Summer Swelter Boosts Shore Area Businesses Despite Economy

The heat is on – mostly due to a questionable economy – yet the other heat in the form of outrageous temperatures this summer has been a blessing for seasonal businesses in several coastal towns.

Definitely not sweating it – at least financially – this summer was Robyn Tanner, Freehold, owner and manager of Tanolla’s Pizza on Riverview Drive in Brielle.

Tanolla’s may not be on the Atlantic, but is conveniently located by the Manasquan Inlet, and Tanner noted the hot weather has boosted business.

“I would say yes, for the most part. The hot week we had, business absolutely picked up – the weather definitely helped. It was that kick of humidity and 100-degree weather – you could tell nobody wanted to turn on their oven or turn on their grill,” she said.

At on First Avenue in Manasquan, manager and bartender Paul Wolf of Wall Township agreed with Tanner.

“When it’s nice, people want to be by the beach and close to the shore,” Wolf said. “The weather’s been great this summer. I think the customers come to the Jersey Shore – they come to Manasquan for a good time. We have entertainment several times a week. We’re having a pretty good summer.”

Carol Argros of Belmar, owner of The Blarney Cone on Morris Avenue in Spring Lake, is pleased with business so far this summer, but feels he may have done more business last year.

 “I’ve been doing well with the hot weather, but not as good as last summer. Basically, from what I heard recently, a few other Shore towns are feeling the decline. This month now – right before kids go back to school – this is the last for us to be very busy,” she said.

Ellen Manger, Executive Director of the , has had nothing but positive reactions from establishments in town.

“I think the season’s been really good for us,” she said. “Some merchants are doing fabulously well. Across the board, they all said they did great in July. It seems the extreme hot weather has put a brake on people walking outside, but this is our season.”

In Belmar, Alison Pimentel, manager at the oceanfront and a Belmar resident herself, admitted the warm weather has been good to the pizzeria.

“Yes definitely – the weather has been pretty nice, so it’s been busy,” she said.

While not oceanfront, Niki Maccanico’s Homemade Ice Cream, an institution on Belmar’s Main Street – is enjoying a profitable summer.

“Of course, the weather has something to do with it, but I like to think ‘homemade’ has something to do with it. We do a lot of night business, and it’s 80 degrees at night. We get a lot of family business – even in the heat. Eating ice cream’s a family activity,” said manager Darren Maccanico.

“We’re on par with our business from last summer – that’s perfectly acceptable. The 71 bridge closing mid-summer didn’t affect us because our customers went down to Ocean Avenue to get here.”

Back down at the ocean at Leggett’s, Wolf seemed to agree with Maccanico when asked if the economy has been difficult on the establishment’s bottom line.

“No, this summer the economy hasn’t affected our bottom line – we have a good night crowd,” Wolf said. “I would say we’re probably the same or a little bit better for business this summer.”

While Leggett’s has been in business 75 years, and has its regulars and loyal customers, Wolf did say to motivate customers, the establishment has beer specials every night year-round.

An upbeat Pimentel shared Wolf’s opinion regarding the economy affecting the pizzeria’s bottom line.

“I think if anything, it’s been better than last year; it’s getting better,” she said. “Obviously, holidays here like Memorial Day and Fourth of July were definitely better than last year. It’s pretty much the same amount of tourists.”

Spending habits in the beach area may be kind to 3 Brothers, but Argros has been feeling it at her ice cream parlor.

“It is what it is. You might have one or two days where you say ‘Wow, it’s gonna be OK, this is great,’ then poof!” she said.

Tanner – despite Tanolla’s prime location by Manasquan Inlet – has also been feeling the crunch.

“Yes, the economy has been difficult on our bottom line – business could always be better,” yet she mentioned, “I would say business is about the same. We get the crew coming off boats and people coming in from up north, New York, and Philadelphia who come in on the bigger boats down in Bogan’s Basin.”

However, business isn’t that bad, as “We added one new counter girl, and some drivers just switched off as a few went back to college,” she said.

Pizza – and tourism – must go well together, as 3 Brothers also added staff.

“The staff in March was very few compared to May, and when the season got going, we needed more staff, obviously,” Pimentel said. “It’s probably the same amount of people as at the beginning of the summer.”

