The Next Generation

In the early 1990s through the 2000s, the beach business was in the midst of revitalization, as the family had to start over—much like the summer storm of 1933. Between 2008–2010, Steven decided it was time to rebuild the family’s property to further the purpose and functionality of Steger Beach Service. The old carriage house was in poor condition from years of neglect, lacking running water and proper electrical wiring. Due to zoning and historical preservation restrictions, the building was historically renovated and lifted to proper flood elevations.

The new three-story building included a garage on the first floor, a second-floor storage area, and a third floor originally designed for storage but later converted to office space. With the upgrades, Steger Beach Service was back to operating at full capacity. Today, the barn has transitioned into a residential rental property as Steger’s main office has since moved elsewhere.

Steven R. Steger and his wife Margaret had two sons, Steve and Sean. Both spent their summers working for the family business. In 2013, after graduating from Monmouth University, Steve returned to Cape May with an enterprising spirit and a vision to modernize the business. He introduced new ideas, expanded into fresh opportunities, and strengthened the foundation of Steger Beach Service.

During this period, Betty retired after nearly 50 years of service, entrusting the administrative side of the business to her grandson, Steve. Meanwhile, Sean became more active in business operations, working closely with his father to ensure all equipment and services were ready for the coming summer season.

Steve also explored new ventures during this time, including Steger Stand-Up Paddle Board at Utsch’s Marina and the publication The Local’s Guide, which featured insider stories, photography, history, and local highlights. Though these satellite businesses are no longer active, they stand as examples of the family’s entrepreneurial spirit and their connection to the Cape May community.

In 2017, the Steger organization launched its new resort clothing brand, Steger Beach Company, which featured Steger-branded clothing and home goods in the newly renovated West End Garage on Perry Street.

After more than a decade of experience in the construction field, Steve went on to establish Steger & Associates, a construction management and consulting company. Drawing on both his hands-on contracting background and his family’s long tradition of service in Cape May, Steve built the company around the principles of trust, reliability, and detailed oversight. Steger & Associates specializes in guiding projects from planning through completion, working closely with clients to ensure timelines, budgets, and craftsmanship all meet the highest standard. The company reflects the same dedication to quality and community that has defined the Steger family for generations.

Steger Beach Service has continued the trend of each generation taking the reins, adapting to the times, and expanding the brand. Since 1933, the family has proudly served thousands of new patrons and returning customers, carrying on a century-long tradition. The business still hires local youth and teaches them the basics of business and responsibility—many of whom have gone on to become successful individuals in their own right. Cape May has changed dramatically over the decades through shifting social trends, world wars, hurricanes, storm surges, pandemics, and an ever-changing business community. No matter what the 20th and 21st century may bring, as long as there is a beach in Cape May, the Steger family will always be there to man the post.

A black and white newspaper front page titled 'Exit Zero,' dated September 12, 2003, with a large photo of a man surfing a wave at Decatur Beach in Cape May, New Jersey.
Row of blue and white striped beach cabanas on sandy beach with red flags on poles
A blue and white beach access pass with a blue lanyard on sandy beach sand.
A collection of colorful travel guides for Cape May, New Jersey, fanned out on a white surface.
Group of people gathered outside the Kiwanis Club of Cape May building for a celebration, with some sitting under umbrellas and others standing on the grass, decorated with blue and white balloons.
Group of young people in casual summer clothing standing and sitting in front of a building with a sign that reads 128 Suns. Some are wearing sunglasses and swimsuits, suggesting a beach or poolside location.

In the Beginning...

Steger Beach Service is a family-owned and operated business that accommodates visitors and locals alike on the beaches of Cape May and beyond since 1933. The Steger family has operated a handful of other businesses over the century such as Steger’s Sun n Surf Shop, Steger’s Cape Island Furniture Mart, Steger Beach Service, Inc., The Local’s Guide to Cape May, Steger Stand Up Paddle Board, and Steger Beach Company. Aside from business, the Steger family has been woven into the fabric of Cape May history with their involvement in many organizations, civic groups, and local lore.

The Story of Steger Beach Service begins with a young Lithuanian named Stanislaus Stankowski. Born in 1905, he was the son of two immigrants and one of five children who came to America in search of new beginnings. The family made their home in Nashua, New Hampshire. During this time, the family changed their names in order to be regarded as more American rather than their old-world names. Stanislaus was renamed Steven J. Steger.

During his youth, Steven grew up poor in tenement housing and his parents worked in factories and logging mills. His father died in 1912 in a factory accident leaving Steven, and his four other siblings to grow up without a father.

Some years later, Steven focused on school became a basketball all-star, and received a scholarship to attend Ithaca College in upstate New York. After College Steve received his degree in Physical Education and took a job teaching and coaching at Catasauqua High School in Pennsylvania. When a job opened up in the seaside town of Cape May, Steven was told by the superintendent of schools that he had a good reputation in athletics and coaching. He wanted to award Steven the job as a coach and physical education teacher at Cape May High School. The position was sealed with a handshake, and it marked the beginning of the Steger legacy in Cape May.

