A new 550-foot ocean pier is rising in Long Branch nearly four decades after a massive fire destroyed the city’s iconic amusement pier and ended a century-old Jersey Shore tradition.
Long Branch is preparing to restore one of the most recognizable features of its historic oceanfront as construction continues on a new $12.4 million pier nearly 40 years after a catastrophic fire wiped out the city’s famed amusement and fishing destination.
The project marks the return of a pier to Long Branch’s shoreline for the first time since the June 8, 1987 inferno that destroyed the landmark Long Branch Pier, the Haunted Mansion attraction and numerous boardwalk businesses in one of the most devastating fires in Jersey Shore history.
Key Points
• Long Branch is building its first new pier since the 1987 fire
• The original pier was destroyed by a wind-driven blaze that caused $8 million in damage
• The new 550-foot structure will be New Jersey’s first fully ADA-accessible fishing and pedestrian pier
The timing of the project comes as Long Branch reflects on the anniversary of the fire that permanently altered the city’s waterfront and helped pave the way for the development of modern-day Pier Village.
What began as a gas leak and electrical failure beneath the pier quickly escalated into a disaster that consumed nearly everything in its path.
Fire destroyed iconic Jersey Shore landmark
On June 8, 1987, flames erupted beneath the Long Branch Pier after an apparent gas leak and electrical malfunction.
Strong winds blowing toward the Atlantic rapidly pushed the fire across the wooden structure, engulfing restaurants, arcades, shops and attractions within hours.
Among the most notable losses was the sprawling Haunted Mansion, a 10,000-square-foot attraction that had become one of the Jersey Shore’s most popular summer destinations.
Opened in 1978, the attraction featured more than 30 rooms filled with winding corridors, secret passageways and live actors. The maze-like experience drew thousands of visitors each summer and had become a centerpiece of Long Branch’s amusement district.
The fire also destroyed the Pier Pub Dance Club and much of the surrounding boardwalk area.
Damage was estimated at approximately $8 million. Despite the scale of the disaster, no fatalities were reported and only minor injuries occurred thanks to rapid evacuations and winds that carried smoke and flames away from nearby residential areas.
End of an era
The 1987 fire effectively ended Long Branch’s amusement pier era.
Without sufficient insurance proceeds or funding to rebuild, the destroyed structure remained abandoned for years as charred remnants stood along the shoreline.
The remains were ultimately demolished in 2001, closing the chapter on a pier that had served generations of visitors and fishermen.
Long Branch’s pier history stretches back nearly 150 years.
The first successful pier was built in 1879 by the Leland brothers to serve guests staying at beachfront hotels. Over the following decades, multiple piers were built, expanded, damaged by storms and rebuilt as Long Branch evolved into one of the East Coast’s premier resort destinations.
By the late 20th century, the amusement pier extended approximately 880 feet into the Atlantic Ocean and was famous for attractions including the City Jet roller coaster, amusement rides, arcades and extensive fishing areas that could accommodate hundreds of anglers at a time.
Rise of Pier Village
Following demolition of the remaining structures, city leaders pursued a dramatically different vision for the oceanfront.
Applied Development Company was selected to redevelop the property, leading to the construction of Pier Village, a mixed-use complex featuring residences, retail stores, restaurants and public gathering spaces.
The project opened in 2005 and transformed the former amusement district into one of the Jersey Shore’s most recognizable luxury waterfront destinations.
While Pier Village brought renewed investment and visitors to Long Branch, many residents continued advocating for the return of a public pier.
New pier takes shape
Those efforts are now becoming reality.
Construction is underway on a 550-foot pedestrian and fishing pier extending into the Atlantic Ocean near Laird Street Beach. The project is being led by marine contractor JT Cleary.
Unlike its predecessor, the new structure is designed solely for recreation and public access. No amusement rides or docking facilities are planned.
City officials say the pier will become New Jersey’s first fully ADA-accessible pedestrian and fishing pier.
Plans include a decorative entrance arch, accessible fishing railings, a T-shaped terminus over the ocean, a large octagonal seating area midway along the structure and a refreshment kiosk.
The project is primarily funded through grants from the New Jersey Boardwalk Construction Act and the federal Coronavirus State and Local Fiscal Recovery Fund.
A century-old tradition returns
For many residents, the project represents more than just a new attraction.
The pier’s return reconnects Long Branch with a maritime tradition that helped define the city for generations before the devastating 1987 fire changed its trajectory.
Nearly four decades later, a new chapter is emerging along the same stretch of coastline where flames once ended an era.