Although the tourist season is over in Miami, summer months are prime time to introduce locals to new properties and venues. Starwood Hotels and Resorts introduced Royal Palm South Beach Miami, a Tribute Portfolio Resort, part of its new independent hotel brand, on June 11, with a multifaceted fete.
The Royal Palm, formerly the James Royal Palm, is the first property to join the portfolio, which has plans to open 100 hotels by 2020 in cities including Nashville; Savannah, Georgia; Asheville, North Carolina; and Charleston, South Carolina. The collection will include new-build hotels as well as conversions, like the Royal Palm, and the dedication event introduced not only the property, but also the brand to the market.
The event—produced by Liaisons with the Tribute Portfolio team—used several spaces on the grounds and programmed a variety of stations and activations to encourage the evening's 350 guests to get to know the brand.
Upon "check-in" in the lobby, attendees could participate in several activities curated under the hashtag #OurLikes, a brand-wide initiative that celebrates small features that travelers love about independent hotels. They included a haiku booth from the Haiku Guys, in which guests received custom poems, a coconut-cutting station from Bacardi where bartenders spiked the treat with custom blends, mini spa treatments on the roof, and a "Stay Serene" station that offered samples of sea salt. Guests who used the evening’s hashtags could have their photos printed and placed on corkboards throughout the event. Guests could also personalize charm bracelets that featured a palm tree charm in honor of the namesake property.
Another treat for select guests was a meet and greet with indie artist Marina Lambrini Diamandis of Marina and the Diamonds, who later performed at the event.
"My brand team and the Liaisons events team worked together to deliver an event experience that was interactive, memorable, and filled with takeaways that brought the brand to life,” said Dave Marr, global brand leader for Tribute Porfolio and Sheraton. “For the gifted elements—the actual takeaways—we built upon the brand’s #OurLikes concept to gift attendees with items they could feel, wear, taste, and touch that represented the indie spirit of the Royal Palm South Beach Miami."
Next up, guests got a first look of Royal Palm South Beach's new Eastern Mediterranean two-story eatery, Byblos, which is slated to open later this summer. Guests left with three spice tins, inviting them to explore the restaurant's flavor profiles while cooking at home.
Once escorted to the Royal Palm South Beach patio, guests mingled over mojitos, margaritas, and Cuba libre cocktails, while noshing on bites from Byblos, including wagyu kebabs with Lebanese spices, day boat black cod, and tuna tartare atop squid ink crackers, which chilled on an ice sculpture. Couches and seating areas were decorated in an assortment of throw pillows in bright colors and prints, emulating the Byblos design concept.
The evening’s grand finale featured an hour-long performance by Marina and the Diamonds on a built-out stage overlooking the hotel pool.
