Margaritaville Resort Times Square.Brittany Chang / Insider
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Jimmy Buffett’s margaritaville empire is expanding rapidly across the hospitality industry.
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The brand’s portfolio includes resorts, senior citizen shared apartments, RV sites, a cruise brand, and more.
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The CEO of Margaritaville Holdings said the company may be the “fastest growing hotel brand” in the US.
In 1977, famous musician Jimmy Buffett released his tropical hit anthem “Margaritaville”, a simple tune that is now synonymous with relaxing on the beach while “disappearing”.
Jimmy Buffett performs at the Margaritaville Resort Times Square in New York City.Sean Zanni / Patrick McMullan via Getty Images
The alcohol-soaked biscuit and sun biscuit destination was perhaps an imaginary short break in the 1970s hit …
A newly married couple and friends drink in a Margaritaville bar.Alison Wright / Getty Images
… but since then the Margaritaville name has been incorporated into a hospitality empire with a presence that spans the US and international destinations like Mexico, Belize and Puerto Rico.
The Margaritaville Island Reserve Riviera Cancun in Mexico.Margaritaville
Now Margaritaville is a “diversified lifestyle brand” – according to a statement by John Cohlan, CEO of Margaritaville Holdings – creating tropical oases for consumers seeking the haven Buffett once sang about.
Margaritaville Island Hotel on the island in Pigeon Forge in Tennessee.Margaritaville
“Most brands adopt the identity of the product they are marketing, [like how] Starbucks stands for coffee, “Cohlan told Insider in October.[But] Margaritaville really stands for an emotion because it was in the culture for a long time before there was a product. “
The Margaritaville Resort in Hollywood, Florida.Alan Budman / Shutterstock
The first Margaritaville restaurant opened in Key West, Florida, in 1987.
The Margaritaville Cafe and Shop in Key West, FloridaChuck Wagner / Shutterstock
Source: The New York Times
Since then, the eatery has grown into a giant in the hospitality industry with a portfolio that includes resorts, vacation homes, timeshares …
Margaritaville Resort Times Square.Brittany Chang / Insider
… more restaurants, senior living communities, bars, RV parking spaces and now a cruise line.
Camp Margaritaville in Pigeon Forge, Tennessee.The McBride Company
“Whichever way you choose to stay, we can offer you that option in our lifestyle,” said Cohlan.
The Lone Palm Pool in a Margaritaville hotel.Margaritaville
The tropical brand currently has 32 food and beverage offerings …
Jimmy Buffett’s Margaritaville at the Universal CityWalk in Los Angeles in 2017.Rich Polk / Getty Images for NBC Universal
… and over 20 hotels in places like Florida, California, Missouri and Costa Rica.
Margaritaville Island Reserve Riviera Cancun Mexico.Margaritaville
Source: Margaritaville
But in the next three years, the company plans to open 50 resorts, according to Cohlan.
The story goes on
The Margaritaville Resort Gatlinburg in Tennessee.Margaritaville
Source: insider
“I think we have to be the fastest growing hotel brand in the country,” said Cohlan. “We’re expanding very, very quickly.”
The Margaritaville Montego Bay in Jamaica.Debbie Ann Powell / Shutterstock
Source: insider
Over the past year, Margaritaville has already opened new properties in destinations such as Times Square in New York, Jacksonville Beach in Florida and Nassau in the Bahamas throughout the COVID-19.
A room in the Margaritaville Resort Times Square.Brittany Chang / Insider
And looking ahead, the brand has already announced upcoming locations in Belize, Florida, California, Oregon, and more.
The Margaritaville Grand Turk in the Turks and Caicos Islands.Barry Winiker / Getty Images
Source: Margaritaville
This year, the Times Square location is even getting into the business of celebrating the New Year.
Margaritaville Resort Times Square.Brittany Chang / Insider
The $ 300 million hotel recently unveiled a New Year’s Eve event, and the most expensive package starts at $ 1,710.
Rest of the Statue of Liberty in the Margaritaville restaurant.Brittany Chang / Insider
Source: Margaritaville Resort Times Square
Similar to its hotel division, Margaritaville also plans to rapidly expand its new RV park business, Camp Margaritaville.
Camp Margaritaville in Pigeon Forge, Tennessee.Camp Margaritaville
The brand launched its first RV park in Lake Lanier, Georgia in 2019 to receive “off the charts” reception and ratings, Camp Margaritaville development president Jim Wiseman told Insider in October.
A margaritaville camp.Camp Margaritaville
Source: insider
Following this success, Margaritaville plans to open 30 to 50 RV parking spaces across the country over the next five years.
Camp Margaritaville in Pigeon Forge, Tennessee.Camp Margaritaville
Source: insider
“What surprised us about Lake Lanier was the average daily price we could get with an upscale camping experience,” said Wiseman. “That sparked our interest in moving [the expansion of Camp Margaritaville] faster further. “
Camp Margaritaville on Lake Lanier.Margaritaville
Margaritaville currently has over 20 projects in the works …
A hotel in Margaritaville by night.Margaritaville
… whether it’s resorts, senior housing communities or mobile home resorts, a spokesman said in an email to Insider in October.
Jimmy Buffett’s Margaritaville at the Universal CityWalk in Los Angeles in 2017.Kevork Djansezian / Getty Images for NBC Universal
And it’s not just land-based hospitality offerings.
The margaritaville paradise.The McBridge Company
In December, Margaritaville also announced its own cruise brand, quaintly called Margaritaville at Sea. The brand’s first cruise ship will launch from Florida in April 2022.
A cabin on board the Margaritaville Paradise.The McBride Company
Source: insider
Margaritaville Paradise will have 658 staterooms and branded food and drink options that are consistent across the brand, which may appeal to some of Margaritaville’s loyal fans.
The 5 o’Clock Somehwere Bar on board the Margaritaville Paradise.The McBride Company
“We will continue to visit places where consumers are looking for recreational experiences,” Cohlan said in October when asked about plans to expand into other hospitality markets before the cruise brand was launched.
A Landshark Bar and Grill.Margaritaville
“But at the same time, we’re focused on delivering the kind of experiences we’ve successfully delivered,” he continued.
The Margaritaville Ocho Rios Restaurant and Sports Bar.Debbie Ann Powell / Shutterstock
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