LONG BRANCH: For the last 16 years, co-owners JT Chimento and Jim McDuffie have been trying to make Promenade Beach Club a destination for locals and their families.
With the latest round of improvements the club, located at 1 Cooper Ave., they are one step closer to their goal.
In addition to all the other amenities Promenade Beach Club offers, a new bar is being built on the second floor that will overlook the club's private beach.
"We have a bar and we're doing this great renovation so it's going to be like you're sitting on the edge of a cruise ship and the views are spectacular," Chimento said.
Chimento said the club has had a "very modest" bar in the past but that the new one will be "more elaborate" and entertainment including live entertainment. He said the bar will allow parents to step away and get peace and quiet in a lounge-style atmosphere.
And while the adults will have a new place to enjoy themselves, children will also be gaining an amenity in the form of a new game room which is being built where the old bar was.
The club also has a snack bar, cabanas and lockers and two pools, a kiddie pool and an extra wide, 25-meter pool. There are also activities held throughout the summer such as movies by the pool and a casino night for adults.
Chimento said the Promenade's mixture of entertainment for entire family is one of things that separates from others in the area.
"We have a very young club and it's very family oriented," he said. "There's a lot of locals that haven't seen the true value of what we do, they know we are here but going to our beach club for what you get is significantly more affordable than a lot of clubs in Sea Bright"
He said the location of the club and its price point are two of the most intriguing things about it. Promenade Beach Club is within walking distance to Pier Village and its members can have a front row seat for the Oceanfest fireworks on the Fourth of July for just over $3,000 for a family of four who rent a standard bathhouse for the summer. He said it is a cheaper option than other clubs by almost $1,000 for the same package.
"It's an incredible value and you get a lot of bang for your buck," he said.
Promenade Beach Club was the project to be built in the city's Long Branch Beachfront North area and Chimento said the area has grown and improved around it.
Chimento said he wants more people to realize that Long Branch can be a destination for their families than other beachfront towns.
"There's a lot of people new to the area and that visit the area for a day or a week or the whole summer that have realized what a gem being in Long Branch is, but I think there's a lot of people in the local area that are missing out on it," Chimento said. "You can live locally but it can be like being on vacation when you come down here."