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Riding The Waves Of A Renovation

By Dennis Nessler | March 17, 2021

Hoteliers looking to take on a significant renovation often have to look long and hard to find an ideal time for such a project, but if there’s one thing the current pandemic has provided it’s that opportunity. And the Kimpton Surfcomber Hotel in Miami has taken full advantage unveiling a fresh new look throughout the historic hotel.

The beachfront property—which is located in the heart of the South Beach Art Deco District on Collins Avenue—has been around since the late ‘40s. The hotel joined the Kimpton Hotels & Restaurants brand family in 2012 and, according to general manager Mohan Koka, since that time “it’s really evolved from being a midscale property to a true upper-upscale lifestyle hotel.”

Koka described the property as having a “much more elevated feel” following a complete redo of its guestrooms and public spaces. The first phase of the renovation began when the property closed for a period following the Coronavirus outbreak and was concluded in October. The hotel plans to complete the renovation of its meeting and event spaces later this year.

Koka detailed the decision to revamp the hotel.

“As Kimpton, the property leadership team and the ownership sat together we felt that it was good time for us to just reassess where we were pre-pandemic. We were all optimistic that travel would return and that Miami Beach, in particular, as a market has always been extremely resilient so it would come back really strong. We felt optimistic that it was a good time to take advantage of the reduced occupancy and do a nice refresh and renovate the property while causing the lowest amount of disruption and displacement,” he said.

The general manager acknowledged that there needed to be some consideration given to the ongoing pandemic and subsequent safety protocols, but emphasized that wasn’t necessarily the driving force in the redo.

“We certainly had very detailed discussions about social distancing, but the basis of the project was long-term so we tried not to let that constrain our decision making. However, we made sure in the short term we were able to adapt to those requirements as needed,” he said, specifically citing flexible seating as a prime example.

Using the romance for South of France as inspiration, the refreshed design is playful, simple, clean and earthy, according to the property. Throughout the boutique hotel designers aimed to create a fresh, alluring vibe, featuring statement pieces such as sleek Calacatta marble, teak moulding and textured grasscloth.

Koka touted the guest reaction as well as how the property has evolved from a guest perspective.

“Our regular guests were just completely blown away by the change. Their feedback has been that the rooms look fresher, brighter and airier, and the carpet feels extremely plush. The lobby just feels larger and brighter because of the color choices and it has a more mature sensibility around it,” he said.

Koka added, “the Surfcomber in its historical times has been a place where people come to party and it was that younger generation, but over the past few years our demographic and guest profile has changed a little bit. We’re getting families, more kids, and more older couples. It’s a wider demographic and most of our guests are now really appreciating the maturity that the design shows.”

Part of the focus of the renovation included updates to the outdoor spaces and F&B venues in order to tap into new revenue streams, according to Koka. As an example, the hotel’s Vines Cabanas at Surfcomber, a dedicated outdoor space that provides guests with an elevated and private lounging alternative, has recently been reimagined with new furniture and fixtures.

“In the current pandemic environment being outdoors is critical so what we did was we renovated these cabanas with teak wood and high-end furniture and completely transformed these spaces from what they used to be. We can’t keep those cabanas available [now]; every Friday, Saturday and Sunday they’re sold out. Those cabanas have really lent themselves to creating this oasis in the backyard and a new revenue stream that really didn’t perform quite as well in the past,” he said.

Koka further elaborated on the food & beverage focus citing the recent addition of Javier Carballo as the property’s executive chef overseeing its signature restaurant, The Social Club, and its poolside restaurant High Tide Beach Bar & Grill.

“One of the interesting things that’s happened in the past few months is that our F&B operation started to thrive almost to levels we had not anticipated. We have a large back yard and we were able to really take advantage of that and focus on that outlet and we evolved the menu significantly to bring in locals from the boardwalk,” he said.

Koka, meanwhile, acknowledged that the renovation was ultimately designed to help lift rate and boost the bottom line.

“That was and continues to be the goal. As our demand patterns have shifted in February and now in March, now is the time that we’re trying to take advantage of that and move our positioning in our comp set to where we want it to be. So the goal every step of the way was to elevate our rate positioning and I think we’re well on our way to do that,” he noted.

Koka accentuated some of the differentiators for the hotel as he expressed optimism for future success.

“We are really positioned well with a combination of the renovated product and the inherent strength that we’ve always had with an expansive back yard that’s very well-appointed. I firmly believe that we have the best F&B offering in our entire comp set. When you put all those elements together, I feel really strongly that we’re set up well for success,” he concluded.

 

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Dennis Nessler

Dennis Nessler brings more than 28 years of editorial experience, including some 17 years in the hospitality industry. He covers the industry editorially but moderates various high-level panel sessions at hospitality events and frequently conducts one-on-one interviews with C-level executives.

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