BELMAR - As the unofficial end to the summer season approaches, some New Jersey beach towns are hoping to see some big business.

Beckman's On the Beach owner Jerome Beckman says he hopes for a strong finish to what he calls a challenging season.

"With all that heat, people show up but then they'd be here two hours, three hours, then they'd take off," he says. "They're not hanging out, spending the day. It's just different."

Belmar Mayor Matt Doherty says his town and others are cashing in during late summer.

"There seems to be a real resurgence here in Belmar and I think the rest of the Jersey Shore," he says. "Talking to towns like Asbury or Manasquan, they see all their numbers up as well."