On December 24, 1997, Jack Penrod created Café Nikki, a garden at Penrod’s Beach Club in South Beach, that later turned into Nikki Beach. In 1998, Jack Penrod decided to expand the beach club concept to the beach with a French-style beach club and restaurant. Nikki Beach is named in tribute to Penrod’s daughter, Nicole Penrod. Jack Penrod has remained involved and in control for all the different aspects of the brand, even if not necessarily owning the actual real estate assets
Penrod has always had a unique understanding of lifestyle and hospitality, with one-of-a-kind entertainment and dining concepts along with consistently high service standards, extended effortlessly – always in tune with the latest trends, maintaining an ideal balance between relevance and desirability. Nikki Beach has spread worldwide with beach clubs, luxury hotels and resorts, a fashion division, special events, and Nikki Cares, a 501c3 non-profit charity.
“Nikki Beach was created to celebrate the life of my daughter Nicole. We did not have any plans to become a global brand. However, the magic between our family concept and our customers created a demand. It was then that we decided to expand Nikki Beach worldwide, while keeping the core message behind Nikki Beach (which is a celebration of life) by ensuring each location combined the elements of everything that Nicole loved into one: Music, dining, entertainment, fashion, film and art.” Jack Penrod
Music has been and remains a constant DNA brand feature at the heart of all Nikki Beach locations, with global resident DJs as well as themed entertainment on a regular basis, but also special events. Exceptionally well bonded and motivated teams make up the Nikki Beach family, regardless of the location and business type operations. Attention to details, respect and deep sense of care drive each and every employee. Staff are genuine, warm and welcoming, incessantly in pursuit of excellence!
Nikki Beach Resorts makes up the most complex offering of the Nikki Beach brand, with the same calibre of service extended to accommodations and Spas. With a ‘quiet’ luxury approach, Nikki Beach Resorts conveys ultimate comfort and functionality standards within an understated contemporary aesthetic – sleek and bright, with natural elements such wood, stone and sand . Top quality furnishings and finishes define each location, while close attention is also being paid to state-of-the-art technology.
Over time, as an operator, Nikki Beach has also shown its expert understanding on how to sustain growth while consistently investing in the upkeep of the product and constantly innovating its offering. Equally to beaches, Nikki Beach resorts attract an ideal mix of guests, not only younger, but also families with children. In locations such as Dubai, Nikki Beach Resort has attracting a solid based of local patrons too (non-residing guests).
At the same time, in-house guests but also visitors can not only rejoice over the ultimate entertainment, but also immerse in a more secluded experience, whether it is the Spa in the comfort of their rooms and suites, but sensibly conceived areas or different times of the day. For instance, there is a carefully implemented type of music depending on the time of the day or the type of view and in many cases, even during the day of the week or season.
Opened in 2016, Nikki Beach Dubai has been a flagship fully operated Nikki Beach Hospitality Group, having achieved and maintained a unique positioning in Dubai’s highly competitive luxury hospitality sector. For 8 years, regardless of its ownership, Nikki Beach Dubai has built a consistent reputation in Dubai for customers, as well as staff. From opening, the resort, which commands its own sandy private beach, has been so much more than entertainment, attracting diverse nationality guests, while impeccably reflecting the DNA of the Nikki Beach brand.
We look forward to the upcoming Nikki Beach Resorts in Oman (2025), Ras Al Khaimah 2027 (U.A.E.) and Baku, while there may be new announcements. Nikki Beach Hospitality Group will be operating these resorts under a third party management agreement – each property is separately owned by the developers.
Oliver Petcu in Dubai
Nikki Beach Resort Dubai
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