CAPE MAY — The beachfront is ever-changing, from the weather’s impact on the waves, sand and dunes to the businesses that rise and fall like the tide along the Promenade.
Despite changes that are sometimes unavoidable, Beach Avenue is home to a trifecta of businesses all passionately run by Meghan Protasi.
The Cape May resident has managed Pete Smith’s Surf Shop on behalf of her family since 2010, and owns both The Buoy Coffee Shop and Stockton Place Beachfront Eatery.
Protasi’s aunt and uncle opened Pete Smith’s in 1983, and the business has stayed in the family under her leadership.
“Being able to carry on the legacy and start something of my own here is incredibly special,” she said.
Protasi opened The Buoy in 2023, with Stockton Place joining the party mid-summer 2024.
“This is our first full season,” Protasi said of the newest addition.
This summer season kicked off with more rain than usual, but Protasi said the energy in Cape May is upbeat and lends itself to people determined to enjoy themselves, rain or shine.
Pete Smith’s
The surf shop on the Promenade is well-known and beloved, marking its 42nd summer season. Protasi said it is a one-stop shop for beach day essentials.
“We’re stocked with summer clothing, beach accessories, Sun Bum products and everything you need for a stylish, sun-soaked day,” Protasi said.
One of the popular items is its branded short-sleeved and long-sleeved T-shirts. They feature summer surf themes, as well as special editions for Halloween and Christmas.
The Buoy Coffee Shop
Now in its third season, The Buoy is an upbeat coffee shop just steps away from the beach. The store carries Rival Bros. Coffee from Philadelphia, unique branded gear, pastries, fresh smoothies, yogurt granola bowls and a selection of packaged goods, among other offerings.
“My personal favorite [drink] is the cortado, but on a sweltering day, the sparkling expresso, which is lemon seltzer and two espresso shots over ice, is unbeatable,” Protasi said.
Having unlimited access to coffee and snacks is one of the highlights of operating three businesses within the same area.
“Being able to bounce between locations on foot means I can support the team wherever I’m needed, without wasting time in transit,” she added.
Stockton Place Beachfront Eatery
The newest operation in Protasi’s day-to-day life is her cool café, located across from the Promenade.
“Growing up here, I felt like the beachfront area needed more quick, healthy options,” she said. “When The Buoy location became available, it felt like the perfect opportunity to bring it to life. Stockton Place followed naturally.”
Not wanting to see an open space sit empty, Protasi set her sights on the Stockton location, especially since she was already outgrowing The Buoy’s kitchen.
“Stockton gave us the ability to expand the menu with hot food while still keeping things easy, healthy and beach-friendly,” she said.
The menu includes hearty, fresh breakfast and lunch items, such as sandwiches, wraps, crisp salads and a “seriously good crab cake sandwich,” according to Protasi.
Visitors will find that everything at Stockton is made fresh and beach-ready, perfect for taking to go.
“I rotate between the chicken Caesar wrap and the smash burger,” Protasi said of her favorites. The burger “was my one menu request when chef Josh Liwoch was creating it, and yes, I’ve eaten more than I’ll admit this summer.”
Day-to-day
Protasi grew up on Cape Island, living above her parents’ shop on the Washington Street Mall. Being immersed in the Cape May lifestyle is a massive part of her identity.
Running three businesses means Protasi’s days start early, with The Buoy opening by 6 a.m. She rotates among all three spots depending on the day’s needs.
“I’ve got a rough weekly schedule, but I leave space to jump in when something unexpected pops up,” she said. “I truly couldn’t do it without my incredible teams at each business. They’re the real magic behind keeping everything flowing smoothly.”
Her alarm goes off at 4:30 a.m., so early bedtimes are a must from May to September. Protasi said she can sneak off to the beach now and then, but most of her downtime happens in the off-season.
“That’s when I recharge, travel and savor the slower pace,” she said.
People often spot Protasi in the middle of the street, either juggling deliveries or speed-walking between buildings. The work keeps her in constant motion, and she loves it.
“Running three businesses in one small beach town is a lot of moving parts,” she said. “Thankfully, I’ve had years of running Pete Smith’s, which gave me the foundation and drive to take on more.”
Having all three businesses within a few blocks of each other helps make her job doable, especially since she is not losing time in the car or bouncing between towns.
Cooperation tops competition
For a small beach town, there is something for everyone, with many robust eating options and several unique coffee shops in just 2.9 square miles of Cape Island.
The business world can be rife with competition, but there is something special about small businesses that go out of their way to support each other.
“When you’re in the small-business world, you learn quickly that collaboration beats competition every time,” Protasi said. “There’s more than enough foot traffic and love to go around. Locals and visitors alike support multiple spots.”
Having a supportive community makes the day-to-day more fun and operations smoother, Protasi added.
“We all help each other out, whether it’s borrowing ice, trading lids or just swapping advice,” she said. “Huge thanks to Steve at Magic Brain Café, who has saved me more than once.”
Spending summer in a bustling beach town is not for the faint of heart. Protasi said it’s a blur of sun, hustle, sandy feet and smiling faces.
“We feel so lucky to be part of people’s Cape May memories and truly appreciate every customer who supports our little corner of town,” Protasi said. “I just want to say thank you to everyone who has supported our family’s businesses over the years.”
By RACHEL SHUBIN/Special to the Star and Wave
