Leisure: By all accounts celebrating Independence Day on a crowded beach can be daunting at best. That's why for this year's July 4th beach vacation in Santa Monica, I opted for a brilliant "Beach Butler" service offered year-round by Perry's - a 30-year Los Angeles beach-area institution with a loyal following among locals, tourists and celebrities, alike.

Although the company has grown to become the largest bike and skate rental company in California, Perry's offers far more. This family-owned business has grown from a single burger and hot dog shack to one of L.A.'s most recognizable beach brands offering a range of services: food, equipment rental and lessons, tours, shopping services and other amenities through its eight locations stretching from north Santa Monica to south Venice. The company boasts four open-air cafes that serve healthy and fresh breakfast and lunch fare along with beverages and cold treats to make those hot summer days more manageable.Perry's also offers full-service event and party catering and beach barbecues.

Spoiled at the Shore
All of this aside, it's Perry's Beach Butler service that, at first, had me intrigued and ultimately impressed. Currently available at three of its locations - 930 Pacific Coast Highway, 2400 Ocean Front Walk, and 2600 Ocean Front Walk - Perry's Beach Butler service does all the work for beach-bound luxe lifer's loathe to lug the requisite chairs, towels, food and other sun-worshipping supplies.

At the desired time, your very own Perry's Beach Butler will have your chairs and umbrella set up and ready for your arrival. He'll then provide all that you and your companions need for a comfortable and coddled day ocean-side. When it's time to go, your Beach Butler will gladly break down your equipment and otherwise clean up behind you.

Perry's offers two Beach Butler packages, although other services can be included as part of a customized service for an additional fee. The standard Beach Butler package costs $50 and includes the set up of two custom beach chairs, a beach umbrella and table. The deluxe Beach Butler package for $100, which I thoroughly enjoyed this past vacation, includes all of those items plus two plush keepsake beach towels, a boxed lunch for two served by the Beach Butler (ours an extremely good cheeseburger and a shaved turkey sandwich on a baguette), iced beverages, and a walkie-talkie so you can reach your personal Beach Butler in an instant and request other items or services as desired.

Your personal Beach Butler is, in fact, more than happy to accommodate any requests - particularly those for other of Perry's diversified offerings, including food, beverages and sweet treats; surfboards, boogie boards, skates, and bicycles; sunscreen, sandals, sand toys, sunglasses and other supplies; and extra chairs, umbrellas, towels and mats should additional guests arrive.Just tell your dutiful Beach Butler exactly what you need and he'll be at your service.

Bravo, Perry's!

During the busy summer months reservations are recommended, and may be booked through your Santa Monica hotel concierge, tour operator, or directly by calling 310.939.0000. More information is available online at Perry's Cafe

- Merilee Kern
JustLuxé.com's "The Luxe List" Executive Review Editor

The Luxe List product, service and travel review editor Merilee Kern scours the luxury marketplace for new and captivating "musts." Submissions accepted via e-mail at Merilee@JustLuxe.com.