The Hamptons, a perennial summer destination for the affluent, is experiencing a cultural divide as long-established wealthy residents and a new wave of influencers vie for space and attention.
Zach Erdem, owner of the popular 75 Main restaurant, has implemented a division within his establishment to manage the distinct preferences of these two groups. He explained that while older, established patrons often prefer a more traditional dining experience, the younger, influencer crowd seeks a livelier atmosphere with dancing and a longer duration of stay. To accommodate both, Erdem has designated different areas within the restaurant. The back dining room, often near the DJ booth, has become a favored spot for the younger demographic, transforming into a lively club atmosphere at night. Meanwhile, longtime patrons typically opt for the more private garden area, which features its own entrance and restroom, allowing them to dine without the presence of filming or social media activity.
"I want a Hamptons for everyone," Erdem told the Daily Mail. "We don't want to be exclusive for only the one percent." He noted that the younger clientele, despite sometimes arriving with extravagant requests, such as compensation for social media posts, ultimately contribute significantly to revenue. "The check average goes three times more than their father," Erdem stated, highlighting the financial impact of this demographic.
Erdem’s approach contrasts with other businesses in the area. One establishment, the Four Winds Craft Guild, reportedly displayed a "no influencers" sign, sparking backlash from influencers who deemed the policy out of touch and potentially sexist. However, Erdem sees the value in embracing the social media-driven audience. "No one reads the paper... Everyone goes on the phone, or go to TikTok, or go to Instagram, put #restaurants, everything will pop up, all the influencers post all the beautiful content that brings the people in your door," he said. He views investment in influencers as a strategic business decision.
The shift in clientele reflects a broader trend where younger visitors, often identified by their designer attire and active social media presence, are increasingly frequenting establishments previously dominated by a more traditional wealthy demographic. Erdem's observation that younger family members are visiting more frequently than their parents underscores this generational change. Despite the influx of visitors, Erdem also indicated a desire to maintain a certain decorum, stating he wishes to keep out individuals associated with the "Jersey Shore" reputation.