By DON STINE

OCT. 2, 2003 -- This Saturday, October 4, the second annual "Rocktoberfest" will be held in downtown Asbury Park. The event, presented by the year-old Merchants Guild of Asbury Park, is important not only because it will be a fun-filled day but because it represents an important step in celebrating the revitalization of the city's long-neglected downtown.

For Rocktoberfest, the 600 block of Cookman Avenue will be closed and a stage set up near Press Plaza. Bands sponsored by various nightclubs throughout the city will perform, with Miller Lite sponsoring the overall event. Children's entertainment, German food, a beer garden, book signings, a rock & roll tour, and a poster contest will also be part of the afternoon. Last year's event was rained out but this one will be held rain or shine with events moving to Harry's Roadhouse on Cookman Avenue should the weather not cooperate.

And why should the public turn out to support an event such as Rocktoberfest? Because downtown merchants, galleries, and restaurants both want and need you to!

Many exciting and innovative things are happening in downtown Asbury Park but the struggle to promote businesses and make them profitable will continue for years. It is for this reason the non-profit Merchants Guild of Asbury Park was formed just one year ago. Downtown merchants realized then that if they did not undertake an effort to promote themselves then no one was going to do it for them. Thus, MGAP was born.

And what an organization it has been so far!

With the support of residents, merchants, organizations such as the Asbury Park Homeowners Association and the Asbury Park Historical Society, and fans of this wonderful seaside city, MGAP has grown into a very effective advocate for downtown businesses. When first organized, the support for MGAP was overwhelming and business owners and professionals from all parts of the city came on board.

One of the first MGAP projects was to promote city businesses by publishing the downtown "Shopping & Dining Guide"- a listing of all our members. Within the last year this guide has been revised twice and 20,000 copies distributed. The latest revised Fall/Winter 2003-2004 guide, listing 68 MGAP members, will be released this week.

MGAP also distributed, through a gracious offer by Bruce Springsteen, 1,000 tickets to a special concert held at the Stone Pony during the release of "The Rising" at the boardwalk last summer. Little did merchants or customers shopping downtown know that these tickets would be good for entry into Convention Hall for Springsteen's pre-tour concerts.

MGAP spent $1,600 to fund the holiday decorations downtown last year and put up the first Christmas tree in the downtown area in decades. MGAP's Holiday Party held at the newly opened Harry's Roadhouse was one of the best events of the year according to most people attending.

MGAP helped lead the fight to stop a proposal to place a school on Cookman Avenue- a move that was not only bad for some local businesses but a true safety hazard for children given the major construction now taking place downtown. The Guild has participated in numerous downtown clean-ups, business expositions, and festivals- all in an effort to bring people to downtown Asbury Park where they can see exciting things happening.

MGAP has recreated a long-forgotten tradition by bringing back 'Salt-Water Weekend' each summer to celebrate the heritage of the city and the Jersey Shore. The Guild has done projects in conjunction with the school system and just last Saturday about 50 Asbury Park High School football players showed their support by helping clean the downtown in preparation for Rocktoberfest. High School art students will soon be painting store windows in preparation for Halloween. And after Rocktoberfest there will be a Guinness Oyster Festival on October 11 (sponsored by Harry's Roadhouse) and on October 18 people can attend "A Taste of Asbury Park" (a food tasting event sponsored by the city's Urban Enterprise Zone) on Mattison Avenue. And be sure to watch for information on the great Halloween celebration coming soon!

As with any new organization, MGAP started out broke, penniless. Membership is only $50 a year so where does most of our funding come from? From you! And you! And you! From the people who are not afraid to come to downtown Asbury Park and who are willing to put their time and money on the line to show their support. By people attending our fundraisers or buying an MGAP mug, shopping bag, or t-shirt.

Bruce Springsteen recently stepped up to the plate again this summer by donating autographed tour books and concert tickets to be given away through a downtown shopping contest. Once again, thank you Bruce.

And that's what it's all about here in downtown Asbury Park. Everyone working together to make it happen- to make our small downtown once again the exciting shopping destination it was a few decades ago. Come to these downtown events. Visit our shops, galleries and restaurants. We still have a long way to go but we are definitely moving forward so come and see for yourself.

Let's face it- if someone like Bruce Springsteen can give his unwavering support, then maybe you should too!

Shop The Park! Asbury Park!

[For more information on MGAP visit www.asburyguild.com.]