Our Story
Founded in 1998 by Jack and Lucia Penrod, Nikki Beach began as a humble café by the sea, conceived as a heartfelt tribute from a father to his daughter. This simple vision quickly blossomed into the world’s original luxury beach club brand, merging music, dining, entertainment, fashion, film, and art into a unique lifestyle experience.
After over 25 years in business, Nikki Beach has evolved into Nikki Beach Hospitality Group, a global lifestyle and hospitality company with a diverse portfolio that includes beach clubs, resorts, residences, restaurants, spas, and lifestyle boutiques worldwide. Our growth has been driven purely by word of mouth and a contagiously positive mentality. What started as a secret gem in Miami Beach, cherished among only the closest friends and family, has now become a beloved global phenomenon.
With nearly 1,400 dedicated team members worldwide, we live and breathe our core mission every day: to Celebrate Life. This vibrant energy, paired with our unparalleled luxury service, is evident in every aspect of our business, and is how we’ve preserved the magic of Nikki Beach.
Behind the Brand
International entrepreneurs Jack and Lucia Penrod have transformed the hospitality industry over the past 25+ years. Starting from modest beginnings, Jack rose from a McDonald’s line cook to one of the largest franchise owners in the company, and leveraged his success and marketing prowess to open multiple bars and restaurants in South Florida. In 1984, Lucia, who had recently moved from Nicaragua to Miami, joined Jack’s team to manage the exclusive Jockey Club of Miami. She soon became Project Manager and then PR Director for the launch of Penrod’s at 1 Ocean Drive. The couple married in 1995 and continued to collaborate on innovative ventures.
When Jack’s 18-year-old daughter, Nicole, was tragically killed in a car accident, the couple chose to honor and celebrate her life by transforming the pool area at Penrod’s into a beautiful butterfly garden named Cafe Nikki in her honor. Built on the philosophy of ‘Celebrating Life,’ the property combined music, dining, entertainment, fashion, film, and art among all-white décor and international cuisine, all designed with Nicole in mind. The garden drew an affluent new clientele to the property and at the request of many guests, Jack expanded the property onto the beach. In 1998, the first Nikki Beach was born, and today, as the brand has expanded to over 10 countries, the design and ambiance of each Nikki Beach location is still inspired by Nicole’s vivacious spirit.
As the brand has grown, Jack has remained Cofounder & Chairman with Lucia serving as Cofounder & CEO. The duo continues to be involved in every aspect of the business. With a clear vision for the company and support from a global team that has become a family, the Penrods bring the ‘Celebration of Life’ mentality to their loyal clients and new guests every year.
Nikki Beach encompasses good vibes, music that makes you dance and a soulful spirit.
Music
At our venues, an immersive musical experience awaits.
At Nikki Beach, music is at the heart of your experience, guiding you from relaxed morning tunes to lively beats as the day heats up. Our resident and guest DJs curate an exciting mix of chill, deep, Afro, and Latin house, along with timeless classics and current hits, creating the perfect vibe for every moment.
Whether you’re unwinding in a serene section of a resort or enjoying upbeat rhythms in one of our beach clubs, our carefully selected playlists ensure our signature Celebration of Life atmosphere is always in full swing.
Entertainment
At the heart of our brand is a commitment to entertainment. Our passionate teams infuse energy into every experience, ensuring that every day feels special. Enjoy live singers and DJs at our beach clubs, complemented by spectacular performances from dancers and aerialists during special events.
We also create memorable moments through a diverse range of activities at our resorts — from tranquil spa sessions and serene beachfront yoga to adventurous paddleboarding — catering to every guest’s desire for enjoyment and relaxation.
Dining
Our menus blend signature regional dishes with international flavors from our stunning global locations. Focusing on fresh, coastal cuisine, we offer memorable dining experiences featuring tableside cooking, oversized sharing platters, and beautifully presented plates designed to be enjoyed with family and friends. Sip on creative cocktails, fine wines, or flowing rosé during leisurely lunches or sun-soaked afternoons.
Friendly service and comforting dishes blend to create our signature barefoot luxury atmosphere.
Fashion
With fashion-forward guests in mind, we feature stylish lifestyle boutiques at many of our locations worldwide along with a dedicated shop website, showcasing curated resort wear styles and exclusive co-branded capsule collections that embody the effortless Nikki Beach vibe.
Our venues come alive as guests display their unique styles, enhanced by ongoing fashion pop-ups and collaborations that let you shop the latest trends. At Nikki Beach, every moment is an opportunity to elevate your style and experience.
Film
Since our first pop-up at the Cannes Film Festival in 2003, we’ve hosted premiere parties, dinners, and exclusive events at top film festivals like Cannes, Toronto, Sundance, and Venice.
Our love for film enhances the Nikki Beach experience, allowing you to immerse yourself in the glamour and excitement that surrounds the world of cinema.
Art
Nikki Beach’s dedication to the arts spans many forms, from supporting local artists to hosting exhibitions. Nikki Beach Founder and Owner Jack Penrod commissioned Sasha de Saint-Tropez to create an artistic memorial to his late daughter Nicole, which is displayed at each Nikki Beach location.
The arts in all forms are represented throughout our Nikki Beach locations.
Careers
Business Expansion
