A peculiar power struggle is unfolding in the small village of Sea Cliff, where one prominent resident is asserting himself as the new mayor, despite resistance from local officials.

Robert Ehrlich, the well-known founder of the snack company Pirate’s Booty, has declared that he has created a new village within Sea Cliff, calling himself the mayor. However, village leaders are pushing back, asserting that his claims have no legal standing.

The drama came to a head earlier this week in a tense standoff at Village Hall.

According to a Facebook post from village officials, Ehrlich showed up with three men in tow, presenting a statement that falsely declared himself as the new mayor.

He also reportedly demanded access to office space and announced that the entire village staff had been fired—though they could reapply for their positions. The situation grew increasingly confrontational, prompting police to intervene before Ehrlich left the scene.

Ehrlich claims that he had used a little-known state law, the Citizen Empowerment Act, to form what he calls the "Incorporated Village of Sea Cliff Residents." He insists that he’s now the mayor of this new community.

While Ehrlich declined to give an interview, he posted a video on Facebook defending his actions.

"I have so many great ideas. I love Sea Cliff from the bottom of my heart, and I don’t want this to go in the wrong way," Ehrlich said in the video.

The reaction from Sea Cliff residents has been mixed. Some support Ehrlich, believing his business acumen could benefit the village.

Tim Ayres, a Sea Cliff resident, expressed his confidence in Ehrlich’s leadership.

"I think he’d do a great job because he’s proven himself in the field of business with Pirate’s Booty, and he ran that like a tight ship," said Ayres.

However, not everyone is convinced by Ehrlich’s claim.

Joyce, another resident, questioned the validity of his actions.

"I’m sure there must be a legal way to do it, but I don’t think that was it. But good for him for trying," she said.

The controversy comes just days before Sea Cliff’s village election, scheduled for this coming Tuesday.

The current mayor is running unopposed, while Ehrlich has announced that he plans to be a write-in candidate.

News 12 reached out to state officials for clarification on the legality of Ehrlich’s new village, but a spokesperson for the governor's office stated that they had no knowledge it.