By Sunayana Prabhu
RED BANK – As the beach tan starts to fade, county officials are gearing up for an autumn lineup worth falling for following a record-breaking summer that brought in $32 million in beach revenue from shore towns in Monmouth County.
At the picturesque Molly Pitcher Inn, overlooking the Navesink River, Monmouth County Commissioner Director Thomas Arnone officially kicked off the county’s fall tourism season Oct. 7, joined by tourism partners, Red Bank Mayor Billy Portman, borough council members and other county officials.
While final numbers are still being tallied, beach revenue is projected to surpass $32 million this year, said Arnone, liaison to Monmouth County Tourism. The event marked the county’s annual autumn “look-ahead” as it works to expand the county’s appeal beyond the summer months and prepare for major economic drivers such as the Netflix development at Fort Monmouth.
Arnone noted “a splendid summer where we hit our record number” despite rainfall in June. The county has recorded an increasing trend in visitor numbers and spending every year. He said the official State Tourism Report in the spring will show an upward trend from last year. Arnone credited the success to the county’s tourism outreach, including national travel campaigns and events that now attract visitors from all 50 states.
Expanding beyond the traditional summer months is key to keeping local businesses strong. “We have hit the shoulder season, and we’re going to continue to make the shoulder season probably as vital as the actual tourism season, from Memorial Day to Labor Day, because, quite frankly, businesses cannot survive on three months,” Arnone said. “Shoulder season” refers to a time between a destination’s peak and low tourist seasons. In Monmouth County, that typically falls from September to November.
As the season transitions, Arnone reminded residents and visitors of the various activities planned in the county this fall. “Under the Grown in Monmouth program, which was developed to retain and grow our county’s agricultural industry, the county created the ‘Fall Fun on the Farm’ directory, available at growninmonmouth.com. In this directory, you will find local farms that offer corn mazes, hayrides, apple picking, pumpkin patches and a whole lot more,” Arnone said.
He said initiatives such as the county’s tourism guide cover photo contest, the “Made in Monmouth” showcase – scheduled for Dec. 13 at Brookdale Community College – and a new “Slice of Monmouth” program promoting local pizza restaurants will help keep tourism active through the fall and winter. “We are finalizing a new web directory on monmouthcountytourism.com, which will house information about pizzerias from across the county. So far, this directory includes over 300 establishments,” Arnone said.
Another county initiative for the fall season is the Brewed & Distilled in Monmouth craft beverage program. “The craft beverage industry has experienced growth, especially right here in our county, with nearly 30 breweries, wineries, distilleries and a meadery,” Arnone said.
Oktoberfest was held this past weekend in downtown Freehold and coming up this weekend is the Red Bank Oktoberfest.
More on Tap: Netflix, Basie Partnership, FIFA
In addition to planned seasonal initiatives, Arnone also pointed to major redevelopment projects that are adding into and reshaping the county’s economy, including Netflix’s future production studio at Fort Monmouth.
“Netflix is obviously a vital part of success of Monmouth County,” Arnone said, adding that “the county is making sure by being the watchdog and the eyes that this (Netflix) development stays vital but also remembers the history,” he said. All the monuments that have been at Fort Monmouth for years will be relocated beginning this week and housed within a specific area, with a dedication ceremony expected in the next few weeks.
The county’s efforts also extend to supporting small and emerging industries. Adam Rechnitz, owner of Triumph Restaurant & Brewery, noted that the number of breweries nationwide has more than doubled in recent years.
“This is not a fad. Craft brews are here to stay,” Rechnitz said.
At the event, Portman said borough officials have planned a variety of events and are doing their part in “bringing the tourism dollars.” He complimented the commissioners on the county park system. “I grew up here, but when I moved back, the saving grace for us with our kids was the county park system. It’s really unparalleled. Amazing job with the parks. We spent a lot of time there. Hiking in Hartshorne was like meditation for my kids.”
The Molly Pitcher Inn, where the fall conference was held, is one of the hotels in the county that contributes to officials’ overall tourism strategy, according to Kevin Barry, operations manager for the Molly Pitcher Inn and Oyster Point Hotel. With recent renovations to guest rooms, ballroom spaces and the addition of pool day passes, Barry said the facility is more than just a lodging destination. The hotel has been abuzz, hosting production crews filming around town.
In preparation for its upcoming 100-year anniversary, the Molly Pitcher is developing tour packages, including boat and foliage tours.
Arnone said the county is also plan- ning concerts at the Freehold park grounds in partnership with the Count Basie Center for the Arts and gearing up for America’s 250th anniversary celebration next year, which will include town events, a 5K run at Bell Works in Holmdel on Flag Day, and a countywide gala in June.
The county is also preparing for additional international visitors expected at the 2026 FIFA World Cup, which will have matches nearby in the New York-New Jersey region. According to Arnone, there will be $3 billion in economic impact and over 1 million visitors are expected to come to the region. “This is huge for Monmouth County,” Arnone said. County officials also hosted a FIFA representative this spring with municipal officials to help with planning.
“At the end of the day, it all happens with our partners – our towns, our businesses, and our nonprofits,” Arnone said.
The article originally appeared in the October 9 – October 15, 2025 print edition of The Two River Times.
