TOMMY BAHAMA BREEZES INTO RESORT BUSINESS
Breezy island clothing retailer come lifestyle brand Tommy Bahama has plans to open its first resort, adding a new plank to its portfolio of 160 retail locations, which includes stores, bars, and restaurants worldwide.
The Tommy Bahama Miramonte Resort & Spa will debut in Indian Wells, Ca. in late 2023.
Built on its popular line of men’s and women’s sportswear, the 30-year-old brand, has expanded to include a furnishings collection, and has established a relaxed, sophisticated style that the company believes uniquely positions it to crossover into the resort business.
“This is a natural progression of the Tommy Bahama brand,” says company CEO Doug Wood. “We have been talking about the idea of a Tommy Bahama resort for decades and believe that our brand’s aesthetic, successful $100-million food and beverage business, and guest feedback support our brand’s evolution into new areas of the hospitality industry. The Tommy Bahama Miramonte Resort & Spa is a great way for us to extend our brand and give our guests the resort experience they are looking for.”
Located in in Indian Wells in the Coachella Valley (among the greater Palm Springs collection of communities), The Tommy Bahama Miramonte Resort & Spa will offer 215 custom appointed rooms including 23 suites, three resort style pools, and signature treatments at the 1,100-sq. m. spa. The resort will cater to leisure travellers, groups, events, retreats, and weddings, as well as a locals’ hangout.
The entire property will receive the Tommy Bahama design aesthetic and will continue to be managed by CoralTree Hospitality, a division of Lowe, which will be making a minority equity investment in the project.
Lowe purchased Miramonte in 2020 and invested capital to restore the property, including creating the signature Olive Grove outdoor lounge and dining area. For the final phase of the renovation, Lowe will infuse the Tommy Bahama lifestyle and design aesthetic into the resort, re-imagining the public spaces, debuting a new concept indoor/outdoor restaurant, transforming the bar experience, and opening a retail boutique. The resort will remain open during the transformation.
“We’ve always known that our style of food and beverage is transportive. Our unique approach to elevated yet relaxed service is ideal for resorts and delivering our brand of hospitality,” says Rob Goldberg, Tommy Bahama’s EVP of Resorts, Restaurants and Bars. “To have the opportunity to deliver those experiences in a resort setting gives us a much broader canvas to paint on as we create new experiences for our guests.”
The company says it sees potential for additional resorts in the future.
First published at Travel Industry Today