The Surf Lodge in Montauk is reopening with a new retail concept, Concept Playa, developed by founder Jayma Cardoso and George Sotelo.
Sotelo said, “It’s usually a super-buzzy place, but this year the hotel isn’t open to guests yet. We weren’t sure what we were going to do.” “It’s been really exciting for me, because I’ve always wanted to move toward hotels,” said Sotelo. “When I met Jayma, I was really blown away by her, because she’s this powerhouse entrepreneur. She’s been involved with every little detail and she approached me with the project and came up with the idea.”
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