Jersey Shore Town Transforms Into Luxury Destination
Long Branch, New Jersey, is experiencing a dramatic transformation from a sleepy beach town into a luxury travel destination, driven by an unprecedented boom in high-end condominium development. The median condo price has surged to $950,000 in April 2025, representing a 16% increase from $818,242 in April 2020.
The centerpiece of this transformation is The Atlantic Club, a luxury beachfront condominium building that has redefined the local real estate market. The 132-unit development broke county records when a penthouse sold for $5.95 million in 2024, marking the most expensive condo sale in the area’s history. Data from Redfin shows the median sales price for condos and co-ops was $818,242 in April 2020, but that same month in 2025, that number was $950,000, according to Yahoo News.
Image Source: NJBreakingNews.com
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Record-Breaking Atlantic Club Development
The Atlantic Club stands as the crown jewel of Long Branch’s luxury transformation, featuring amenities typically found in high-end resorts. The building includes a pool deck with ocean views, fitness center, business center, and pet spa. Units range from one to five bedrooms, spanning 993 to 4,246 square feet, with prices starting at $1.12 million and reaching over $5.95 million for penthouse properties.
According to MLS data, condo sales over $1 million increased year over year in Long Branch by nearly 11%. The development is scheduled to open by summer 2026 and represents one of the last undeveloped plots of beachfront land in the area. Roy Stillman, president of Stillman Development International LLC, described the project as creating “a development that rises to the level of art and something that the Jersey Shore has never seen before.”
Market Impact and Buyer Demographics
The luxury condo boom is attracting wealthy buyers from throughout the region, including professionals seeking convenient second homes. Peter Rokkos, a 56-year-old Rutgers University professor, exemplifies the new buyer demographic. He paid approximately $1.9 million for a two-bedroom unit with a den, choosing Long Branch over more distant luxury markets like Naples, Florida.
The appeal lies partly in convenience and climate considerations. Rokkos told reporters he preferred Long Branch’s proximity to his primary residence in Holmdel, New Jersey, just 15 miles away. Residents can reach Manhattan within an hour by car, NJ Transit train, or a 40-50 minute Seastreak commuter ferry ride, according to Multifamily Dive.
Community Changes and Historical Loss
The transformation hasn’t come without emotional costs for longtime residents. The historic Seashore Day Camp, which would have celebrated its 100th anniversary in 2026, has been converted into luxury condos starting at $1.9 million. The camp held deep significance for local families who attended for generations.
Local resident Jennifer Maybaum reflected on the changes, noting that “seeing that gone is sad because you grew up seeing that, and it was part of your history, part of your memories and your experiences.” She described the transformation as “almost bittersweet,” acknowledging both the economic benefits and the loss of community character that longtime residents are experiencing.
Image Source: NJBreakingNews.com
Regional Renaissance and Market Trends
Long Branch’s transformation reflects a broader renaissance occurring throughout the Jersey Shore, particularly in Monmouth County. The area has experienced increased demand for luxury housing coupled with limited available beachfront land, creating conditions for rapid price appreciation. The Atlantic Club sits on one of the last undeveloped oceanfront plots, making it particularly valuable.
The development features modern amenities including concierge services, valet parking with electric vehicle charging stations, and spa-inspired bathrooms with imported porcelain tiles. These resort-style features are attracting buyers who previously might have looked to more traditional luxury markets in the Hamptons or other exclusive coastal areas, according to ROI New Jersey.
Future Development and Economic Impact
The success of The Atlantic Club is likely to influence future development patterns in Long Branch and surrounding Jersey Shore communities. The project represents a joint venture between New York City-based Stillman Development International, Eatontown-based Surrey Equities, and Gotham City Real Estate Services, bringing significant development expertise to the area.
Christie’s International Real Estate Group is handling sales for the property, reflecting the project’s positioning in the luxury market. The development’s success demonstrates growing demand for high-end coastal living within commuting distance of major metropolitan areas, potentially attracting additional luxury developers to the region.
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