The latest proprietor of the Pemaquid Beach snack bar hopes to attract beachgoers with a classic mix of quality food, low prices and entrepreneurial innovation.
In a beachside interview this week, Stuart Mason, the snack bar’s third tenant in as many years, explained his time-tested strategy. “We have basket meals now,” Mason said. “For $4.50 you can get a burger, fries and a 12 oz. soda. That’s better than some fast food restaurants.”
Unlike some of those fast food establishments, however, Mason won’t sacrifice quality for price. “What I’m trying to do is serve good food at affordable prices in an awesome location,” he said.
Mason plans to offer a variety of “summer specials” as well – haddock sandwiches, scallop and lobster rolls, even pizza. “I’m going to up the ante a little bit,” he said. Mason promises the upscale fare won’t require a country club salary. He’ll offer each “at moderate pricing. I think we have to be conscious of that in today’s economy,” he said.
For the first time, the snack bar will accept debit and credit cards this year. “We now accept Visa, MasterCard and Discover,” Mason said. Beachgoers, especially children, can easily lose cash in the sand and water. “I just thought it would be easier,” he said.
Mason hopes to extend his hours into the evening with occasional “sunset meals.” For now, families or other groups who want to arrange evening dining need to make arrangements ahead of time, but Mason would like to see this offering expand.
“This beach is spectacular at night. The sunsets are phenomenal,” he said. “My wish is to develop a sunset venue where people can eat something and bring their chairs and kick back and watch a beautiful sunset.”
For the last nine years, Mason has enjoyed a unique vantage point for those sunsets. His home overlooks the beach and allows for a short commute – just a few hundred yards over the baseball field.
Mason’s location and frequent visits to the beach give him a unique advantage. “I’ve been able to observe and watch and learn with hopes that someday I could end up being here,” he said. “I am here now and I’ve derived my own formula from that.”
Mason wants to succeed, not only for his own sake and that of his family (Mason’s wife, Julie, and teenage children, Stuart Jr. and Ashley, help staff the snack bar), but for the town as well. “I feel that I represent the town of Bristol,” Mason said. “I want to do the best I can do for it.”
Mason grew up in New Jersey and spent 15 years in Florida before moving to Maine. Here, he said, he felt at home for the first time since childhood.
“I’ve fallen in love with New Harbor,” he said.
Since 1988, Mason has been the owner of All-Pro Amusements, the company behind many of the “capsule machines” found in the entryways of grocery stores and pizzerias, offering stickers, tattoos or toys for pocket change. Moving into the restaurant business, however, represents the fulfillment of a longtime dream.
“I grew up working in restaurants,” Mason said. “It has been something I’ve always wanted to do. What better way to try something than having it right on a beach?”
Mason credits Gordon Benner and the Bristol Parks Commission for making the transition as smooth as possible. “They’ve gone over and above to help me create a nice restaurant environment down here,” he said.
Mason wants prospective beachgoers to know he’ll be ready for them, even if the weather isn’t tropical. “Even on hazy days I’ll sit down here just so people know that we’re here,” he said.
If customers want to check in or make requests, the snack bar now has a phone (another of Mason’s changes): 677-3500.
