Jersey jazzed for American Pharoah
Shore expecting horde for Haskell
Stephen Edelson
Since American Pharoah became the first Triple Crown winner in 37 years, his incredible popularity has transcended the sport of horse racing.
And that’s good for business at the Jersey Shore.
In the weeks since it was announced that American Pharoah would be heading to Monmouth Park for the Haskell Invitational on Aug. 2, most hotels have sold out and area restaurants are bracing for an onslaught.
“We’re so busy that weekend we’re now having to steer some of the business to our hotels in Ocean County,” said Margot MacPherson, director of sales for Hotels Unlimited, operators of four Monmouth County hotels, including two in close proximity to Monmouth Park.
“Instead of just being busy on that Saturday night, we’re busy on Friday and Sunday as well, because people are coming in from farther away.
Monmouth Park doesn’t usually draw that many racing fans that fly in, but because American Pharoah is going to be at the Haskell, we’re getting a lot more of those long-distance fans. We always get the beach lovers, but now we’re exposing the Jersey Shore to a whole different type of traveler.”
Comparisons are being drawn to Monmouth Park’s hosting of the Breeders’ Cup, the world championship of Thoroughbred racing, in the fall of 2007. The estimated economic impact to the area for that event was placed at $60 million.
Monmouth Park has three days of activities planned, dubbing it the “Pharoah Phan Phest.” It begins July 31, and ends with the $1 million Haskell on Aug. 2, when a record 60,000 fans are expected to pack the grandstand.
With American Pharoah likely to make an appearance in front of fans on July 31 or Aug. 1, total attendance for the three days could approach 100,000.
“We’re sold out for the entire weekend, Friday, Saturday and an overflow through Sunday night, which is awesome,” said Barb Youchah, director of Internet marketing for the Sheraton in Eatontown.
“It’s definitely more than a typical weekend, especially with the Sunday push. We’ve clearly felt the impact of Haskell.”
And it’s not just businesses along the Route 36 corridor between the Garden State Parkway and the beachfront.
Places such as Red Bank, with a downtown that includes numerous restaurants and shops, plus easy access to the extra trains New Jersey Transit will be running to Monmouth Park, are feeling the impact of American Pharoah’s appearance.
The Oyster Point and Molly Pitcher Inn hotels in Red Bank are sold out for the weekend.
“It’s always busy that weekend, but the addition of American Pharaoh and extending it to a three-day racing event, it has changed the picture a little bit,” said Margaret Mass, executive director of the Red Bank Visitors Bureau.
“It’s kind of like the Breeders’ Cup, and people are actually predicting it’s going to be better. I think it could be. Since it’s a three-day event, people will explore areas like Red Bank because it’s very convenient to be here. I know Long Branch will benefit, and other towns around there certainly should feel some impact.”
Tim McLoone, who owns four restaurants within 10 miles of Monmouth Park, including McLoone’s Pier House in Long Branch’s Pier Village, says he thinks area eateries will see a spike in reservations.
“We saw it when the Breeders’ Cup came,” McLoone said. “There was a lot more lead time on that obviously — they knew a year and a half out — and we had a huge impact. But we expect to get a big boost because we got one when the Breeders’ Cup came. And if they’re making the effort to make it a multiday festival, all the better.”
In addition to McLoone’s Supper Club in Asbury Park and CJ McLoone’s in Tinton Falls, he also thinks his Robinson Ale House in Red Bank will get a boost from the Haskell.
As with any event, weather that weekend will be a factor. But it clearly has the makings of one of the biggest events ever at the Jersey Shore.
“Businesses are looking for a windfall, and they deserve it,” Monmouth County Freeholder Tom Arnone said. “Because let’s face it, they went through a tough period after (Superstorm) Sandy, and when you take hits like that, you don’t overcome it right away. You take it one year at a time, and they had their struggles, and now I think this helps us turn the corner.
“Having American Pharoah is a home run for the county.”