Tourists vs. Locals

Sure, these establishments are experiencing a decent season, but how much is attributed to tourism?

When asked if their clientele were mostly tourists, Pimentel commented, “Probably a bit of both – I’d say more in summer it’s tourists, but we’re open in September and October, and then it’s locals. We have a few regulars that come in right now, because they’re locals,” and added while 3 Brothers doesn’t necessarily have to lure customers in, “Usually, in the summer, we have Val-Pak coupons going out, and we give coupons on the pizza box.”

The Blarney Cone’s summer season seems centered around Spring Lake’s tourism, but Argros has regulars who have been coming in for the three years she’s owned the parlor. Yet, she continually adds more selections of flavors to encourage business.

She also doesn’t take out ads, “Because once you go that route, people expect it altogether. I have high-quality ice cream – Thomas Sweet – it would hurt my bottom line. I’ve kept my prices stable even though dairy went up 20 percent.”

A loyal fan base of regulars helps Tanolla’s, with Tanner noting, “ I would probably say it’s more regulars – more 80 percent regulars, 20 percent tourists. For the most part, I have a lot of regulars come in, local people. I get foot traffic from all of the people who work in town; the contractors are real ‘local.’”

While she hasn’t been doing too much advertising this summer, she hasn’t relied on ads, but noted, “We’re looking into new advertising to do. We have a pizza card, when you buy 10 large pies, you get a free plain. It’s absolutely been successful – we’ve been doing it two years since we opened.”

Heidi Wittenberg, secretary for Brielle Chamber of Commerce, agreed this summer’s tourism has encouraged business.

“Our restaurants seem to be OK – they’re doing pretty well based on our location by the river,” she said. “Even in this economy, they seem to be thriving.”

It’s a mix of clientele at Niki Maccanico’s, according to Maccanico.

“During the week, obviously it’s all regulars. We get a lot of tourists on weekends. Our Sunday night business is booming because a lot of tourists want to finish their weekend with us – I had a gentleman drive his quart of ice cream back to the Village in a cooler,” he said.

Leggett’s also has a devoted following, yet Wolf noted it’s primarily tourists.

“Without a doubt, it’s more tourists – more tourists in summer. The population in Manasquan quadruples in summer,” he said. “We do have our regulars and loyal customers.”

Tourists – and loyal customers – must be flooding the streets of Spring Lake this summer.

“We are doing well in this economy for the type of upscale shops we have,” Manger said. “The beach is packed, the street seems crowded. Some shops said they aren’t having a banner year; some are doing well.”

Rain, Rain, Go Away

But what happens to local businesses when the weather goes south?

“We ride out the storm – it’s part of the business,” said a mellow Wolf. “We’re lucky because the people right on the boardwalk, if it rains, they’re sunk. They lose big money if they have a rainy weekend. A lot of times people frequent the bars to have something to eat or have a good time. We’re not as affected as people on the boardwalk, because they’re right on the beach. Our business isn’t geared around that like theirs is.”

“There’s a slight dip in business if it’s raining, but on the weekends, people will still be here, even in the rain,” said Pimentel of business at 3 Brothers. “The beach obviously isn’t busy if it’s raining, but we still get people either way. Our hours stay the same – we’re still open. Maybe smaller staff, but we’re still open.”

 “I can’t complain” Argros said. “Ice cream makes people happy, and I do like this business – basically it’s just nice to put a smile on people’s faces.”

Inclement weather has not hindered business at Tanolla’s

“If it’s rainy weather, we’re pretty busy with delivery. It’s a hit or miss thing – it’s what everyone has planned for the day. Sometimes, it’ll help if it’s rainy – we get more deliveries,” Tanner said. “With the snowstorms, we opened as soon as we could – a lot of people walked down to get food.”

Weather doesn’t seem to affect the clientele in Spring Lake.

“I was in some of the stores on a rainy day, and you could hardly get in the store – the town was packed,” Manger said.

Brielle was also packed this summer, as Wittenberg, affectionately said, “We’re blessed in the location we’re in the Jersey Shore area. We’re still breathing, we’re still here.”

Regardless of his feeling that “rain and ice cream don’t mix,” an optimistic Maccanico added, “ We ride out the storm – but tomorrow’s another day. The price of things has gone up, but the simple pleasures are always affordable.”