BELMAR, NJ — Belmar raked in more than $4.9 million in beach access revenues this season — selling nearly 105,000 more beach badges over the previous year.
While revenues reflected a nearly 39 percent increase over 2019 total sales of nearly $3.56 million, there was a 35 percent increase in the total number of badges sold — 405,104 seasonal, daily and senior/disability tags, compared to 300,077 last year, according to the borough’s annual statistical beach report.
It’s the first time that badges sold topped 400,000, based on reports dating back to 2008.
While there was a 54 percent increase in seasonal badge revenues and a nearly 36 percent hike in daily badge sales, senior badge sales declined nearly 11 percent.
The dramatic rise in overall sales came despite beach capacity limits put in place during the unprecedented summer of the coronavirus pandemic. In fact, in order to ensure social distancing requirements were met along the beachfront during its busiest times, the borough began limiting badge sales to 7,500 a day in mid-July. As a result, badge sales were stopped between 1 and 2:30 p.m. on seven days — July 18, July 19, July 25, July 26, August 1, August 2 and August 9.
Here’s a year-over-year breakdown on badge sales and corresponding revenue in all categories:
- Daily $9 badges – 380,491 sold resulting in $3.4 million in revenues, compared to 279,955 sold in 2019 for $2.5 million in revenues.
- Seasonal $70 badges – 19,786 sold resulting in $1.4 million in revenues, compared to 13,661 sold in 2019 for $897,395 in revenues.
- Senior $30 badges – 4,575 sold resulting in $137,250 in revenues, compared to 6,166 in 2019 for $153,795 in revenues.
- Disability $30 badges – 252 sold resulting in $10,080 in revenues, compared to 295 in 2019 for $11,800 in revenues.
In addition, beach locker revenues totaled $125,850, compared to $124,050, based on a $192.50 seasonal rental rate per locker and a $150-per locker rate for seniors.