Some Long Branch businesses forced to close early amid Pier Village ‘pop-up party’ disruptions
Shop owners say the events, which they describe as largely organized through social media, have become an annual problem each summer.
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Some businesses in the Pier Village were forced to close early and secure their stores after a large “pop-up party” drew hundreds of people, mostly children and young adults, to the Long Branch waterfront.
Shop owners say the events, which they describe as largely organized through social media, have become an annual problem each summer.
“It’s happened since 2018. I’ve been a business owner here since 2022, and year after year, it happens every single year in May,” said Patty Dill, owner of Doggy Sweets. “So, it’s basically an annual event, sadly, because it shuts down the entire community.”
Dill said some businesses, like hers, were warned ahead of time that the gathering might take place, including with a flyer circulated on TikTok.
“There’s twerking, with adult women holding toddlers, which was disgusting behavior,” Dill said. “There’s dancing on cars.”
At Piazza on the Pier, manager Greg said staff quickly moved outdoor furniture and equipment inside after some attendees began climbing on tables and moving barriers.
“We had some people get up on our tables,” he said. “They were picking up our fences and just being a little reckless. So, we took everything inside to prevent people from hurting themselves or, you know, getting too crazy.”
For some visitors, the atmosphere became overwhelming enough that they sought shelter inside.
“They were upset by what was going on outside. They were a little nervous,” Greg said. “So, they came in and they hung out, regrouped themselves.”
Other businesses reportedly locked their doors, keeping themselves and customers safely inside until the crowds began to disperse.
Despite the disruptions, business owners credited law enforcement with preventing the situation from escalating further. Still, some say the repeated incidents point to broader issues, including concerns about supervision and transportation policies, including lax enforcement on train fares.
“It’s a combined responsibility between our government and parental responsibility, in my eyes,” Dill said. “And people who are not kids that are coming, because there are adults that came yesterday, they need to grow up.”
