Tides Hotel in Miamis South Beach, nicknamed The Diva of Ocean
Drive, was purchased in January by the Kor Hotel Group, a Los
Angeles-based real estate development and management firm, which
plans a $7 million upgrade on the classic art deco
The renovations are
scheduled to take place July through September, Floridas low
season. The hotel
will continue to operate during the refurbishment, said General
Manager Jan Rosenveld, with a few floors at a time closed for
construction. There will be a vacant buffer floor between the
construction and occupied guest rooms to insulate guests from
Guest rooms, public
spaces, the pool and the front terrace will be upgraded. The
changes will be cosmetic; no structural changes will be
The redesign of the
guest rooms, restaurant and public spaces is being directed by
Kelly Wearstler, an interior designer and author of the books
Modern Glamour: The Art of Unexpected Style and Domicilium
Decoratus, which discuss and show photographs of her work.
Wearstler is known for
many striking designs, including the Bergdorf Goodman Restaurant
overlooking Central Park in New York and the Hard Rock High Roller
Suite in Las Vegas.
The design elements
have not been finalized, Kor said, but Wearstlers work leaves few
in doubt as to the quality of the result. Her design for the Tides
is eagerly anticipated, said Victoria Del Rico, a spokeswoman for
Built in 1936, the
Tides is one of Ocean Drives proud art deco classics. At 10
stories, it is the largest hotel on the strip, with a massive
limestone and stucco front.
It was designed by L.
Murray Dixon, one of the architectural giants who gave South Beach
its unique style.
Dixon designed a number
of other South Beach art deco hotels, including the Victor, the
Raleigh, the Marlin, the Senator and the Ritz Plaza.
The Tides maintains a
chic image and has hosted such luminaries as Jennifer Lopez, Ben
Affleck, Jamie Foxx and Paris Hilton, according to
Celebrities like to
stay here because its away from hustle and bustle of Ocean Drive
and Collins Avenue, he said. Its a nice little hotel that exudes a
pleasant quietness that one would like to have on
The Tides last major
renovation, a $35 million refit completed in 1997, converted the
hotels original 115 rooms into 45 more spacious units, including
seven junior suites and three penthouses, all at least 550 square
All rooms stretch from
the front to the back of the building, giving each an ocean
We have the largest
rooms in the area, and all have ocean views, overlooking Lummus
Park straight onto beach, said Rozenveld. Rooms are very bright,
with a big picture window overlooking the ocean. And the waving
palm trees dont hurt anything.
The Tides exterior is
protected under the historic-preservation laws of the Art Deco
Kor, which has been
managing the property since November 2004, plans to blend the
classic art deco style with a crisp, high-tech aesthetic in the
Atop the building are
three penthouses named Goldeneye, Firefly and Terra Nova, each with
private sundecks and Jacuzzis, two bathrooms and 46-inch plasma TVs
with DVD players.
The hotel offers
high-speed wireless Internet access, chairs and umbrellas on the
beach, a heated pool and access to a full gym.
Guest rooms come
equipped with 42-inch, flat-screen TVs with DVD players; Bose Wave
CD players with a selection of CDs; minibars; telescopes; three
phones with voicemail, including one cordless; fax and modem
capabilities; an iron and ironing board; a hair dryer; bathrobes
and slippers; and spacious bathrooms with vanity areas.
A broad terrace in
front of the building looks out upon Ocean Drive and the beach
across the street.
The hotel also features
a restaurant called 1220 at the Tides, which spills out onto the
terrace, and a bar, the 1220 Bar. There also is a bar at the pool.
The kitchen provides 24-hour room service.
The restaurant and bar
will change a lot with the renovation, said Del Rico. 1220 has
already changed a lot. The food is more contemporary, more fun. We
are pushing the small plates, lots of great seafood, the Caribbean
influence. Its for the sophisticated traveler, but fun.
For Kor, the purchase
of the Tides marks its eastward expansion, its first purchase on
the East Coast.
Kor now plans to
appropriate the name Tides as a new brand, applying it to a
property being constructed on Mexicos Mayan Riviera: the Tides
Playa del Carmen.
Besides the Tides, Kor
owns six boutique hotels in California; manages the Jefferson in
Washington, D.C., and two Sheraton-branded hotels in California;
and has four Viceroy-branded properties under construction: in
Anguilla, Miami, Miami Beach and in Mexicos Riviera
Room rates at the Tides
start at $550 a night during the high season and drop to $410 a
night in summer.
contact reporter David Cogswell, send e-mail to [email protected].