New Jersey seaside tourism jobs go unfilled

The White Sands at Point Pleasant Beach has 127 rooms, two swimming pools, a spa, and beach access. This makes it perfect for visitors who are desperate to travel after the pandemic.

But the hotel is in dire straits. It has eight employees. It takes at least 12 more. And workers are nowhere to be found.

“I really can’t get anyone to work,” said Christina Ranuro, the executive director whose family has owned The White Sands for 30 years. “I’ve raised my starting wage from $ 12 to $ 13 to $ 14 to $ 15 to $ 15 an hour. And people just don’t want to come to work.”

The coastal tourism industry, which was scaled back last year due to the pandemic, is picking up speed again – starting this Memorial Day weekend with the unofficial start of summer.

The COVID restrictions have eased. People are vaccinated. And consumers who have worn masks and kept their distance for a year seem ready to let off steam.

This adds up to a potential blockbuster. But instead of relief, the tourism industry panics. The pandemic has shaken the job market, leaving thousands of jobs unfilled, and forcing them to ask New Jersey people – and everyone else – for something the state is not known for: patience and courtesy.

“It was brutal”:NJ restaurants expect large crowds, few workers; Here’s what’s changed

“We need to be aware that a lot of these companies will definitely struggle a little, some very much with the shortage of manpower to meet demand,” said Dana Lancellotti, president and general manager of New Jersey Restaurant and Hospitality Association, a trading group.

“So when you go to the restaurants and have a drink and enjoy the activities and tourist attractions, please remember that you may have to wait a little longer, you may have to be a little patient,” she said. “But these companies do everything they can with what they have.”

Counties of Monmouth and Ocean have been through a year. Visitors looking for a safe break from the disease flocked to Shore, According to a study by Asbury Park Press, revenue from beach badges for local cities has increased by double digits.

NJ beach badge:What it will cost to sit in the sand in the summer of 2021

But they were apparently limited to the beaches. The Monmouth and Ocean counties tourism industry generated $ 5.8 billion in spending last summer, down 24.6% year over year, according to the Tourism Economics research group.

Among the Shore businesses poised for a rebound: Joe Leone’s Italian Specialties and Catering, which has stores in Point Pleasant Beach and Sea Girt and plans to open a new location in Manasquan in mid-June.

But its expansion plans are being put on hold, owner Joe Leone told Introna because he can’t find 30 people he needs to fill it.

It is not for lack of experimentation. Indeed, Introna has placed help search ads on the Internet job site. He raised wages not only for new hires but also for current workers. He hired a clerk to wear a lion costume to stand on the street corner holding a sign.

But Introna is frustrated. His company created interviews and hired applicants just to see how they didn’t show up. Meanwhile, companies with deeper pockets like Wawa, McDonald’s, Dunkin ‘, and QuickChek are offering signing bonuses.

This leaves Jersey Shore’s tourism companies faced with a dilemma that is more common in the Silicon Valley tech industry: poaching.

“It put us in a very, very difficult situation where we not only compete for products and food, but also for people,” said Introna. “Employees leave without notice.”

Without the labor crisis, this summer could be cause for celebration.

New Jersey’s daily COVID-19 cases have fallen nearly 95% since their peak in January. More than 4 million New Jersey residents have been fully vaccinated, making the state about 80% of its goal.

And Governor Phil Murphy is easing restrictions. Patrons begin May 28th no longer has to wear masks or social distancing indoors or outdoors at tourist hotspots such as bars and restaurants. And customers in the following week will not face any capacity constraints.

Back on the dance floor:Dancing Allowed, Concert Capacity Limits Lifted As NJ Music Scene Returns From COVID

The Jersey Shore stands for capitalization. In an early indication, Local real estate agents said visitors picked up summer rentals and paid premiums last winter and spring.

Americans plan to take the summer vacation just as quickly as they did before the pandemic, but they are staying domestic and one in four travelers is taking road trips instead of flying, according to a report from Deloitte, a consulting firm.

“Given the Jersey Shore’s proximity to so many major subways and the fact that beaches are its most sought-after travel destination, it’s not surprising that you see high demand,” said Stephen Rogers, general manager, Deloitte Consumer Industry Center.

Live music:The legendary stone pony at Asbury Park will reopen this summer after COVID closes

A problem? The request was restarted like a light switch. And the labor market cannot adapt quickly enough, experts said.

The tourism industry appears to be particularly vulnerable, targeting what it believes is the biggest culprit: higher unemployment benefits.

New Jersey workers who lost their jobs through no fault of their own are entitled to two-thirds of their wages, up to $ 731. Through September 4, the federal government will give them an additional $ 300 per week. Business owners say this gives workers an incentive to stay home.

In addition, the H2B Visa program, which allows students from abroad to travel to work in the tourism industry, was discontinued last year. President Joe Biden expanded the program, but it took time to ramp up.

In the meantime, women in particular have left working life because they cannot find childcare. And workers continue to be reluctant to go back to work fearing the pandemic isn’t over, said Richard Kasmin, chief economist for the New Jersey Economic Development Authority.

“Things went from a frozen state to being shot from a missile, resulting in a change in economic activity like we’ve never seen before,” said Kasmin. “Suddenly (companies) no longer needed people to need people for a cent. And labor markets normally don’t work that way anymore.”

Not everyone has problems finding workers. The Chateau Inn & Suites in Spring Lake has 15 employees, which is all it takes, said owner Scott Smith.

The difference: the hotel was open year round and kept its employees on payroll, he said.

Operators who don’t have enough help face a summer of tough decisions.

Ocean County, for example, cannot find enough lifeguards to cover its two inland beaches – Ocean County Park in Lakewood and A. Paul King County Park in Stafford, said Commissioner Virginia E. Haines, chairman of County Parks and Recreation.

That means only one county park can swim on its beach this summer.

In other cities, the towns on Long Beach Island are also struggling to hire enough lifeguards, said Commissioner Gerry P. Little, who lives in Surf City and was previously a councilor there.

“I don’t want to go into what could happen, but if you don’t have enough lifeguards …” said John Crisafulli, founder and past president of the Central Ocean Business Association, who noted that this is and is a systemic problem for beach towns Jersey Shore down.

The imbalance between visitors and workers made officials plead for peace.

“We need to preserve and respect these beaches and keep them clean,” said Thomas A. Arnone, Monmouth County Commissioner. “And we need to remind people on the outside that this is an important part (of the county). We offer this to everyone to come and enjoy.”

At Point Pleasant Beach, the White Sands Hotel has its hands on deck. Or at least as many hands as it can find.

Ranuro’s 70-year-old father, Frank Chiaia, did laundry late at night, and the help remains elusive. 12 exchange students expected from Ecuador remain in their home country and cannot travel.

The staff is tired. And summer hasn’t started yet.

“A lot of people come and not a lot of people work,” said Ranuro.

Michael L. Diamond is a business reporter who has been writing about the New Jersey economy and healthcare for more than 20 years. He can be reached at mdiamond@gannettnj.com.