south, early 1900s.
The Rothenberg building at Ocean Avenue and West End Court. Built in 1901.
Old U.S. Life-Saving Station at Lake Takanassee. An early and eager advocate for better conditions here was Captain Asher Wardell who served as “Station Keeper” at #5 from 1894 to 1904. A Long Branch native, Wardell had served in the Civil War — enlisting in the Union’s 1st New Jersey Cavalry as a teen and rising to sergeant. He died in June 1905 (Painting by Peder Johnson).
San Alfonso Retreat House on Ocean Avenue in West End, 1960s.
San Alfonso Retreat House, 1933.
San Alfonso Retreat House in West End, 1980s. The re-built religious facility opened in 1967 and J. Gerald Phelan was the architect. The Redemptorist Order first acquired the 10-acre oceanfront property in 1925. St. Alphonsus Liguori founded the order in 1732.
San Alfonso Retreat House on Ocean Avenue, 1940.
San Alfonso Retreat House on Ocean Avenue, 1948.
West End Casino, 1920s.
Oceanic firefighters use a tiller truck to battle a West End blaze, 1945.
Major fire on Brighton Avenue in West End, February 1933.
Hollywood Hotel fire, March 1961.
West End fire aftermath, 1909.
Savoy Apartment Building in West End is engulfed in flames, Long Branch Daily Record, March 1933. The fire burned through the night wrecking two city blocks along Ocean Avenue and West End Court.
Keller Hotel on Brighton Avenue. Burned in July 1909, William Keller of New York built the four-story brick structure for $60,000.
Long Branch coast in West End, mid-1980s. Looking south to the LB pier in the distance.
Old Hoey Lodge on Cedar Avenue in West End, early 1900s.
Sand & Surf Hotel undergoing construction on Ocean Avenue in West End, May 1950. By March 1961 it was owned by the Paskow family and was growing larger — becoming the Harbor Island Spa.
Anthony “Little Pussy” Russo’s Cadillac sits in front of the Harbor Island Spa in West End, where the notorious local mobster was murdered in April 1979. The man “everyone feared” was shot four times in the head. Born in July 1916, he grew to be considered by law enforcement as Monmouth County’s top organized crime boss. No one was ever changed in the crime.
Harbour Mansion in West End, 1970s. At left is the Surfside Beach Club, at right is the Harbor Island Spa.
Harbour Mansion aerial image, early 1980s. When first opened in 1968, the 10-story, 115-unit building was called Harbour Towers.
Fire on Brighton Avenue in West End, July 1961.
Pennsylvania Club at Ocean and Brighton Avenues, 1905. John Hoey was the builder in 1868 but it became a betting house through NYC professional gambler Col. John Chamberlain (he also opened the first Monmouth Park in 1870). He kept a French Chef on staff and fed his patrons for free (women and locals weren’t welcome). Even greater glory came with Phil Daly who took over in 1877. It was “easily the highest class and most exclusive gambling club in the Unites States,” according to the APP, March 1910. Among the games of chance were: roulette, poker, faro, and baccarat.
The Pennsylvania Club in West End, early 1900s. Known as the “Monte Carlo of America” — is was finally closed after a police raid in 1902. The glided-domed palace was demolished in September 1909.
The Pennsylvania Club, 1909. The flamboyant owner Phil Daly died in March 1910.
The Wellington Inn, 1907.
Park & Tilford store on Brighton Avenue, 1905.
Brighton Avenue, early 1900s.
Bruce Springsteen in West End, 1970s.
Long Branch-Monmouth Beach stage coach in West End, early 1900s.
NJ Gov. Jim Florio meets Atlanticville News columnist Charlie Booth in West End, 1991.
Great photos! Does anyone remember or heard about the college long ago, owning a property called the Ketchum Estate? It was a beautiful plot of land with the ruins of their mansion on site. In the back there were servants quarters and barns. When I was a child we lived in them. They had converted the stable area into 2 Apts. My family lived in one; our best friends lived in the other. I would love to find out more about the place. I heard it was all torn down. What a shame. We explored the old mansion as kids. What fun we had!