APRÈS-SKIAT BROTHERSDALEY.
Turning the Jersey Shore's Off-Season Into an Experience Worth Traveling For.
A winter experience designed to give people a reason to visit the Jersey Shore long after summer ends.
The Challenge
The Jersey Shore is synonymous with summer. For hospitality businesses, the colder months present a different challenge: maintaining excitement, attracting guests, and creating compelling reasons to visit beyond the traditional peak season.
Brothers Daley, an elevated dining and cocktail destination in Sea Bright, had a distinctive outdoor courtyard with the potential to become much more than a warm-weather gathering space.
Start Monday saw an opportunity to transform that space into an entirely new seasonal experience.
The Idea
Bring the energy of an Alpine après-ski party to the Jersey Shore. No mountains required.
Conceptualized and initiated by Start Monday Media Group, Après-Ski at Brothers Daley was developed as an experiential marketing activation designed to redefine how guests experienced the venue during winter.
Inspired by the social atmosphere of European ski destinations, the concept combined music, cocktails, food, fashion, and winter culture into a high-energy daytime celebration.
Rather than simply promoting another event, we set out to establish a recognizable seasonal experience that people could anticipate, share, and return to.
The Execution
Start Monday translated the concept into a cohesive event identity and marketing campaign, connecting the creative direction with the physical guest experience.
The first activation launched on December 22, 2024, transforming the Brothers Daley Courtyard into an après-ski-inspired gathering featuring:
- 01 Live DJs and curated entertainment
- 02 Shot skis, hot cocktails, and specialty drinks
- 03 Raclette, seasonal food, and wood-fired offerings
- 04 Outdoor fireplaces and fire pits
- 05 Ski-inspired fashion and winter attire
- 06 Branded promotional content and social storytelling
Our approach extended beyond event promotion. Through creative direction, visual design, photography, video, and social media, Start Monday established a consistent identity that made the activation recognizable before guests even arrived.
As the concept evolved, subsequent editions introduced additional entertainment, champagne experiences, branded merchandise, and expanded food and beverage programming.
The Impact
What began as a creative solution to winter seasonality evolved into a recurring event series at Brothers Daley.
The activation demonstrated how a venue's existing space could be repositioned through a distinct concept, giving guests a new reason to visit during the colder months.
It also created ongoing opportunities for social content, collaborative programming, and brand engagement beyond traditional restaurant advertising.
Most importantly, Après-Ski gave Brothers Daley something more valuable than a single promotional event: a distinctive seasonal experience that could be repeated, developed, and associated with the venue.
We didn't need a mountain.
We needed an idea.
The Takeaway
We didn't need a mountain. We needed an idea.
Après-Ski at Brothers Daley represents Start Monday's approach to hospitality marketing: identifying untapped opportunities, developing original concepts, and translating creative strategy into real-world experiences.
Instead of waiting for customers to return when the weather warmed up, we helped create a reason for them to show up in the middle of winter.
Conceptualized by Start Monday. Brought to life at Brothers Daley.