owns some of the most famous luxury beach clubs in the world.CEO Lucia Penrod told Business Insider that every guest is treated like a VIP — but some A-listers have some pretty unique demands.
"It was a business, but a tribute to a beautiful life that left too young," she told Business Insider."We decided as a family that instead of spending our entire lives mourning her life, we would celebrate her life.""She loved birds and animals [so we] created this magical garden by the sea and called it Cafe Nikki," she said.At the time, the modeling and film industries were booming in Miami — and Nikki Beach"took on a life of its own.
There are also six"pillars" Nikki Beach focuses on, according to Penrod — music, dining, entertainment, fashion, film, and art. "It's not Michelin-starred food, it's homestyle," she said, adding that Bono was among the guests who complemented their cuisine.The beach clubs also have"art in every location," are home to fashion shows and boutiques, and often host film premieres or interviews with the Hollywood foreign press."We don't stress in creative, latest, coolest, or newest decorating styles," she said."We want people to feel at home.Nikki Beach Marbella, Spain.
"Some of our VIPs have special requests, [and we] go out of our way to make sure they get exactly what they want," she said."We don't have concierge services [but] if you are a good customer we'll go out of our way."She said this can involve anything from bringing in specially-designed dishware embossed with a family name to planning wild parties."One gentleman came in and wanted to celebrate his wife's birthday with a surprise party.
"When we first opened in St. Tropez it happened to be Naomi Campbell's birthday party," Penrod said."She's friends of a good friend of mine.
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