A nationally known sand sculptor is making a sandcastle to promote the upcoming Sea. Hear. Now. Surfing and music festival in Asbury Park.

Matt Long is building a sculpture showcasing the logo for the late-September event.

“I do a lot of work on the Jersey Shore…I’ve done a lot of work in California. Let me tell you, we got that place beat. Our beaches are so much nicer,” Long says.

Event promoter Tim Donnelly hosts the annual Cold War Surf Contest each year. He says that the event took more than five years to plan.

“I look at the Cold War as the wrap of the season, and now we have something else bringing people to Asbury park in September,” Donnelly says.

Donnelly says that the ultimate goal is to make Asbury Park a place people will want to visit year-round, instead of just in the summer.

Jack Johnson, Incubus and Blondie will headline the festival. It also features a surfing competition with the top wave riders from the East Coast.

Sea. Hear. Now. will be held Sept. 29 to 30.