In an exclusive interview with The Executive Magazine, Lucia Penrod, Owner, Cofounder & CEO of Nikki Beach Hospitality Group, shares the extraordinary journey of transforming personal tragedy into a global celebration of life. From its poignant beginnings as a butterfly garden honoring her stepdaughter Nicole, to its evolution into one of the world’s most recognized luxury beach club brands, Penrod reveals the intimate story behind the white teepees and international acclaim. She discusses the challenges of expanding across continents while maintaining authenticity, her perspective on female leadership in the hospitality sector, and the brand’s latest ventures.
Nikki Beach has grown from a single location to a globally recognised hospitality brand. What key strategies and values have been most instrumental in expanding the brand while maintaining its identity and appeal across diverse markets?
“Let me start by giving some background on my husband, Jack Penrod, and how we met and began working together. Jack’s beginnings were humble, working his way up from a line cook at McDonald’s earning $.85 an hour as a teenager to becoming one of the largest franchise owners within the corporation. His entrepreneurial spirit led him to open several bars and restaurants in South Florida. In 1984, I moved from Nicaragua to Miami and worked for the diplomatic field in Miami, with the governments of South Korea and Venezuela and shortly afterward joined Jack’s organization to manage the prestigious Jockey Club of Miami. Our partnership strengthened over the years, with me taking on roles such as Project Manager and later PR Director during the opening of Penrod’s Beach Club at the iconic address of 1 Ocean Drive in Miami Beach. Our professional and personal life converged and in
1995 we got married.
“A profound turning point for us was the tragic loss of Jack’s 18-year-old daughter Nicole who passed away in a car accident in 1997. Rather than mourning her life, we decided to celebrate her life by transforming the pool area at Penrod’s into a beautiful butterfly garden named Cafe Nikki in her honor. The garden’s success and the encouragement from our guests inspired us to expand the concept onto the beach. In 1998, we launched the first Nikki Beach, a venue that embodies the philosophy of “Celebrating Life,” combining the elements of music, dining, entertainment, fashion, film and art among all white décor, teepees, and international cuisine, all designed with Nicole in mind. We never intended to build a global brand but this concept quickly resonated with our guests and at their request we expanded to Saint Tropez, then Saint Barth, and eventually opened locations around the world.
“Our key business strategy has always been very simple: “listen to your customers and give them more of what they want. But truly listen.” Our commitment to “Celebrate Life” every day with friends and family is our authentic purpose for the company and in our personal lives. We don’t create taglines for marketing purposes. Our business was not born in a boardroom, it was born out of family love. Authenticity in our business is key to maintaining customer loyalty. Our staff are a part of our family and the emotional connection between us trickles down to our customers. We provide our guests with an unmatched atmosphere where they can feel like part of a global community in luxurious, yet unpretentious settings.
“This integration of barefoot luxury and lifestyle, coupled with our consistent focus on high-quality service and maintaining a connection to local cultures, allows us to offer a distinct experience that you can’t find anywhere else.”
You’ve been a pioneering force in the beach club and luxury hospitality sector for decades. What unique challenges have you faced as a woman leading this kind of enterprise on an international scale, and how have you overcome them?
“I’ve encountered many challenges, particularly in an industry where leadership has traditionally been male-dominated but honestly, I never gave it too much thought. (One of the most valuable lessons I’ve learned is the importance of embracing my unique strengths and perspectives). Sometimes we get caught up in the narrative that to succeed in business, we have to adopt established attitudes and behaviors to prove our worth. Through my years doing business in different countries and cultures around the world, the most valuable lesson I’ve learned is to show up just being me. I knew my strengths and perspectives and I embraced them with authenticity. My advice to fellow female leaders is to trust in your vision, embrace your womanhood and not shy away from taking risks. It’s this boldness that helps carve out new paths.
“Authenticity is key. Don’t try to fit in someone else’s mold. Embrace what makes us different because there is room for both sexes in the business world. We bring different perspectives and when you can find the right environment to foster this formula, your business becomes unstoppable. And if someone doesn’t appreciate your talents, just move on. Don’t dwell on bad experiences. The world is full of opportunities.
“Building a strong support network has also been crucial. I’ve created an environment where all voices contribute to our success — a key element for thriving in different markets around the world. Staying adaptable and resilient has been essential, especially with the constantly evolving business landscape.
