Thanks to the love-it-or-hate-it MTV special, the Jersey Shore has a wide-spread reputation for fist pumping, fake tanning, all-night partying, big hair and protein shakes. Although there is a party atmosphere in the beach town of Seaside Heights, NJ -- where the show’s first season kicked off -- small business owners there say it’s not all fun and games at the shore. got the skinny from Danny Merk, the owner of The Shore Store, a tee-shirt shop where the original cast of The Jersey Shore on MTV worked. Merk also owns the house where the cast lived for the summer.