The group’s co-founder and owner Lucia Penrod tells Luxury Locations Magazine about the origins of the world’s first luxury beach club and the plans ahead!
Anyone who’s ever set foot onto a Nikki Beach property will probably testify to a hip vibe, cool tunes and impeccable service. Known the world over as a sun-drenched playground for jet-setters, a vision in ivory tones, cabanas and loungers, it is credited with inventing the luxury beach club concept. What started as a tribute of love from a father to his daughter in a beautiful garden by the sea, grew into a global lifestyle hospitality brand. And it’s heading right here to Antigua. Twenty-six years after the very first Nikki Beach opened in Miami Beach, the group boasts 11 restaurants and beach clubs, five hotels and resorts, with several more on the way. Luxury Locations Magazine caught up with the group’s co-founder, owner and CEO Lucia Penrod who gave us the exclusive lowdown on one of the island’s most exhilarating new ventures.
You were born and raised in Nicaragua. What was your childhood like?
It was a very nurturing environment and lots of fun. Following the tradition of most Latin families, I had a big one -we were five kids and lots of cousins. Every family reunion was a big party. Every week we were celebrating a birthday. I grew up thinking that life was a party.
Before entering the hospitality industry, you spent four years working for the diplomatic corps serving the governments of South Korea and Venezuela. How did the skills you learnt then translate into your incredible career today?
Working with the diplomatic corps in Miami exposed me to many different cultures, languages and idiosyncrasies. Finding a common purpose to unite is key to happy coexistence. At Nikki Beach, we found this purpose and it is to celebrate life through music, food, friends, and family with tolerance and respect. At any given time at Nikki Beach, you will find people from all over the world enjoying the moment and creating fabulous experiences together.
How did your career evolve?
Let me start by giving some background on my husband, Jack Penrod, and how we met and began working together. Jack’s beginnings were humble, working his way up from a line cook at McDonald’s earning $.85 an hour as a teenager to becoming one of the largest franchise owners within the corporation. His entrepreneurial spirit led him to open several bars and restaurants in South Florida. In 1984, I moved from Nicaragua to Miami and shortly afterward joined Jack’s organisation to manage the prestigious Jockey Club of Miami. Our partnership strengthened over the years, with me taking on roles such as Project Manager and later PR Director during the opening of Penrod’s Beach Club at the iconic address of 1 Ocean Drive in Miami Beach. Our professional and personal life converged and in 1995 we got married. A profound turning point for us was the tragic loss of Jack’s 18-year-old daughter Nicole who passed away in a car accident in 1997. Rather than mourning her life, we decided to celebrate it by transforming the pool area at Penrod’s into a beautiful butterfly garden named Cafe Nikki in her honour. The garden's success and the encouragement from our guests inspired us to expand the concept onto the beach. In 1998, we launched the first Nikki Beach, combining the elements of music, dining, entertainment, fashion, film and art, among all-white décor, tepees, and international cuisine, all designed with Nicole in mind.
What does a typical work day look like for you?
When you do what you like to do, it doesn’t feel like work; it’s our own lifestyle. We have offices in Miami, Barcelona, Saint Tropez, Dubai and Cannes so there’s no such thing as working hours.
What part of your role do you enjoy the most?
All of it. But if I had to highlight one aspect, it would be working with our incredible team members from diverse cultures around the world. Many of them have been with Nikki Beach for 5, 10, or even 15 years, and we've really become one big family. Their dedication, passion, and unique perspectives enrich our brand and make every day an inspiring and rewarding experience.
We are so excited that you have chosen Antigua for your next Nikki Beach venture. What guided that decision?
We are thrilled to bring Nikki Beach to the stunning shores of Antigua and Barbuda. The islands breath-taking natural beauty and crystal-clear waters align perfectly with the Nikki Beach ethos of celebrating life in luxurious surroundings. The significant growth in tourism over recent years highlighted Antigua and Barbuda as an ideal location for expanding our brand. We’re excited to enhance the visitor experience and attract even more travellers. The rich cultural heritage and welcoming community of the islands offer an incredible opportunity to integrate local elements into our offerings, creating a unique blend of Nikki Beach's signature style and the islands' authentic charm.
Can you tell us a bit more about your plans for Nikki Beach Resort & Spa Antigua?
We are very excited to bring our DNA of celebration of life to Antigua with our Nikki Beach hotel, residences, and beach club on the stunning Jolly Beach, within Jolly Harbour. It’s our second Caribbean destination, after Saint Barth.
Do you have a favourite beach in Antigua and Barbuda?
Jolly Beach is my absolute favourite. The water there is just incredible, so clear and beautiful.
Tell us about your non-profit charitable organisation.
Nikki Cares is our philanthropic arm, through which we aim to give back to the destinations where we are based, on a local level. We believe in the importance of supporting the local communities that host our properties and ensuring that while we celebrate life, we also contribute positively to the lives of others and the environment around us, particularly through ocean conservation (as all of our locations are on or near the coast) and children’s causes. Children are the future and we won’t have a home if we don’t take care of Mother Earth. These are the two main causes I prioritise and continuously work to support.
As a woman in business do you have any advice for fellow female entrepreneurs?
Absolutely. Embrace your unique strengths and perspectives. Trust in your vision and don't be afraid to take risks. Building a strong support network is crucial. Stay adaptable and resilient in the face of challenges, as the business landscape is constantly evolving. Prioritise self-care and balance to sustain your passion and energy for the long term. Remember, your journey as a woman in business is not just about achieving success, but also about inspiring and paving the way for others.
