What happened to the Montauk Brand?
Montauk. We live here. We love it here. Jill’s kids were born and raised here. We started our business here 14 years ago. But something has happened to our town – the brand has been hijacked.
Montauk used to stand for fun, fishing, surfing, beach. Sure there was drinking. And live music. Even the occasional guy who wandered into the bushes when he couldn’t make it to the bathroom. But Montauk was a destination for families, surfers, eccentrics (who gave the place character) and visitors who came here to enjoy Montauk for what it was. Not change it. Now, it’s become a destination for epic partying.
The brand started to shift when Ground Zero (aka Surf Lodge) opened, attracting swarms of hipsters, and every magazine (national and international) wrote about our quaint, off the grid seaside town that used to be too far to get to. Add Sloppy Tuna (should that name even be allowed?) and Animal House ensued.
We started attracting the wrong target market. We built it and they came.
How did this happen? Some of us started renting 4-bedroom houses to 24 twenty somethings – without a thought to our community’s wellbeing. Clubs broke rules and were cited, but the cost to them of paying the fines appears to have had no impact. Some folks didn’t care who they got into bed with, as long as they had money. Well – if you’ll get in bed with anyone who has money – there’s a word for that…
The real Montauk hasn’t changed. All the people who showed up at the Fire House are proof. The Town, the Police, the Chamber, and a lot of concerned citizens are mobilized and working hard to save Montauk. Let’s take back the brand. #DontTrashTauk
This material (and #DontTrashTauk) are the property of blumenfeld + fleming, the award-winning marketing, advertising and web design firm with worldwide headquarters in Montauk.