There are several distinct neighborhoods and areas in the City of Long Branch, each with its own character. Unincorporated communities, localities and place names located partially or completely within the city include Branchport, East Long Branch, Elberon (served as ZIP Code 07740), Hollywood, Kensington Park, North Long Branch, Pleasure Bay and West End. Other areas include North End (once known as "Atlanticville"), Beachfront North and South (including Pier Village, adjacent to the site of the former Long Branch Pier at the foot of Laird Street), Downtown and Uptown. As the city's redevelopment initiatives continue to expand, the lower Broadway area (a portion of the city's Downtown) will become an Arts District.