This summer, Miami's Mid-Beach area - home to such illustrious properties as Ian Schrager's new Edition and the Fontainebleau Miami Beach - welcomed a new player, the 108-room Hotel Croydon, whose owners say they are attracting substantial numbers of travelers in search of authentic vacation experiences at affordable rates.
While many of Hotel Croydon's neighbors are charging rates of $800 to $1,000 a night, the boutique property's prices start at just $200, said Nathan Lieberman, who along with his father Alan Lieberman, heads up South Beach Hotel Group, whose holdings include the Riviera South Beach, the Catalina Hotel and Beach Club, Whitelaw Hotel and the Metropole Hotel.
When asked what type of traveler the property is targeting, the straight-talking Lieberman had this to say: "Anyone looking for a great product without all the baloney that usually goes along with it."
There appear to be takers on that front. Lieberman said the property has been sold out since it opened in July.
In addition to its reasonable rates, Hotel Croydon offers its guests an array of value-added amenities, including complimentary airport transfers, free Wi-Fi and free drinks during Happy Hour from 7 p.m. to 8 p.m. "You can drink as much or as little as you want," said Lieberman. "We don't cut you off."
When the 1,000-square-foot penthouse suite, which sells for under $450 a night, is not booked, Hotel Croydon provides a guest booked in a standard room with a free upgrade. "It's crazy not to book it if it's available," Lieberman said, adding that the free penthouse upgrade is a policy at all 15 of South Beach Hotel Group's properties.
In addition to offering guests value-added amenities, Hotel Croydon is also equipped with a healthy number of facilities and services, including a 24/7 concierge; pool and roof deck; gym with ocean views; holistic massage and healing services; and rooftop yoga.
Its affordably priced Tavern restaurant, meanwhile, serves breakfast, lunch and dinner using locally sourced products, and it beers on tap are from local breweries.
Every aspect of the hotel's design, staffing and operations is overseen by the Liebermans. "Nothing goes into the property without us hand picking it," he said. "We hire every single person personally." Lieberman said he has even received a massage from every massage therapist the hotel employs.
Guestroom mattresses, bedding and linens have also been personally vetted by the Liebermans. "We wouldn't let people sleep on a mattress in any of our hotels that we wouldn't sleep on ourselves," he said.
The Liebermans personally purchased all of the hotel's artwork, and the framed ballet slippers of Nathan Lieberman's wife decorate the walls of The Tavern restaurant.
In the final analysis, Lieberman said business going into next year is strong. "People are freaking out about the hotel," he said. "We've has this amazing response."
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