You should know about Long Branch, NJ.
It’s far from notoriously car-clogged Route 27 leading to the Hamptons, and worlds apart from Seaside Heights’ seedy carnival atmosphere farther down the Shore.
Roughly 60 miles from Midtown, this upscale beachfront locale was a popular destination for the region’s hoi polloi in centuries past, with visitors including a handful of US presidents. (Think Ulysses S. Grant and Chester A. Arthur; James Garfield traveled to Long Branch in 1881 in hopes that the quiet atmosphere and fresh air would help him recover from the gunshot wound that later killed him.)
The air remains restorative, but Long Branch now has a fun, hip sheen. Just behind its popular main beach, there’s a collection of great shops, restaurants, bars and evening entertainment.
And because of its proximity to Manhattan — about an hour on the Seastreak ferry ($46 round-trip) to Atlantic Highlands, followed by a 20-minute cab ride — it’s perfect for a weekend stay.
Though its name refers back to Long Branch’s popularity with White House residents, Seven Presidents Oceanfront Park ($8) has nothing to do with history and everything to do with summertime fun. Thirty-eight acres fronting the Atlantic offer up a variety of activities for daytime thrills: surfing, swimming and volleyball among them.
Those who prefer a beach day closer to town, near restaurants, bars and cafes, should consider the free-access strip next to the mixed-use Pier Village development. This oasis gets crowded fast, so plant your umbrella early.
And for those in search of seaside luxuries on this exact beach — including furnished cabanas, hand-delivered bites and sips, and comfy day beds — the private Le Club beach club at the local-favorite Avenue brasserie is now open through Labor Day ($1,950 for an individual annual membership).
Not everyone wants to spend beach days sprawled out on a deck chair, so Avenue also throws thrilling parties. On July 2, Germany-based DJ Loco Dice hosts a set beginning at 11 a.m. for those looking to shake it off (tickets from $40).
Should hunger or thirst strike while sunbathing, Pier Village has an array of options. The beach body-conscious can fuel up with an iced coffee, a watermelon water and an “8th Ave.” — an açaí bowl dressed with two bananas, honey and granola — at Playa Bowls. For heartier fare, Luke’s Lobster’s first Jersey Shore location serves up lobster rolls with melted lemon butter and mayo. Coney Waffle’s confections — including elaborate ice-cream sandwiches served on waffles and milkshakes — cater to serious sweet tooths. For dinner, it’s impossible to miss Avenue, where chef Josh Sauer cooks French favorites (moules frites and boeuf bourguignon) in a stunning 5,000-square-foot space overlooking the Atlantic.
When darkness falls, there’s no need to roll up your beach towel and head home to the city: Long Branch also has nighttime offerings. Head to the Tiki Bar outside the Ocean Place hotel (you’ll recognize it by its thatched roof) for post-beach margaritas and piña coladas. Time your visit to Thursdays by the Sea — a weekly summer-long concert series at Pier Village that starts at 7 p.m. and features Jersey bands.
For a different dose of culture, the New Jersey Repertory Company hosts two theater productions this summer: “Halftime with Don,” beginning June 22, and “F Theory,” which premieres Aug. 17.
Book a room at the 24-room Bungalow Hotel, whose beachy decor is curated by husband-and-wife design duo Cortney and Robert Novogratz. Guest rooms begin at a roomy 465 square feet, and the property’s indoor/outdoor lobby features cozy lounge seating and a small bar. Best of all, Bungalow guests can get into Avenue’s Le Club for just $25 per person per day — that’s a steal (from $405).
Zachary Kussin was a guest of the Bungalow Hotel.