Planning an event in the Hamptons comes with its own unique set of challenges, and success depends on thoughtful strategy and insider know-how. In this guide, Margaret Short, senior communications director at Carfrae Consulting, and Kelly Brady, founder and CEO of Brandsway Creative, share their top dos and don’ts for executing standout events out East, drawn from years of experience producing some of the region’s most buzzed-about gatherings.
Brunello Cucinelli & Wölffer Estate Host an Intimate Evening in the Hamptons, Courtesy BFA.com (Carfrae Consulting)
Margaret Short | Senior Communications Director, Carfrae Consulting
DO respect your partners.
Your hotels, your car services, your photographers, your calligraphers, your florists - anyone who has a hand in bringing your client’s event to life. Respect is a currency and it is as simple as over communicating, ensuring your partners have the time, budget, and information needed to successfully deliver a smooth and successful experience, all the way down to supplying vendor meals on-site. The investment will pay off in spades and accrue over time. It is a core philosophy to every touch point of how Malcolm & I operate at Carfrae Consulting.
DO over estimate everything, including the unexpected.
Production costs? Higher. Last minute cancellations? Guaranteed. Unexpected house guests requesting to attend? Count on it. Permits required? Definitely. The number of car requests? More. Traffic? Longer.
DO look past the numbers.
Followings and engagement rates are important, but often fleeting. What people will talk about and the nights that they will remember for summers to come are the ones where they had genuine fun - often the moments not shown on social media or in the press. If you’re really good, you will have already factored in a contingency for an extended DJ performance and talent chauffeur times. These are the nights that will be crowned the best night of the summer.
Aerin Lauder & Amy Astley Host an Intimate Dinner to Celebrate Aerin’s Architectural Digest Cover, Courtesy BFA.com
DO move your media.
Meaningful press coverage is best achieved when your editors are physically present, but the fact is the majority of key covering press are not based in the Hamptons. Prepare your client to the reality that this needs to be considered into planning and budgets in order to successfully achieve press KPIs.
DO NOT assume infrastructure.
Carfrae Consulting has conceived and executed luxury events in the Hamptons everywhere from farm fields to the beach, where there is no WiFi, no valet let alone parking, no running water, no permits, all the way up to the east end’s hottest luxury hotels and more often than not, the infrastructure needs to be brought in regardless in order to deliver an elevated, flawless experience.
Kelly Brady | CEO & Founder, Brandsway Creative
Designer Stacey Bendet from the alice+oliva x Bronco collab event at Mary Lou’s in Montauk, Courtesy BFA.com
DO cast a wide net when building your desired guest list.
The Hamptons are weekend dependent—guests who are around one weekend often aren’t the next. Triple your invite list to hit your target headcount.
DON’T overlook drop off - I have noticed that people tend to RSVP as soon as they receive an invite, but then plans change, and they opt out last minute. Best to pad the guest list.
DO create a reason to attend beyond just “another party”
What makes your event special? Think live music, tarot readings, a mentalist, jewelry making, embroidery, create beautiful unique branded moments & hyper-personalization activations to engage guests and give them something to come for and something to share on socials.
DON’T schedule events Monday through Wednesday.
While midweek events work in NYC, in the Hamptons they limit your audience to full-time locals. Weekends are your best bet for high turnout of the target demo and media coverage.
DON’T underestimate Hamptons traffic.
Always build in extra time for vendor and staff arrivals. A 40-minute GPS estimate can easily turn into 90 minutes between towns. Early is always better than late.
Model Kylie Vonnahme at the launch of OFFSHORE Montauk Hotel with Spritz Society by JoJo Fletcher, Courtesy of BFA.com
DO charter a bus from the city for media and influencers.
A branded shuttle creates a captive audience, sets the tone for the event, and increases content capture. Load it with product, gifts, and refreshments to elevate the experience and ensure ROI through media and influencer coverage.
DO be strategic with your event timing.
Avoid scheduling during peak beach hours—no one wants to miss prime sun time.
DON’T plan an event on July 4th, unless it has MAJOR star power.
Competition is fierce, and with early day-drinking, packed schedules, and traffic, it’s a logistical nightmare to avoid if you have the choice.
DO splurge on valet. It’s something we don’t need to think about in the city, but out here everyone has a car and there is no parking. Plan for the unexpected like a tent if it’s an outside event.
