Barlume Beach
Montauk · Seasonal
Hotel / Restaurant / Bar / MarinaHospitality group · Est. 2019
Hotels, restaurants and bars, built from the first idea to a full room.
Apex Lifestyle Group shapes hospitality concepts and then helps run them: the story, the space, the menu, the team and the marketing that fills the seats.
Excellence. Luxury. Service.
2019Established
3Founding partners
8Disciplines
3Venue types
Great hospitality is built, not decorated.
We start with the guest: who the room is for, what they expect, and what will bring them back. Then every decision answers to that, from the menu to the lighting to the search listing.
Strategy, design, kitchen and marketing work best when they are planned together. Apex keeps them in one conversation from the first sketch to the busiest night.
Services
Every stage of a venue's life, under one roof.
Most projects reach us at the idea stage and stay through opening and growth. Others come in for a single discipline. Either way the same partners are in the room.
Define
Before a single plan is drawn.Discovery & Programming
Market, site and guest research that sets the brief: who the room is for, what it does at each hour, and how the space is programmed to do it.
Concept Development & Design
The name, story and guest experience, developed into a concept the architects, chefs and operators can all build from.
Craft
What guests see, taste and touch.Design
Interior direction, identity, menus and signage that carry one idea through every touchpoint, from the door handle to the check presenter.
Culinary Development
Food and beverage programs with tested recipes, costing, and a kitchen workflow that holds up on the busiest night.
Run
Opening day and every day after.Operations
Team structure, service standards, systems and pre-opening training, then ongoing review so the experience stays as sharp as the concept.
Grow
Getting the right guests through the door.Marketing
Launch campaigns, social, events and partnerships built around the venue's own story and calendar.
Website
Fast, well-designed sites for venues and hotels that make reservations and inquiries easy to complete on a phone.
SEO
Local and search visibility, so guests find you at the moment they decide where to eat, drink or stay.
Ways to work with us
Start small, or go all the way.
Most clients begin with a session or an assessment and grow from there. Others hand us the whole project.
Sessions
A focused working session with a partner, in a format that fits the size of your question.
See sessionsAI solutions
An assessment of your systems, then packaged tools for reporting, labor and inventory.
See AI solutionsFull projects
Concept, design, culinary, operations and marketing for a new venue or a reset, from first idea to full room. All three partners join the kickoff. We take projects anywhere, and fees, including any travel, are set in a written scope of work after the first meeting.
Start an inquiry
Selected work
Venues our team has opened and run.
A selection from more than 20 years of hospitality experience across New York, Miami, Aspen, the Hamptons and beyond. Filter by venue type.
Boom Boom Room
The Standard Hotel
BarRose Bar
Gramercy Park Hotel
BarMeso Restaurants
Florida and Westchester, NY
RestaurantMoxy Williamsburg
Hotel
HotelPink Elephant
New York
BarSL
New York
BarJuliet Supper Club
New York
Restaurant / BarFinale
New York
BarCatch
New York
RestaurantFaena Hotel
Miami
HotelRuschmeyer's
Montauk
HotelAM Nightclub
Southampton
BarRec Room
Aspen, CO
BarScarpetta
Restaurant
RestaurantSeville
Restaurant
RestaurantUnion + Post
Windham, NY · Boutique hotel and restaurant
Hotel / Restaurant
Sectors
Three kinds of room. One standard.
Each type of venue has its own rhythm. We work in all three, and in the places where they share a building.
Hotels
Lobby, rooms, restaurant and bar treated as a single guest journey.
- Concept and brand positioning
- Food and beverage planning
- Direct booking and search presence
Restaurants
From the first menu draft to the first full Saturday night.
- Menu and culinary development
- Space programming and design
- Opening operations and training
Bars
Beverage programs, room energy and nightly operations that work together.
- Cocktail and beverage programs
- Identity, atmosphere and events
- Local marketing and reviews
Partners
The people who show up to every project.
Apex was founded in 2019 by three partners who work directly with every client. All three join the kickoff of every project.
Partner
Openings, operations, restaurants, hotels, bars and nightlife
With over 20 years in hospitality, JB has been at the forefront of NYC nightlife's rise, working with renowned brands like Pink Elephant, SL, Juliet Supper Club, Finale and Catch.
His expertise across FOH and BOH operations has taken him to prestigious projects nationwide: overseeing nightlife at Faena Hotel in Miami, serving as Director of Operations for Ruschmeyer's in Montauk and AM Nightclub in Southampton, and managing the opening, branding, marketing and operations of Rec Room in Aspen, CO.
At LDV Hospitality, JB contributed to the successful openings and operations of Scarpetta, Seville and Barlume Beach, a seasonal restaurant, hotel, lounge and marina in Montauk that opened in May 2026 and reopens in 2027. Since 2025 he has served as Director of Operations, leading hospitality operations strategy across LDV's portfolio of lifestyle assets and driving revenue growth, guest experience excellence and operational alignment.
JB also launched Union + Post, a boutique hotel and restaurant in Windham, NY. His experience across hotels, restaurants and nightlife has honed his ability to deliver top-tier service and training, and he aims to pioneer a new generation of excellence in the industry.
Partner
Food and beverage, service and leadership
With over 20 years of experience in hospitality, Dane Asermely has been a driving force in New York City's nightlife scene, working with iconic brands such as Boom Boom Room at The Standard Hotel and Rose Bar at the Gramercy Park Hotel.
Dane's expertise spans both FOH (Front of House) and BOH (Back of House) operations, marketing and project leadership. He has successfully led initiatives in Florida and Westchester, NY, for Meso Restaurants.
Most recently, Dane played a pivotal role at Moxy Williamsburg, overseeing the food and beverage operations. His deep industry knowledge and passion for hospitality enable him to deliver exceptional service, training and results-driven leadership.
Partner
Brand strategy, SEO, marketing, growth and fundraising
Steven Shields is a seasoned entrepreneur and fundraiser with experience spanning national political campaigns to independent film projects. He has served as a brand strategist and creative director, leading brand management, audience growth, content strategy and analytics across a diverse portfolio of media properties.
Steven has built and scaled platforms that combine data-driven insight with strong creative design to deliver impactful messaging at scale. He has also played a key role in fundraising and strategic development, securing capital and investor relationships that turn vision into execution.
His background reflects a rare blend of commercial leadership, creative sensibility and proven fundraising expertise.
2019
The year Apex Lifestyle Group opened its doors to hospitality clients.
Inquire
Tell us what you are building.
A hotel in planning, a restaurant that needs a second look, a bar that is not yet full. Someone will reply within 24 hours. The more you share in your inquiry, the better prepared we will be for the first call. We work with clients anywhere, and first meetings are held by video or Teams.
Email
info@apexlifestylegroup.com