Palm Beach bargains.
It’s not a punch line.
Sure, multi-carat diamonds go “on sale” for tens of thousands of dollars up and down Worth Avenue. But there are also $5 lunches at the popular Italian restaurant Amici.
And a night at The Breakers between now and Sept. 30 starts at $225, the lowest one-night rate in years.
Some diners, shoppers and backyard vacationers previously priced out of the island’s toniest establishments are crossing the bridge for a taste of the Palm Beach life.
“We got one heck of a deal,” said Gary Embrey of Fort Lauderdale, who recently spent a weekend at The Colony, a luxury boutique hotel. “And we found deals in Ralph Lauren and in a shoe store on the Avenue.”
Gary Schweikhart, publicist for The Colony, says Palm Beach’s “image of high price and exclusivity” has been changing for years. “But,” he says, “it’s happening faster because of the economy.”
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Each day at lunch, Amici’s managing partner, Maurizio Ciminella, noticed a line of cars carrying “shop girls and firemen” off of Palm Beach.
Ciminella, who says he has not seen business so “off” in his 20 years on the island, took heed.
“I decided to focus on the working people,” he said. “They are the heartbeat of the town and these people need to eat every day.”
He visited fast food chains and came up with a Palm Beach breakfast deal: an egg sandwich “cooked in a pan, not in a microwave” with a cup of Italian Lavazza coffee for $3.99. They also started a $5 take-out lunch menu featuring a smoked turkey and brie panini.
“We … are trying new things instead of just saying it’s a bad economy and being sad,” he said.
Fourteen Palm Beach restaurants are offering three-course prix fix lunches for $20.09 and dinners for $35 in June as part of Palm Beach Restaurant Month. A similar meal deal lasted just a week last year.
“Disposable income drives our business,” says organizer Zach Bell, executive chef at Cafe Boulud, “so restaurants are changing and restructuring prices.”
He says the promotion is bringing new customers to Cafe Boulud.
“Ninety five percent are first timers every day at dinner,” he says. “We emphasize to employees that these are our new VIPs. These are the people you want to make regulars, or at least regulars on special occasions.”
Legendary luxury hotels, too, are doing what they can to entice newcomers to the island.
At The Breakers, free unlimited golf and tennis is included in the “unprecedented” $225 rate, says Ann Margo Peart, public relations manager.
And the goal of The Colony’s summer deal – two-night stays for $159-$195 per night: “To get anybody we can get in the front door,” says Schweikhart, “including people who have never even come over to Palm Beach before.”
Worth Avenue typically offers deep discounts in the summer, and this year is no different, says Worth Avenue Association President Sherry Frankel. But don’t expect panic sales.
“In January … there were steep discounts,” says Frankel. “But now there are values of the sort we always see this time of year.”
That means discounts now of 30-50 percent, with the deeper deals coming in July and August, as merchants make way for fall collections.
Some luxury retailers are stepping up their efforts to get more shoppers in the door. At Max Mara, spring and summer collections are the usual off-season 50 percent off, but this year, says store manager Jennifer Bailey, the sale began sooner.
And at David Morris jewelers, where one can inquire about the price of 26-carat emerald earrings, “this year, for the first time, we have included more than half of the season’s current collection in the 50 percent off sale,” says sales associate Lori Kolfenbach.
Luxury brands, though, have to walk a fine line, retailers say. They can’t “devalue” their brand.
“If the client wants our luxury brand they are (willing) to pay for it,” says Sally Chandler, manager of Salvatore Ferragamo, where shoppers will find the typical 35-40 percent off.
Ferragamo may cut prices further in July, she says, but 40 to 50 percent off is as low as they will go. They can’t risk conditioning customers into expecting lower prices.
Says Chandler: “We believe everything is going to get better.”
PALM BEACH PROMOTIONS
RESTAURANTS
Amici Palm Beach — Egg sandwich and cup of Lavazza coffee to go, $3.99 from 7:30 – 11 a.m. weekdays. To-go menu, $5 from 11:30 a.m. – 9:30 p.m. Monday to Saturday. Three-course dinner with wine, $29 daily until 7 p.m. 375 South County Road; (561) 832-0201.
Cucina — Small-plate versions of regular menu items available at the bar only from 4:30 p.m. until close for $6-$18. 257 Royal Poinciana Way; (561) 655-0770.
Michael R. McCartys Restaurant — Two-course (appetizer and entree) dinner for $29.95 with unlimited wine from 5 p.m. – 9 p.m. weekdays and from 5 p.m. to 10 p.m. Friday and Saturday. 50 Cocoanut Row; (561) 659-1899.
