How We Created The Hottest Beach Club Brand in the World – Lucia Penrod, Nikki Beach

In this episode, Lucia Penrod, CEO of the iconic luxury beach club brand Nikki Beach, joins us to share the company’s moving origin story—how it was born from a family tragedy and transformed into a global symbol of celebration and joy. 

What You’ll Learn:

• The beginnings of Nikki Beach and how the brand honors the memory of Nicole (“Nikki”), Lucia’s late stepdaughter.
• The importance of listening to guests and how their feedback has shaped the growth of Nikki Beach.
• The key to organic expansion and the decision-making process behind entering new markets like Saint-Tropez and Dubai.
• The unique approach Nikki Beach takes to create a welcoming and inclusive atmosphere for all guests, including celebrities.
• The six pillars of Nikki Beach’s marketing strategy: music, dining, entertainment, fashion, film, and art, and how they contribute to the guest experience.
• The challenges and rewards of curating a diverse and engaging entertainment program, including discovering and nurturing new talent.
• Lucia’s vision for the future of Nikki Beach and the hospitality industry, with plans to spread the celebration of life concept even further.

Tune in to discover how Nikki Beach continues to redefine the day club experience and why creating lasting memories for guests is at the heart of everything they do. 

Music by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands