LONG BRANCH - Beach tag sales brought in nearly $1.3 million for the city of Long Branch this summer. The beach tags sell for $5 each per day and visitors were eager to pay up.

Large crowds on the beach also mean large crowds for local restaurants and shops. Some business owners say they've seen a 25-percent spike in sales this summer compared to last year.

Danielle Einhorn, of Ocean Township, says the Pier Village area of Long Branch draws larger crowds than other beaches because shopping and restaurants are steps from the sand.

The only downfall to the increase in visitors is that the city says it had to pay thousands in overtime to lifeguards during hot temperatures and rough surf.