New Commercial Touts Long Beach as Year-Round Town

A scene from Long Beach's new television commercial. (Credit: City of Long Beach)
A scene from Long Beach's new television commercial. (Credit: City of Long Beach)

Billy Crystal may not have a cameo in Long Beach’s new winter commercial, but the 30-second spot features several city scenes in an effort to pitch the beach town as a year-round destination. 

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The commercial, the release of which the city announced Dec. 13, highlights images of local shops and restaurants, including Unsound surf shop and Lola’s Kitchen & Wine Bar, all decked out in Christmas decorations, as well as scenes from Boardwalk Lights, the seasonal- and nautical-themed lights initiative that brightens a section of the new tropical wood walkway each night.  

“This holiday season, this city of Long Beach has something for everyone,” says the voiceover at the start of the commercial.

The commercial is part of a post-Hurricane Sandy marketing campaign that the city spearheaded last summer to attract visitors to Long Beach, which included television and radio ads. In one commercial, Crystal lounges in a chair on a beach and beckons out-of-towners to visit the “paradise” that is his native town.

“New Long Beach commercials will be airing in the coming weeks, emphasizing all that there is to do here,” Fran Adelson, vice president of the Long Beach City Council, said in a statement about Long Beach’s winter events last week.

The marketing campaign, which costs between $500,000 to $700,000, is provided for through New York stage grants and several sponsors.

