The Surf Club

What The Surf Club does

The Surf Club is a luxury hospitality and residential real estate complex in Surfside, Florida, owned and developed by Fort Partners under founder Nadim Ashi and operated under SC Trust LLC. The 9-acre beachfront property at 9011 Collins Avenue integrates the restored 1930 Mediterranean Revival clubhouse (originally founded by Harvey Firestone) with three contemporary towers designed by Pritzker Prize-winning architect Richard Meier, whose hotel tower is cantilevered over the historic structure. The asset comprises a 77-room Four Seasons Hotel, 150 private residences (120 condominium units and 30 hotel residences), four dining venues, a 6-treatment-room spa with Turkish hammam, 40 beach cabanas, and four pools.

The property monetizes across six revenue streams: hotel accommodations at average daily rates around $1,000 in high season, private residence sales priced from $3.4M to $18M, restaurant operations across Thomas Keller's Continental concept, Le Sirenuse Miami (Italian from Positano), Lido, and Winston's on the Beach, spa and wellness services, exclusive club memberships, and a brand extension to Norman's Cay in the Bahamas. The hospitality operations are managed under a long-term partnership with Four Seasons Hotels and Resorts, while design collaborations include Joseph Dirand (hotel interiors), Fernando Wong (landscape), Lee Mindel (residential interiors), and Martin Brudnizki (Thomas Keller restaurant interiors). Residences range from 1,800 to 7,800 square feet across 51 unique floor plans, with hotel residence owners able to participate in the Four Seasons rental program.

The go-to-market relies on sales-led enterprise field motions for residences and private memberships, direct booking for hotel rooms through Four Seasons channels, and earned media coverage in Condé Nast Traveler, Architectural Digest, Forbes, Vanity Fair, and The Wall Street Journal. The customer base spans ultra-high-net-worth residence buyers ($3.4M-$18M units), affluent travelers at ~$1,000/night ADR, and social elite seeking private club access. Fort Partners acquired the property in 2012 for USD 112 million from 110 member-owners and redeveloped it through 2017, when the Four Seasons hotel and residences launched, followed by restaurant openings and the Norman's Cay Bahamas expansion announcement in 2019.

Name

The Surf Club

Legal name

SC Trust LLC

Website

https://thesurfclub.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

1–10 employees

Short description

The Surf Club operates a luxury hospitality complex in Surfside, Florida, featuring a 77-room Four Seasons Hotel, 150 private residences, four restaurants including Thomas Keller and Le Sirenuse venues, plus spa and beach amenities, serving ultra-high-net-worth individuals and affluent travelers.

Ownership category

akta.pro rank

Product category

Luxury Hospitality and Branded Residential Real Estate

NAICS

Food Services and Drinking Places (722), Drinking Places (Alcoholic Beverages) (7224), Drinking Places (Alcoholic Beverages) (722410)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Retail-Eating & Drinking Places (5810), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Beachfront & Island Luxury Resorts (THAGACAA)

akta.pro secondary industries

Beachfront & Coastal Full-Service Hotels (THAGAAAI), Luxury Beachfront & Waterfront Villas (THAMAEAE), Beachfront & Lakefront Homes (THAMAAAF), Coastal & Marine Nature Lodges (THAGAIAH), Rooftop Bars & Beach/Pool Bars (THAFAEAJ)

Keywords

• Luxury hotel services
• Private residence sales
• Fine dining restaurants
• Spa wellness services
• Social club membership

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Four Seasons Hotel Accommodations: 77-room luxury hotel generating revenue from room rentals averaging $1,000/night during high season. Includes hotel residences (30 units) that can participate in Four Seasons rental program.
2. Private Residences Sales: Sale of 120 private residences and 30 hotel residences. Units range from 1,400 to 7,000+ square feet with prices from $3.4 million to $18 million. Hotel residence owners can participate in Four Seasons rental program.
3. Restaurant Operations: Multiple dining venues including The Surf Club Restaurant by Thomas Keller (Continental cuisine), Lido Restaurant at The Surf Club (Italian Mediterranean), Le Sirenuse Miami (Italian from Positano), and Winston's on the Beach (casual).
4. Spa and Wellness Services: Four Seasons Spa and Fitness Center featuring 6 indoor treatment rooms, 2 spa cabanas, Turkish hammam, and comprehensive wellness services.
5. Club Memberships: Exclusive club membership inquiries for The Surf Club Private, offering access to amenities and social club privileges for qualified members.
6. Norman’s Cay Extension: The Surf Club brand extension to Norman’s Cay in the Bahamas, offering Villas, Bungalows, Cabanas, Yacht Club, and Beach Club as the first outpost beyond Surfside.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

