Bondi Beach: Amalfi Beach Club in plan for luxury cabanas
Australia’s most famous stretch of sand is the target of a luxury beach club proposal which would see a section of Bondi roped off for the use of those with cash to burn.
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A bold plan to create a European-style beach club at Bondi has ignited debate over the privatisation of public land.
Amalfi Beach Club has applied to Waverley Council for permission to rope off a 30m by 40m stretch of sand on Australia’s best known beach.
The company has said the proposal would be targeted at “high net worth” individuals to enjoy cocktails and gourmet food in luxury cabanas.
The beach club would cover around two per cent of the iconic beach, near Roscoe St for the summer.
Organisers want to create a European style beach club vibe for 100 guests at a time who can choose between the 10 cabanas, four booths or 20 sun lounges and be served fare from a rotating selection of local restaurants by private waiters.
The applicant has proposed a number of date ranges over the summer period with the club to run Thursdays to Sundays between the hours of 12pm and 9pm in the form of four two-hour sessions.
A Waverley Council spokeswoman said the initial proposal for the beach club to operate between November and February was knocked back in May.
“Council officers determined the proposal to be unsuitable,” she said.
“The General Manager has since received a letter directly from the event organisers, proposing new dates of February to May 2021. This proposal is currently being reviewed by council officers.”
The spokeswoman said the proposal has not yet gone before a council meeting because of issues including policy not supporting events on the sand in December and January, the beach being an alcohol free zone and safety concerns about intoxicated swimmers.
A spot in the luxury cabanas doesn’t come cheap at $80 per person for a two hour slot with food and drinks on top.
According to the proposal documents, the organisers have a very clear idea of just who might be frequenting the exclusive establishment as detailed under a section titled “Our Demographic: High Net Worth”.
“Our database constitutes a select demographic comprising of individuals enjoying a high disposable income, within the 25 to 45 age bracket, with an interest in travel, fashion and luxury goods,” the document reads.
“Typically the men are aspirational professionals such as doctors, surgeons, members of the finance industry (bankers & investors), as well as professional directors, business entrepreneurs and business owners.
“Women occupy a similar highend platform in areas of publishing, advertising, fashion, beauty and modelling.”
There’s been a mixed reactions since the proposal by Bondi Beach local Janek Gazecki, who is also behind the Urban Polo competition which sees the horse sport played near beaches, was floated online.
Councillor Sally Betts said while the concept was “OK” she was concerned about the exclusive nature of the proposal and also the lack of detail about how the beach plan of management would be upheld.
“I know the beautiful people will love it and the beautiful people do use Bondi Beach but so do the peasants like you and me,” Cr Betts said.
“We don’t want to take a bit of the beach and say ‘this is only for the people who can afford it’.”
Cr Betts said she had corresponded regularly with Mr Gazecki about the proposal and had told him he needed to consider how he would deal with sand movement from wind, the delivery of food and other logistics.
A 600 signature petition supporting the concept continues to gain traction but not all the locals visiting the Amalfi Beach Club Facebook page are as impressed.
“To me it seems like you’re taking public beach space which is free and wanting to turn a profit from it,” Karina Crocker wrote.
“Wanna bet old and ugly people with kids like me won’t get access?” commented Victoria Lascelles-Twiss.
“Australia as a whole is lacking the overseas beach club vibe. I think this is a great idea,” said Julie-Anne Donnachie.
“This is long overdue in Bondi,” commented Andrzej Stepien.
Organisers argue the concept has already been highly successful on Adelaide’s Glenelg Beach since 2017.
It comes as Waverley Mayor Paula Masselos issued stark warnings about social distancing as crowds flocked to Bondi on the sweltering long weekend.