At the Jersey Shore, Reasons to Dress Up at Night
By JEN A. MILLER
Published: June 19, 2009
But beyond the Wide Mouth Wednesdays and No Shower Happy
Hours, a wave of stylish new spots that promise a more sophisticated experience
have opened along the shore in recent years, from Sea Bright to Cape May.
At the Langosta Lounge in Asbury
Park, for example, a glowing green Buddha presides over a bar made of reclaimed
glass and shells, where patrons nibble appetizers like edamame and Cuban fried
olives. In the basement of Congress Hall, a restored 19th-century grand hotel
in Cape May, the Boiler Room has a cool speakeasy feel, with exposed brick
walls, metal ceiling beams and low red lighting. And the sleek metal bar at
Daddy O, a boutique hotel that opened in 2006 on Long Beach Island, draws
crowds even in the off-season.
“Everything down the shore was
flip-flops and jean skirts,” said Denise O’Hare, 28, a high school teacher from
Hoboken who often goes to clubs in Manhattan but has also been going to Avenue
Nuit in Long Branch on summer Fridays and Saturdays since it opened in 2005.
She used to visit the party towns of Belmar, Point Pleasant and Seaside
Heights.
Speaking of Avenue Nuit, Ms.
O’Hare said, “During the summer, you can get a little dressed up and really
feel like you’re going out rather than rolling off the beach and walking into a
bar with everyone who’s already half blasted.”
Avenue Nuit is part of the
25,000-square-foot Avenue club and restaurant complex designed by David
Collins, a London architect whose firm designed the bar at the Claridge’s hotel
there, now open for its third summer. Outside, hopefuls wait behind a velvet
rope, seeking to join the guests who are drinking and dancing under cool orange
lighting or flirting and smoking on a patio with a luminescent swimming pool,
beds that serve as tables and ocean views.
The recipe for this new wave of
bars? One part real estate boom, one part transplants and visitors from New
York, and one part homegrown ingenuity.
“We let go of all pretenses and
how a restaurant and bar should be in New Jersey,” said Marilyn Schlossbach, an
Asbury Park restaurateur who opened the Langosta Lounge late last year in what
had been a windowless dive bar on the boardwalk.
The push to redevelop Asbury Park
began earlier this decade. In 2003, Madison Marquette, developers based in
Washington, began rebuilding the Asbury Park boardwalk to attract both New
Yorkers and regular shore visitors put off when the town fell into disrepair in
the 1970s.
“Rather than waiting for the
market to come to Asbury, we created something for people to come back to,”
said Anselm Fusco, a senior vice president at Madison Marquette.
The fruits of redevelopment on the
boardwalk include Watermark, a lounge with ocean views from butter-soft leather
chairs inside and cabanas outside, and Tim McLoone’s Supper Club and the Salt
Water Cafe, two bars set inside a former Howard Johnson’s.
And those with an appetite for big
city glitz and glamour are finding they don’t have to go to Atlantic City to
indulge it.
“A lot of people don’t realize
there’s Jersey after Atlantic City,” said Erin Donnelly, 32, of Manalapan
Township, N.J., as she sipped a martini at Elements in Sea Bright, a restaurant
with a lounge (including D.J.’s and bottle service) that opened in 2003.
Ms. Donnelly, who goes to Elements
three or four times a month, is a sales representative for a liquor
distributor, and works with bars all over the state. “I wanted that Manhattan atmosphere
at the Jersey Shore, to get dressed up and get a $10 or $12 martini,” she said.
To some extent, the new bars are
catching up to the rising price of shore real estate over the last decade, as
ramshackle bungalows and rowdy summer shares gave way to new development aimed
at wealthier renters.
“The Jersey Shore has gotten
increasingly more expensive and attracted a more upscale audience,” said Martin
Grims, a restaurateur based in Philadelphia who opened Daddy O in Brant Beach
on Long Beach Island in 2006. “There was a lot of demand, and not a lot of
supply.”
If people are happy to pay New
York prices for drinks, they’re also showing a willingness to buy them all year
round.
“People look at the Jersey Shore
in just one kind of way, very seasonally and traditionally — tiki bars and
basic restaurants — without a lot of flair,” said David Barry, president of the
Applied Development Company, a Hoboken concern that developed Pier Village, a
restaurant, retail and residential complex in Long Branch that opened in 2005.
“That’s starting to change now.”
Farther south, Mr. Grims also
opened Plantation, a tropical-themed restaurant and bar on Long Beach Island,
in 2003 and the Inlet, a bayfront bar and restaurant in Somers Point in 2007.
“It’s a different atmosphere for
an island bar,” said Glen Burke, 48, of Hazlet, N.J., as he leaned on the bar
at Daddy O, which is inside a boutique hotel with the same name. Mr. Burke, who
has owned a house on Long Beach Island, for 10 years, goes to Daddy O for
Friday night happy hours when he’s on the island, even in the off-season.
“Getting dressed up for dinner here doesn’t just mean putting on a clean
T-shirt,” he added.
Even Stone Harbor, a sleepy town
just north of the Wildwoods, is getting into the act a little bit. This spring,
the seafood restaurant and bar Blackfish opened in what used to be Henny’s
Cafe, a 78-year-old bar and restaurant that closed in 2008.
But its raw and stripped-down
space, which belies the glamorous image it tries to project, is only a
temporary situation. Blackfish’s final home is to be a resort and spa complex
across the street that has a 2012 completion date.
And at the state’s southern tip,
Cape May, pockets of cool have been carved out amid the town’s hundreds of
stately Victorians. In 2002, when Curtis Bashaw rehabbed and reopened Congress
Hall, a rambling and glamorous hotel that dates back to 1816, he set out to
avoid relying on the “12-week crash-and-burn season” that is typical of more
traditional shore entertainment spots, he said.
The Congress Hall project includes
the Brown Room, a 1920s-inspired lounge, and the Boiler Room, an underground
dance club with live music some nights.
Overlooking the ocean on Beach
Avenue is Martini Beach, a second-story tapas restaurant and bar that opened in
2003 with what could be called a tropical luxe theme. Alicia and Victor Grasso,
Cape May residents who were high school sweethearts, were sharing drinks there
recently.
The Grassos grew up in Sea Isle
City and moved to Cape May after living in big cities — Ms. Grasso, 32, in Manhattan
and Mr. Grasso, 31, in Los Angeles. Ms. Grasso is now the marketing director of
Cape May Stage, an equity theater in town, and Mr. Grasso is an artist who
shows in New York, Philadelphia and Cape May.
“It’s a social bar,” said Ms.
Grasso, who counts Martini Beach and the Brown Room as year-round regular
spots, “and has the class that a lot of people don’t expect to find down the
shore.”