By the 1860s, Long Branch had become a salty-aired retreat for New Yorkers, in the same way that Cape May was for Philadelphians. The Mansion House, the Howland House, the Atlantic Hotel and the United States Hotel, were all favorites of these new big-city vacationers. Card playing, dice, billiards and gambling were becoming popular activities.
Guests would promenade along the beach, brass bands played on the lawns of hotels, carriages swirled in the dust along Ocean Avenue. U.S. Presidents, and famous entertainers, made Long Branch their favorite vacation spot.
On July 4th, 1870, the first race at Monmouth Park was held The grandstand was described as one of the most magnificent in the country. Financiers and dignitaries gathered in Elberon, considered to be the calmer side of Long Branch. The wealthy kept their yachts moored along Shrewsbury Inlet.
In 1879, the Ocean Pier was built opposite the Ocean Hotel. Regular excursion boats from New
York City used the pier as a dock. In 1881, the Iron Pier was erected. Opulence and wealth was gathering in Long Branch.