DEVELOPMENT
Assuming success , which appears likely given Tommy Bahama ’ s strong brand following that includes island-inspired clothing and a host of branded restaurants , hotel enthusiasts can expect to see this partnership replicated in other markets . “ We ’ ve talked to them about other opportunities in markets where we have a similar concentration and history ,” said Mike Lowe , co-CEO of Lowe . “ We focus on resorts nationwide , in Mexico and the Caribbean ; Tommy Bahama is very strategic for that reason .”
GREAT MINDS THINK ALIKE The partnership came about , in large part , because executives from the two brands have a long-standing friendship , but also due to synergies between the brands .
Mike Lowe has known Rob Goldberg , EVP of resorts , restaurants and bars at Tommy Bahama , for at least a decade . “ When the company was thinking of building an interest in hospitality , he reached out to me ,” Lowe said . Once Lowe acquired Miramonte in 2020 , discussions began in earnest .
Matt Walker , EVP of Lowe , noted the similarity in psychograph and demographic of Tommy Bahama customers and the existing Miramonte guest . “ There is quite a bit of overlap ,” he said . Tommy Bahama maintains an extensive database of affluent customers , particularly Southern California residents . “ The brand ’ s loyalists have been asking for a Tommy Bahama resort for years , so there is plenty of pent-up demand ,” Walker said , adding that the Coachella Valley market is maturing into a yearround destination driven by its national exposure from a growing calendar of music and arts festivals and sporting events . “ We are fortunate to be launching a hotel brand in a drive-to resort market served by Los Angeles , Orange County and San Diego ,” he said .
Lowe and Walker declined to state how much , roughly , the move will impact ADR or RevPAR , but their enthusiasm paints a picture .
“ Tommy Bahama brings a number of distribution channels , including its significant online presence and catalog , which will help drive business to the hotel ,”
Walker said . “ We look forward to hosting the many couples asking for Tommy Bahama-themed weddings — we ’ ll be happy to outfit the wedding party .”
UPGRADES AND NEW FEATURES Set to undergo an $ 8-million renovation , the property will feature several touches of the Tommy Bahama brand by this fall . In addition to decor shifts , the Tommy Bahama Miramonte will feature a restaurant and a 12,000-square-foot retail store with exclusive items .
“ Tommy Bahama brings a lot to food and beverage ,” Walker said . “ The company takes a very high-level service approach and provides a resort vibe . And they combine that with their retail experience , which adds to the feel of the vacation environment . We expect the Tommy Bahama retail boutique and the new Tommy Bahama restaurant concept at Miramonte to be huge draws .” The upgrade follows a $ 10-million spruce-up in 2022 that included a guest room update and the creation of an outdoor social space , complete with fire pits and bocce ball courts .
Pool area of the Tommy Bahama Miramonte .
54 hotelsmag . com Mar / Apr 2023