Lucia Penrod, the CEO of the global luxury brand Nikki Beach and the Nikki Beach Hospitality Group — which spans 11 beach clubs, five resorts and hotels, residences, fashion and dining ventures — discusses the evolution of her family business; her philanthropic initiative, Nikki Cares; and the future of this brand.
Nikki Beach is a luxury brand known around the world from Miami Beach to Saint-Tropez, but it was originally inspired by a family tragedy. Can you share that story with us?
Let me start by giving some background on my husband, Jack Penrod, and how we met and began working together. Jack’s beginnings were humble, working his way up from a line cook at McDonald’s earning 85 cents an hour as a teenager to becoming one of the largest franchise owners within the corporation. His entrepreneurial spirit led him to open several bars and restaurants in South Florida.
In 1984, I moved from Nicaragua to Miami and worked for the diplomatic field in Miami with the governments of South Korea and Venezuela and shortly afterward joined Jack’s organization to manage the prestigious Jockey Club of Miami. Our partnership strengthened over the years, with me taking on roles such as project manager and later PR director during the opening of Penrod’s Beach Club at the iconic address of 1 Ocean Drive in Miami Beach. Our professional and personal life converged, and in 1995, we got married.
A profound turning point for us was the tragic loss of Jack’s 18-year-old daughter, Nicole, who passed away in a car accident in 1997. Rather than mourning her life, we decided to celebrate her life by transforming the pool area at Penrod’s into a beautiful butterfly garden named Cafe Nikki in her honor. The garden's success and the encouragement from our guests inspired us to expand the concept onto the beach. In 1998, we launched the first Nikki Beach, a venue that embodies the philosophy of “Celebrating Life,” combining the elements of music, dining, entertainment, fashion, film and art among all-white décor, teepees and international cuisine, all designed with Nicole in mind.
We never intended to build a global brand, but this concept quickly resonated with our guests; and at their request, we expanded to Saint-Tropez, then Saint Barth, and eventually opened locations around the world. We strongly believe in a very simple business strategy of “listen to your customers, and give them more of what they want. But truly listen.”
Do you consider this to be a family business, and if so, how many family members are involved?
Absolutely, Nikki Beach is a family business at heart. Several family members are deeply involved in its operations and play critical roles in maintaining the essence and core values of the brand. We also have many team members who have been with the brand for 10, 15 and even 20 years. They’ve grown with us and truly feel like an extension of our family. We’ve seen them grow up, get married and start families of their own. It’s this tight connection with our staff that ensures that the original spirit of celebrating life with friends and family, which the brand was founded on, continues to be at the forefront of our activities and initiatives.
Tell us all about your philanthropic initiative, Nikki Cares.
Nikki Cares is our philanthropic arm, through which we aim to give back to the destinations where we are based, on a local level. We believe in the importance of supporting the local communities that host our properties and ensuring that while we celebrate life, we also contribute positively to the lives of others and the environment around us, particularly through ocean conservation (as all of our locations are on or near the coast) and children’s causes. Children are the future, and we won’t have a home if we don’t take care of Mother Earth. These are the two main causes I prioritize and continuously work to support.
Today it’s a well-known lifestyle and luxury brand. What properties and concepts are included in your portfolio today?
As we’ve continued to grow over the past 25-plus years, we’ve evolved into a comprehensive hospitality group. We’ve become much more than just beach clubs; we’re a global luxury lifestyle brand. Our portfolio includes a variety of properties and concepts, including beach clubs, resorts, residences and restaurants. We also have a lifestyle division which operates lifestyle boutiques across many of our Nikki Beach locations as well as managing our e-commerce website.
Most recently, we launched our new brand concept, Lucia — a radiant new restaurant, bar and “Bain de Soleil” — on La Croisette. The name “Lucia” actually comes from the Latin word "lux," signifying all things light and bright. And my team thought it was the perfect name for this exciting new concept, inspired by the eternal glow of sunshine. While Nikki Beach features a very simple, neutral color palette, Lucia celebrates the extravagant, offering a beachfront restaurant dressed in a vibrant ensemble of colors, patterns and a rich tapestry of textures.
Our Nikki Beach brand has been a part of Cannes for nearly two decades, hosting many pop-ups during the Cannes Film Festival over the years. We’ve always felt a strong connection to and fondness for this iconic destination on the Côte d'Azur, located halfway between our European flagship, Nikki Beach Saint Tropez, and exclusive Nikki Beach Monte Carlo beach club. Cannes served as the perfect intermediate point, and inaugural location, for this new brand concept.
At the same time, we’re continuing to expand the Nikki Beach brand with a number of resorts and beach clubs currently in the pipeline in destinations including Muscat, Oman; Antigua, Caribbean; Baku, Azerbaijan; and Ras Al-Khaimah, United Arab Emirates.
How does Nikki Beach stand out in the competitive luxury hospitality market?
Our commitment to “celebrate life” every day with friends and family is our authentic purpose for the company and in our personal lives. We don’t create taglines for marketing purposes. Our business was not born in a boardroom; it was born out of family love. Authenticity in our business is key in maintaining customer loyalty. Our staff are a part of our family, and the emotional connection between us trickles down to our customers. It’s real! At Nikki Beach, we blend our signature elements of music, dining, entertainment, fashion, film and art into one. We provide our guests with an unmatched atmosphere where they can feel like part of a global community in luxurious-yet-unpretentious settings. This integration of barefoot luxury and lifestyle, coupled with our consistent focus on high-quality service and maintaining a connection to local cultures, allows us to offer a distinct experience that you can’t find anywhere else.
What’s next for the brand? What can we expect to see in the coming years?
Looking ahead, we’re exploring new opportunities to expand Nikki Beach's geographical footprint to new and exciting destinations that align with our brand values while also growing our new concept, Lucia, in metropolitan or even winter destinations where Nikki Beach would be a fit.
We’re also committed to continuously refining our offering at our existing locations. The majority of our beach clubs are seasonal, so every summer we unveil exciting renovations. This year we’ve completely revamped our Saint-Tropez and Ibiza locations.