This Fourth of July weekend, many young visitors to the Hamptons are opting for a different kind of celebration, one that emphasizes high-priced table reservations and elaborate food offerings over heavy alcohol consumption. Establishments in the popular Long Island destination are adjusting their strategies to cater to this shift in preferences, where the focus is increasingly on the overall experience.
At venues like LDV At The Maidstone in East Hampton and Barlume Beach in Montauk, table prices can range from $3,000 to $20,000 for the holiday weekend. John Meadow, founder and president of LDV Hospitality, noted a generational change, observing that the dynamic of going out has shifted from rapid-fire bar hopping and excessive drinking to a more deliberate appreciation of the evening. "I don’t know the last time I saw someone doing shots in the Hamptons," Meadow commented, contrasting it with his own experiences from 25 years ago.
To entice patrons, some restaurants have even reduced alcohol prices. Calissa in Water Mill has lowered its bottle prices, with the average now ranging from $650 to $850, down from a previous range of $700 to $1,000. Bottle service here can still cost between $1,500 to $2,500 for a group of six to ten people, depending on the night. James Mallios, the restaurateur behind Calissa, acknowledged the trend but expressed a pragmatic approach. "I make a living selling food and beverage. That’s how I pay my mortgage," he stated, while also exploring the potential of cannabis-infused drinks and already operating a dispensary in Southampton.
Jayma Cardoso, owner of Surf Lodge in Montauk, has also observed younger guests, many around 27 years old, ordering non-alcoholic options like fresh juices and zero-proof beers, sometimes alongside a single bottle of champagne. Surf Lodge offers table service with minimum spends that can reach up to $1,000 per person. To enhance the guest experience, Cardoso has introduced premium items such as caviar from Caviar Kaspia, with portions costing up to $595, and even towers of Popeye's chicken tenders for $150.
Surf Lodge is also featuring new non-alcoholic beverages, including a sparkling "elixir" designed to substitute champagne, developed by actor Waris Ahluwalia. Food and beverage minimums for "deck tables" at Surf Lodge vary between $500 and $1,000 per person. The establishment offers a range of drinks, from alcoholic cocktails like the Negroni Sbagliato and Charred Lemon Margarita to the nonalcoholic Love Spritz.
Conversely, older demographics appear to maintain traditional drinking habits. "While a whole world of younger people are drinking less, older people are still spending money on high-end wine and spirits," Meadow observed. He added that for many patrons, the emphasis is on the value of the experience itself, which is reflected in the pricing of table real estate.
Prince Street Hospitality's Cobi Levy, who opened Alba Spiaggia at the Montauk Yacht Club, echoed this sentiment, stating that while younger people may be drinking less, his business model caters to a different clientele, such as those seeking fine wines like Barolo to accompany their meals. "The guy who is coming here to buy a beautiful Barolo to go with his dinner is different," Levy said. He views his establishments as selling space for a premium experience, rather than solely focusing on beverage sales.