Palm Tree Crew, a global live events business founded by DJ Kygo, is breaking into the hotel space, opening its inaugural hospitality concept in Miami.
The “music-focused” Palm Tree Club, a collaboration with Miami-based development firm Continuum Company, will replace Shuckers Waterfront Grill & Hotel on North Bay Village island, minutes from Miami Beach, the company announced in a release obtained by Hotel Dive.
The property, to be managed by Highgate, will feature a 118-suite hotel, a waterfront restaurant, a 20-boat slip marina with dine-and-dock services and a pool. It will also host curated music and events, merging the “energy of the festival scene with the joy of laid-back hospitality,” Palm Tree Crew detailed in the release.
“It has been thrilling to curate a lifestyle platform for our customers through live events and festivals, and we’ve found our audience craving more, which is what inspired this expansion into hospitality,” Palm Tree Crew CEO Michael Diaz said in a statement, adding that breaking into the hotel space is “a natural evolution” for the brand.
The hotel concept launches as leisure travelers increasingly seek experiential trips, bolstering demand for luxury and lifestyle accommodations.
“Palm Tree Club will be more than just a place to eat and stay; it will be a destination that captures the energy, creativity, and entertainment that Palm Tree Crew stands for,” Co-Founder Myles Shear said.
Palm Tree Crew will lead the redesign, programming and creative direction for Palm Tree Club, while Continuum heads the property’s redevelopment.
Palm Tree Club is one of several hotel projects underway in Miami, including another redevelopment, the Hyatt Regency Miami, part of Gencom’s Miami Riverbridge project.
Mixed-use hospitality projects including the Waldorf Astoria Hotel and Residences and the Mandarin Oriental hotel and branded residences in Brickell Key are also under construction in the market, which has seen a resurgence in business travel in the last year.
