The Business Model of Nikki Beach
Nikki Beach offers a beach club concept including elements promising a real luxury lifestyle experience: music, entertainment, fashion, film and art, with all facets of the programme being of high quality. Nikki Beach can be found in the most trendsetting locations worldwide and can now be experienced in twelve cities in nine different countries with more locations to come. Nikki Beach is a family owned and operated business which was initially founded by Jack Penrod in 1997 as Café Nikki, a garden at Penrod's Beach Club in South Beach that later turned into Nikki Beach. This idea originated after Penrod's daughter passed away in a car accident in order to pay tribute to her, to celebrate and honor the beautiful life his daughter had experienced before the tragedy.