Dive Brief:
- Clothing brand Tommy Bahama opened its first resort today: the Tommy Bahama Miramonte Resort & Spa in Indian Wells, California.
- The 11-acre luxury resort features 215 guest rooms, five luxury villa suites, a restaurant and two bars, a pool with private cabanas and a 12,000-square-foot spa — all with an aesthetic inspired by the fashion brand.
- While Tommy Bahama has operated restaurants and bars in the Palm Springs area since 1998, Tommy Bahama Miramonte is the brand’s first resort. It plans to open more in the future.
Dive Insight:
Previously known as just Miramonte Resort & Spa, the property is now emerging from a $20 million renovation, which it underwent after partnering with the Tommy Bahama lifestyle brand, according to SFGate.
Tommy Bahama Miramonte is opening in partnership with private real estate company Lowe and CoralTree Hospitality. Lowe acquired the property in 2020.
The resort opened new restaurants and bars as part of the renovation and rebrand. The signature restaurant, Grapefruit Basil, offers coastal-inspired dishes and craft cocktails. And of the two new bars, Grapefruit Basil Bar serves drinks indoors while Chiki Palm offers cocktails by the pool.
Meanwhile, new wellness center Spa Rosa offers “desert-inspired” treatments. Tommy Bahama Miramonte features 35,000 square feet of flexible indoor/outdoor meeting and event space. It’s also near offsite amenities, such as golf at Indian Wells Golf Resort.
In a statement, Tommy Bahama CEO Doug Wood said the resort is “fusing the essence of our brand with the unparalleled beauty of this desert oasis and creating a destination where every moment feels like a timeless escape."
Tommy Bahama is one of several lifestyle brands to have entered the hotel space in recent years. According to EHL Insights, luxury brands are increasingly reinventing themselves as hotels.
Italian luxury fashion house Bulgari has operated a hotel in Milan since 2004, but has grown more quickly in recent years, with resorts planned to open in Miami Beach, Florida, and Los Angeles by 2026.
Home brand Restoration Hardware launched its first hotel in New York City last year. And in Europe, Swiss watch brand Audemars Piguet and French footwear designer Christian Louboutin operate luxury hotels in Switzerland and Portugal, respectively.