“Above all, the fun is in the journey, not the destination. My journey has been deeply rewarding as it allows me to break barriers while empowering the next generation of women in business. (I’ve found that prioritizing self-care and balance sustains the passion and energy needed for the long journey. Remember, success is not just about personal achievements, it’s about inspiring and paving the way for others. This journey has been deeply rewarding, as it allows me to break barriers while empowering the next generation of women in business.)”
In recent years, we’ve seen a surge in lifestyle brands merging hospitality with wellness, sustainability, and experiential elements. How is Nikki Beach evolving to meet the expectations of today’s luxury consumers, and what trends do you see shaping the future of the industry?
“Nikki Beach has always been an experiential brand, centered around our six core elements: music, dining, entertainment, fashion, film, and art. This holistic approach has allowed us to create immersive lifestyle experiences that deeply resonate with our guests. As luxury consumers’ expectations evolve, so has Nikki Beach, embracing wellness and sustainability as part of our offerings.
“All of our resorts include expansive wellness facilities, like Tone Gym and Nikki Spa, and many of our beach clubs have hosted wellness events like yoga, pilates, sound baths and cold plunges on the beach. Looking ahead, I see the future of luxury hospitality shaped by several key trends. Personalization is increasingly valued, with guests desiring experiences tailored to their individual tastes.
“Sustainability is also at the forefront, as travelers demand eco-conscious practices and responsible development. Wellness is expanding beyond the physical to include mental and emotional well-being, a priority we are embracing in our approach. Additionally, cultural authenticity has become essential, with guests seeking genuine local experiences that reflect the character of each destination.”
In addition to overseeing Nikki Beach’s global operations, you’re deeply involved with Nikki Cares and the Fabretto Foundation. How has your philanthropic work influenced your leadership style and the way you approach business decisions?
“Philanthropy is woven into the very fabric of who we are at Nikki Beach, and it has deeply influenced how I lead and make business decisions. I see our brand as a platform not only for global celebration but also for positive impact, and that perspective guides how we create experiences, support communities, and
engage with our team.
“Our properties support many local charities and initiatives, especially those dedicated to preserving the beauty of our beaches and oceans. Protecting our surroundings and giving back to the communities that host us is a core value for us. This commitment to our planet and communities keeps us grounded, ensuring that our impact is as positive and meaningful as the experiences we create.”
For aspiring entrepreneurs in the luxury and lifestyle sector, what do you believe are the essential qualities and skills needed to succeed in this competitive and dynamic field?
“Passion. You have to leave your ego at home because our business is all about our customers. Our job is to create unforgettable experiences they can take back home and endear them to us for the rest of their lives. And you cannot do this if you don’t truly believe in our purpose. Since opening, our family made the commitment to enjoy every day to the fullest and apply this way of thinking to our business life as well.
“Our motto is to wake up every day and say your blessings. Be thankful for being alive and well and make a conscious decision to celebrate life today – and make it contagious. I truly believe that Nikki Beach wouldn’t be where we are today without our love for Nicole that still runs through the business. I’m always an advocate for making connections across industries.
“A huge part of our expansion and innovation has been tied to our relationships with other businesses. We’ve always worked closely with the music, film and television industries – from our early days when celebrities such as Leonardo DiCaprio visited Nikki Beach Miami Beach, to this year where we hosted a number of movie premiere afterparties at Lucia Cannes during the Cannes Film Festival.”
Your journey began in Miami with the management of high-profile venues and eventually led to the creation of Nikki Beach. Reflecting on this path, what are some pivotal moments or learning experiences that you feel defined your career and shaped your vision as a CEO?
“Although my career began in Miami, I was actually born in Nicaragua. My latin roots are all about the importance of family, friends and fun. This was instilled in me at an early age. When I moved to Miami I worked for the Diplomatic Corps in the city, serving the governments of South Korea and Venezuela – a unique experience that gave me a different perspective of the world.
“A pivotal part of shaping Nikki Beach’s unique identity came from my time working in marketing and PR. This period showed me the importance of making Nikki Beach a name that resonates with the right people. We’ve always focused on engaging with tastemakers and world travelers, creating exclusive, unforgettable experiences. We chose not to advertise in the traditional sense but to go the organic way of “Tell Only your Best Friends” which became our company motto. We chose to rely on the magic of word-of-mouth and those in the know to keep Nikki Beach special.
