I recently went one-on-one with Lucia Penrod, co-founder and CEO of Nikki Beach Hospitality Group.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Lucia: Thank you, Adam. It’s been quite a journey. I’ve gone through a lot of growth and learned so many lessons along the way. Some were challenging, and others were incredibly rewarding. I was born in Nicaragua and moved to Miami in the early ’80s, where I began working in the Diplomatic Corps. That experience gave me a strong appreciation for different cultures and the importance of building real connections with people by finding common ground to overcome idiosyncrasies and language barriers.
Eventually, I felt drawn to something more creative and joined Jack Penrod’s organization. I started managing the Jockey Club and later became the project manager for what would become one of the first beach clubs on South Beach. Being part of those early conversations with the city and seeing the vision come to life taught me a lot about patience, persistence, and believing in something bigger.
Jack’s and my professional and personal lives converged and in 1995 we got married. When we launched Nikki Beach in 1998, it came from a very emotional and personal place. What began as a tribute to Jack’s daughter Nicole, who passed away at only 18 years old, has grown into a global brand rooted in the philosophy of Celebrating Life.
Of course, there have been ups and downs. Expanding the brand internationally and staying true to our values hasn’t always been easy. We grew our company organically and 26 years ago, the beach club business was non-existent in the hospitality industry. We had no background of relatedness, or any comparison data. We took a simple mom and pop operation and transformed it into a luxury beach club and lifestyle brand. Being a family business made it possible for us to grow at our own pace and define our brand carefully and meticulously. Our brand was not born in a board room – it was born out of feelings of love. The authenticity, vision and brand message is loud and clear. Breaking ground creating the first luxury beach club brand in the world, had plenty of challenges. Now there are dozens, and the industry looks very different. One of the biggest challenges is to stay grounded, humble and hungry. Over the past 26 years, we’ve had to evolve with the times, embrace new technology, and find ways to innovate while still staying true to who we are. The concept of “Celebrating Life” is not just a slogan. It is embedded in the way we conduct business everyday. Loving being alive, making our customers and staff happy, and having fun is in our DNA. Quite confusing for the corporate world, right? We run our business with simplicity and common sense. Jack always said, “give customers more of what they want,” and he strongly believed in treating employees like family. Those beliefs continue to guide everything I do today.
Adam: In your experience, what are the key steps to growing and scaling your business?
Lucia: We actually never set out to build a global brand. Nikki Beach began as a heartfelt tribute to Nicole, Jack’s daughter, and it was created as a place to honor her memory and Celebrate Life. That emotional foundation shaped everything we’ve done since.
As people connected with the experience, the brand began to grow naturally. From there, it became about having a clear vision and staying true to it. Surrounding ourselves with the right people has also been hugely important. You can’t grow with a team that doesn’t believe in the vision and is committed to bringing it to life.
After 26 years, we’ve also learned how important it is to keep evolving. The world has changed. Guest expectations have changed. Technology continues to move forward. We have embraced those shifts while holding onto the core values that have always made Nikki Beach special.
Adam: What do you believe are the defining qualities of an effective leader?
Lucia: An effective leader leads with integrity, humility, empathy, clarity, and an open mind. You have to truly care about your people. Listen to them and create a culture where everyone feels seen and valued. Some of the best ideas I’ve heard over the years have come from people who weren’t in leadership roles. You have to be willing to consider every opinion, because great ideas can come from anywhere.
At the same time, a strong leader needs to have a clear vision and be able to communicate it in a way that inspires and unites the team. And keep checking constantly the temperature of your business culture and mission. Never assume your team is aligned with your vision.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Lucia: I think one of the most important things a leader can do is stay curious. No matter how much experience you have, there’s always something new to learn. Whether it’s from a mentor, someone who reports to you, or even a mistake, growth comes when you stay open to different perspectives.
Understanding how to connect with people and how to support them is key. It’s not about knowing everything, but about creating an environment where people feel safe and motivated. Don’t be afraid to ask questions and seek feedback. Leadership is not about having all the answers, it’s about being willing to listen and learn. Humility keeps you connected with your staff. Make yourself reachable to everyone from the dishwashers to your C-Suite group. It’s a big job but it pays big dividends.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Lucia: Really listen to your customers and give them more of what they want. Pay attention to how they engage with your brand or service, and be willing to adapt in ways that enhance their experience without losing your core values.
Second, stay authentic to your brand and your vision. Trends will come and go, but what makes you unique should always be at the center of everything you do. People connect with authenticity. It’s what builds long term trust and loyalty.
And third, take care of yourself. Leadership can be nonstop, but you can’t lead if you’re running on empty. Make time to rest, reset, travel, and spend time doing the things that inspire you outside of work. It’s not a luxury. It’s a necessity.
Adam: What is your best advice on building, leading, and managing teams?
Lucia: The most important thing is to build a team that shares your values and believes in the vision. Skills can be taught, but passion and a strong work ethic are much harder to train. When people are aligned with the purpose of what you’re doing, everything else comes naturally.
Lead by example. Your energy sets the tone. If you consistently show up with a positive attitude and willingness to grow, your team will do the same. Managing people isn’t just about directing them, it’s about inspiring them and it’s ongoing.
Adam: What are your best tips on the topics of sales, marketing, and branding?
Lucia: I worked in PR and marketing for many years, so I’ve always understood the importance of crafting an authentic message with a clear call to action. But whether you’re in sales, marketing, or branding, it all comes down to connection. People want to feel something. They respond to storytelling, emotion, and a brand that feels genuine. When customers fall in love with your product, service or brand, do not disappoint them.
Adam: What is the single best piece of advice you have ever received?
Lucia: Love what you do so you feel as if you’ve never worked one day in your life. If you prioritize reward and success over your passion, life becomes hard and stressful. Being unhappy with your life is not good for business.
