At the head of the Nikki Beach Hospitality Group, founded in 1998 in Miami Beach, Lucia Penrod has embodied the spirit of relaxed luxury for over 25 years. Present all over the world with eleven beach clubs, four hotels, a residence and the brand new Lucia beach restaurant in Cannes, the group is based on a simple but powerful philosophy: Celebrating Life.
You co-founded Nikki Beach with your husband, Jack Penrod, who recently disappeared. How do you continue to keep his spirit alive in the group today?
Jack had an amazing journey. He started at McDonald's for 85 cents an hour and, thanks to his vision and determination, he became the owner of sixteen franchises. He then founded Penrod's Beach Club, a legendary venue that brought life and energy back to Miami Beach at a time when the city was in trouble. He had this rare ability to see potential where others didn't see it and to bring people together around music, food, and unforgettable moments. He infused Nikki Beach with his energy, his vision, his philosophy. Everything we do today, every decision made, every open place, still has its mark. Jack believed in the importance of listening to our customers, treating our team like family, and providing genuine experiences. This heritage still guides us.
Nikki Beach was born out of a tragedy: the loss of Nicole, Jack's daughter. How did you make this drama a universal celebration of life, supported by the now iconic slogan “Celebrating Life”?
Nicole was only 18 when she was killed by a drunk driver. But we believed that even in the darkest of times, you could choose to create something meaningful. At Penrod's Beach Club in Miami Beach, we then created Café Nikki, a peaceful garden space decorated with white flowers and butterflies, to honor Nicole's memory. A year later, we expanded our business and Nikki Beach was born. A tribute that became a celebration. “Celebrating Life” was not a marketing idea, but our personal philosophy. It was about turning sorrow into joy and encouraging others to do the same. What started as a tribute to Nicole has now reached millions of people around the world. And every time I see customers dancing barefoot in the sand or toasting with friends, I know we're continuing what Jack and I started.
From diplomacy to hospitality, from Nicaragua to the French Riviera, your career path is also exceptional. What was the common thread?
I have always believed that hospitality is a universal language. My education in Nicaragua taught me the value of human warmth and community. Diplomacy sharpened my ability to connect cultures, but it was in the hotel industry that I found a way to translate all of that into something tangible.
What is the “barefoot luxury” that you embody through Nikki Beach?
Luxury, for me, is not opulence. It's a state of mind. It's feeling recognized, welcomed, and at ease. It's being able to be barefoot, a glass of rosé in hand, listening to good music, enjoying good food, surrounded by happy people. Luxury is this refined simplicity, this authentic warmth, this feeling of well-being. We focus on creating emotional moments that allow customers to feel unique and part of something. For me, it is the essence of luxury, with my feet in the water.
Your group now extends well beyond its iconic beach clubs. How do you maintain a sense of unity and soul within such a diverse portfolio?
We always return to our six pillars: music, food, dining, entertainment, entertainment, fashion, film, and art. They are the foundation of everything we do and keep us connected to the soul of the brand no matter how we grow. But what really brings these elements to life is our team. Many of our employees have been working with us for 5, 10, 15, even 20 years. They know our customers, deeply understand the brand, and embody our mission: “Celebrating Life” from Saint-Tropez to Dubai. This continuity and passion are at the origin of a strong sense of community and authenticity within the group in unique establishments.
Lucia Cannes is the group's new address. What new does it bring to the Riviera?
Lucia is an ode to light and to the Mediterranean. At once a restaurant, bar and beach, this vibrant place evolves with the seasons: the colors, flavors and atmosphere change naturally, just like the sun that inspires it. Its warm decor, nourished by southern textures and bright tones, offers a setting for a cuisine of the sun that is at once refined, joyful and resolutely generous. Composed of local ingredients, sun-drenched and of exemplary freshness, the dishes are designed to be shared and enjoyed by several people. Lucia is a sensory and artistic experience, a controlled exuberance, deeply rooted in the present moment. Already implemented at the Lucia Summer Club, our pop-up restaurant in Marbella, this philosophy will live fully in our next permanent establishment, Lucia Marbella, which is scheduled to open next year.
The Côte d'Azur crosses your path like a red thread, from Saint-Tropez to Monte-Carlo, via Cannes. What is it that means so much to you about this region and what footprint do you want to leave there?
The Côte d'Azur has a special place in our history. Saint-Tropez was our second address and is our European flagship. The Nikki Beach brand is largely inspired by this city. We often say that we are a French-style beach club brand, managed in the American way. An attentive service combined with the charm and elegance of the beaches of the Côte d'Azur. This balance has become the signature of our customer experience. Monaco is another destination that is particularly close to our hearts. It's our tenth anniversary this year and it remains one of our top destinations. In fact, it is our only beach club on a rooftop, which gives it such a special atmosphere. And Cannes has been an integral part of our DNA for a long time. We've been organizing pop-up events during the Cannes Film Festival for nearly two decades, and that's where we launched the Lucia brand. Today, we are permanently established there, giving us the impression of coming full circle. What I like the most about the French Riviera is the mix of elegance and relaxation. There is a unique rhythm of life. Sunny days, late dinners, a style that is both refined and totally spontaneous. It's timeless and inspiring, and we try to reflect that spirit in all of our establishments.
What are your upcoming projects?
The group is in full expansion, with openings planned in Oman, Baku, Antigua, Antigua, Ras el Khaimah in the Emirates... But beyond the places, what matters to me is to promote the spirit of Nikki Beach and Lucia. To continue to celebrate life, wherever the sun takes us, and may the moments we create stay in people's memories for years to come!
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