Jessica Jones of Dewey Beach Picnic Co. hopes to enhance the atmosphere for special moments, such as proposals and events.
Every respectable VIP tent boasts a bar and lavish buffet, and you can expect both in the private area at the Rocking the Docks concert series, which kicks off on June 21 at the Cape May-Lewes Ferry terminal.
But the 10-week series’ new private section will also emphasize décor. Picture picnic games, a photo backdrop, a neon Rocking the Docks sign, beachy lounge chairs with ottomans and accessories that complement the performers and the waterfront setting.
Credit Jessica Jones of Dewey Beach Picnic Co. for the atmosphere.
“I’m enhancing the experience,” explained the New Jersey native, who honed her skills working for a high-end wedding and event company in Key West.
Jones has more than an eye for detail; she can also spot the trends.
The luxury picnic business is a cutting-edge cottage industry that has bloomed since the pandemic.
A Coastal Career
“Luxury picnic” is not a term that people used around Ocean City, New Jersey, where Jones grew up. But she was certainly familiar with the beach lifestyle, complete with summer jobs down the shore, where she met husband-to-be Hunter.
The couple gravitated toward the water. For instance, Jones had a gig on a pirate excursion boat; he learned the ropes with a parasailing operation.
Their experience led to positions in the Virgin Islands and Key West, and they eventually moved to the Florida island.
By chance, Jones met the owner of Simply You Weddings, which had a job opening. Jones didn’t hesitate, and she learned all she could from her mentor until the couple’s newborn daughter “changed my life,” she said.
Having a baby and juggling the many details of someone’s special day — plus the long hours — proved problematic.
Meanwhile, the couple’s family friend, Justin Sikora, owned Dewey Beach Parasail, now in its 19th season.
The Jones moved to Rehoboth so Hunter could work with the business, which the couple purchased in 2018.
Moving into mini events
Although Jones missed event planning, running after a toddler kept her too busy to dive back into weddings and largescale events.
Enter the luxury picnic business, which involves setting up a “stage” for people who want more than a blanket and basket.
The event sector is booming. A search for “luxury picnic business” produced 5.6 million results, including a business plan template, a list of the pros and cons and a page titled “Start a Luxury Picnic Business Without Breaking the Bank.”
Jones is not the first entrepreneur in the area to run with the idea. Beachin Bash is also in the Rehoboth area, and Jones says owner Erica Rose Kirlin has been supportive. Beach bonfire businesses have also welcomed her to the fold.
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Each company has a niche.
For instance, Jones does not prepare food, but, when needed, she will contract a food provider, such as Sweet Bites Charcuterie in Georgetown and First State Charcuterie in Frankford.
Some clients want pizza. The Rocking the Docks series is bringing in food from Grain on the Rocks in the terminal.
“I also let my clients know they can choose takeout from any restaurant they like, so there is no preference there,” she said. “I recommend picnic-style appetizer-style foods that do not require utensils since we are usually on the beach and outdoors at almost ground level.”
Perfecting the posh picnic
Jones brings an expertise in event décor to the table — and speaking of tables, they are usually short enough so guests can sit on pillows or ottomans.
She describes her overall style as boho beach, which many people want. But each setting is customized.
For instance, for pedal steel guitarist Robert Randolph’s concert on June 21, she’s going with neutrals, which appealed to Rocking the Docks event organizer Matt VanBelle.
“When I came across Jess’s startup, her branding really caught my eye,” he said. “It was an elevated take on an everyday activity. I thought it was the perfect fit to help us introduce the new VIP area at the concerts.”
Jones, a self-professed shopping addict, finds bits and pieces in Rehoboth shops, Target and farmers market, all of which she stores in a pole barn on her property.
Consequently, she is well-equipped to meet her clients’ needs. For instance, Joe Samba, who performs on June 28, has a reggae style that might influence the VIP tent’s look.
Jessica Jones said she expected a calendar filled with proposals but has been working with small events.
Two, four or more
Jones is no stranger to the concert scene. While in Key West, she worked on Mile 0, a four-day Americana and Red Dirt music festival. (Red Dirt is a genre of country music.)
However, Dewey Beach Picnic Co.’s bread and butter is on the sand.
You might imagine an intimate table for two. So did Jones, who’d envisioned a calendar filled with engagement picnics.
But thus far, most of the events have been for 15 to 20 people. Occasions include bachelorette parties and family celebrations.
Pricing for two guests starts at $250 for two hours and includes a luxury picnic table arrangement with customized décor and a consultation.
Amenities include tableware, pillow, blanket and pouf seating, infused water, ice and an ice bucket, assorted picnic games, lighting, a Bluetooth speaker, bottle opener, bug spray, battery-powered fan, hand sanitizer, customized sign and any required event applications.
For more, go here.
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