LOCAL HIGHLANDS HISTORIAN DISCOVERS 1888 HIGHLAND BEACH RESORT PAMPHLET!
Courtesy of Walt Guenter Collection
Walt Guenther, a member of the Historical Society of Highlands, recently uncovered an 1888 vintage brochure of the newly advertised (Sandy Hook) Highland Beach excursion resort. The advertising booklet displays artistic renderings of the resort buildings and descriptions of amusements designed to please excursionists to the northernmost point of the Jersey Shore. One unique draw to the day tripper was a Shrewsbury Dinner being presented at the resort’s “Restaurant on the river” seen in their advertisement at the accessible price of $1.00.
Tap the link below to read all about the latest amusements in 1888 enjoyed at the beach on the Sandy Hook Peninsula!
HIGHLAND BEACH WAS OPEN FOR BUSINESS!
The Highland Beach pamphlet was published by the Highland Beach Improvement Company through the New York real estate developer, President Ferdinand Fish. The railroad companies and local town Improvement Companies produced popular Booster books. This form of advertising enticed buyers to their real estate locations served by the trainloads of visitors in the creation of “resorts.” Free pamphlets were available to riders on the train. Leafing through the pages, they could see what was available at each stop for opportunities to buy lots, with maps and advertisements and the benefits of each location. This marketing strategy attracted New York real estate developer Ferdinand Fish to the Sandy Hook beaches. The peninsula was within eyesight of New York City, an hour away by steamer. The desired arrival point was the northernmost location where a visitor to the shore could disembark and continue on to Sea Bright, Monmouth Beach and Long Branch by train.
Along with the growing transportation options by steamboat or train to the widely promoted destinations, these accounts drew attention to the undeveloped land north of the popular resort at Long Branch. With William Sandlass’ Highland Beach lease from Ferdinand Fish in hand, Sandy Hook’s excursion resort was born during this dawn of leisure time on the Jersey Shore. Business continued to boom at the Sandlass Pavilion, Highland Beach. The resort continued to expand services and offer new amenities from 1888-1961 when it hosted its last season before the eminent domain acquisition for the N.J. State Park at Sandy Hook.
Courtesy of Sandlass Family Collection
SANDY HOOK’S LOST HIGHLAND BEACH RESORT
THE PERFECT CHRISTMAS GIFT FOR THE HISTORY HOUND ON YOUR LIST!
TLM Museum Store Online, Order Here! https://www.twinlightslighthouse.org/product-page/sandy-hook-s-lost-highland-beach-resort
ARCADIA PUBLISHING AND THE HISTORY PRESS