After One Of Worst Name Changes Ever, “The Boca Raton” Spends Money To Fix Itself

We Mocked The Name Change Back In 2021. Seems It Needed More Than A New Name.

BY: STAFF REPORT | BocaNewsNow.com

BOCA RATON, FL (BocaNewsNow.com) (Copyright © 2024 MetroDesk Media, LLC) — We reported in July of 2021 that “The Boca Resort” was changing its name to “The Boca Raton.” At the time, we questioned the intelligence of naming a hotel after a municipality. It seems we were on to something. As we wrote in this article:

”They took the name of the city, put “The” in front of it, and now you have the new name of the resort. Here’s the issue as we see it: it’s going to be confusing for people when you talk about “The Boca Raton Police Department” — are you talking about security at the hotel or professional law enforcement? “The Boca Raton Beach.” Are you talking about a beach in Boca, or sand and water near the hotel?  How about, “The Boca Raton Trash Problem.” There isn’t a problem that we know of, but you see the hazard of naming your private resort after a municipality.  Then there’s the problem of just sounding really old in a place where many people are really old. “Did you read what they wrote on TheTwitter?” “Did you read what someone wrote on The Facebook?” “Did you hear Saul died of The COVID?!”

Fast forward to September of 2024. Barely a month goes by where we don’t receive complaints about “The Boca Raton.” Staff issues. Credit card fee issues. Rules changing on what members can do and where. You name it. We receive complaints about it. Part of that is life in Boca. But part of it seems to be a misunderstanding of The Real Boca Raton by people running a hotel called “The Boca Raton.” And now it sounds like the resort is trying to fix its image. The management/investment company behind “The Boca Raton” and its “beach club” just announced a huge infusion of cash to renovate the property. We are publishing the press release in its entirety. Enjoy!

[OFFICIAL PRESS RELEASE]: The Boca Raton, South Florida’s iconic private club and resort, announces the debut of the reimagined Beach Club, with reservations available beginning December 2024. When the $120 million investment is complete, the luxury oceanfront escape will seamlessly connect to its golden beach backdrop through a stunning redesign and curated experiences. Resort guests and club members will set their own pace at Beach Club with new restaurants, a cocktail lounge and café, new fitness facility, dynamic oceanside event spaces, and a transformation of guest rooms and suites overlooking a half-mile stretch of private beach along the Atlantic Ocean. “Beach Club has long been recognized as one of the most coveted beachside resort destinations in South Florida, and this evolution is poised to captivate a whole new category of discerning travelers while appealing to our legacy guests,” said Daniel A. Hostettler, President & CEO of The Boca Raton. “We are partnering with top designers and leading industry minds to create intriguing new offerings that will inspire. The new Beach Club will reflect the very best in design, dining, and experience—at the only beachfront resort in Boca Raton.”

Beach Club’s 210 spacious guest rooms and suites will showcase a spectacular design that blurs the lines between interiors and outdoors, complete with floor-to-ceiling ocean or Intracoastal views. The light-filled accommodations will embrace the sea breeze and natural textures, including honed marble and cerused woods complemented by vibrant coral velvet accents. Among the elevated in-room amenities, a wet bar with water filtration system will invite guests to stay hydrated on the go. Beach Club will triple its quantity of suites, including the Grand Suite + Lanai that features one- and two-bedroom options that flow into expansive outdoor poolside living spaces with lounge seating, granting guests easy access to the fresh salt air from their private patios.

INSPIRED DINING
Beach Club will offer distinct oceanfront food and drink options.
The property’s beloved culinary destination, Marisol, will see a newly designed indoor-outdoor setting serving breakfast, lunch, and dinner just steps from the ocean. Fresh Mediterranean fare will appeal to the whole family. And after dinner, Marisol’s bar—a dramatic centerpiece of the restaurant’s design— will be a social hub to enjoy curated cocktails prepared with precision. Inspired by iconic coastal destinations, a new sand-side dining experience, Onda, will spotlight a new culinarian each winter season. In its opening season, guests at Onda will dine on classic island flavors.

Located just beyond Beach Club’s entrance, Living Room will feature world-class mixologists hand- crafting elegant evening aperitifs amid a mesmerizing atmosphere that begets intimate conversations. For a chance to sit back among the stars, an outdoor terrace overlooks the seascape. During daylight hours, guests will refresh and ruminate at Living Room’s café, a sunny space offering house-made pastries, light bites, and gourmet coffee.
The poolside White Bar is an open-air gathering spot with a relaxed atmosphere, featuring creative cocktails and an extensive wine list to be enjoyed while catching up with friends or catching the big game. Situated nearby, Ocean Market features quick gourmet bites and ice cream, allowing guests to return to their beach adventures without missing a beat.

CURATED EXPERIENCES: Beach Club will offer an extensive selection of amenities and services rooted in the spirit of the coastal lifestyle. For a luxury experience with a touch of retro chic, Beach Club will be home to an exclusive VesBAR fleet, repurposed 1960s Vespas helmed by a cadre of skilled bartenders. The hotel’s distinct programming will celebrate intentional moments from day to night, including an immersive Ritual Series beginning with First Light oceanside wellness classes, a Sunset Ritual marking the evening transition with a signature soundtrack and artisanal aperitifs, and Night’s End, a special late-night wind down tradition.
When not relaxing on the hotel’s private beach or partaking in on-the-water adventures such as surfing and pedal kayaking, guests can swim or sunbathe at one of three pools or at Cabana Club, a collection of vibrant pool cabanas designed in partnership with St. Tropez swimwear brand Vilebrequin. Waterside adventures await the youngest guests and members at Banyan Bunch Beachside, a dedicated children’s program featuring fun amenities and educational activations designed around adventure, creation, discovery, and nature.

A PLACE TO GATHER: The ultimate setting for unforgettable meetings, events, oceanside weddings and celebrations, Beach Club offers a variety of indoor and outdoor venues. Newly transformed spaces include the beachfront Surfside Lawn framed by swaying palm trees that can be open-air or tented, the expansive Atlantic Ballroom, and the scenic outdoor Coastal Patio, each offering an idyllic location for gatherings of all sizes. In addition to experiences enjoyed at the Forbes Five-Star Beach Club, a stay provides access to The Boca Raton’s Harborside amenities. Just a five-minute Water Taxi across the Intracoastal, the resort offers golf, tennis, pickleball, wellness experiences at Spa Palmera, as well as three pools, water slides, a floating river, and more at Harborside Pool Club.

Beach Club is being brought to life by Urban Robot Associates, a design collective based in Miami Beach, as well as landscape architecture firm EDSA, and Garcia Stromberg—a firm of architects, designers, and artists. This marks the second phase of The Boca Raton’s overall $375 million transformation. The first phase was completed in early 2023, which redesigned Harborside’s offerings and amenities, including Tower hotel, more than 12 restaurants and lounges, the new four-acre Harborside Pool Club, and upgrades to the storied Cloister hotel.