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Officials: Long Branch Beaches On Pace For $2 Million Summer

LONG BRANCH: The summer season in Long Branch is always its busiest and a new record could be reached if beach revenue continues to come in at its current pace.

Long Branch Chief Financial Officer Ron Mehlhorn said the city's beach revenue hit the $1 million mark last weekend and that he expects beach revenue to total close to $2 million by the end of the summer season.

The city set a record of $1.8 million in beach revenue in 2012 and fell short of matching that total by $100,000 in 2013.

Mehlhorn said the recently-completed beach replenishment project has helped bring more people to the city's beachfront and attractions like Pier Village continue to be popular.

"I'm sure both are a big factor," Mehlhorn said.

Mehlhorn said the beaches close to Pier Village see a large number of visitors, but that all of the beaches are getting high attendance numbers.

Any money the city makes from beach badge revenue can only be used to offset beach expenditures such as lifeguard and beach badge checker salaries. Long Branch Police and Department of Public Works employees who patrol and do work on the beach also are paid for through beach badge sales.


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