New Kelp City has gray skyscrapers visible from far away. The city, when revealed closer, is messy with broken windows and seedy, dirty streets, including the sign that reads "No Bubbles Allowed by Order of the Bubble Poppin' Boys." Not many people are seen walking in streets and no moving boatmobiles are visible. Many people are probably hiding from the notorious gang known as the Bubble Poppin' Boys, who ruled the town with an iron fist. Blowing bubbles is not allowed in the city because it gives the gang red eyes from a popped bubble. If anyone is seen blowing them, they will get in trouble with the gang.
It is not too far from Bikini Bottom. The area must be cold since SpongeBob is seen warming near a fire in a barrel. It is next to Tentacle Acres and Bass Vegas. Though not necessarily correct, the city appears to be the capital of the Pacific Ocean, where the city (New Kelp City), Bass Vegas, Rock Bottom, and Bikini Bottom are located. It also has a news station.
For twenty years, a fish, who resembles the mayor of Bikini Bottom, was mayor of New Kelp City. When the Bubble Poppin' Boys gang was established, he could not stop the gang from terrorizing the citizens. When SpongeBob arrives and blows bubbles to citizens of the city, he confronts the Bubble Poppin' Boys. They try to use violence against him, but he escapes, and by blowing a huge bubble that surrounds them and sends them off, he defeats the gang.
SpongeBob is officially declared as the next mayor of New Kelp City and renamed CheeseHead BrownPants by the preceding mayor. He makes speeches that bubble blowing will be allowed as long as he is the mayor.
However, after he is tricked into visiting the Krusty Krab, the news anchorman announces that the bubble-blowing policy goes awry when it creates very low visibility in the city and a thug on TV threatens a coup d'état to overthrow Mayor ChesseHead BrownPants and the city in chaos.