A Closer Look at Jenkinson’s WordPress Multisite, Built by AppPresser
A multi-site structure gives Jenkinson’s full control over three unique brands—all from one system.
Jenkinson’s Boardwalk is one of the most iconic destinations at the Jersey Shore, offering everything from arcade games and boardwalk food to aquarium tours and hand-crafted candy. With so many departments under one brand, managing their digital branding was not gonna be an easy task. They needed a web system that was flexible enough for each brand to run independently, but unified enough to maintain consistency, security, and ease of updates. To meet these needs, AppPresser built a custom WordPress multisite network tailored to how Jenkinson's operates online and offline.
This setup provides Jenkinson’s with the flexibility to manage each of their properties independently while maintaining shared access to plugins, design systems, and updates. The backend structure is built for speed and control which gives the team the ability to focus on content and operations instead of managing disconnected websites.
Three Connected Sites, One Seamless Platform
The multisite network consists of three websites: the main Boardwalk site, the Aquarium site, and the Sweet Shop site. Each of these has its unique goals while maintaining a similar layout and structure, as well as running on a shared WordPress installation. The Boardwalk site is the primary hub which has everything from the beach hours and ride schedules to food vendors, group events, and ticketing. The navigation bar at the top is built with clear paths to nearly every on-site experience with a detailed list of attractions, as well as job applications and the Bounce Card which is a cashless paying system.
The site also uses a custom-built mega menu powered by Beaver Builder Mega Menu, which turns a standard navigation bar into a layered, user-friendly directory. This lets visitors see all available sites and dive into specific sections like rides, food, or ticketing without having to jump between pages. It also allows the team to control layout and menu content visually through the backend, without relying on extra development cycles.
Dining is also a major component of the Boardwalk experience, and the site reflects that with individual pages for restaurants and food stands like the Boardwalk Bar and Grill and Joey Tomatos. These are not handled as separate microsites or off-page links, and everything is organized within the main site’s architecture and can be updated from a single dashboard.
Simplified Management Across the Entire Network
All three sites live under one WordPress environment which allows Jenkinson’s to maintain centralized control over design consistency, plugin updates, and technical performance. Even if you have different content teams assigned to different properties, the workflow stays simple and there is a clean and unified look. Aquarium staff can manage showtimes and educational programming without ever having to interact with things like the Sweet Shop inventory. On the other hand, the Sweet Shop can manage products, shipping, and custom orders without having to sort through content about rides or events.
The structure is set up so that teams can see only what is relevant to them, while all updates are still managed through one admin panel. This shared backend reduces complexity while still giving each business unit full flexibility to grow and maintain its own section. Plugins like Admin Menu Editor and User Role Editor help make sure team members only see what they need to access, cutting out clutter and streamlining workflows.
The Aquarium Site: Ticketing, Education, and Real-Time Access
The Aquarium site is built to support multiple users: regular ticket buyers, school groups, casual visitors, and online shoppers. The structure of the site combines education and e-commerce all in one place without overloading the user with information. Visitors can check daily hours, read about the animals, and view available experiences like tours or feeding encounters, and there is a live-streamed penguin cam which gives families a way to stay connected even when they’re not at the boardwalk.
All ticketing and program registration is handled through WooCommerce and enhanced with plugins like WooCommerce bookings. This lets users select time slots, register guests, and purchase merchandise through one seamless storefront. The entire purchasing process from cart to confirmation remains within the site’s layout and branding, which improves user satisfaction and trust.
The site also includes a dedicated section for school field trips and group experiences. Teachers and group organizers can browse through available visit types and pricing details and use Gravity Forms to submit detailed booking requests. There are planning resources, teacher tips, and contact information that is tailored specifically to education professionals. This section ties in directly with the broader mission of the Aquarium and helps streamline the logistics for larger visits throughout the year.
WooCommerce Integration in the Sweet Shop
The Sweet Shop site runs a clean WooCommerce storefront designed to handle standard orders as well as one-of-a-kind custom requests. Saltwater taffy, gift boxes, and seasonal items are displayed prominently with clear pricing and high-quality images. Inventory management is handled within the same multisite environment which means updates are fast and synced with the rest of the Jenkinson's infrastructure. During peak seasons and holidays, the shop regularly updates features items and limited collections, all of which are managed through the shared WordPress backend.
There is also a section dedicated to weddings and special events. This page lets guests explore available treats and see examples of custom packaging such as chocolate dipped wine and liquor bottles. Thanks to Gravity Forms and other custom order tools, the store stays tightly integrated into the site layout, and WooCommerce extensions handle everything from shipping calculations to local pickup options. Since it runs on the same network as the other Jenkinson’s sites, content and inventory changes don’t require any additional syncing or development.
Consistent Performance with Shared Architecture
Every site within the Jenkinson’s network benefits from having the same plugin stack, caching rules, and accessibility improvements. Tools like iThemes Security Pro, Performance Lab, and the SEO Framework help optimize and protect the platform at scale. This also means that theme updates, system patches, and performance enhancements can be rolled out across the entire network without duplicating work. It also helps further enforce consistency in page speed, SEO structure, and mobile optimization as people are oftentimes checking information on their phone while already at the beach. Whether it’s a quick visit to check ticket pricing or a longer browse through the Sweet Shop’s offerings, the user experience remains smooth and familiar.
The main site also integrates Events Calendar Pro to handle recurring events, venue listings, and front-end RSVPs. This gives the team a simple way to create and manage events that are visible across the site and tied into the user experience. Instead of relying on third-party platforms or manually updating blog posts, the staff can schedule and repeat events with full control over display and availability.
A System Built for Longevity and Expansion
From the ground up, the entire WordPress multisite setup used for Jenkinson’s was designed with long-term growth in mind. As new attractions, seasonal campaigns, or new sub-brands emerge the team can easily create an additional site within the existing network. Each new site can instantly inherit the same technical foundation and shared design systems, performance tools, and content workflows without having to start from scratch or manage a separate platform. NS Cloner makes it possible to spin up new sites quickly with the same structure, and tools like MainWP and All-in-One WP Migration help manage changes across all sites.
This makes it possible to expand quickly while keeping operations consistent, and this is especially useful during high-traffic seasons like the summer. When content needs to be refreshed often, promotions need to launch, or schedules are shifting, the system is able to easily hold up without delays. The team can move confidently knowing that the infrastructure is sufficient, and each business unit has the freedom to manage its own content and workflows.
The end result is a scalable, dependable platform that mirrors the way Jenkinson’s operates on the ground. It keeps every part of the brand accessible, updated, and connected all from one place. For a business built on delivering great experiences and memories, this network delivers exactly what’s needed behind the scenes.
