(ASBURY PARK, NJ.) — Tens of thousands of festivalgoers packed Asbury Park's beachfront Saturday for the opening day of Sea.Hear.Now, filling restaurants and shops, crowding stages and extending the festival's economic impact well beyond its gates as the sold-out event continues today.
Local businesses reported heavy traffic on Friday, hotels rolled out festival promotions and the city altered transportation routes to accommodate an estimated 35,000 attendees each day. But the massive crowds also brought challenges on Saturday, including long restroom lines and confusion as thousands of people attempted to leave the Surf Stage following Mumford & Sons' closing performance.
“We were busy the entire time,” said owner of Freedom Rocks Danielle Angel, speaking about Friday’s pop-up event. “The coffee shop was packed too. Sea.Hear.Now was definitely a great boost for local businesses!”
Preparation came early with Ocean Avenue and Kingsley Street closing days prior and no parking signs posted, according to an Asbury Park Police Department Nixle alert. By Saturday afternoon, festivalgoers streamed toward the waterfront, while bars, restaurants and shops around town prepared for crowds amidst the lulls of local summer foot traffic. Cookman Avenue was filled with music, art, laughter, and people coming out to “support local,” described Meg Boyle, owner of Destination Asbury.
“We’re really excited about the possibility of bringing more events like this downtown in the future,” said Boyle, also a trustee on the Chamber of Commerce Board. “They are so impactful for our small businesses.”
The influx noticeably changed how people moved around the city. Asbury Park's free shuttle service is running on a modified route this weekend, and festival organizers have established a designated rideshare pickup and drop-off area on Fourth Avenue.
Photo Credits: City of Asbury Park Website / Updated free shuttle for Sea. Hear. Now.
The excitement for music and art inspired themed events all over the city by the sea this weekend. The festival's reach into downtown started with “Kickoff on Cookman,” presented by Netflix, according to the city’s Instagram post.
The free Friday event was open to the public and featured local acts Snacktime, Church and State, Dentist and the Lakehouse Music Academy Band, along with a DJ set by Shepard Fairey.
Photo Credits: @AsburyParkChamber Instagram
Many local businesses joined in the fun on Friday with sales from 10-20 percent off and pop-ups, according to the Asbury Park Chamber of Commerce Instagram:
Cookman Creamery and A Cup of Literature served affogatos Friday and 11 a.m - 6 p.m. Saturday and Sunday.
Destination Asbury hosted “Get Ready with Us” with sidewalk karaoke, a new collection launch, festival hair with Lock and Shade, and 15 percent off with a Sea.Hear.Now wristband.
Freedom Rocks an aura photography and tarot reading pop-up at The Art of the Bean and Leaf.
Lola’s served oysters and lobster rolls, from Local 130 seafood.
Confections of a Rockstar had a cart outside serving Uncle Jessie’s Hot Dogs and their treats.
Boho House hosted “Cocktails w/ Collective” to meet the female artists behind the store’s pieces.
Asbury Book Cooperative included 20 percent off all music books.
Festival attendees with their wristband can still receive sales Sunday.
Although large crowds are expected in Asbury Park all weekend, some business owners said the festival’s economic impact is felt more strongly along the beachfront than downtown. One business owner observed that many visitors arriving by train appeared to walk past downtown shops on their way to the festival grounds.
Hotels in the middle of the festival grounds also took advantage of the event with promotions.
Photo Credits: @theasburyhotel Instagram
The Asbury Hotel is offering an “all access pass” to the pool and rooftop, featuring:
10 percent off food and drinks at the pool
Buy one get one half off appetizers at the rooftop bar
Buy one get one free drinks at the lobby bar
Views of the park stage on the Baronet Rooftop
People lined the Baronet rooftop to see their favorite bands take stage.
The festival, founded by award-winning photographer Danny Clinch, of the Transparent Clinch Gallery on 5th Ave., and Tim Donnelly, an early representative of the Surfrider Foundation and Lollapalooza Festival, according to Lake House Recording Studios, spanned across three stages: Bradley Park and two stages on the beach with views of the surf.
Ensuring a smooth two-days, Sarah Potter, psychic medium, writer and resident witch of the Asbury Hotel, blessed the area on Thursday.
“Every year, I get to bless the grounds and stages of Sea. Hear. Now before the gates open,” said Potter in an Instagram post, who said this year to stay buoyant. “I always ask the ocean what she wants us to know about the weekend.”
The festival grounds featured many brand pop-ups including White-Claw, Cayman Jack, Josh, New Jersey Lottery, and Zyzal Allergy. Clinch’s gallery is also featured at the Art Tent on the beach with some pieces made by the bands performing.
“All artwork in the tent will be for sale with a majority of proceeds going directly to local charities,” said the Transparent Clinch Gallery in a recent Instagram post.
Local non-profit organizations Asbury Park Little League, Community Karma, The Center in Asbury Park, Asbury Park Surf Club, Big Brothers Big Sisters and the Bruce Springsteen Center for American Music were in attendance with tents with information and opportunities for donations.
Photo Credits: Sea.Hear.Now Website
Crowds of all ages, including families, were in constant flux moving around the three stages trying to make each back-to-back artist, while fitting in time to stop by the array of food stands with a notable amount of Asian fusion this year.
Photo Credits: Angelica Niedermeyer/ A tribute to the late Dolly Parton in Bradley Park.
The crowd around the park stage swelled ahead of the All-American Rejects’ performance, with fans dining nearby and lining up before the band took stage.
Photo Credits: Angelica Niedermeyer/ Crowd for the All-American Rejects at the Park Stage.
All-American Rejects frontman Tyson Ritter remarked on the immense sea of people and later interacted with fans during the performance, at one point signing a fan’s forehead with a Sharpie. Ritter also told the crowd that he visited Kim Marie’s Eat n’ Drink Away, a neighborhood bar in Asbury Park, where he enjoyed a pint of beer.
Mumford and Sons concluded Saturday night’s surf stage with pyrotechnics, booming banjos, and a guest appearance from Jarod Clemons, a saxophonist and son of the late Bruce Springsteen’s E Street Band saxophonist Clarence Clemons.
Photo Credits: Angelica Niedermeyer/ Mumford and Sons at the Surf Stage.
Following Mumford & Sons' closing performance, some festivalgoers appeared uncertain about where to exit the Surf Stage area. OpGov.News observed a large group of festivalgoers crossing a barricade and moving through the VIP section while attempting to leave the Surf Stage area after Mumford & Sons' performance.
Long restroom lines also formed inside Convention Hall during the festival. OpGov.News counted eight stalls in the women's restroom, where lines formed at both entrances. Some women and children were observed using the men's restroom as the wait continued.
Sea.Hear.Now continues Sunday for its second and final day, with another full slate of music, art and other events expected to draw thousands back to the Asbury waterfront. Festivalgoers may have a wetter experience than Saturday. Rain moved into Asbury Park Sunday, with additional showers expected during the day.
“Be sure to wear your rain gear,” says Sea.Hear.Now on Instagram.
Despite the change in weather, the festival is scheduled to continue through Sunday night, bringing one more day of crowds to the beachfront — and another opportunity for businesses across the city to capture some of that traffic.
To add to or correct any information in this report, please get in touch with me at angelica.n@lead4earth.org.
Photo Credits: Angelica Niedermeyer/ Beach between Sand and Surf stages.
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