You’ve seen the stickers. Those bright, oval "Ron Jon" decals plastered on the back of SUVs from Maine to Maryland. Most people think of the massive, neon-lit 24-hour palace in Cocoa Beach, Florida, when they hear the name. It's the tourist Mecca. But if you want to understand what the brand actually is, you have to look at a specific corner in New Jersey. Specifically, 9th and Central in Ship Bottom.
Ron Jon Long Beach Island isn't just another branch. It is "The Original."
Honestly, walking into the LBI location feels different than the Florida flagship. It’s smaller, sure, but it carries a weirdly heavy sense of history that you don't get in the sprawling 52,000-square-foot Florida version. This is where Ron DiMenna—an eccentric former Marine who once reportedly lived in a customized motorhome designed to look like a 1940s woodie—started it all in 1961.
He didn't start with a giant emporium. He started by selling surfboards out of his parents' attic because he wanted a board from California and his dad told him to buy three so he could sell two for a profit. Basic business, right? But that tiny hustle in a trailer park in Ship Bottom eventually birthed a global icon.
The "New Original" Era
If you haven't been to the island lately, things look a bit different. In May 2025, the shop officially moved into a brand-new building at that same iconic 9th and Central address. It was a massive deal for the local community. They basically built the new store right next to the old one and then tore the old structure down—kind of like how they replaced Giants Stadium.
The new space is roughly 12,000 square feet. That's a decent jump from the 8,100 square feet of the previous building. It’s two stories of beach gear, surfboards, and high-end apparel, and it feels much more open than the old, slightly cramped aisles of the 90s-era store.
Inside, they kept the soul of the place. You’ll still find a massive collection of vintage surfboards hanging from the ceiling. It’s like a floating museum of East Coast surf culture. And yes, the world's largest surfboard—clocking in at over 24 feet—is still a primary focal point. You sort of have to stand under it to realize how ridiculous a board that size actually is.
What to Actually Expect Inside
Most people come for the "Famous Ron Jon T-shirt." You know the one. It’s practically the unofficial uniform of the Jersey Shore. But if you’re a local or a serious surfer, you’re looking at the hard goods.
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- Surf & Skate: They carry a legitimate selection of boards, from beginner-friendly soft tops to performance fiberglass.
- The Gear: Wetsuits, rash guards, and wax are staples. They aren't just selling "lifestyle" clothes; they’re selling the equipment people actually use at the 9th Street beach down the road.
- Footwear: It's a wall of Birkenstocks, Reefs, and Hey Dudes. Basically, the holy trinity of LBI footwear.
- The Souvenirs: This is where it gets kitschy. Keychains, magnets, and every possible item you could stick a logo on.
Why Ship Bottom Matters
Ship Bottom is the "Gateway to Long Beach Island." When you come over the Manahawkin Bay Bridge (Route 72), Ron Jon is one of the first things you see. It marks the moment you’ve "arrived."
There’s a common misconception that Ron Jon is just for tourists. While the summer crowds are definitely a thing, the shop stays open year-round. In the dead of winter, when the island feels like a ghost town and the wind is whipping off the Atlantic at 30 miles per hour, those neon lights are still on.
Local surfers rely on it for winter rubber. If you’re going to surf New Jersey in February, you need a 5/4mm hooded wetsuit and some serious 7mm booties. You aren't finding those at a generic sporting goods store in the mall.
The DiMenna Legacy
Ron DiMenna, who passed away in late 2024 at the age of 88, was a legendarily private guy. He famously refused to be photographed and reportedly once turned down an induction into a surfing book because they wanted his picture. He was a bit of a wild card—stories about him involve everything from exploding dog food containers in the Bahamas to spending time in Jersey state prisons.
But he was also a brilliant businessman. He understood that surfing wasn't just a sport; it was a vibe that people in the suburbs of Philly and New York desperately wanted to buy into. He brought California to the East Coast when nobody else was doing it.
Surviving the Seasonal Shift
One thing visitors often get wrong is the timing. If you visit in July, expect a madhouse. Parking in Ship Bottom is already a nightmare, and the Ron Jon lot fills up fast.
The "sweet spot" for visiting is actually September. The water is still warm (often in the high 60s or low 70s), the crowds have thinned out, and the shop usually starts clearing out summer inventory.
Pro Tip: If you're looking for deals, wait for the post-Labor Day sales. You can often snag high-end boardshorts or gear for a fraction of the mid-summer price.
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Practical Info for Your Visit
The store is located at 801 Central Avenue, Ship Bottom, NJ.
Hours generally run from 10:00 AM to 6:00 PM daily, though they might stretch later in the peak of summer or tighten up during the winter "off-season."
If you're coming from Philadelphia, it’s about a 60-mile drive. From New York City, you're looking at roughly 100 miles. It’s a straight shot down the Garden State Parkway to Exit 63.
Beyond the T-Shirt
While the shop is the main draw, the area around it has its own rhythm. You've got Ship Bottom Shellfish nearby for some of the best seafood on the island, and the beach access is just a few blocks east.
Most people don't realize that Ron Jon also offers rentals. If you aren't ready to drop $700 on a new longboard, you can rent a foamie or a paddleboard. They also do bike rentals, which is honestly the only way to get around LBI without losing your mind in traffic.
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Actionable Insights for Your Trip
- Check the Cam: Before you head over, check the Ron Jon surf cam online. It gives you a real-time view of the conditions at the Ship Bottom beach.
- Skip the Weekend: If you can, go on a Tuesday or Wednesday. You’ll actually be able to look at the vintage board display without someone bumping into you with a boogie board.
- Park Smart: If the main lot is full, don't try to squeeze into a "creative" spot. The Ship Bottom police are notorious for quick ticketing. Look for street parking a block or two west.
- Look Up: Don't just browse the racks. The ceiling and upper walls of the new store contain a lot of the history of the "Original" shop that most people walk right past.
LBI has changed a lot since 1961. The mansions are bigger, the cars are more expensive, and the bridge is newer. But that shop at the corner of 9th and Central remains the anchor of the island’s surf identity. Whether you’re there for a $2 decal or a $1,200 custom board, you're stepping into a piece of New Jersey history that started in an attic and ended up on the Space Station Mir. Seriously—the Ron Jon logo has actually been to space. Not bad for a guy who just wanted a free surfboard.