How an upscale beachside bar makes the good life ac cessible to anyone

By Brendan Fitzgibbons • Photos By Eric Taylor

In the luxurious seaside shopping and dining destination of Pier Village is an establishment that achieves almost the unthinkable…combining the elegance of a fine dining and drinking hot spot with the relaxation of a neighborhood bar.

Opened in September 2012, Indulge Lounge holds around 150 and has quickly blossomed into the highlight of the village.

“If every single day I woke up and thought of an ideal place where I would want to be, this would be it,” said partner and operating owner, Joe Squillaro. “We are steps away from the beach, the space was available, and we had the liquor license, so we were very fortunate.”

Squillaro is from Staten Island, but moved to Jersey 13 years ago, and now lives in Tinton Falls. The co-owner pointed to Indulge’s robust happy hour as a reason for early success; the food and drink deal includes a $6 food menu, $5 spirits, $6 martinis, and half-priced wine by the glass, and lasts from 3:30 to 8:00 Monday through Thursday, Friday and Saturday from 3:00 to 8:00, and Sundays all day.

“Clientele varies with the time of year. We tend to see a lot of late 20s to mid 40s range,” said Squillaro. “We get regular Joes, and I’ve also had guys park Lamborghinis outside.”

VJ SPREAD

Squillaro described the cuisine as upscale bar food, and maintains that his primary concern is making sure it’s accessible to everyone.

“We crafted our menu so that no matter where you come from, you can find something,” he explained. “We made it impossible to not find food that fits.”

That diversity includes Pretzels Bites with multiple sauces, Filet Mignon Carpaccio, nine types of quirky and tasty Sliders, an array of hearty fresh seafood mains, and a lavish dessert list that looks like mom’s homemade baking with a Willy Wonka twist. Drink offerings are even more impressively manicured. There are over 40 originals, starting with “Frostbite” martinis that are chilled beforehand in sub-zero freezers. Other cocktail staples come in an array of flavors like French Toast, Sour Patch Kids, and Snow Cone. Smoked cocktails are a big hit in the wintertime, and in the summer, patrons flock to the hard lemonades.

Indulge hosts several fundraisers, including a March benefit for colon cancer research, in honor of Squillaro’s father-in-law, who passed away from the disease three years ago. The New Jersey hot spot will also offer a roof to fundraisers to support the development of other bars in the area, and features “Industry Night” every Sunday, when anyone working for tips in the service field can enjoy 50% off anything at the lounge from 9:00 until close.

Indulge Lounge
Pier Village, Long Branch
732.963.9352
info@indulgeloungenj.com