Jayma Cardoso understands what resonates. But like most people who have “it,” she doesn’t label herself — or her most famous hotel, The Surf Lodge — as cool. She prefers the word “relevant.” And that’s exactly what Montauk’s beloved The Surf Lodge is. In a town where bars and restaurants open and close on repeat, this unassuming surf shack hasn’t just survived, it’s thrived.
Since 2008, the reimagined motel has drawn a magnetic mix of celebrities (Rachel Zoe dancing on tables made the Instagram rounds this summer), models, locals, and those chasing curated music, good art, lobster rolls, and sipping skinny margaritas by the water. Ask any tastemaker where to go in Montauk, and The Surf Lodge is almost always at the top of their list.
The Surf Lodge attracts a high-net-worth crowd perfectly willing to splurge on a table, listen to a DJ, and order the now-inevitable TikTok-bait chicken-nuggets-and-fries tower. And then there are the moments. The deck, where guests gather for live music, is where my husband and I took our first-ever photo together over Memorial Day Weekend 2014. We were the only ones in our group who made it into the VIP Sunday sunset shows (I pulled a few editorial strings). As Mumford & Sons launched into “Home,” someone climbed onto the stage and proposed mid-set. The crowd lost it. Nearly a decade later, that same energy is still intact — The Surf Lodge remains just as buzzy and just as exclusive.
“It’s kind of crazy the number of people that meet at The Surf Lodge,” Cardoso shares. “It’s predominantly daylight [outside when people are meeting up at The Surf Lodge], so you can see and talk to the person next to you. It’s not a full-on nightclub even when the music gets a bit crazy.”
Born in Brazil, Cardoso moved to New York for college, and eventually found herself behind the bar, where she met her co-founder, Jamie Mulholland. The two went on to shape NYC nightlight with CAIN and GoldBar before transforming a 20-room Montauk motel into The Surf Lodge in 2008. After returning this past summer, I can confirm: it’s still just as cool as ever.
Cardoso and her brand have grown up together. She’s now a mother to 10-year-old son John, and the Surf Lodge universe has expanded beyond Montauk to include The Snow Lodge in Aspen. Here, she shares the ethos behind The Lodge, what’s next for the brand, and her little black book of hidden gems.
The Magic Behind Surf Lodge
Travel Curator: How do you keep The Surf Lodge relevant?
Jayma Cardoso: Because we’re a seasonal place, there’s built-in anticipation. The door closes, and the door reopens — that rhythm alone creates excitement. From the beginning, we’ve had five pillars that shape everything we do: art, music, culinary, wellness, and community. Those are what keep us relevant. There are all these different worlds layered into this… shack.
TC: Love that you call it a shack.
JC: People get so mad. They’re like, “Why would you call your place a shack?” But at the end of the day, we are a shack. We’re a little motel with incredible programming and all these overlapping worlds. On any given Sunday, you might have a major DJ like Adam Port, fishermen hanging out, and a super-famous musician all in the same space. Everyone finds their corner of The Surf Lodge. If you’re here with your dog or your kids, you might skip the deck because it gets wild. Or maybe you’re just having dinner slightly removed from the chaos. You’re part of it — but not fully in it. That collision of worlds is exactly what makes it special.
TC: And the Surf Lodge continues to survive and thrive.
JC: We’re like the last man standing every year. There are always new places popping up here. I root for them. I want them to make it. The more great spots in Montauk, the better it is for everyone.
TC: It seems like you’ve grown up with your crowd since the early aughts.
JC: Years ago, I’d see the same guests on Thursday, Friday, Saturday, and Sunday. I’d be like, “Oh my god…” [laughs, hand to forehead]. But this past season, we noticed a shift. People are drinking less, but they want experiences. They show up once a week for sunset, a wellness class, brunch — and they have kids now. So we adjusted. We opened the property earlier, added zero-proof cocktails, and more coffee. It reflects where the crowd is today.
TC: Every Wednesday, there’s a scene called Locals’ Night — and I had the pleasure of experiencing it this summer. [Editor’s note: Picture families on the sand, impeccably dressed 45-and-ups dancing on banquettes, and a crowd that rolls in at 6:30 pm, goes all out, and is out the door by 9:30. It’s epic.]
JC: Since day one, Wednesdays have been Locals’ Night. Integrating the local community is really important to me. I literally went around town — the hardware store, everywhere — asking, “Who’s your favorite local musician?” And everyone said the same name: Nancy Atlas. I’m not exaggerating when I say it gets busier than a Saturday. It’s absolutely bananas. Nancy is a full-on rockstar.
TC: We obviously need to know your Montauk must-stops.
JC: Montauk has a whole vibe. It’s very laid-back, which I love. Here’s where I go…
Breakfast: John’s Pancake House is a staple — my son loved it so much he used to tell people, “This is my restaurant.” Marram is another favorite; their Argentinian pop-up and fresh-baked goods are ideal for grabbing breakfast and heading straight to the beach.
