The Breezy Partnership Between Land Rover Defender and The Surf Lodge
Posted in: UncategorizedThe official vehicle of the Montauk hot-spot introduces a limited edition “Beach Break” model
The Breezy Partnership Between Land Rover Defender and The Surf Lodge
The official vehicle of the Montauk hot-spot introduces a limited edition “Beach Break” model
Essentially a glammed-up motel located on freshwater Fort Pond, The Surf Lodge is defiantly scruffy—a bohemian bolthole with an allure equally drawn from its breezy vibe and the guests who swan here for the nightlife. On any Wednesday evening in summer, the small gravel parking lot swells with luxury vehicles as off-duty New Yorkers come for the live music. As it’s been for the past 16 seasons, many arrive in modern Range Rovers or vintage Defenders.
Lately many of the Land Rovers are instead the new-generation Defender, an entirely redesigned vehicle that arrived in 2020. This generation is still boxy and utilitarian, but with the comfort and modern amenities that serve its price point. The intersection of audiences is obvious, and last summer the Defender became the official vehicle of The Surf Lodge, with a handful on-property for unlimited use by guests as part of a special package. (The price is an extra $375 a day, regardless of room type.) Guests get their pick of the 90 or 110 models, roof-side surf racks already installed.
“The energy found at The Surf Lodge is perfectly matched to Defender,” says Sam Allen, US Defender Brand Director. “The combination of Montauk surf culture and live music performances aligns with the passion points of owners.”
Leaning even further into the seaside associations, this month Defender announced a 20-run, limited edition “Beach Break” model, citing Montauk, Malibu and Oahu as inspirations. The 110 model gets a special Tasman Blue exterior paint with striped side graphics, white roof and 20-inch white gloss wheels.
Clearly the partnership with the Lodge also gives the Defender brand an ability to give an unofficial test drive in the most appealing of destinations, a chance for potential owners to cosplay a certain kind of lifestyle.
“You’re coming from New York, you don’t necessarily have a car, right?” says Jayma Cardoso, The Surf Lodge’s owner. “So you have to rent a car for the weekend. Instead you can now take the train or a Blade, and borrow the car for the weekend, exploring the town, the beaches and go to the lighthouse. The cars are so on brand. Even if you’re not a surfer, it brings out the lifestyle.”
The Surf Lodge has been known for its nightlife and live and DJ sets since its inception in 2008, bringing in everyone from Willie Nelson to regular DJs like Bob Moses and Sofi Tukker. Says Cardoso, “We use the Defenders to pick up talent. The fact they’re coming to Montauk and we’re picking them up in a Land Rover instead of a huge SUV with dark windows just announces the journey as something different. This isn’t Madison Square Garden—this is a Bohemian place; small, intimate and with great taste in music.”
All hot brands risk becoming passé—a manager playfully wears a baseball cap emblazoned with the line “Surf Lodge is overrated”—and Cardoso says they work to keep the energy alive. Part of the recent reinvention has been a focus on the cuisine at the restaurant, now rebranded Casa Sereña, with a focus on simple Mediterranean food prepared with finesse. And, as summer wraps, Cardoso’s next focus is at her Aspen offshoot, the Snow Lodge, located inside the St. Regis. Last season, Defender also partnered there, allowing the vehicles to show off their skills in the snow. Cardoso hopes the partnership will continue there, as well.
Post a Comment