The Surf Club is a luxury hospitality and residential complex operating a 77-room Four Seasons Hotel, 150 private residences, multiple fine-dining restaurants (including concepts by Thomas Keller and Le Sirenuse), a full-service spa, beach club with cabanas, and an exclusive private social club, all on a 9-acre Atlantic beachfront property in Surfside, Florida. The offering spans overnight accommodations, branded residential ownership, restaurant operations, wellness services, and club memberships targeted at ultra-high-net-worth individuals and affluent travelers.

Product overview

The Surf Club is a luxury hospitality and residential complex comprising three interconnected components: the historic 1930s Mediterranean Revival social club, a 77-room Four Seasons Hotel designed by Richard Meier, and 150 Four Seasons Private Residences. The property also includes four dining venues (Le Sirenuse Restaurant, Lido Restaurant, The Surf Club Restaurant by Thomas Keller, and Winston's on the Beach), a spa with treatment rooms and cabanas, beach cabanas, and 40 day cabanas across 9 acres of beachfront. The property recently expanded to Norman's Cay in the Bahamas. The development was led by Fort Partners under founder Nadim Ashi, with design collaborations from Richard Meier, Joseph Dirand, Fernando Wong, and Lee Mindel.

Differentiator

Problem solved

Functional benefit

Brands

• Four Seasons Private Residences at The Surf Club: Luxury private residences operated by Four Seasons, designed by Richard Meier, ranging from 1,800 to 7,800 square feet.
• Four Seasons Hotel at The Surf Club
• Le Sirenuse Miami
• The Surf Club Restaurant by Thomas Keller
• Lido Restaurant at The Surf Club
• Norman's Cay

Products and services

• Four Seasons Hotel at The Surf Club A 77-room luxury hotel operated by Four Seasons, cantilevered over the restored 1930s Mediterranean Revival clubhouse. Rooms average 65 m2 with smart-room tablet controls. Targets affluent leisure and business travelers with average high-season rates near USD 1,000/night.
• Four Seasons Private Residences at The Surf Club Branded private residences for purchase across two 12-story Richard Meier-designed towers, with 150 units in 51 unique floor plans ranging from 1,800 to 7,800 square feet, floor-to-ceiling glass walls, and up to 20-foot ceilings. Prices range from USD 3.4M to USD 18M. The 30 hotel-residence units can optionally participate in the Four Seasons rental program.
• The Surf Club Restaurant by Thomas Keller Michelin-starred chef Thomas Keller's first Florida restaurant, located in the landmark 1930 Surf Club building. Serves classic Continental cuisine reinterpreted for contemporary diners, with interiors by Martin Brudnizki Design Studio.
• Le Sirenuse Restaurant & Champagne Bar Authentic Italian restaurant and Champagne bar operated by Antonio and Carla Sersale of Le Sirenuse in Positano, their first permanent venue outside the Amalfi Coast. Features Neapolitan cuisine with chefs trained at the Michelin-starred La Sponda.
• Lido Restaurant at The Surf Club Oceanfront Italian Mediterranean dining venue evoking an Italian summer lifestyle, offering simple and authentic Italian cuisine in a beachfront setting.
• Winston's on the Beach Casual, al fresco dining offering locally sourced Florida cuisine for breakfast, lunch, and casual evening gatherings in a relaxed beach setting.
• The Spa at The Surf Club Wellness facility designed by Joseph Dirand featuring 6 indoor treatment rooms, 2 spa cabanas, and a Turkish hammam, offering treatments that blend time-honored traditions with cutting-edge technology.
• The Surf Club Private Membership Exclusive invitation-only private club membership offered through The Surf Club Private, providing access to amenities, social privileges, and a heritage social club environment. Membership inquiries handled through [email protected] and 305-800-7873.
• Norman's Cay Brand extension of The Surf Club on Norman's Cay at the northern end of the Exuma chain in the Bahamas, offering Villas, Bungalows, Cabanas, Yacht Club, Marina, Airport, and Beach Club as the first outpost beyond Surfside.

Quantifiable outcome

• First month occupancy above 50% with average daily rate over USD 850
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and secondary.