Lunch: Naturally Good has excellent fish tacos, Ditch Witch makes a sesame noodle salad that’s honestly addictive, and Duryea’s delivers that breezy, Mediterranean-by-way-of-Montauk feel.
Dinner: Crow’s Nest is the move for a more elevated night out, but my forever favorite is Inlet Seafood. It’s run by local fishermen, serves great sushi, and doesn’t take reservations — waiting by the water is half the charm. The Dock is another local institution, with consistently great fish.
Beaches & Experiences: Montauk’s best beaches are the ones that take a little effort. Turtle Cove has incredible surf (and plenty of rocks), while Shadmoor State Park offers dramatic bluffs and some of my favorite birdwatching memories with my son. And once a season, we rent the Mon Tiki catamaran — it’s become a family tradition for a reason.
How The Snow Lodge Came to Be
TC: What’s the story behind The Snow Lodge?
JC: In 2019, The Snow Lodge was originally supposed to become a Soho House, but that fell through. The owner of the St. Regis asked if we’d consider doing something just for the season, and I said yes. We opened for two and a half months — and it was a hit. Fast-forward, and the owner came back asking if we wanted to go bigger.
I’ll be honest: at first I thought, ‘Who is really going to walk three blocks in ski boots to après?’ But the stars aligned. People literally show up in their skis and settle in for après with us. The partnership has been incredible.
TC: Any plans to expand?
JC: This is brand-new news. The owner of St. Regis bought two new hotels in Snowmass, so we are opening a ski-in, ski-out restaurant in Snowmass this season and another space called The Clubhouse.
TC: What are some of your secret gems in Aspen?
JC: Aspen has so many hidden gems that I get so excited to visit when I’m back in town, such as…
Breakfast: I love Poppycock’s Café for its classic diner feel and reliably great eggs. On the mountain, Bonnie’s is unbeatable — the oatmeal pancakes are legendary, and Bonnie herself makes the whole experience unusually warm. If I’m just grabbing something quick, Paradise Bakery is my muffin stop, but brace yourself for a line.
Lunch & Dinner: Clark’s is my go-to for happy hour. My son and I have a weekly sushi date at Kenichi — always at the sushi bar, since they take walk-ins. Hickory House serves the best ribs; it feels straight out of Texas. White House Tavern’s chicken sandwich is perfection and ideal for lunch. And when I need grab-and-go meals for my team, Big Wrap never fails.
Special Nights Out: Bosq is the move for a chic, elevated dinner. Casa Tua is fun and sceney, especially if Mikey is in the room. Once a season, we make the trek to Pine Creek Cookhouse — the sleigh ride up is truly magical, even if the food isn’t the main event (layer up).
What’s Next for The Lodge Brand
TC: What are you currently manifesting?
JC: I recently moved to Miami for my son’s school, and when I was packing up [my NYC apartment], I found a handwritten note that said: “The Surf Lodge, The Snow Lodge, The Sunset Lodge.” Then there was a horse for some sort of equestrian lodge. (This was from before The Surd Lodge launched.)
I always said, if The Surf Lodge and an Aman hotel had a baby, it would be The Sunset Lodge. One day, we are going to do it — create a standalone property in a place that doesn’t have surf, like Turks and Caicos or the Caribbean. The hotel rooms wouldn’t just have a bed and a hammock. It would be an elevated version of it. That’s in my dream pipeline.
Her Other Favorite Hotels
TC: What are some of the top properties you’ve stayed at around the world?
JC: A few always rise to the top for me, including…
Hotel Esencia, Mexico: A 50-acre estate between Tulum and Playa del Carmen that once belonged to an Italian duchess. The staff treats you like a guest in their own home, and the whole place leans into a barefoot-chic, quietly elegant vibe.
Villa Feltrinelli, Lake Garda, Italy: Everyone flocks to Lake Como, but I much prefer Garda — it’s larger, calmer, and feels more authentic. The Villa has preserved its original architecture and furnishings, so staying there genuinely feels like stepping back in time.
Cuixmala, Mexico: A true hidden gem near Careyes. It takes effort to reach, but it’s fully worth the journey. I always stay in the main house, which used to be a private residence. The pool is incredible, and there’s a turtle sanctuary, horses, and even zebras you can actually pet.
Palm Heights, Grand Cayman: I recently went on a quick trip from Miami, and it’s exceptional. It’s woman-owned, which you can feel in the level of detail. About 60 rooms keep it intimate, and there’s a standout wellness program, the Dolores boutique, and a surprisingly broad culinary mix — sushi, Cayman cuisine, even pizza nights. The spa is excellent, too.
Featured image, courtesy The Surf Lodge
