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Growing Its Florida Footprint

JW Marriott Brand Poised To Add Another Property In Sunshine State

Monday, April 29, 2019
Steve Pike
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Marriott International continues to enlarge its JW Marriott footprint in Florida. The hospitality giant currently has five JW Marriott hotels/resorts in the Sunshine State – JW Marriott Marquis Miami, JW Marriott Miami, JW Marriott Orlando, Grande Lakes (sister to The Ritz-Carlton, Grande Lakes), JW Marriott Miami Turnberry Resort & Spa and JW Marriott Marco Island Beach Resort. The JW Marriott Marco Island is the brand’s first beach-front resort in the Continental U.S.

The 10.5-acre Marco Island property, located on some of the best stretch of beach in all of Florida, recently re-opened after a $320 million renovation. The resort includes two off-site golf courses (Rookery and Hammock Bay), Spa by JW and more than 10 dining outlets. This past November, the Marriott Marco Island Beach Resort opened “Paradise by Sirene,” an adult-only experience in the new Lanai Tower overlooking the Gulf of Mexico.

A sixth Florida property—the 500-plus room JW Marriott Orlando Bonnet Creek–is expected to open in early 2020 close to Disney World in Orlando. That resort will compete with other high-end luxury resorts, such as Four Seasons and Waldorf Astoria, in the Bonnet Creek section of Disney World.

The JW Marriott Orlando Bonnet Creek will offer 80 suites, two presidential suites and 16 two-bedroom suites with optional connections to create four-bedroom family units. It also will have a rooftop bar, expansive pool deck and spa with 10 treatment rooms and more than 50,000 square feet of meeting space.

Among the existing JW Marriott properties in Florida, the JW Marriott Turnberry Resort & Spa is the most recent. Located in the trendy North Miami enclave of Aventura, the 300-acre, heavily landscaped resort is no stranger to South Florida’s high-end, luxury resort market. The resort—developed by a group led by real estate magnate Donald Soffer who developed the City of Aventura– over the years has been flagged as a Mandarin and a Fairmont property. The resort ended its management agreement with Fairmont in 2011.

In 2012, the then-Turnberry Isle Miami joined Marriott’s Autograph Collection. This past December the resort officially became the JW Marriott Miami Turnberry Resort & Spa.

“Our marketing efforts will focus on an awareness campaign showcasing the new brand identity and refreshed amenities with several vertical-specific campaigns promoting the ancillaries to targeted audiences,” said Jeffrey Klein, the resort’s managing director.

The JW Marriott Turnberry Resort & Spa is officially owned by Don Soffer’s son, Jeffrey, who also owns the famed Fontainebleau Miami Beach (acquired for a reported $165 million in 2005), along with the Turnberry Ocean Club Residences.

Soffer’s sister, Jackie, is chief executive officer and chairman of Turnberry Associates, principal owner of Aventura Mall and Town Center Aventura. Jackie Soffer also is part of a group developing an 800-room hotel that will be connected to the renovated Miami Beach Convention Center.

The JW Marriott Turnberry Resort & Spa, which features two golf courses (Soffer and Miller) and the âme Spa & Wellness Collective Spa, has undergone a multi-million dollar renovation. The redo includes the addition of a five-acre waterpark called "Tidal Cove,” the nation’s largest FlowRider Triple surf simulator, more than 80,000 square feet of meeting space, and a new 16-story Orchid Tower comprised of 325 guest rooms that more-than doubled the resort’s occupancy to 685 guest rooms.

Each guest room in the Orchid Tower lacquer painted wood fluted paneling are featured behind the bed that pays homage to the tower’s art-deco influence, as well as a credenza inspired by Italian designer Gio Ponti, known for his seaside resorts in southern Italy.

There also are new membership options for guests, a new lobby bar – Soff’s - and two new dining options - Surf House Bar & Grill and Freestyle – in addition to celebrity Chef Michael Mina’s Bourbon Steak.

“Since Turnberry Isle Miami was formerly part of Marriott’s Autograph Collection, our vision was to transition the property into the JW Marriott brand, a luxury tier that better aligns with our expansion, renovation and overall complexity,” Klein said. “Marriott was familiar with our service for our business and leisure guests and the JW Marriott brand aligned perfectly with those standards.

“We hold ourselves to a very high standard of service and hospitality the same way that JW Marriott brand does. We always want to go above and beyond for our guests to cultivate culture and build communities.”
Steve Pike
Hotel Interactive® Editorial Division

Bio: Steve Pike is an award-winning golf writer and author who helped define golf business reporting in the early 1990s as the first Golf Business Editor for Golfweek magazine and later at Golf World and Golf Shop Operations magazines for Golf Digest. Pike further pioneered this genre at the PGA of America and Time Warner as the golf business writer and editor for PGA.com. He started in newspapers more than ...
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