By Julia Train
After more than two decades of planning, Lucy the Elephant will soon have a new, state-of-the-art visitor center. The Save Lucy Committee has been working on the upgrade for the 65-foot-tall elephant since 2003, and it’s finally becoming a reality.
When Rich Helfant, the executive director and CEO, took charge in 2000, the number of visitors to the landmark was around 3,000 annually. Today, that number has grown exponentially to over 150,000, highlighting the need for a more spacious and functional facility.
The current gift shop, which was built in the mid-1980s, was designed for a much smaller crowd and has become inadequate for modern-day traffic. With only 450 square feet of space, it’s often overcrowded, especially on busy summer days when more than 50 people squeeze into a store meant to hold 20.
Moreover, the building lacks ADA-compliant restrooms, a critical feature that has limited the site’s ability to cater to school groups and families.
“[The] restrooms are so necessary because up to this point, we have never been able to aggressively market Lucy to schools to bring school trips to Lucy because we don’t have bathrooms,” said Helfant. “Kids need bathrooms. You can’t take a third grader over to the bar to use the bathroom.”
On March 1, the Save Lucy Committee opened a temporary gift shop across the street at the former Ocean City Home Bank. The shop is already open to visitors, while preparations are being made for the existing structure’s demolition in April.
With construction set to begin in September 2025, the 2200 square-foot facility will be able to hold 100 visitors and feature a more efficient retail space, along with ADA-compliant restrooms and an interpretive center.
The interpretive center will be designed for guests who are unable to climb Lucy’s winding stairs, offering a virtual tour experience through Google Goggles or computer stations. This addition will make the site more accessible and provide visitors with the same stunning views that those who can climb the elephant’s stairs enjoy.
The new welcome center will be named in honor of Julia Forrest, a longtime Lucy supporter and friend of Helfant’s, who left Lucy in her will.
“We’ve been continually fundraising, but the bulk of the money came from a lady, a dear friend of mine, and of Lucy, who passed away in 2019 and left Lucy in her will,” said Helfant. “She left an extraordinary amount of money, which enabled us to not only replace the metal of Lucy’s exterior but also to build this new building.”
Alongside Forrest’s donation, the project will be completed in partnership with the City of Margate and designed by SOSH Architects of Atlantic City, along with guidance from
Margaret Westfield of Westfield Architects and Preservation Consultants of Haddon Heights.
The welcome center is expected to be completed in the second or third quarter of 2026. Helfant hopes that the new facility will allow them to expand their educational programs further, including offering more opportunities for school trips to learn about the Jersey Shore’s history and Lucy’s role in it.
For those eager to visit Lucy, the elephant is open on weekends throughout March, with hours from 11 a.m. to 4 p.m.
Julia is a recent Rider University graduate, where she studied multiplatform journalism and social media strategies. In her spare time, she enjoys reading, trying new coffee shops, photography and the beach. She can be reached at juliatrainmedia@gmail.com or connect with her on Instagram @juliatrain
