In 1998, entrepreneur Jack Penrod introduced the world to Nikki Beach, the first and original luxury beach club concept that combines the elements of music, dining, entertainment, fashion, film and art into one. Here RLI speaks to company CEO Lucia Penrod to discuss the history of the concept and the upcoming expansion into new territories.
Created to celebrate the life of Jack Penrod’s daughter Nicole, everything at Nikki Beach has been planned with her in mind. The properties in the company portfolio are designed to be soft, friendly, carefree, beautiful and safe. Right now Nikki Beach Hotels & Resorts has four hotel properties in its portfolio that are open and operating. They have one in Koh Samui in Thailand, Porto Heli in Greece, Bodrum in Turkey and Dubai in the UAE. “In the years ahead, we plan on maintaining our presence in our current regions, domestic and abroad. We will also increase the number of new stores, reach new customers with diverse tastes and continue to offer a distinguished shopping experience,” says Ayaydin.
Alongside their hotel sites, Nikki Beach also operate 14 beach clubs, have a lifestyle division (including fashion boutiques and a magazine), host special events and run Nikki Cares, a non-profit charity. In the coming month a new Nikki Beach Hotels & Resorts location will be opening in Santorini, Greece, whilst in 2021 a new site will be launched in Montenegro and in 2023 a site will be opened in Sri Lanka.
“When looking for new properties we have a specific process in place and one person in charge of this who is constantly scouring the globe for new properties,” explains Lucia Penrod, CEO of Nikki Beach Hotels & Resorts. “The number one requirement is that the location has to be already knowledgeable about our brand as it is all about the experience that is on offer.”
With such a unique offering, ensuring the destinations remain attractive and exciting requires a lot of detail. “The most important aspect is maintaining the concept we have, which is a celebration of life. Everywhere around the world people celebrate life in pretty much the same way, with both friends and family in a place that is beautiful and gives you the platform to celebrate,” says Penrod. This platform to celebrate is represented through six elements that the company works with in every single location. They are music, dining, entertainment, fashion, film and art and these combined with keeping their eyes open on what is new and what is next, Nikki Beach Hotels & Resorts is always breaking new ground and setting trends in the industry.
The company has been adjusting its offer accordingly in-line with the rapid rise and increased importance of a brand’s social media output and e-commerce offer. As part of its twentieth celebrations, they decided to do some revamping on their website, which was completed and launched earlier this year. “Just last month, we re-launched our e-commerce offer, as we have seen how social media is being integrated in e-commerce at Nikki Beach Hotels & Resorts, so we try to always give our customers more of what they want and make their decision-making easier and not complicate things,” explains Penrod. One part of this new e-commerce offer is that they are highlighting local designers and artists from some of the Nikki Beach locations. This is something Penrod is excited about because they are helping young, upcoming and currently unknown designers with everything focused on beach chic wear.
As for the main social media platforms such as Facebook, Instagram and Twitter, the company has increased its team that handles this aspect as they are aware of how important it is to be current and trendy on this medium. The ethos of Nikki Beach Hotels & Resorts is this celebration of life and that is the purpose of the company and its staff. “So the moment people arrive at one of our properties, it is my job to make people happy and this includes great service, great food, great music, all the six elements put together. In the end it boils down to one mission and that is to celebrate life and make people happy,” says Penrod.
The challenge currently facing Lucia and the Nikki Beach Hotels & Resorts business is to continue to offer such a unique service in the face of company expansion. They must keep their eyes open on the road ahead as they always do, and try to stay ahead of the curve by creating new ways to entertain its customers.
Nikki Beach was never meant to be a business, the idea stemmed from wanting to honour and celebrate the memory of Jack Penrod’s late daughter Nicole. It has grown exponentially since this original idea was born and is now an incredible business. – “I can’t tell you how grateful my family feels with the privilege of being able to continue this legacy, the legacy of Nikki Beach around the world,” concludes Penrod.