• Four Seasons Hotels and ResortscoreStrategic or Co-development PartnerFour Seasons operates the 77-room hotel and 150 private residences at The Surf Club, providing world-class level of services and amenities. The partnership brings Four Seasons' renowned hospitality standards to the historic property.
• Richard Meier & Partners ArchitectscoreStrategic or Co-development PartnerPritzker Prize-winning architect Richard Meier designed three contemporary buildings that frame and flank the original clubhouse. The design is described as an exercise in discrete classical modernism, reflecting and disappearing into the changing sky, beach and sea.
• Joseph DirandcoreStrategic or Co-development PartnerParisian interior architect Joseph Dirand designed the interiors of the public areas, bedrooms of the Four Seasons Hotel, and all the cabanas. Renowned for bringing atmosphere and rich narrative to life through space, materials, furniture and details.
• Fernando WongsecondaryStrategic or Co-development PartnerLandscape architect Fernando Wong brought the outdoor spirit of the original Surf Club to life, successfully marrying the old and new buildings together with each other and the beach beyond.
• Lee Mindel (Shelton Mindel)secondaryStrategic or Co-development PartnerNew York designer and curator Lee Mindel oversaw the interior selection of Meier's residential lobbies and residences, achieving an appropriately elegant and neutral scheme for owners to inhabit as they wish.
• Prosper Assouline (Assouline)secondaryStrategic or Co-development PartnerProsper Assouline, founder of the eponymous publishing house, designed The Hemingway Tower as an homage to his hero. Housed in the original building, he crafted an intimate bar area.
• Thomas KellercoreStrategic or Co-development PartnerMichelin-starred chef Thomas Keller operates The Surf Club Restaurant, his first Florida venture. The restaurant offers classic Continental cuisine honoring the building's glamorous past with dishes like Beef Wellington and Lobster Thermidor.
• Le Sirenuse (Sersale Family)coreStrategic or Co-development PartnerAntonio and Carla Sersale, owners of Le Sirenuse in Positano, opened Le Sirenuse Miami at The Surf Club - their first permanent venue outside the Amalfi Coast. Features authentic Italian cuisine with chefs trained at Michelin-starred La Sponda.
• Martin Brudnizki Design StudiosecondaryStrategic or Co-development PartnerMartin Brudnizki Design Studio designed the interiors of The Surf Club Restaurant by Thomas Keller, famous for their work at London spots Scott's, The Ivy and Annabel's.

Scale indicators7 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Eden Roc Miami Beach: Beachfront Miami luxury hotel and residences with multiple restaurants and spa; competes for the same affluent Miami traveler and trophy-residence buyer segments.
• 1 Hotel South Beach: Beachfront luxury hotel and residences on Miami Beach targeting affluent travelers with premium ADR and an amenitized lifestyle offering; a direct competitor for rooms, residences, and F&B spend.
• The Setai Miami Beach: Luxury oceanfront hotel in Miami Beach with branded residences and high-end F&B, directly competing for the same affluent travelers and second-home buyers in the South Florida ultra-luxury segment.
• The St. Regis Bal Harbour Resort: Adjacent luxury resort and branded residences in Bal Harbour, overlapping geographically and competitively with The Surf Club for UHNW guests and residence buyers in the Surfside/Bal Harbour corridor.
• The Boca Raton: Large historic Florida resort with private club, residences, multiple restaurants, marina, and beach club — a similar multi-component luxury hospitality and membership model targeting UHNW guests and residents.
• Faena Hotel Miami Beach: Ultra-luxury beachfront hotel and branded residences in Miami Beach with high-design architecture and a comparable UHNW clientele; the closest direct competitor to The Surf Club's luxury hospitality + residence + F&B stack.
• The Breakers Palm Beach: Iconic historic Florida luxury resort with multiple restaurants, spa, beach club, and private club membership; comparable heritage-driven brand model and ultra-affluent target customer.

Broad incumbents

• Aman Miami (and broader Aman resort portfolio): Aman operates ultra-luxury resorts and branded residences globally with a similar minimalist, ultra-high-end positioning; represents the broader competitive set for trophy hospitality assets and is a comparable benchmark for pricing power.
• Four Seasons Private Residences (broader portfolio): Four Seasons operates branded-residence developments globally; Surfside's residences are part of this broader portfolio, sharing the operating model, service standards, and buyer pool while each location competes independently for buyers.
• The Ritz-Carlton Residences (Miami Beach / Sunny Isles): Branded-residence product from a major luxury hotel operator serving the same ultra-luxury Miami residential buyer pool, often in competition with Four Seasons-branded projects like The Surf Club.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thesurfclub
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/the-surf-club-private

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Surf Club