Ex­pres­sions

hellobali - - CONTENTS - • DEISHA TA­MAR

house of the white heart A new rev­o­lu­tion­ary art space in Ubud

THE CEL­E­BRATED IN­TER­NA­TIONAL BEACH CLUB HAS FI­NALLY MADE ITS WAY TO THE IS­LAND OF GODS, AND WE RAP WITH THE OWNER ABOUT HIS

FOR­MULA FOR BUILD­ING A SUC­CESS­FUL EN­TER­TAIN­MENT EM­PIRE

By now you will have heard of Nikki Beach, which re­cently opened its doors at Sof­i­tel Bali Nusa Dua Beach Re­sort. Tak­ing over huge bill­board signs on some of the main roads in Bali, this up­scale beach club is said to be un­like any other on the is­land, and is ready to change Bali's party scene in a big way.

“Nikki Beach is a life­style, more than just a beach club. We are also a fam­ily owned and op­er­ated global luxury life­style and hos­pi­tal­ity brand,” ex­plains founder and owner Jack Pen­rod.

First opened in 1997 as a gar­den by the sea called Café Nikki in Miami Beach, Florida, it's pur­pose was to cel­e­brate the life of his daugh­ter Ni­cole, who passed away in a car ac­ci­dent. Then in 1998, the café ex­panded into what is known to­day as Nikki Beach.

“Ni­cole was the most kind, out­go­ing, car­ing and beau­ti­ful per­son for me. Af­ter a long time in deep mourn­ing and com­pletely heart­bro­ken – a feel­ing which never re­ally goes away – I knew I had to hon­our her life, which we did through Café Nikki and now Nikki Beach,” re­calls Jack.

Over the years, Nikki Beach has be­come the ul­ti­mate place to cel­e­brate life, mesh­ing en­ter­tain­ment, dining, mu­sic, fash­ion, film and art into one. It has also be­come the para­mount place to be seen at, since fa­mous stars and jet­set­ters flock the beach club, in­clud­ing Ri­hanna, Woody Allen to Ge­orge Clooney. “Nikki Beach was born to cel­e­brate the life of my daugh­ter Ni­cole, and we did not have any plan for a global brand. How­ever, the magic be­tween our fam­ily con­cept and our cus­tomers cre­ated a de­mand. So we de­cided to strate­gi­cally ex­pand Nikki Beach world­wide while keep­ing the core mes­sage be­hind the brand, which is a cel­e­bra­tion of life, by en­sur­ing each lo­ca­tion com­bined the el­e­ments of ev­ery­thing that Ni­cole loved,” ex­plains Jack fur­ther.

Now the brand has spread across Europe, Asia and Africa, in ex­actly 12 lo­ca­tions, with Bali its new­est ad­di­tion. There's even a Nikki Beach Re­sort & Spa in Porto Heli, Greece, and Koh Sa­mui, Thai­land. The beach club chain also has sev­eral pop-up lo­ca­tions, at Park City, Utah, dur­ing Sun­dance Film Fes­ti­val; Cannes, France, dur­ing Cannes In­ter­na­tional Film Fes­ti­val; and in Toronto dur­ing Toronto In­ter­na­tional Film Fes­ti­val.

With so many Nikki Beach sites to choose from across the globe, Jack en­sures that each one stays true to what the beach club is all about, with­out ig­nor­ing the lo­cal cul­ture or am­bi­ence, es­pe­cially in Bali.

“We split the con­cept 70/30. Seventy per cent of the menu, de­sign, mu­sic, and themed events are the same across all lo­ca­tions, while 30 per cent has to re­flect the cul­ture of the area. The en­trance of Nikki Beach Bali is very Ba­li­nese,” he says. Jack has vis­ited Bali a num­ber of times, although mostly to carry out site in­spec­tions of Nikki Beach Bali. How­ever, he's look­ing for­ward to com­ing back with his wife and kids, and ex­plor­ing the is­land prop­erly.

Although he could be re­garded as the king of en­ter­tain­ment and nightlife, be­hind all the glitz and glam­our Jack is a hum­ble fam­ily man. When he's not busy vis­it­ing var­i­ous Nikki Beach lo­ca­tions world­wide or tak­ing care of busi­ness, he ad­mits he loves to go on va­ca­tion with his fam­ily, ei­ther to his home in the Ba­hamas or the fam­ily farm in North Carolina, where he teaches his 12-year-old twins how to en­joy na­ture.

This fam­ily-core foun­da­tion is also per­haps why the Nikki Beach brand is still go­ing strong to­day. Part of their phi­los­o­phy is hav­ing fun with your fam­ily and friends.

“Even though our com­pany has grown tremen­dously, the sense of fam­ily and ca­ma­raderie within our staff is the same as it was when we opened our first Nikki Beach back in De­cem­ber 1998. I have seen our staff grow up with my fam­ily, be­cause we have built a cul­ture of fam­ily unity, com­mon goals, friend­ship and team­work. I've seen Nikki Beach em­ploy­ees get mar­ried, have chil­dren, buy their first homes, and get grey hair. It's such a won­der­ful, unique and beau­ti­ful thing to see,” says Jack.

The swanky Nikki Beach Bali is all geared up for its grand White Party on De­cem­ber 6 and a fun New Year cel­e­bra­tion on De­cem­ber 31, and of course many more joy­ful and fas­ci­nat­ing events in 2015. The brand has suc­cess­fully trans­formed the way peo­ple party around the world, so it is in­evitable that Nikki Beach Bali will make big changes to the is­land's party scene – all thanks to Jack and his em­pire. So Bali, be pre­pared to wake up, cel­e­brate life and make it con­ta­gious.

"...the sense of fam­ily and ca­ma­raderie within our staff is the same as it was when we opened our first Nikki Beach back in De­cem­ber 1998. "

Newspapers in English

Newspapers from Indonesia

© PressReader. All rights reserved.