paul.d.spellman December 17, 2013 at 12:43 PM
LB Lou, I am curious what new content you think could have been added to the commercial that would entice viewers to visit LB in the winter. What unique activity can be had in Long Beach? What does Long Beach have that would inspire people to visit us in the winter?
Long Beach Lou December 17, 2013 at 01:07 PM
Honestly, using old footage that isn't related to the message that it is conveying makes the video look like amateur hour. If you are going to do it, do it right - how about a video of people watching football in one of the sports bars? Don't want to relate drinking with Long Beach? Too late.
Eddie December 17, 2013 at 01:40 PM
Every other South Shore village have waived their building permit fees for damage caused by Sandy. They paid for this with State grant money. Long Beach? Raise your home and pay $15,000 in permits.
paul.d.spellman December 17, 2013 at 02:00 PM
Lou, I understand how hokey recycling footage is, but I was honestly trying to see if you could think of something that would draw people to LB in the winter, what is unique about Long Beach bars? If people wanted to go to a bar to watch football, they could do it much safer, less expensive and with a more "friendlier" group by staying at their local. In all seriousness what does LB have to offer?
paul.d.spellman December 17, 2013 at 02:01 PM
Eddie, You forgot to add the $6,000, "hey look my cousin just formed a sewer inspection company.com" fee to have make sure your sewer main is up to "code".
Lala December 17, 2013 at 03:16 PM
Paul: how about cross-country skiing on the beach? Too bad they don't allow bonfires anymore, or horseback riding :-/
paul.d.spellman December 17, 2013 at 04:02 PM
Lala, While X-Country on the beach would pique some interest, how many people who own their own X-Ski gear would make the trip to LB? and how many would return and how does that benefit the residents? How many people who own their own horses would venture to our town to ride on our somewhat urban beach, when they could easily go to another south shore beach with a more rustic feel? And not to mention who would pick up after the horses, how many full time employees would the city need to clean up the bottle after the bonfires?
sewman December 17, 2013 at 04:06 PM
"In all seriousness what does LB have to offer?" Turkey trot, Snowflake run, 10 mile run and one mile swim, Polar Bear Club, A new boardwalk with Holiday Lighting, The famous biathlon and even more races, Curb, Sunsets, Sunrises, New and clean rec, beautifull football/soccer field and softball fields, boat ramp, Pumpkin picking, farmers market, LIRR, Bus depot, Beautiful bayside walkway and mini boardwalk, roller rink and Ice rink, summer festivals and concerts, Great outdoor food vendors just off the boardwalk, Ice cream and yogurt shops, Great restaurants, shops and bars. A community of generosity, fund raising at its best, a wonderful local community that will embrace the visitors. Biking and bike shops, Surfing, surfing lessons, surfboard rentals, paddle board rentals, fishing on the bay, fishing off the shore. This list goes on and on. So the people that love Long Beach chime in with the great things about this place. Oh yeah, we also have a beach. One of the most beautiful among beaches (in my opinion).
Lala December 17, 2013 at 04:10 PM
Paul: C'mon, where's your sense of fantasy? Only kidding you. In reality, yes, not many people can or will x-country, and the horses were a concession back in the 60's . The bonfires were nixed when the lifeguard stands were used as kindling. These are sad realities. However... Think how sexy LB would look if we somehow had some unique attractions such as those above? Other coastal areas offer neat amenities and deal with the realities. How sad we have become that we can't even let our dogs romp in the surf.The many pay for the few's indiscretions.
paul.d.spellman December 17, 2013 at 04:14 PM
Sewman, Thank you for unwittingly reenforcing my point. A bus depot? Ice Cream shops? those are even more ridiculous than those businesses giving that advertising company money for the Boardwalk Lights display.
paul.d.spellman December 17, 2013 at 04:18 PM
Lala, Thanks for trying to bring Sexy back, but the fact remains is LB is not that inviting in the winter. yes we can dream all we want but unless the ideas make economic sense that is all they will remain. Dreams. We should usurp the first part of Detroit's Motto as our own :"We Hope For Better Things:
sewman December 17, 2013 at 04:23 PM
Go Paul go. We're talking about promoting. The Bus and trains get people here. Ice Cream shops? Is that you best shot at this. You just said I reenforced your point. Was it ice cream? How about replacing negativity with creativity.
Lala December 17, 2013 at 05:03 PM
Sewman: high five!!
Jonathan Kaplan December 17, 2013 at 05:09 PM
Maybe they are supposed to be eating at Gino's in the commercial?
paul.d.spellman December 17, 2013 at 05:25 PM
Sewman, Yes the bus and trains get people here, but in the winter time what is their purpose for coming here? Let me clarify "In all seriousness what does LB have to offer a visitor in the winter?"
Matt Markell December 17, 2013 at 06:16 PM
I'm sorry for all of you people that insist on seeing the glass as half empty. We are blessed by living in a special place. If you believe all of the BS that you post, MOVE!
Jonathan Kaplan December 17, 2013 at 06:28 PM
What would you, Matt Markell, do if you were coming to visit Long Beach for the day this Saturday from, say, I don't know, Westchester County?
Matt Markell December 17, 2013 at 06:50 PM
Jonathan Kaplan, I am here now and if people don't see what Long Beach is, and what it can offer well, they should stay Westchester.
Jonathan Kaplan December 17, 2013 at 07:10 PM
Long Beach is no doubt a great residential community. But this is about tourists visiting Long Beach on a 20 degree December day. What will they do? Drink a pint of Thunderbird and watch the buses come in?
Matt Markell December 17, 2013 at 07:15 PM
Fine, whatever you believe. You're right!
sewman December 17, 2013 at 07:45 PM
I don't believe the commercial is going to show an instant return on our investment. Stop thinking this is only about the winter. I do believe that it will show a great return over all for our city in the very near future that will carry through the summer and through all four seasons. The winter may be a slow time with limited resources but must still be included in the marketing of long beach. As long as the marketing continues I feel our great city will show a wonderful return not only financially but emotionally and spiritually. The people of long beach have shown such great strength over the last year. Visitors will make us even stronger.
Eddie December 17, 2013 at 08:02 PM
Long Beach property ownership has received its fair share of negative press since the storm. From rising flood insurance rates to the reelection of the Democrats and their heinous new tax levies, Long Island has been told that Long Beach is a bad place to invest. But our recovery from the storm has been nothing short of a miracle. The same City Council that pummeled the displaced Sandy victims with new fees and taxes pulled off a perfect bluff in getting the Feds to replace our boardwalk. Now Long Beach has what is probably the prettiest boardwalk in the nation. Our infrastructure is returning -- even the trees are being replaced. Anything, and I mean Anything that shows Long Beach in a positive light is good for the property owner and businessman here. We can ridicule these ads, make fun of them and criticism, but they are a positive thing for our city. Now I saw that Long Beach made the national news tonight by proposing that part time appointed workers receive lifetime benefits for their families after working only five years at a cost of $250,000 each? Oh well, hopefully that story didn't undo the pretty Long Beach ads.
Matt Markell December 17, 2013 at 08:27 PM
Eddie, Completely agree. I think it sad that some people only look at the negative side or our recovery.
paul.d.spellman December 17, 2013 at 08:52 PM
Eddie, What national news carried that story?
moe December 18, 2013 at 03:18 AM
I hate to bring up such an old "elephant in the room," but couldn't the city or *someone* do SOMETHING on the superblock??? Some kind of sports? Some kind of enclosed space where people could enjoy the boardwalk and see the moon over the ocean? Think of how many temporary structures were put up for Quicksilver! Maybe a small plexiglass "mall" on the boardwalk with a couple of vendors? How about inflatable domes (like the tennis courts) for Beach Volleyball in the winter? Bike races on the boardwalk? We have plenty of location, location, location, just no fresh thinking to put it to use. As for the next commercial, I think I have some pictures of the little pizza place that used to be at the end of the boardwalk at NY Avenue. Maybe that would fool 'em.
moe December 18, 2013 at 05:31 AM
Wouldn't something like this bring people down to the vacant lots by the Boardwalk in the winter? http://www.buckskillwinterclub.com/index.html ... Ok, I know I'm dreaming a little bit now.
sewman December 18, 2013 at 07:26 AM
Johnathan Kaplan:I'll tell you what I wold do if I were coming here from Westcher county this Saturday. First hop on the train bundled up for a long cold day. I would head Down to the board walk and have brunch at the hotel and watch the ocean then walk the shore. After I would head down to a bike shop and pick up a rental I arranged in advance. I would ride through the west end and envy the relationships I see from the neighbors as they laugh and talk in the cold. I would stop in a diner or coffee shop to warm up and spend more money. Then ride the boardwalk to the historical society to learn about the history of Long Beach. Visit the canals and president streets I've heard about (all unique neighborhoods) Read the plaques around town and find out some interest facts. I didn't know the inlet was originally New York ave and the Atlantic beach inlet was man made until I read it on NY ave. these plaques are all over town and make a nice self bike and walking tour. At the end of the day I would walk the bayside and watch the sunset then checkout the holiday lights on the boardwalk. Head back up to the train and spend more money at the shops and food establishment before boarding. I would sleep on the train on my way home and dream about getting in shape again and doing the 10 mile run, bring my volley ball team and joining a league and spending my weekends here. I can't wait to come back.
Eddie December 18, 2013 at 08:22 AM
You know how they put those pictures in boarded up windows in Philly and Cleveland? Used to have 'em in the Bronx too. How about fake plywood "shops" for the Superblock?
Eddie December 18, 2013 at 08:24 AM
@Paul: CNBC
Jonathan Kaplan December 18, 2013 at 08:51 AM
Moe I think if a person can barely afford the cost of housing in Long Beach then the cost of opening a new business is out of reach, especially for something that will not turn a profit for a long time.


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