ASBURY PARK, N.J. — Four years ago this week, New Jersey launched the “Shots at the Shore” COVID-19 vaccination campaign, a pop-up initiative offering vaccines along the coast during Memorial Day Weekend with a dose of boardwalk flair.
The program, announced by Governor Phil Murphy and Congressman Frank Pallone, aimed to boost vaccination rates by providing walk-up access to Pfizer, Moderna, and Johnson & Johnson COVID-19 vaccines at high-traffic beach areas in Monmouth County. The unique campaign allowed beachgoers to receive a vaccine while enjoying pizza, boardwalk attractions, and even claw machines.
“Through our ‘Shots at the Shore’ program, we’re giving New Jerseyans yet another reason to visit our beautiful beaches this Memorial Day Weekend,” Murphy said at the time, noting the state’s goal of reaching 4.7 million fully vaccinated residents.
Pop-up vaccination clinics were set up at three locations: the Grand Arcade in Asbury Park, Sandy Hook’s Gateway National Recreational Area, and under the gazebo at Pier Village in Long Branch. Operating from 9:00 a.m. to 3:00 p.m., the clinics offered vaccines to individuals ages 12 and older, with Walmart pharmacists and nurses from the Visiting Nurse Association of Central Jersey Community Health Center administering the shots.
Congressman Pallone, who joined Murphy at the launch, emphasized the importance of expanding access. “I encourage everyone who is able to get a COVID-19 vaccine to take advantage of this opportunity so we can keep everyone in our state healthy,” Pallone said.
‘Shots at the Shore’ part of broader push for vaccine accessibility
New Jersey Health Commissioner Judith Persichilli praised the strategy of meeting residents where they are. “We are committed to meeting individuals wherever they are, where it is convenient, familiar and safe,” she said.
Christopher Rinn, CEO of the VNA of Central Jersey CHC, added that the success of vaccination campaigns depended on adapting to the lives of residents. “We focus on finding innovative ways to reach the unvaccinated,” Rinn said. “This includes providing choice of vaccine, giving clear information, and meeting people on their terms.”
The drive-through site at Sandy Hook, operated with support from the U.S. Coast Guard and New Jersey EMS Task Force, offered all three vaccine options. Long Branch’s single-day operation was held in cooperation with local police and city officials.
The initiative marked a turning point in New Jersey’s pandemic response, shifting from mass vaccination sites to targeted community-based outreach as demand slowed and restrictions eased.
Four years after claw machines and beachside vaccines, New Jersey’s boardwalk clinics remain a symbol of an unusual but determined chapter in the fight against COVID-19.
