Ocean club

Ocean Club Set to Revitalize South End of Seaside Heights Boardwalk in First Full Season – Lavallette-Seaside Shorebeat

The Ocean Club property in Seaside Heights, NJ (Photo: Ocean Club Staff)

Among the most ambitious projects ever proposed for Seaside Heights, the Ocean Club complex at the southern end of the borough’s boardwalk was born from the wreckage of the Superstorm Sandy, along with its owners – a group of Shore residents – having tried their luck in town to develop the old Beach Bar pier and beyond.

The Ocean Club is much more than the bar it replaced. Spread over several blocks and comprising a dozen shops and restaurants located in kiosks on the adjacent promenade, the complex consists of a modern and luxurious open-air bar and restaurant open to the public, a beach that welcomes daily and seasonal visitors, cabanas that can be rented for the summer, and a banquet hall that overlooks the Atlantic Ocean.

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

“We’re all local guys,” Michael Mabie, one of the Ocean Club’s directors, said of him and his fellow entrepreneurs. “We grew up in the area – my grandfather came here in the mid-1930s. We always came to Seaside Heights as kids, and it was great, but then we saw things go wrong. No one really liked seeing what was going on, and we saw an opportunity with this property and thought we could do something special on it.

Indeed, the Ocean Club complex was one of the borough’s first major redevelopment efforts, and it has proven to be far from the last. Since construction began, many other businesses on the promenade have begun to improve their aesthetics, and developers are reaching the community with an influx of modern, high-value, mixed-use properties that will soon dot the boulevard’s business district. Much of the development, business leaders and officials agree, is the product of a conscious shift on the part of the borough to deter the party displayed over the years of MTV series set in town. and encourage family and high-end development in line with other successes. resort communities.

“We basically just took raw land and came up with ideas of what to do with it, but it wasn’t just something we stumbled upon,” Mabie said. “We had a lot of admiration for the city and we saw what it could be again. We thought maybe we could help be a catalyst. We went back and forth with architects and engineers, and what you see today is something that took five years.

Some have questioned the size of the Ocean Club resort when it was first proposed and expressed concern that it could become another expensive venture in the world of Shore nightlife that has left empty buildings and reputational issues in its wake. But the Ocean Club property stuck to the vision officials dreamed of, with the end result being an upscale bar and restaurant on the ocean, a beach with family-friendly activities, and a world-class cabana with a pool. and concierge services. A project to build a concert hall in the southern part of the site is no longer under development.

“Right now he’s been dropped off,” Mabie, from the concert area, said. “There is no development on it. It would have been on the southernmost plot, but at the moment it is not moving forward.

life on land

Ocean Club staff marketed their businesses with the trends of the times. A sign outside the establishment, facing the promenade, announces to passers-by that you can “work from your cabin this summer!” As of last month, 90% of the units have been rented for the upcoming season, and there are currently only a few left. Units of certain sizes are already sold out and a waiting list has been established.

The Ocean Club property in Seaside Heights, NJ (Photo: Ocean Club Staff)

The Ocean Club property in Seaside Heights, NJ (Photo: Ocean Club Staff)

The Ocean Club property in Seaside Heights, NJ (Photo: Ocean Club Staff)

The Ocean Club property in Seaside Heights, NJ (Photo: Ocean Club Staff)

The Ocean Club property in Seaside Heights, NJ (Photo: Ocean Club Staff)

The Ocean Club property in Seaside Heights, NJ (Photo: Ocean Club Staff)

“The pool is ready, the cabanas are done and the demand has been overwhelming,” Mabie said in the restaurant, after renting a unit before speaking with Shorebeat.

Daily operations at the Ocean Club will be reminiscent of traditional Shore life in the summer, with the bar offering an oceanfront happy hour daily from 4-7 p.m. on deck, and specials like Taco Tuesdays, Sunday Brunch Sunday and other promotions. Then there will be light entertainment, clam roasting, movies on the beach, and other activities. Beachgoers can order food and drinks from the restaurant while relaxing on the sand — and those who rent cabanas get access to daily room service.

“We’re going to be doing a lot of things this summer that are family-friendly and kid-focused,” Mabie said. “Mom and dad can relax and have a drink and the kids will have something safe and fun to do. We’re looking to do kids beach movies, lots of country type events like line dancing on deck and acoustic music.

Local surfer Sam Hammer, from Lavallette, will host a surf camp on the beach during the season.

Ease

The Ocean Club Restaurant is a sprawling facility with stunning architecture and décor, including a patron-favorite “Down the Shore, Everything’s Alright” mural that adorns the south wall. The bar and dining room open onto an expansive terrace on the beachfront pier. Upstairs, a banquet hall – essentially, the only beachfront banquet hall in the area – will open this season to accommodate parties of approximately 150 guests.

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

“The second-floor banquet hall should be finished very soon,” Mabie said. “We are waiting for some final touches to the elevators and a few other things, but we will be good to go. Weddings, family events, corporate events – anything you can imagine.

Three levels of cabins are offered for seasonal rentals ranging from $10,000 to $27,500 per year. Cabanas come in varying sizes and amenities, including pool and beach access, WiFi, power hookups, and a daybed in the smaller units, plus additional features like private balconies, indoor dining areas, kitchenettes, flat screens and storage space in larger units.

As the Ocean Club prepares for its first full season of restaurant, beach and cabana operations, the site continues to grow. The property’s northernmost pier will eventually host a casual restaurant with boardwalk and non-alcoholic fare, while The Mabie Group – the collective name of the Ocean Club’s parent company – has leased space on the boardwalk to a host of restaurants and specialty shops. This season, visitors will be able to stop at small eateries specializing in Spanish tapas, gourmet mac and cheese, freshly made fries, Anthony’s Italian Deli, a southern barbecue stand, and the Hawaiian-themed Big Kahuna.

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

The Ocean Club property in Seaside Heights, NJ (Photo: Daniel Nee)

With an initial series of successes in attracting a cadre of loyal local customers to the restaurant during the winter and spring, as well as the rental of nearly all of the cabin’s inventory to seasonal visitors, the Ocean Club is poised to become an example of a successful walk. redevelopment to the new image of the city.

“We see what’s happening in town and they’re doing wonderful things,” Mabie said. “They welcome people into town and make everything positive. There are a lot of developments to come here, and it’s an exciting time.