New developments and tourism growth ensure Palm Beach’s standing as a top luxury destination.

Palm Beach has long been one of Florida’s most famed addresses for luxury. Railroad magnate Henry Flagler built Whitehall, one of his winter residences and now the Flagler Museum in Palm Beach in the early 20th century. Today, Donald Trump owns Mar-a-Lago, the multimillion dollar estate that was the former home of cereal heiress Marjorie Merriweather Post. As a further testament to the destination’s continuing ability to attract well-heeled names, New York City’s historic Tavern on the Green Restaurant opened its second-ever outpost in Palm Beach last winter. Yet, that’s just one of many new developments the area can boast of in an ongoing effort to maintain its status as an oasis for indulgence.

Most recently, the Palm Beach County Convention & Visitors Bureau named Jorge Pesquera as its new president and chief executive officer. The former president and CEO of the Aruba Hotel and Tourism Association, who replaces interim administrative director Jim Stuber, is now charged with leading the $10 million agency, responsible for Palm Beach County’s tourism industry. “Palm Beach County is one of the world’s classic destinations, and I am delighted to have the opportunity to shape its future development,” says Pesquera.

Also joining the ranks of the CVB’s leadership is Ian Black, who was appointed vice president for meetings and convention sales in May. He oversees the bureau’s group sales as well as the long-term convention center bookings. The convention center aspect of his responsibilities will certainly keep Black busy, with the $100 million development of a new 400-room, 25-story Westin Hotel announced earlier this year by the Palm Beach County Commissioners. The new property is designed to be connected to the convention center by an enclosed walkway. Also, part of the project is a 104-unit, 20-story condominium tower and a valet drop-off with parking tunnel connected to a 1,809-space parking garage. The entire development is located on the convention center site in the City of West Palm Beach, and ground breaking is slated for April 2008.

However, the convention center staff has already begun selling space, with an anticipated 2010 opening.

But this Westin hotel is not the only new Starwood property to debut in Palm Beach. In April, the $210 million, all-suite Resort at Singer Island, a member of Starwood Hotels & Resorts’ Luxury Collection, opened its doors. The 21-story property is the largest luxury hotel real estate development in Palm Beach County since 1991. Each of the 239 condominium hotel suites offer between 800 and 2,100 square feet of living space in one- and two-bedroom configurations, with a dozen different floor plan options. The resort also includes 66 private residential units in addition to beach and pool butlers; an 8,500-square-foot spa with a lap pool and private cabanas; a lagoon-style family pool, fitness and business centers; 4,000 square feet of meeting space, three restaurants and a coffee bar; and two presidential suites.

Not to be outdone, the Ritz-Carlton, Palm Beach unveiled a $60 million renovation in March. Included in the revamp is the $100,000 Suite Life, which offers new oceanfront suites with multi-jet oversized shower and free-standing soaking tub with views of the ocean, two bathrooms, two HDTV flat screens, wood-lined custom closets and double-sized private. All suites are also equipped with pamper panels, which allow guests to adjust lighting and room temperature. The renovation of each suite has a price tag of more than $100,000; lanai terrace rooms and suites offer easy accessibility to the ocean and extended terraces; while nanny suites offer three bedrooms with two separate living rooms, four bathrooms and a private foyer.

Other features of the renovation include the new “Five Senses Resort Turndown” each evening, when subtle changes in décor, lighting, sound and color welcome dusk to the hotel. The event culminates in the lighting of the Terrace firepit. In fact, the 3,000-square-foot Terrace is also a new addition and the only oceanfront hotel terrace in the area; guests can enjoy daytime dining here. Also new is the restaurant Angle, with a modern American menu and an 840-bottle wine wall as well as the tranquility pool, which features mosaic glass tiles and arcing fountains. The hotel’s redesign further included the addition of Aquanuts and Coast, the resort’s kids’ and teens’ clubs, respectively, and a multimillion dollar art collection that can viewed along an interactive art trail that is part of the hotel’s outdoor Discovery Gardens. Late next year, the Ritz-Carlton, Palm Beach will unveil the new 28,000-square-foot Grand Spa, complete with a salon, Roman baths, a reflection pool, relaxation rotunda, private steam and saunas for men and women, fitness center, and indoor and outdoor treatments.
 
Also in 2008, the PGA National Resort & Spa will finish a multimillion dollar make-over that began this July. Scheduled for completion in January, the renovation program encompasses the property’s public areas, restaurants, meeting rooms, pool and private-member clubhouse. Renovations begin with a redesigned front entrance for the resort, and will continue with a completely renovated lobby featuring a contemporary lobby bar, new restaurant, Ironwood Bar & Grille, expanded business concierge lounge and Starbucks café. Outside of the lobby’s floor-to-ceiling windows will be a completely re-created free-form pool with new landscaping, water features, private cabanas, a dedicated children’s pool and play area, and redeveloped Oasis Bar & Grill. This area’s enhanced features will also include a 5,000-square-foot outdoor pool pavilion overlooking the resort’s 26-acre lake and golf course. Inside the resort, a new Mediterranean-themed restaurant with wine bar, brick ovens, and indoor and outdoor dining will overlook the pool deck. A new ballroom with views of the lake and golf course is also planned; and each of the 23 meeting rooms and ballrooms in the 34,000-square-foot conference center will undergo renovation. The two-story, private-member clubhouse will also be overhauled.

At the Boca Raton Resort & Club, the Boca Beach Club is in the midst of an extensive renovation that began when the club closed in May. When it reopens in late fall 2008, guests will find a complete redesign of the arrival area, lobby, restaurant and bars, guestrooms, fitness center and children’s activity center. A new pool oasis, to reopen next spring, will feature three redesigned swimming pools, an oceanfront bar, improved and additional beach access and new upgraded cabanas, plus sunning terraces, lounging platforms and new landscaping. The beach remains open and accessible to guests while the Beach Club is being renovated.

This remodeling project is, in fact, just one aspect of a multimillion dollar refurbishment program that is being completed in stages throughout the entire property. Already, the new Boca Bungalows, many with kitchenettes, have graced the grounds near the resort golf course. Set apart from the main resort, these accommodations feature a separate swimming pool and self-parking. The Old Homestead Steakhouse, an extension of the landmark restaurant in New York City’s Meatpacking district and the first in Florida, has also joined the Boca Raton Resort’s roster of dining venues. And still to come is another new restaurant by Masaharu Morimoto of “Iron Chef” fame.

Yet, Palm Beach’s lodging industry is growing as well as renovating. Kimpton Hotels & Restaurants is also expected to make its entrance in Palm Beach with this fall’s opening of The Harrick, an all-suite lifestyle hotel in downtown West Palm Beach. The 20-story hotel will offers 138 rooms, consisting of 118 one-bedroom suites and 20 two-bedroom suites, each ranging in size from 630 to approximately 1,200 square feet, and complete with a fully equipped kitchen. Guests will also have access to a rooftop pool with lounge seating, a living room-style lobby, fitness center and restaurant.

In January 2008, Palm Beach will welcome a new condo-hotel, The Palm House. To be located on Royal Palm Way, steps from the beach and Worth Avenue, this $20 million project will comprise 79 studios and suites, two dining venues, flexible meeting space, a full service spa and salon, fitness center and landscaped pool.