“Travel is a huge part of our lives too, which has helped us with our expansion across the world. Jack and I both love being outdoors on the coast, which has inspired our choice of Nikki Beach locations.”
The hospitality industry is famously challenging, with its seasonality, diverse client expectations, and complex logistics. How do you approach maintaining operational consistency and innovation across Nikki Beach’s global locations?
“We never take our customers for granted. We are honored and grateful they want to spend their days with us knowing that choices are abundant in our industry. And, we listen carefully and give them more of what they want. We look at our seasonality and expectations of our clients as an advantage to us.
“Some of our beach clubs are only open for a few short months of the year, but we use the off season to refine and rework our offering from year to year – ahead of this summer we completely renovated our Ibiza and Saint Tropez locations and our collaborations with Givenchy and Tory Burch this summer also gave our audiences something new and fresh.
“A huge number of visitors to our locations are repeat customers, who look forward to seeing what innovations each new season brings. We also see variation across our global locations as an advantage, not a challenge. Each of our beach clubs and resorts is unique, in line with their destination – our Costa Smeralda beach club is more laidback luxury, only accessible by boat; the Koh Samui Resort & Spa is more family and wellness focused; and Monte Carlo has more of a metropolitan feel, away from the beach.
“Of course, the Nikki Beach standard of hospitality is present throughout our locations and our global teams have the privilege to regularly visit each of the locations to ensure this is consistent.”
As the leader of a global brand, you are responsible for fostering company culture across multiple countries. How do you manage to instill a unified culture that resonates with local teams and guests alike, while respecting the unique qualities of each market?
“We are an experiential brand that has grown organically. Experiences touch your emotions and our goal is to make everyone happy. Our staff believes in their mission. Throughout the years, we have built a beautiful culture around happiness. Every new hire is embedded in our culture and every year, we hold conferences to remind each other of our purpose and keep building a strong bond between each other. We have our own Nikki Beach family.
“We created 6 pillars of marketing that are present in every location every day – Music, Dining, Entertainment, Fashion, Film and Art. What these elements have in common is human emotions. We work with our five senses, weaving them throughout the day to create the Nikki Beach magic. Most of our seasonal staff return year after year, and we have a large number of staff who have been part of the business for 10, 15 or even 20 years.
“Our staff truly love and believe in Nikki Beach which helps to create our unique service and atmosphere. A large portion of our staff also work across various locations, taking their learnings and knowledge with them from continent to continent. This then blends with local staff who have grown up in the destination and contribute their experience of hospitality and their personal recommendations within the region.”
Looking ahead, what new opportunities or unexplored markets do you believe hold potential for Nikki Beach’s continued growth, and how do you plan to tap into them while staying true to the brand’s ethos?
“The launch of Nikki Beach Hospitality Group’s latest brand, Lucia, this year was hugely exciting for us and has opened up a new path for the business. We really wanted to set Lucia apart from its sister brand Nikki Beach – so we went with the opposite to Nikki Beach’s minimal design, embracing maximalism with lively colors, intricate patterns, wall murals, unique glassware and bold, bright ceramics.
“Our commitment to hospitality and experiences remains the same though! Our Nikki Beach expansion is very exciting and thriving. We are in constant search for new locations in up and coming destinations to keep wowing our customers. Our next additions to our portfolio are the upcoming openings in Muscat, Oman; Baku, Azerbaijan; Antigua, Caribbean; and Ras Al Khaiman, UAE.”
In your view, what are the most pressing challenges facing the luxury hospitality sector today, and how is Nikki Beach positioned to navigate these in the coming years? Additionally, what advice would you offer other leaders looking to adapt and thrive in this ever-evolving industry?
“In recent years, sustainability has become less of a nice-to-have, and is now expected within the industry. Any hospitality companies that haven’t built sustainability into their business will struggle. We do this across Nikki Beach Hospitality Group in various ways – everything from working with local produce
suppliers to minimize food miles to bio-labelled wines and plastic waste reduction.
“Staffing is also a potential challenge for businesses. It’s harder than ever to retain experienced staff, so all hospitality leaders should make their employee satisfaction and wellbeing a top priority. At the end of the day, people shape the guest experience, and having team members that are skilled and happy within their roles is crucial for success.”