Ortley Beach $5M ‘Makeover’ Of Streetscapes, Boardwalk, Parking Ready for Bidding

The former Joey Harrison’s Surf Club property, still undeveloped in July 2023. (Photo: Shorebeat)

Toms River officials are planning on using the township’s Project Labor Agreement (PLA) ordinance for the first time since it was adopted by the administration of former Mayor Thomas Kelaher to staff a project that would combine a plan to give Ortley Beach a new streetscape in the business district, a boardwalk expansion along the ocean, and a new parking lot across the street from the new beach access points.

Mayor Dan Rodrick said state permits are in-hand for the projects, which are separately-funded but would be combined under a PLA for construction purposes. PLAs are ordinances municipalities pass in order to direct large-scale projects toward union labor that is subject to rules regarding utilizing a local workforce, contractors and suppliers. Toms River passed an ordinance authorizing PLAs in 2019 for projects valued at $5 million or more, but has never used it in practice. PLAs can be controversial, with opponents arguing they lock out small businesses and come at a higher cost, but supporters hold the work is superior and the requirements to hire local employees keeps money in the community. PLAs also provide for access to labor union resources, such as training.

Renderings of the anticipated Ortley Beach “Streetscape” design. (Credit: NV5)

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With respect to the Toms River project, Rodrick said the council will pass a resolution adding a caveat that all workers on the project must be legally authorized to work in the United States, with the workers being required to pass an “e-Verify” check.

The combination of several projects – all held in limbo for years due to disagreements over state permitting and some pushback from local businesses on the streetscape plan – would make the Ortley Beach project one of the largest undertakings in township history, effectively redesigning the business district and oceanfront, the neighborhood’s two primary public-facing areas.

Boardwalk Dreams

Expanding the Ortley Beach boardwalk and ultimately connecting it has long been a dream for Toms River officials, which was brought closer to reality by the township’s purchase of the former Joey Harrison’s Surf Club site. But the location of private property just north of the former Surf Club will mean that, while the boardwalk will be expanded, it will not connect as originally hoped.

“People willl have to go down steps, then up steps, and then it will continue on from there,” said Rodrick. “I asked [the state] if we could change that, and we couldn’t.”

Still, the boardwalk will be expanded northward, which will allow the township to add new beach access points between the area south of 7th Avenue and north of 6th Avenue, where the nightclub once stood. The boardwalk will look similar to the current boardwalk, which consists of Trex-style decking, rails, amenities and connections to the beach access paths.

The former Joey Harrison’s Surf Club parking area and beachfront parcel, Ortley Beach, Toms River, N.J. (Photo: Shorebeat)

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The township has also received final approval to rebuild a parking lot that existed along the Oceanfront road between 6th and 7th avenues, which once served the Surf Club. The parking area will be open to the public and will provide more parking opportunities for beachgoers, alleviating the burden on local roads and providing quick access to the new entrances.

The dune crossover pathways themselves already exist, as they were part of the original access plan for the post-Sandy beach replenishment project, but there was never any mechanism to directly connect them to the street or existing boardwalk. With replenishment now underway again, the crossovers will be revived to federal specifications and readied for a link to the new boardwalk.

The former Joey Harrison’s Surf Club parking area and beachfront parcel, Ortley Beach, Toms River, N.J. (Photo: Shorebeat)

The project was slightly delayed after some Ortley Beach residents called on the township to eliminate the parking portion of the project and turn the lot into a park, however township officials said the new beach access points will require parking. The state, Rodrick said, would be unlikely to look fondly upon eliminating parking, which is deemed part of the overall beach access plan.

“If all of the sudden I tell the state, ‘I don’t want to provide any parking near this boardwalk you’re giving me a million dollars to build,’ they’ll tell me where I can go,” he said.

The state last year pledged $1,018,441 in funds toward the Ortley Beach boardwalk project as part of a $100 million statewide boardwalk preservation fund sourced from federal grants.

Streetscape A Go

A post-Sandy project aimed at reinvigorating the Route 35 business district in Ortley Beach will also be subsumed into the larger project.

After years of back-and-forth correspondence over details ranging from sidewalk designs to the width of benches, permits are also in-hand for a project that will provide Ortley Beach with branding and a cohesive look up and down the neighborhood’s commercial corridor. Two efforts funded in the wake of Superstorm Sandy – the Ortley Beach Streetscape project and the Gateway Treatment Project – were the subject of a resolution passed at the Feb. 26, 2025 township council meeting that solicits bids for construction administration and inspection services that will be needed once work gets underway.

Renderings of the anticipated Ortley Beach “Streetscape” design. (Credit: NV5)

The Ortley Beach streetscape plan. (Credit: Toms River Township)

The streetscape plan calls for enhancements that will be made to improve the public’s experience in the area, including better lighting, pedestrian accessibility and bike racks. News stands and benches will line the streets, pavers and sidewalk designs will match from street-to-street, and crosswalks and other amenities will be built in a way that is more aesthetically pleasing. The goal of the project, designed by architectural firm ND5, is to “activate” the business district and make it more of a destination for residents and visitors.

New lighting will also be installed for better pedestrian safety, with the added bonus of using modern technology to prevent light spillage onto neighboring properties. The streetscape will also include seasonal hanging baskets and banners, beach-style landscaping, custom planters, street furniture, and bike racks.

The “Gateway Treatment Project” pertains to signage and public displays when entering and leaving the neighborhood. The “gateways” are considered:

• North and south ends of Bay Boulevard.
• Two areas on the south end of Route 35 North.
• North end of Route 35’s southbound lanes.

The Ortley Beach streetscape plan. (Credit: Toms River Township)

The Ortley Beach streetscape plan. (Credit: Toms River Township)

Renderings of the anticipated Ortley Beach “Streetscape” design. (Credit: NV5)

Signage consistent with the branding of the streetscape will be installed, along with landscaping.

The streetscape project received $939,000 in federal funding.

Project Timeline

Rodrick said the township is prepared to solicit bids for the PLA, which will be the first of its kind in Toms River.

“If we’re going to invest up to $5 million in the town, we would like to see people in our area benefit and our local economy would like to see that money remain local and stimulate our economy,” he said.

The labor rules will likely attract 60 percent of the workforce from Ocean County and 30 percent from Monmouth County, as regulated by state laws on such contracts.

“It’s a win-win, and you get really great, well-trained labor on these jobs,” said Rodrick. “We’re required by law to pay [union] prevailing wage anyway, so when you do it this way, you’re ensuring the workforce is here.”

Ortley Beach’s berm area at a reduced width for summer 2023. (Photo: Shorebeat)

The bid solicitation will also be accompanied by the resolution requiring proof of legal working status, he said. As for the time period when work will begin, the question is still open, and will be subject to the availability of contractors, equipment and other factors. It may also be affected by the population increase experienced during the summer season, however Rodrick did not rule out some work being undertaken in areas where it would not disturb visitors or create traffic jams. The Route 35 work may alsobe subject to state review.

“It’s a whole makeover,” Rodrick said. “We’re very excited about it.”