Black and white photograph of a football team sitting on a bench with coach standing in front of them, inside a wooden structure. The players are wearing football uniforms and helmets are on the ground in front of them.
Black and white photo of a high school rugby team from Cape May, with players seated and standing, holding trophies, a rugby ball, and a sign indicating they are South Jersey Group I champs, outside a stone building.
Black and white vintage basketball team photo with ten players and one coach, all wearing jerseys labeled with an 'N', posing indoors with steps and trees in the background.
Black and white photo of a basketball team with coaches, posing in a gymnasium. The players are wearing jerseys labeled 'Cape May' with some holding a basketball. They are arranged in two rows, with some sitting and others standing. A sign in front reads 'Cape May Co. Champs NJIAA South Jersey Champs.'
Black and white photo of a young basketball team posing outdoors in front of a brick building. The team is wearing matching t-shirts with 'CAPE MAY' and a bird logo, some seated and others standing behind. There is a coach or manager on the left and another adult on the right. A sign in front reads '46 CAPE MAY CO CHAMPIONS,' and some players have trophies.

The Coach

During the Great Depression, Steven took an additional job on the beaches in Cape May as a lifeguard. While working as a guard, he became friendly with a man who owned the Atlantic Bath Houses, which was located on the corner of Jackson Street to Perry St. He also rented beach cabanas, chairs, and sold sundries.

In 1933 Steven officially bought the aging business. The property also came with the beach in front of the building. Steven had a vision that the city could use the beach service for the growing number of visitors flocking to the seashore. The idea for the enhanced cabana design came from similar cabanas erected on the Atlantic City beaches. His style seemed more appropriate for small families and couples coming to the beach for the day or weekend. His first year of business the summer storm of 1933 hit Cape May and virtually wiped out all his structures and concession stands. He had to start over.

Aside from his business, Steven began to make a name for himself in the teaching and coaching community and earned his nickname “The Coach.”

His coaching career spanned 48 years. During his tenure, he coached baseball, basketball, track for both girls and boys, and football. Later in his career, he became the athletic director for the Lower Cape May Regional School District. Over the years he coached thousands of athletes, some went on to play in the major leagues, and college leagues. Some even managed to follow him and became coaches themselves.

During the Second World War when everyone was enlisting for service, Steven was at an age where he was considered too old for combat. The local recruiting commander said he was more instrumental in training the boys in athletics so they would be in good fighting shape. Steven modeled his exercises after military drills the boys would see in basic training. In order to prepare the boys for war he trained them extra hard and trained alongside them.

In 1959 the Lower Cape May Regional School district recommended him for the prestigious Princeton Prize awarded to secondary education teachers for outstanding service. Steven was a true pillar of the community and his work as a coach and entrepreneur is still talked about to this day.

Two young men in athletic uniforms with 'C.M.C.B PATROL' printed on them, posing outdoors, possibly at a beach or open area during daytime.
Black and white photo of a man in a suit with special effects giving the appearance of a colorized image, with a crest featuring a bald eagle and a shield, and text reading 'Cape May Eagle' and 'Father's Day'.
Two men digging and working on a construction site in front of a tent, likely building a foundation or trench.
Black and white photo of a football team with players in uniform sitting in three rows on stadium bleachers. The front row has players holding helmets, and the middle and back rows have players with helmets. Some players have numbers on their jerseys, like 73, 12, 75, 77, 79, 14, 67, 68, 72, 78, 23, 20, 18, 9, 7, 21, 19, 3, 5, 22, 24, 4, 17, and others. The scene is outdoors with a dirt field in the foreground and houses in the background.
Black and white photograph of a group of young male hockey players sitting on a bench in a locker room, some eating, with a coach standing in the center, wearing a light-colored coat. The players are dressed in hockey jerseys and some have helmets.

Bob and Betty

During World War II, Robert served his country honorably in Japan. After the Japanese surrendered Robert worked in retail where he managed one of the trading posts on base in occupied Japan. It was during the end of his service, he decided he would return home and open his own store.

In 1950 he opened Steger’s Cape Island Furniture Mart with his future wife Elizabeth (Betty) Steger. The store sold furniture and home goods. It was located at the end of the present-day Washington Street Mall near Perry Street.

Robert was able to open his store with help from his father and the GI Bill, he was 23 years old at the time. Also, during this time Robert and a group of Cape May business owners chartered Cape May’s Chamber of Commerce, which still exists today.

In 1951 he married Elizabeth (Betty), and the young couple ran the store for 10 years. Tragically in the late 1950s, the rise of department stores and malls put a damper on their business and the couple was forced to sell the business.

