Jetty: Coastal with a Conscience

For many people, the Jetty brand is associated with sun, surf, and sand, but in addition to being a coastal lifestyle brand, the team behind Jetty is on a mission to spread their coastal interests further in the form of charitable giving with the creation of the Jetty Rock Foundation. JRF stemmed from a unified response to Hurricane Sandy when t-shirts were created to sell and raise money for those affected by the storm. The fundraiser took on a life of its’ own and led to the Jetty team creating the JRF, officially approved in 2014 as a 501(C)3 Charitable Organization. Their mission is simple, yet meaningful: “Protect our oceans and waterways, and support those who build their lives around them.” Founding Jetty partner and Jetty Rock Foundation Treasurer Jeremy DeFilippis explains, “Jetty Rock runs all the events…[they’re] great initiatives—environmental, storm relief, and community-focused.”

JRF is led by a dedicated team who share in the belief that “a rising tide lifts all boats.” As JRF Environmental Director Kyle Gronostajski says, “We’re always keeping our ear to the ground to find different things we can donate to or where there’s need. Beyond that, it’s grown to a lot of community and education funding as well.” With donated funds totaling close to three million dollars, Jetty hosts an array of events throughout the year designed to support the foundation and relies on the Jetty fan base to enable the support. Event Director Joe Mangino says, “Through the years, we’ve built a trust in the community, and we have a track record of doing the best we can with the dollars we receive.” In addition to storm relief, another of the initiatives the foundation supports is working with the community to fund environmental education for students through Gear for Grades. There are several aspects to the initiative including a discount program for students when they present a report card at checkout in the Bay Avenue store, as well as the sale of a limited-edition t-shirt that benefits the local Stafford Schools. JRF also helps fund field trips. Mangino is proud of the role the foundation plays in ensuring every student experiences a field trip during the school year. “Only the sixth-grade class was going on a trip and we thought [about] what we could do to make sure every kid has a field trip, so we did Gear for Grades. I’ll go to the schools on back-to-school night and talk to families, and they just love that we’re doing that… We’re making a big impact.”

The field trips are a great way to continue spreading awareness of JRF’s mission, introducing students to oyster farming, restoration efforts, shell recycling, and more. Part of Gronostajski’s role has been to grow the environmental aspect. “We’ll take [students] to different sites throughout New Jersey; we go down to Cape May to a hatchery run by Rutgers; Barnegat Oyster Collective; Barnegat Light where they can see more of what’s happening…just trying to let people know that this is going on in our backyard.”

Events are a huge part of JRF’s fundraising efforts and as Marketing Manager and Graphic Designer Jessica Petty describes, “We work very closely with local businesses and local restaurants as well as other big partners to fund these.” Partnerships and sponsors include Tide Table Group, Kona Big Wave, and Red Bull, among others. Clam Jam was created as a way to bring the community together and support community members and now is a day to remember JRF friend and supporter Patrick Harrington, who sadly lost his brave battle with cancer. Petty fondly remembers Harrington, “He loved Jetty and loved to surf, so we have ‘swag bags’ which [consist of] items that comforted him during treatment. We worked closely with his mom and came up with these bags that have snacks, coupons for local restaurants, water bottles--things that Pat found comforting—and they’re distributed to other patients in the hope it comforts them.” Gronostajski reiterates the important role Harrington played at Jetty events. “He was at every single thing we ever had and we’re making sure he’s not forgotten and his message carries on.” Other events include Coquina Jam, an all-female, team-oriented surf contest that over the years has raised over $300,000; Arctic Outreach, a clambake held outside in the wintertime in memory of Mallory McBrien, a community member who battled cancer, which has raised and donated more than $285,000; and many more. DeFilippis notes that “Clam Jam was going on before we had JRF, but we eventually made it a charitable event; we’ve been doing Coquina Jam again since before JRF was a thing…they’re just great gatherings of the LBI community.”

The Jetty Brand and Jetty Rock Foundation go hand in hand, bringing people together. Mangino, who also works for the brand explains, “I don’t think of myself as making transactions; I think of it as building relationships, so I’m always trying to tell people about the work we do, whether it’s storm relief, clean up, environmental education—it’s a joy to be on all sides.” DeFilippis is in agreement and remarks, “It’s just super rewarding. We’ve given out over 2.7 million dollars and we really vet where that money is going and cut the red tape…we’ve very grassroots which kind of syncs with the brand side…we’re small but mighty.” As for future plans for the foundation, Gronostajski notes, “Really starting to grow beyond just this area, but always keeping the focus here and remembering this is our home community.” Working for Jetty and the foundation is personal for Mangino. “When my family lost everything after Superstorm Sandy, JRF was one of the organizations that gave us a hand up, so naturally I’m going to do whatever it takes to see this foundation succeed.” He continues, “I know how amazing it feels when someone is there knocking at your door in your time of need, so this to me is an amazing job…it’s important we never forget where we’re from and who surrounds us.”

With plans to further integrate the foundation more and more into the brand aspect, the team is excited to continue to spread the word of “one of the big pillars of the entire company [which] is nonprofit.” After all, Jetty runs on the belief that “doing good is good business.”

About the Jetty Rock Foundation: You can keep up on their latest updates by following their Instagram. You can also visit their website to find out about upcoming events and learn ways you can help contribute.

About the writer: Brielle Bleeker has been vacationing on LBI since childhood and is happy to continue the tradition with her husband and children. As a freelance writer, Brielle has published articles related to books, travel, food, and wellness. She counts down all year long to summertime on the sandbar.