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The fire reportedly started at the Kohr Brothers at 1800 Boardwalk on the FunTown Amusement Pier around 2:15 p.m. It quickly reached five alarms before jumping to six shortly before 4 p.m.

As of 3:20 p.m., explosions had been reported within the building and multiple units were being called in to the scene. A large plume of black smoke was visible in the sky over much of the boardwalk looking north towards the pier.

Crews said they were having problems getting adequate water and with flying embers spreading the fire due to winds in the area. Some embers had blown as many as four blocks away.

Bobby Oliver, The Star-Ledger:

A raging fire inside an ice cream store in Seaside Park has spread to 19 other buildings along the popular boardwalk on the Jersey Shore, and evacuations are being ordered in nearby businesses, authorities said.

The blaze, which began at Kohr’s Ice Cream near the boardwalk, was swept up by a strong southeast wind and jumped to adjacent structures around 2:30 p.m., according to Seaside Heights Police Chief Thomas Boyd.

As of 4:30 p.m., firefighters were ordered to pull back because of the intensity of the flames, officials told The Star-Ledger.