Robert was presented with a new opportunity to revamp his father’s beachfront bathhouse. Since Robert was well-trained in retail, they turned the rundown bathhouse into a thriving retail store. Also, during this time surfing was hitting the nation and the sport came to the Jersey shore in the mid-1960s. Robert was one of the first surfers in southern New Jersey. He surfed year-round and managed to buy a diving suit, which allowed him to surf in the winter. Due to the surfing culture sweeping the nation, Robert and Betty renamed the store Steger’s Surf n Sun Shop where it would remain a Cape May icon for the next 30 years.

The couple had two children during the 1950s, Steven R. Steger and Linda Steger. Both children would work in the family business in the summer. The Steger Beach Service continued to rise at this time with hundreds of young employees who worked the beaches over the years renting umbrellas, chairs, cabanas, rafts, and boogie boards. At this time Steger Beach Service occupied every beach in town. Steger’s Surf n Sun Shop continued to gain popularity.

Black and white portrait of a young man in military uniform, wearing glasses, with short dark hair, and a light-colored tie, against a plain background.
A man in red shorts and a white t-shirt standing on a beach with a large surfboard, facing the camera. The ocean waves are in the background.
Vintage photo of a beach with a lifeguard stand labeled "Umbrellas" and a sign welcoming visitors to beach, chair, tent site, and discount days at the beach.
Watercolor painting of a beachside souvenir shop with a striped awning, colorful flags, and an American flag on a pole. The shop sells toys, t-shirts, sandals, hot dogs, sodas, and ice cream. Two people are sitting and standing outside, and a person is walking past. The background includes a large building and a tree. A bench is in the foreground.
A black and white photograph of a group of people, including women, men, and children, standing in front of a Kiwanis Club banner, dressed in vintage clothing from the mid-20th century, likely at a community or club event.
A person in a wetsuit riding a surfboard on small waves in the ocean.
A man constructing a wooden structure on a beach, with building materials and tools scattered around.
A woman and a shirtless man posing with a large surfboard on a street with storefronts and cars in the background.
Group of people standing on a beach with surfboards, near rocks and the ocean.

The End of an Era

Steven R. Steger began to take more of an interest in the family business, as Linda moved out of the area with her husband where she later obtained her doctorate degree in child psychology and worked for a variety of school districts on the East Coast. In the mid-1980s, Steven took more responsibility in the family business and began to run the beach operation for his grandfather, while his parents managed the store.

Tragedy struck the family in August 1990 when the Coach died of a heart attack in his sleep. He was 84 years old. Devastated, the Steger family decided to continue to run Steger Beach Service without delay.

However, the family was split over unresolved estate planning, and some wanted to liquidate the Coach’s assets and move on. After many negotiations with lawyers, the family sold all his properties, including the prized Steger’s Surf n Sun Shop. In an effort to preserve the family business, Robert and Betty were able to buy back a portion of the business. Back in 1940, the Coach purchased an 1880s carriage house on Page Street, which at the time was used for nothing other than storage. As part of the buyout package Robert and Betty bought back the carriage house, all beach equipment, trucks, Steger Beach, and Queen Street Beach so they may continue to operate Steger Beach Service. The Hirsch Family of the Montreal Beach Resort bought the block-long property demolished the former home of the Steger’s Surf n Sun Shop, and created seven retail storefronts, which still exist to the present day.

Robert developed Alzheimer’s disease and died in 2007. Steven R. Steger, who at the time was starting a young family of his own with his wife Margaret was tasked with the daunting duty of keeping the family businesses afloat. In 1991 the family retreated to the old carriage house on Page Street as the new headquarters for the beach service. Betty still managed the business administration while her son Steven ran the beach operations. Most of the equipment they were left with was aged and in bad condition, also the hundreds of cabanas were being eclipsed by the new trend to hit Cape May, the beach box.

Steven had his hands full re-vamping the beach business. He started fresh with new chairs, umbrellas, and cabanas. He built hundreds of beach boxes and rebuilt several concession stands. Due to beach replenishment, the beaches grew in size and length, furthering Steger Beach Service operations northbound.

Black and white newspaper article featuring a photograph of an elderly man with short hair, wearing a dark sweater, sitting indoors. The headline reads 'Former Coach Builds Beachfront Bonanza,' and the caption identifies him as Steven Steger at Cape May Institution.
Empty sidewalk with closed stores, a black and white striped awning, and signs for 'Corky's Hand', 'Sun Hats', and 'Luggage'.
Photo of a yard with a purple-painted structure, beach boxes, and a person retrieving boxes during a storm. Residential buildings are in the background.
Vintage newspaper advertisement for Stager's Sun N Surf Shop, a 5600 sq. ft. beachfront retail building with sketches of the building, demolition images showing the destruction of the original structure, and a description of its history and redevelopment.
A vintage summer 1985 magazine cover of Vista USA, showing a beach scene in Cape May with a boat labeled Cape May Beach Patrol in the foreground and colorful Victorian-style houses in the background.
A man with a beard and long hair sitting on a park bench, wearing a long-sleeve shirt, shorts, and socks. Behind him is a storefront with a striped awning and a sign for a sun and surf shop selling bikes, sun hats, and toys. There is a building in the background with multiple windows.