Nikki Beach, the beach club oasis on the Costa del Sol, is celebrating its 20th anniversary this year. Founded by Jack Penrod in honor of his late daughter Nikki, the club has grown into a global luxury lifestyle brand with 11 beach clubs, five resorts and hotels, a fashion division, special events, and a charity organization called Nikki Cares. The first Nikki Beach opened in Miami in 1998, followed by Nikki Beach Marbella in 2003.
Nikki Penrod, CEO of Nikki Beach, says that the club’s motto, “Celebration of Life,” has always been a guiding principle for their venues’ activities and programming. They aim to create a welcoming environment where guests can feel like they are part of a community and experience moments of joy. Penrod believes that their incredible staff, combined with impeccable service and a welcoming aesthetic, have helped them build a devoted following.
Penrod reflects on the early days of Nikki Beach and how it has evolved over the years. The club started as a tribute to Nikki, a transformation of their existing business into a beautiful butterfly garden named Cafe Nikki. It quickly became a popular destination for both locals and celebrities. With the support and requests from their guests, Nikki Beach expanded to other locations, becoming a pioneer in the luxury beach club industry.
Penrod attributes the club’s enduring success to their commitment to innovation and the seamless integration of their six core pillars: music, dining, entertainment, fashion, film, and art. They constantly upgrade and renovate their properties, implement exciting new programming, and focus on providing a memorable dining experience. Penrod is proud of their global menus and the Michelin-star chef events they have lined up for this summer.
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Throughout the years, Nikki Beach has hosted numerous memorable celebrity moments. Penrod cites Naomi Campbell’s birthday party in St. Tropez, which coincided with the opening of the property, as one of the most memorable events she has attended. The party had an all-white theme and was filled with celebrities dressed head-to-toe in white. Nikki Beach has also welcomed iconic performers such as Mariah Carey, Beyoncé, and John Legend for New Year’s Eve celebrations in Saint Barth.
Looking ahead, Penrod is excited about the future of Nikki Beach. They have planned expansions in Muscat, Baku, and Antigua over the next two years. Penrod looks forward to bringing the Nikki Beach experience to emerging travel markets and providing their loyal clientele with new destinations to explore. She is proud of the dedicated team that has been with them for years and is excited to build the Nikki Beach family worldwide.
As Nikki Beach celebrates its 20th anniversary, it remains a symbol of celebration, community, and joy. From its humble beginnings as a tribute to Nikki Penrod’s daughter, the club has grown into a global luxury lifestyle brand that continues to innovate and provide unforgettable experiences to its guests. With its unwavering commitment to impeccable service and a welcoming atmosphere, Nikki Beach has solidified its place as one of the most iconic destinations on the Costa del Sol.
