Tapping Into Potential on the Jersey Shore
Stillman Development's Roy Stillman and Christie’s Sonja Cullaro believe demand for luxury living on the coastline will only increase. Here's why.
Although traditionally reserved for single-family homes, Long Branch, N.J., is rapidly emerging as one of the Northeast’s most desirable beachfront destinations for luxury condominium living.
On one of the last remaining high-rise sites directly on the beach in Monmouth County at 390 Ocean Ave., a partnership led by Stillman Development International—which includes Surrey Equities and Gotham City Real Estate Services—is developing a 132-unit luxury condo project known as The Atlantic Club. The development is set to include one- to five-bedroom condos ranging from 993 to 4,246 square feet, with completion expected in Q1 2027.
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The last available penthouse at The Atlantic Club sold for almost $6 million, an all-time record for Long Branch. Christie’s International Real Estate Group brokered the under-contract sale.
One year after the project broke ground, we sat down with Stillman Development International Founder & President Roy Stillman and Christie’s International Real Estate Group Executive Vice President Sonja Cullaro to chat about the development’s progress and what’s fueling demand for luxury homes in Monmouth County.
What attracted you initially to develop The Atlantic Club in Long Branch, and in what ways does it stand out among other condo developments in the area?
Stillman: The initial attraction was very simply a love of the Jersey Shore. Two thirds of the development team have a primary residence in the area and I spend a great deal of time here myself. The opportunity was one that doesn’t often come along in Monmouth County—a developable high-rise plot directly on the beach. We wanted something that can stand with the best developments anywhere in terms of design vision and lifestyle, but that feels completely at home here in Long Branch and the Shore.
What stands out, even among an ecosystem of luxury projects, is the attention to detail. Nearly every residence at The Atlantic Club has views of the ocean, for example. We also collaborated with a famous Tribeca gallerist to curate commissioned artwork from renowned global names … At the same time, we have the wisdom to know that we can’t outdo nature, and so we worked meticulously with our entire project team to work within the context of the Shore and the Atlantic Ocean to create something harmonious.
And who are you seeing most interest from? Is it primary homeowners, second-home buyers, empty nesters, young professionals or investors? How does this shape the market?
Cullaro: We are seeing a wide range of interested buyers, and they are all united in the fact that they are attracted to properties which offer resort-style living with top luxury lifestyle amenities 365 days per year. It is interesting to note that more and more buyers are seeing these luxury properties as permanent residences and enjoying the club-like lifestyle versus viewing them as a second or seasonal home.
Stillman: Buyers interested in Long Branch are generally looking for residences they can enjoy themselves with a minimum of hassles. Because these are residences that are really meant to be lived in, we’re seeing a mix of primary homeowners who have dreamt of being directly on the beach or buyers looking for a getaway outside of their primary residence. But most everyone is planning on enjoying it for themselves or with their families. This is generally in keeping with the area’s real estate market. What has changed is the shift from single-family houses to resort-style or serviced, amenitized buildings.
What role do transportation access and the proximity to major cities play in the growing appeal of Long Branch’s luxury market?
Cullaro: Transportation plays a very important role in the growing appeal of Long Branch’s luxury market—the fact that it’s an easy commute to New York City, by car, ferry or train, is an important factor. You can enjoy your luxury condo on the beach and be in the city within an hour.
What impact do you think this surge in luxury condo development will have on the overall character of the Jersey Shore?
Stillman: The best developments here complement the sun, sand and ocean—and for those who love the area, that will always be the case. What is perhaps changing is that the secret is out about the Shore and the demand is appreciable. That said, a space where you can bring thoughtful, luxury high-rise development to the oceanfront is a rarefied opportunity, for us and for buyers alike.
The Atlantic Club is being built on one of the only available beachfront spaces in Monmouth County and while we’re setting a high bar for others to follow, we’re also very much working within the context of what makes the Shore a place people already want to be. On a more macro level, Monmouth County has always been a buzzy stretch of the Shore. While it’s a beach area, it’s also very much an extension of the New York metro area. It is, after all, America’s first truly developed coastline.
The Atlantic Club’s pool deck, offering views of the ocean, as seen from the terrace. All images courtesy of Williams New York 
The interior dining space features a long glass-top table with modern chairs surrounded by a terrace lounge. 
The dual-tower project will feature 132 residences, including one- to five-bedroom units and six penthouses. 
Residents will have access to more than 75,000 square feet of indoor and outdoor amenities, including a golf simulator. 
A game room with a pool table in the center will be included once the project is completed in late 2026. 
The children’s playroom is set to include soft bean bag chairs, a play teepee, child-sized tables and chairs.
What’s driving this increase in demand for luxury condos in Monmouth County?
Cullaro: Monmouth County has emerged as a prime marketplace for luxury real estate due to its vibrant communities, great beaches, fine dining, shopping, sporting and cultural attractions, all with easy access to Manhattan. Buyers are coming from all parts of the Tri-State area and some from other parts of the country, with the majority coming from other parts of New Jersey and New York, including New York City.
The demand for luxury properties continues to increase and The Atlantic Club is certainly at the forefront of this trend. With presales currently in progress and slated for completion in December of 2026, this incredible new development project is set to redefine luxury living at the Jersey Shore. The project has an elegance and amenity package that includes curated artworks by world-renowned artists and more than 75,000 square feet of luxury amenities focused on wellness and entertaining.
Why you think Monmouth County will continue to see strong demand for condo development?
Stillman: Monmouth County is home to pristine beaches and only a short drive from New York City, Philadelphia and North Jersey. With its proximity and easy access via train, car or bus, the area will continue to see growth and a drive in the luxury sector and maintain demand for the long term.
Long Branch specifically is home to Pier Village, an oceanfront mixed-used community featuring one-of-a-kind shops, restaurants and entertainment along the coast and is a very short drive from hotspots like Asbury Park, Sea Bright and Red Bank, among others.
Monmouth County offers a unique marriage of beautiful, pristine coastline with an abundance of culture, dining and entertainment that outdoes most cities. It’s the best of both worlds and people are putting more of an emphasis on lifestyle in choosing where they want to live. Monmouth County offers that.
Condo sales are increasing in both Monmouth County and Long Branch. Do you see this as a lasting trend or is it driven by current market conditions?
Cullaro: We do see this as a lasting trend. With the lack of inventory overall in the suburbs, the market is always invigorated with the availability of luxurious new construction properties with top amenities. Remote work options continue to drive demand from buyers all over the Tri-State area who can now work from home a few days a week or more. With preconstruction pricing available on top properties like The Atlantic Club, buyers are recognizing that it is a good time to get into the market now, before home prices appreciate.
How do you see the luxury real estate market evolving in Monmouth County over the next five to 10 years?
Cullaro: We see the luxury real estate market continuing to grow in Monmouth County over the next five to 10 years. We see this as a function of growing demand from buyers and also other factors. We believe that the demand and availability of luxury properties in this market will continue to increase, as people have more flexible work options and look to improve their wellness and quality of life at their year-round luxury sanctuary by the beach.
Also adding to the momentum and recognizing the opportunities of the local area, Netflix is currently planning a $900 million production studio in Oceanport. The project has received planning approvals with the promise of 3,500 construction jobs and 1,500 production hires. The Netflix project is expected to be a multibillion-dollar economic engine for the state and the local areas.
