King & Grove to Take Over The Tides Hotel in South Beach
We don't call it Miami Hotel Mambo for nothing.
There's been yet another boutique hotel shake-up on South Beach. Just a month after Thompson Hotels took over the Hotel Victor from Hyatt, we've got word that King & Grove Hotels, known for their intimate Hamptons properties, The Surf Lodge and Ruschmeyer's, will manage the The Tides Hotel on Ocean Drive starting in December. (Just in time for Art Basel!)
For those not already in the know, King & Grove is an indie boutique brand founded by former Morgans Hotel Group CEO Ed Scheetz along with Ben Pundole who was previously the Director of Entertainment at Morgans. Earlier this year K&G received funding from the Chetrit Group to help expand their brand and not-so-coincidentally, the new owner of the Tides Hotel is a company called CG Tides overseen by Joseph Chetrit. Chetrit said in a statement:
We are ecstatic that the Tides will become the newest King & Grove branded and managed property. By partnering with King & Grove, we are confident that our plans to rejuvenate the Tides and establish it as the preeminent luxury resort on Ocean Drive will be realized.
King & Grove plans to refresh the guestrooms, redesign the public areas, create a more inviting poolside experience and install a new food and beverage concept. And of course, the Tides will get an infusion of King & Grove's signature amenities and "immersive" service.
Given that King & Grove likes to create a "sense of nostalgia delivered through thoughtfully crafted
environments" in their hotels, the Tides' Art Deco structure and history will be a perfect place to branch out of their Hamptons hideaways.
While we're excited to see what King & Grove does with all of Kelly Wearstler's interiors (we hear Heather Maloney will be the lead designer for King & Grove at The Tides), this management change-up has us wondering what has happened to Viceroy Hotels? Remember, they created an entire hotel brand off of the Tides South Beach. So far, the Tides South Beach is still listed on their site but we guess that will change come December.
Interested in seeing what King & Grove will do for The Tides next month in person? We found rooms the week before Christmas for $340 a night.
[Photo: jochenwb/HotelChatter Flickr Pool]