The first stop of The Inertia’s inaugural HOMETOWN HYPE tour presented by White Claw is officially in the books. The Montauk surf community came out in force – hitting full capacity – to watch the world premiere of Drew Maloney’s ode to an East Coast gem.
HOMETOWN HYPE, if you’re not aware, showcases America’s greatest surf towns from the perspective of those who know them best: local creatives, surfers, and residents. We tasked talented local filmmakers to create short films celebrating the surf towns they know and love, hoping to reflect a deep understanding of what makes them so special. Of course, surf towns aren’t made solely by the waves. It’s the people. The surfers, the coffee shops, the watering holes, and everything in-between.
“Our goal is to do right by the people and places that make America’s surf towns so special,” The Inertia’s founder and HOMETOWN HYPE architect, Zach Weisberg, explained. “Think of these short films as long overdue love letters to the places and people who inspire us.”
The Montauk event featured live music from Interboro, a surfboard raffle by Mencel Surfboards benefitting A Walk on Water, free tacos and free samples from White Claw — for those over 21, of course. All just a few yards from the Atlantic Ocean as Hero Beach Club played host as the sun set behind a dramatic East Coast sky.
HOMETOWN HYPE: Montauk also celebrated the work of non-profit, A Walk on Water. The local surf community has made a notable investment in hosting surf therapy events, and John Krasner received special recognition for his contributions to the organization before the premiere.
Drew Maloney, who directed HOMETOWN HYPE: Montauk, has a deep connection with the place. He’s been exploring Montauk his whole life – surfing, fishing, and camping there for years. It’s a place near and dear to his heart, and the film shows it.
“I could have just strung together all the surf footage I had with some B-roll and made a cool, hyped-up video,” Maloney said. “Not that there’s anything wrong with that, but Montauk has so much more to offer. I wanted to showcase Montauk as a ‘Gateway to the Ocean’ in a way that justifies how incredible it is out here by hearing it straight from the people who know best.”
In the upcoming weeks, we’ll be heading to Point Pleasant, New Jersey (tomorrow!), Outer Banks, North Carolina, and St. Petersburg, Florida to salute those amazing and unique surf towns.
To make things even more exciting, we’re adding in a friendly bracket-style tournament. Viewers can vote for their favorite short film to crown the First-Ever HOMETOWN HYPE National Champion starting September 6.
Entry is free to the next events, but space is limited! Register to attend at the links below, and learn more about The Inertia’s HOMETOWN HYPE presented by White Claw here.
8/22: Point Pleasant, NJ at Broadway Bar and Grill | RSVP HERE
8/30: Outer Banks, NC at Outer Banks Brewing Station | RSVP HERE
9/5: St. Petersburg, FL at The Floridian Social | RSVP HERE
