Long Branch Council Explores Beach Badge Costs

The Long Branch Council discussed the possibility Tuesday of raising beach fees this summer, in order to bridge the gap that leaves a large burden on the city’s coffers.

The ideas discussed were to raise the daily rates and to perhaps change the 18-year-old concession. 

Long Branch seasonal beach badges are $35 for adults ages 18 to 61. Seasonal badges are free for students who are 17 and younger, with a valid student ID. Seasonal badges also are free for adults who are 62 and older.

Long Branch daily beach badges are $5 for adults ages 18 to 61. They are free for students and seniors, with valid forms of ID.

Net costs of beach operations are running a loss of $300,000 annually, and based on competitive pricing, local concessions and state legal constraints, the city is looking for ways to improve the financial imbalances through pricing changes in beach fees.

In terms of market factors, beach prices have been held at levels to serve local users and to attract beach-goers to Long Branch, with other towns in the picture competitively.  It is not clear, and data may not be available to understand the city beach attraction by vacationers and inland day and weekend visitors versus alternative choices and other beaches. Information in that level of detail, if available, may allow different price decisions.  

“We are trailing the other towns as far as our fees,” Long Branch Business Administrator Howard Woolley said.

Favored pricing in terms of free passes for youth up to 18 (12 and younger in  most other towns,  Woolley said) and breaks for seniors are more liberal than comparable rates in neighboring towns which have lower age cut-offs for  free passes.  The 18-year old fee also brings problems. Some users say they are a younger age to avoid paying.

Age and other concessions will be considered by councilmembers as they assign rates and fees. If available, detailed data may permit additional revenues through different pricing schemes.

Last summer was a good beach season, with records being set and total costs running high in order to provide more than typical amounts of services and the related manpower costs.

“The costs of beach services are not just for lifeguards and beach cleaning,” Long Branch Mayor Adam Schneider said. He explained the costs include Department of Public Works and public safety personnel, for example. These are less visible costs, Schneider said.

Beach fees in the city, as other municipalities, also are governed also by legal regulations. The rulings are based on municipal accountability for preserving the public trust — the use of resources the municipality may be responsible to oversee, such as public beaches. 

“The beach is not owned by us," Schneider said. "It is entrusted to us and owned by the public. Governing bodies are expected to care for it and use it as part of a public trust. We can’t exploit it or make a profit on it.”

He said there are New Jersey Department of Environmental Protection regulations and several courts cases that articulate that trust and its constraints.

One suggestion by Councilwoman Joy Bastelli was to look into just raising weekend rates to help local residents.

City Attorney James Aaron suggested a historical trail of data for more than just recent years.

Recreation Director Carl Jennings recommended the impacts of Pier Village programs and other community and city events be included in the study to be done.

The matter was left for future discussion and decision. Woolley with help from Chief Financial Officer Ron Melhorn will provide further data and analysis and a set of alternative choices for council.

“We still hope to have another banner year like last,” said Council President Mary Jane Celli.

Seasonal Long Branch beach badges go on sale on May 1 at the Long Branch Recreation Office at 3 Bay Ave.