Nick and Johnnies — Three-course Sunset Supper for $25 from 4:30 p.m. – 6:30 p.m. daily. Small-plate versions of regular menu items available at the bar only from 4:30 p.m. until close for $6-$18. 207 Royal Poinciana Way; (561) 655-3319.
Testas – Early bird menu from 3 – 6 p.m. daily from $13-$18. Coupon available at www.testasrestaurants.com make all early bird entrees $14. Thursdays from 5 p.m. martinis are $5. Breakfast specials with a cup of coffe daily for $7.25. 221 Royal Poinciana Way; 832-0992.
PB Restaurant Month: Fourteen restaurants are offering three-course prix fix menus (appetizer, entree and dessert) for $20.09 at lunch and $35 at dinner. Beverage, tax and gratuity not included. Participating restaurants include:
Bice — 313 1/2 Worth Avenue; 561.835.1600.
Café Boulud at The Brazilian Court — Three-course Sunday brunch is $25. Other specials daily. 301 Australian Avenue; (561) 655-6060.
Café L’Europe — 331 South County Road; 561.655-4020.
Charley’s Crab — 456 South Ocean Boulevard; 561.659.1500.
The Leopard Lounge & Restaurant at The Chesterfield — 363 Cocoanut Row; 561.659.5800.
COCO Palm Beach — 290 Sunset Avenue; 561.832.3734.
The Flagler Steakhouse at The Breakers — 2 South County Road; 561.659.8488.
The Italian Restaurant at The Breakers — 1 South County Road; 561.659.8488.
The Ocean Bistro at the Four Seasons — 2800 South Ocean Boulevard; 561.582.2800.
Renato’s — 87 Via Mizner – Worth Avenue; 561.655-9752.
The Seafood Bar at The Breakers — 1 South County Road; 561.659.8488.
The Temple Orange at The Ritz-Carlton — 100 South Ocean Blvd., Manalapan; 561.533.6000.
Ta-Boo — 221 Worth Avenue; 561.835.3500.
Trevini — 151 Worth Avenue; 561.833.3883.
HOTELS
The Breakers — From May 26 to Sept. 30 prices from $225. Free golf, tennis or kids meals with some packages. One South County Road; 1-800-273-2537.
The Chesterfield Palm Beach — Starts at $149 with continental breakfast for two through Sept. 30. 363 Cocoanut Row; (561) 659-5800.
The Colony Palm Beach — Weekend rates start at $195 with a full English breakfast for two from May 6 to Oct. 15. Weekday rates start at $159 for two-night stays. 155 Hammon Avenue; (561) 655-5430.
The Brazilian Court Hotel and Beach Club — One night luxurious studio accommodations and three-course dinner for two at Cafe Boulud is $249 through Aug. 31 (a 20 percent savings off in-season rates).
The Omphoy Ocean Resort — Opens July 31. From $149 through Sept. 30. 2842 South Ocean Blvd; (561) 540-6440; www.omphoy.com
Four Seasons Palm Beach — From $225 with a $50 resort credit. 2800 South Ocean Boulevard; (561) 582-2800.
Ritz — From $269 with breakfast for two and a $50 resort credit. 100 South Ocean Boulevard, Manalapan; (561) 533-6000.
RETAILERS
Christofle — Until July third, spend $250 and receive a gift card for $25; Spend $500 and receive a gift card for $75; Spend $1,000 and receive a gift card for $200. 150 Worth Avenue; (561) 833-1978.
David Morris — 50 percent off select merchandise through July. 305 Worth Avenue; (561) 655-3401.
Dea Luxury Linens — Bedding is 75 percent off. 341 Worth Avenue; (561) 366-1203.
MaxMara — Spring and summer collection is 50 percent off. 216 Worth Avenue; (561)832-0069.
Off Worth — Bead rack, including semi-precious stones, 50 percent off. 325 Worth Avenue; (561) 835-0383.
Rene Caovilla — Shoes are 60 percent off. 150 Worth Avenue; (561) 459-1712.
Saks Fifth Avenue — From July 3 – 10 purchase $75 or more in cosmetics or fragrance and receive a beach tote and a coupon for $50 off any sunglass purchase of $300 or more and a coupon for $100 off a $1,000 vacation booked on LuxuryLink.com. 172 Worth Avenue; (561) 833-2551.
Salvatore Ferragamo — Womens and men’s apparel, handbags, briefcases, shoes, accessories. Spring collection 35-40 percent off. 200 Worth Avenue; (561) 659-0602.
Patti Esbia Antique and Estate Jewelry — Owner Patti Esbia says she keeps a box of jewelry in her safe that is for sale “at or below cost.” Examples include a 14-carat garnet broach for $60 and platinum and diamond chandelier earrings for $2,500. 326 Peruvian Avenue; (561)833-9448.