Tommy Hilfiger said the acquisition of The Raleigh in Miami Beach and creation of The Raleigh Group will act as the launching pad for a Raleigh-branded private club concept similar to London-based Soho House – only more exclusive, luxurious and with Hilfiger’s point of view. “I am classic with a twist,” he said, adding there is no current plan to use his name as a hotel brand.
The Miami Beach property will likely close after the next winter season to undergo a “transformational renovation,” according to group CEO David Pisor. In fact, property sellers David Edelstein and Sam Nazarian very strategically gained approval and rights to add two pavillions near the hotel’s iconic pool, which will be a big part of the renovation plan and add 50% more space to the property.
At the same time, with its private equity partner Mongeau Capital, London, the group has already started the process of finding more assets to develop The Raleigh brand.
To find out more, HOTELS spoke with Hilfiger in an exclusive interview on Friday.
HOTELS: What will The Raleigh Group become?
Tommy Hilfiger: I hope it becomes the most sought after private club in world. That is my dream and I believe dreams come true. I had a dream 35 years ago when I was building a global fashion brand. It takes a lot hard work, some luck and surrounding yourself with the right people.
I love The Raleigh name and the concept is a hybrid. I like the membership idea; it keeps it exclusive. In this day, well-known people prefer exclusivity and privacy, and they demand great service and casual luxury.
HOTELS: Describe the essence of the brand.
Hilfiger: It’s true casual luxury; exclusivity with a friendly touch. It is 5-star service with an amazing spa, great restaurants, an amazing sought after bar and nightclub. It is an incredible amount of privacy but with a lot of attention to detail from the staff. It is great design and providing anything and everything members need.
HOTELS: How is The Raleigh concept different from Soho House?
Hilfiger: Soho House is very successful. Ours will be different but with the same premise. We will offer select invitations. Fame is really sort of the needle that moves pop culture. F is for fashion; A is for artist; M is for music; and E is for entertainment. That will be the backbone. Sports figures and other celebrities will be members, as well as interesting business people. We will be discerning as to how we operate to protect their interests, while giving them ultimate service.
We will be more exclusive than Soho House, more luxurious and with my point of view rather than a British point of view. I am classic with a twist. With Miami, we can bring it back to the original glamor of the 1940s as the structure is quite unique.
HOTELS: What are your goals and expectations?
Hilfiger: I don’t know that bigger is better. Doing one very well in the beginning is most important, but we are actively looking at doing other cities like Aspen (Colorado), Los Angeles and New York City. We have looked in parts of Asia with various interesting potential partners. The world is our opportunity in future, but we want to focus on getting it perfect in the States first.
HOTELS: How did you connect with Mongeau Capital?
Hilfiger: We were introduced by people in the existing group. I love David Mongeau’s experience. He has a great demeanor and thinks along same lines we think. We want to walk before we run and think things through from different angles.
HOTELS: Will you acquire, manage or joint venture?
Hilfiger: We have funding but certainly the right partners will be looked upon favorably. Not every deal will require additional partners.
HOTELS: What is your message to the hotel industry community?
Hilfiger: I am a brand builder. It has been my forte. My motivation is to build a real brand – not just doing this as a one-off or as a hobby. I want to build this into a global lifestyle brand.
For example, if we build the right F&B, there can be an offshoot. I am also interested in developing products, as well. I like to go into unusual boutiques and find products I can’t find everywhere. We have the ability to crate good products that will be offshoots of the designs we are doing. Maybe it will be a lamp, a robe or soap. We can build a brand with products. That is very exciting to me.