Camp Is Almost Ready. Here's What We've Been Building.

We've been quiet on the surface. Heads down behind the scenes.

That changes this week.

Pines Camp Counsel launches in Fire Island Pines this May, and we are closer than ever to being ready for you. Before we flip the switch, we wanted to pull back the curtain a little — because this thing didn't build itself, and we think you'll appreciate knowing what went into it.

What we've been building

When we started sketching out Pines Camp Counsel, the vision was simple: show up to the beach and have everything waiting for you. No logistics. No compromises. No spending the first hour of your day managing gear instead of enjoying the place you came all this way to be.

The Pines deserves better than that. And so do you.

We've also been very intentional about keeping the first season limited — and that's not a capacity constraint, it's a design decision. This is our chance to test demand, perfect the logistics, and make sure what we're adding to the Pines is genuinely special. We're not trying to be Blue Chairs in Puerto Vallarta. We're building something closer to the Faena in Miami — luxe, exclusive, and curated. You will never see a sea of Pines Camp Counsel chairs and umbrellas stretching down the beach, because that's not what this is.

This is about creating something worth showing up for.

We've designed everything with that in mind — from the way you book to the way you retrieve your gear. Executing that vision — cleanly, at the Pines standard — turned out to be a little more involved.

Over the past several months, we've built the full operational backbone of the service. A reservation page that is simple and chic, just like our service style, along with automated confirmations, reminders, and logistics management — thoughtfully designed so every interaction with us feels as effortless as the beach day we're curating for you. We've sourced resort-grade gear that actually looks good on the sand. We've mapped out pickup zones so you're never wandering the boardwalk wondering where your chairs are. We've built systems to handle the details so our team can focus on what matters: making your day great.

We've also spent a lot of time thinking about the Pines itself — how to operate in a way that respects the community, minimizes footprint, and leaves the beach better than we found it. That's not marketing language. It's how we're actually built.

The three tiers

We're launching with three setups designed for three kinds of beach days.

Camp Lite is the chicest starter pack — a premium chair and shade for one. Perfect for the solo beach day done right.

Camp Classic is the not-so-basic setup — seating for two, shared shade, a stocked cooler with soft drinks, and premium sunscreen. Effortless and complete.

Camp Couture is the full-service fantasy — a private cabana tent, unlimited soft drinks, luxe sunscreen, a Bluetooth speaker, and an on-call Camp Counselor throughout your day. Capacity here is intentionally limited. It's meant to feel personal, because it is.

The Chair

We have to talk about the chair.

One of the things we've been most particular about is the gear — because if you're going to promise a premium beach experience, the chair cannot be an afterthought. We've seen too many beach setups that looked fine in a photo and felt tragic in person.

So we went looking for something better. And after a lot of back and forth, we found it.

We just approved our first production prototype, and she is exactly what we wanted. Green and white stripe. Solid wood frame. Built-in cup holders. And our PCC badge right on the headrest, where it belongs.

Production is underway. These chairs will be on the sand in Fire Island Pines this May — and we think you're going to love them.

The Founders Club

Before we open to the public, we're launching a limited Founding Membership for the people who want to be part of this from day one.

Founding Members get 20% off every booking for the entire Summer 2026 season, one complimentary Camp Classic beach day during our Founders Preview weekends in late May, the option to upgrade to Camp Couture for $200 during preview weekends, and first access to new offerings before anyone else.

There are a limited number of memberships available. And when they're gone, they're gone.

We built it this way on purpose. The Founders Club isn't a marketing tactic. It's an invitation to the people who believed in this before there was anything to believe in yet.

We want to know you, take care of you, and make sure your first summer with us is exactly what it should be.

How it works

We keep it simple. Here's what to expect from start to finish.

Reserve in advance at pinescampcounsel.com.

Choose your date, pick your tier, choose any enhancements (extra chairs, extra shade) and you're confirmed. That's the hard part — and it takes about two minutes.

A heads up worth knowing: reservations close 24 hours before your beach day. This is intentional. Last minute bookings create chaos, and chaos is exactly what we're in the business of eliminating. We know planning ahead isn't always the move — but in this case, trust us. Book early, show up unbothered, and let us handle the rest.

About 48 hours before your day, we'll send you a text to confirm your pickup zone and arrival window. From that point on, the day is yours.

Your gear will be ready at your pickup zone when you arrive. No waiting, no wandering. Just show up at your zone, collect your setup, and head to the sand.

At the end of your reservation window, return your gear to the same pickup zone. Our team handles the rest, including a cleanup sweep of the area. You leave with nothing but a good day behind you.

Boardwalk to sand, and back again. That's the whole idea.

What's coming this week

Pre-reservations and Founding Memberships open this week, just in time for the winter defrost.

We'll send the details when it's live — how to reserve, how to become a Founding Member, and everything you need to know before you show up at the ferry in May.

In the meantime, if you have questions about getting to the Pines, what to expect on the beach, or how the service works, we've put together a pretty thorough guide at pinescampcounsel.com/faqs. It covers everything from ferry logistics to tea dance etiquette to what happens if it rains.

We'll see you on the sand.

— Bryan, your Head Camp Counselor
and Todd, your Executive Camp Counselor