It’s a ’gram jam
Hampton haven for tacos, tunes and selfies
Walking into Instabar, one is greeted by a riot of color, light and kitsch: wild graphics, a wall of speakers offered for art, not sound, a hollowed out Winnebago remade as a conversation pit, and positive vibes like “Make today Magic” drawn in funky fonts on the floor. Every night, live music flows from a corner stage.
The festival of senses is about more than a fun night out, though Tex-Mex tacos, local craft beer and margaritas do provide that. Instabar is a place that exists in equal measure for pleasure and posting, dedicated to the Instagram generation. Each tableau — there are more than 20, and they change regularly — is a potential scene for selfies, a nod to the notion that an experience is more awesome when shared online.
It’s the brainchild of Scott Millette, a former competitive snowboarder and fight promoter turned filmmaker. His work in branding and marketing led Millette to Austin, Texas, last year, where he discovered Rainey Street, an old neighborhood turned nightlife hub brimming with food trailers, bars made of freight containers and other oddities. He found the scene ideal for iPhone snapping and uploading.
Dawn Kingston, a photographer who works extensively with influencers and artists like Shawn Mendes, Machine Gun Kelly and Cameron Dallas, told him about an emerging business model focused on the selfie crowd.
“Pop-up museums like Happy Place and Ice Cream Museum, the one made famous on the Kardashians,” Millette said by phone recently. “They all had individual rooms that were basically built just to take Instagram photos of yourself. I was like, ‘Wow, this is a whole other market.’ These places had tickets that were selling out in minutes.”
Millette hatched a plan to combine it with a focus on his favorite food and bring it home to New Hampshire.
“I thought those two things coming together would be a really cool experience,” he said.
His old friend Shane Pine liked the idea of using the back of his Hampton restaurant, Shane’s Texas Pit, and he liked the food focus, which Millette hoped would draw the surfer crowd and be true to the Lone Star State.
“One thing you can get that’s amazing all the time in Texas is a taco, whether you go to a big restaurant or get it out of a truck at 3 in the morning,” Millette said.
Losing 87 pounds on an all-Mexican food diet a couple of years ago gave Millette the experience to build a menu. He then recruited artists to create the space.
“Carmen Fernandez, a friend of mine from Portsmouth, Christian Hardy, a filmmaker, musician and an artist I’ve worked on other projects, Kendall Vocca and Alyssa Pine,” he said. “We all worked together; I just essentially would curate it, but sometimes I would just guide them in a certain area.”
Kingston helmed the crucial Instagram rollout. To her surprise, Millette insisted the location would be a mystery right up to opening night.
“Social media is all about engagement,” he said. “The first question is, where is it? We tell them it’s a secret and they can’t know without an invite. That made our Instagram quite explode, to like 700 views per story.”
Live entertainment is integral to Instabar’s mission.
“What is art without music?” Millette asked. “Nothing without a good soundtrack. It’s so important to me … and this restaurant is based on being authentically Austin, which claims to be the live music capital of the world.”
April Renzella, David Corson, Rob Pagnano, Brad Bosse, Sam Robbins and Amanda McCarthy have all appeared there since Instabar opened in late May. Comedy happens June 24 at 6:30 p.m., when Manchester standup Mike Koutrobis performs ($10/ticket).
Millette has other ideas brewing as well, like help sessions with professional photographers for people looking to take more flattering shots.
“We have this whole environment of great backdrops,” he said. “We could do an Eight Steps to Up Your Bumble Game type of night that includes live music after, where people come out and take awesome selfies, and get to meet other singles.”
Instabar @ Shane’s Authentically Austin
Where: 61 High St., Hampton
Reserve: instabarnh2020.eventbrite.com
Thursday, June 18 - TBA
Friday, June 19 - Dave Corson
Saturday, June 20 - Rob Pagnano
Sunday, June 21 - Alex Potenza
Monday, June 22 - TBA
Tuesday, June 23 - Dave Corson
Wednesday, June 24 - Amanda McCarthy
Thursday, June 25 - Dave Corson
Friday, June 26 - King Kyote
Saturday, June 27 - Dave Corson
Sunday, June 28 - Brad Bosse