Kygo's Palm Tree Crew Invests In Nightlife Hotspot Mary Lou's As It Plots National Expansion

Forbes

27-05-2025

A rendering of Mary Lou's Montauk.
Palm Tree Crew is turning up the volume on its hospitality game - this time by backing one of the buzziest names in nightlife. The brand, co-founded by global DJ Kygo and longtime manager Myles Shear, is making a strategic investment in Mary Lou's, the high-energy dining-meets-nightlife concept from Mama Hospitality.
Mary Lou's made a splash with its debut in Palm Beach earlier this year, earning a rep for combining great food, inventive cocktails, and a party atmosphere that doesn't take itself too seriously. Now, it's heading to Montauk just in time for summer—and Palm Tree Crew is helping power the expansion.
The partnership is more than just a financial boost. Palm Tree Crew and Mama Hospitality are launching a joint holding company to guide Mary Lou's as it grows into new markets across the U.S. and evolves the concept even further. It's a big step for Palm Tree Crew, which has been steadily growing beyond its music festival roots into a broader lifestyle and hospitality brand.
'Mary Lou's is exactly the kind of bold, culturally attuned concept we look for as we continue to build the Palm Tree Crew hospitality portfolio,' said Myles Shear, co-founder of Palm Tree Crew. 'It's more than a restaurant or a club—it's a fully immersive experience that speaks to a new generation of consumers looking for something memorable, social, and story-worthy. We're excited to help bring this to more consumers around the country.'
A rendering of Mary Lou's Montauk.
The Montauk opening is a big next step and a test for the concept's ability to scale while keeping its signature vibe intact. But with the weight of Palm Tree Crew behind it, Mary Lou's is better positioned than ever to bring its playful, immersive take on nightlife to other culturally rich destinations across the country.
For Palm Tree Crew, the investment builds on a broader strategy to turn its brand into a full-fledged hospitality powerhouse. The company has recently launched or announced several destination venues in cities including Las Vegas, Miami, and Orlando, alongside its growing slate of global music festivals.
On the venture side, Palm Tree Crew has made notable investments in culturally relevant, celebrity-adjacent brands, including Jake Paul's men's body care label W; social music discovery app Hook; and canned cocktail brand SIPMARGS, where Palm Tree Crew also helped bring in influencer Alix Earle as a lead investor.
According to Mary Lou's co-founders Alex Melillo, Joe Cervasio, and Topher Grubb, the partnership represents a natural evolution of both companies' missions to create memorable, culturally resonant experiences.
'From day one, partnering with Kygo, Myles, and Palm Tree Crew felt like a natural progression for our brand,' said Melillo. 'We're all driven by the same passion to create unforgettable moments and world-class experiences that resonate deeply with people. This collaboration brings together a powerhouse team that truly understands how to shape culture on a global scale.'
With the addition of Mary Lou's, the company is positioning itself to extend its influence from daytime events into nightlife and late-night culture.
Mary Lou's Montauk is set to open its doors this summer and will serve as a litmus test for the concept's ability to scale while keeping its signature vibe intact. But with the weight of Palm Tree Crew behind it.
As nightlife, music, and dining continue to merge into hybrid experiences, this move signals Palm Tree Crew's intent to lead the charge.