Long Branch Pop-Up Party Called Off After City Response, Mayor Says

LONG BRANCH, NJ - A pop-up party planned to take place in Long Branch was called off thanks to the city’s “aggressive actions,” Mayor John Pallone said Friday.

The party, which was scheduled to take place at the beachfront on Friday, was advertised on social media, Pallone said. It was not immediately clear what kind of “aggressive actions” led to the party’s cancellation, though the mayor noted that anyone who plans on organizing an unsanctioned gathering in the city will be held “financially” and “legally” accountable.

“The city is taking all available measures to prevent them [organizers] from advertising it, as well as protect city residents and property,” Pallone said in a Friday morning statement.

“These events necessitate a large police response and eventual cleanup of the public areas, costing city taxpayers hundreds of thousands of dollars,” Pallone added. “Their actions also harm our city’s businesses and reputation. So, they should be held responsible.”

Some partygoers still showed up to the beachfront Friday night, according to videos posted by The Link News on Facebook, with city police posted in the area to clear the pop-up event. Pier Village also closed Friday due to the party, the outlet said.

Last year, Pier Village was the site of a pop-up party where 5,000 teens and young adults descended for a massive event, which resulted in bloody fights and sexual encounters in the streets, Patch previously reported.

It wasn't the first time partygoers descended en masse on the shore: in 2020, a pop-up party in Point Pleasant Beach led to arrests and mounds of garbage. In 2021, a party drew 1,000 people to the city. The city has since sued six online party promoters for advertising pop-up parties in 2021 and 2022.

In 2023, towns are taking preemptive action. Earlier this month, Seaside Heights was granted a court order to cancel pop-up parties scheduled in that town on May 5 to 6.

“Enough is enough,” Public Safety Director William Broughton said in a statement. “These ‘viral’ parties are dangerous, so it is important that we do something to stop them before they start. Hopefully, making the organizers pay the price for their behavior will deter them from putting together an unpermitted, illegal event in Long Branch.”

Pallone added that those who wish to host gatherings must apply for a special events permit. Alcohol and marijuana consumption on public beaches are also prohibited.

You can read the full statement from Pallone here.