LAVALLETTE — No action was taken by the Lavallette Borough Council in the matter of a facilities use application made by Shore to Please, a beach equipment rental and concierge service, to use the borough’s beaches as a point to provide its services.
At Monday’s meeting of the mayor and council, the governing body was set to consider a resolution “approving a facilities use application Shore to Please at the Beach to utilize our beach to deliver, set up and later pick up/remove beach chairs, umbrellas and tents on the beach for Lavallette beachgoers every day beginning May 2025 and ending September 2025.”
“Our clerk had discussions with the applicant for this,” said Mayor Walter LaCicero of the application. “Apparently, he had intentions of setting up some kind of a station where he could rent from, and he was advised that that is not allowed here; tents are highly restricted, as well as how close to the water he’s allowed to set up chairs in the morning and occupy those spaces.”
The mayor said that, were the facilities use application to be approved, Shore to Please would be held to the same guidelines as Beach Butler, a similar service previously operating in Lavallette.
Councilman Jim Borowski urged caution in voting on the resolution, saying that “if we were going to approve it, they would probably need to present themselves here so we can get a full vetting of what they’re proposing.”
“They’re renting these cabana-style tents, coolers…I guess in certain venues that may be appropriate,” Borowski said, “but I’m not sure that’s something we’re looking to open the door for here.”
According to the website for Shore to Please, which offers its services on beaches in Belmar, Point Pleasant Beach, Bay Head and Manasquan, the company provides vacation services like beach equipment rentals, food shopping and rental cleaning.
“Shore to Please is an upscale concierge and butler service that allows you to relax and spend much-needed quality time with friends and family while on vacation. We provide reliable, professional and affordable service and are fully licensed, insured and bonded,” according to the business’ website.
No motion was made on the facilities use application, therefore no action was taken on the resolution.
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