By Kimberly Dawn Neumann
September 13, 2025
Hollywood, New York City, Miami, Aspen. When you think of hot spots where you might have an unexpected celebrity sighting, those cities usually top the list. But fairly soon, there may be another contender: Monmouth County, NJ.
Thanks to Netflix's new $1 billion investment to transform the previously shuttered 292-acre former Fort Monmouth U.S. Army base into its East Coast production hub, things are about to heat up on the Jersey Shore. Not only will more celebrities be working at the film and TV facility, but businesses (including real estate) in the vicinity are about to get a starry boost.
"As someone who has lived, worked, and raised a family here in Monmouth County for many years, I can tell you firsthand that there’s already been an uptick in interest since the Netflix Studios announcement," Teresa Minnick, a broker with Christie's International Real Estate Group and director of sales for The Atlantic Club Residences, a posh new luxury development in Long Branch, NJ, tells Realtor.com®.
Though the new Netflix Studios won't be completed until 2028, the surrounding hubbub is leading some forward-thinking buyers, including celebrities, to property shop now—before the area explodes.
"I never had celebrity showings, and I've had three of them in the last five weeks," Aleksander Pritsker, CEO of Team Blackstar at eXp Realty, said recently on "The BRO Show" podcast. "They're coming in and scoping, they're looking, they're seeing what's out there."
In other words, the presence of Netflix is primed to reshape the entire demographic of the Jersey Shore, including adding more star power.
How the Netflix Studios landed in New Jersey
Unknown to many, New Jersey was actually the birthplace of the motion picture industry. As such, Netflix setting up shop near the Jersey Shore makes sense.
It also doesn't hurt that Netflix's co-CEO Ted Sarandon hails from Monmouth County, having been born near the soon-to-be supersized production studios, which will include 12 top-of-the-line soundstages totaling over 500,000 square feet. The topography of the area was clearly another selling point, as film locations can shift from the beach to the mountains within a 90-minute drive.
“The Netflix studio at Fort Monmouth further solidifies New Jersey’s reputation as a global leader in film and television production, attracting some of the world’s top filmmakers and creators to the state,” said Gov. Phil Murphy at the Netflix Studios groundbreaking celebration on May 13, 2025.
The decision to make New Jersey Netflix's new home may also have stemmed from the nearly $387 million in Aspire tax credits granted to the project by the New Jersey Economic Development Authority board in December 2024. What's more, New Jersey offers some of the nation's best tax credits for film production (30% to 35%), including an additional 2% to 4% in "diversity bonuses."
“We are grateful to Netflix for choosing New Jersey as its new home on the East Coast—and for committing to an investment that will fuel economic growth, generate thousands of new jobs, and bring more patrons to our local businesses,” said Murphy.
Especially when some of those "patrons" will be straight-up movie stars.
Cities near the Netflix project will change—for good
Though there have always been celebrities with strong New Jersey ties, including Bruce Springsteen and Jon Bon Jovi, the appearance of high-profile actors is likely to become more common as filming begins in the proximity of the Netflix Studios.
While the soundstages themselves span the cities of Eatontown and Oceanport—both areas are primed for expansion—real estate agents in Monmouth County expect other nearby towns to experience peak popularity with the incoming crowd as well.
"Beyond Eatontown, Oceanport, Tinton Falls, and Shrewsbury, I expect Long Branch and Asbury Park to attract attention, thanks to their vibrant nightlife, dining scenes, and proximity to the shore," Melissa DeSantis, broker associate at REAL Brokerage, tells Realtor.com.
"Monmouth County has long been a home to celebrities and musicians—I’ve watched that trend continue over decades," says Minnick. "Towns like Red Bank, Lincroft, Rumson, Long Branch, and Asbury Park remain at the top of the list for high-profile buyers."
In addition to luring celebrities to these areas, this Netflix influx is likely to have a broad ripple effect across the local economy.
"There will be new jobs and increased demand for vendors that support film and television production," says DeSantis. "Caterers, set fabricators, florists, drivers, salons, gyms, dry cleaners—essentially anyone who can meet the quick-turn needs of productions—are positioned to benefit as the studios ramp up."
Minnick thinks there will also be more restaurants, cafes, and boutique hotels that cater to an international, creative community.
"It will bring new opportunities for local businesses and services, from fitness and wellness centers to retail shops, many of which are owned by families like mine who have been part of this community for generations," she says.
DeSantis warns, however, that local governments may have to prioritize traffic flow and infrastructure upgrades to handle the higher activity.
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Kimberly Dawn Neumann is a journalist based in New York City and the author of hundreds of articles on home-related topics for major publications, including Forbes, Real Simple, and Realtor.com. For more information, visit www.KDNeumann.com or IG @dancerscribe.