I've been to Margaritaville's cruise, hotel, and RV resorts — now I see why the fun Jimmy Buffett branding has made it such a popular hospitality company

Brittany ChangNov 24, 2022, 03:53 IST

Margaritaville

Jimmy Buffett's Margaritaville has become a hospitality empire with hotels, a cruise line, and RV resorts.
I visited four Margaritaville properties and saw how its consistent branding has driven it to success.

Jimmy Buffett's Margaritaville has become a hospitality empire.

A Camp Margaritaville.Margaritaville

And after visiting four of its properties, I now understand why: The company has perfected its highly consistent Buffett "lifestyle" branding.

Brittany Chang/Insider

And travelers can't get enough of it.

Brittany Chang/Insider

Over the last few years, Margaritaville has been diversifying its real estate portfolio beyond what traditional hotel companies have done.

Brittany Chang/Insider

What was once a simple song that turned into a collection of restaurants, bars, and hotels …

A Margaritaville restaurant in Florida.Andriy Blokhin/Shutterstock

… is now a portfolio of Buffett-branded RV resorts, timeshares, senior living communities, and even a cruise line.

Margaritaville

Over the last two years, I visited two of its RV resorts in Florida and Tennessee, a hotel in New York City, and its cruise ship sailing out of Florida.

Brittany Chang/Insider

But no matter the concept and location, by land or by sea, I've noticed Margaritaville's properties are highly consistent.

Brittany Chang/Insider

Jimmy Buffett's hit "Margaritaville" song — which inspired this subsequent empire — shows listeners what life could be like while relaxing in a slow, warm weathered destination.

Brittany Chang/Insider

Jimmy Buffett's hit "Margaritaville" song — which inspired this subsequent empire — shows listeners what life could be like while relaxing in a slow, warm weathered destination.

And this laidback "lifestyle" is the same feeling the Margaritaville company has successfully recreated across its roughly 40 hotels, 70 restaurants and bars, and four RV resorts, among its other areas.

The outside patio of the 5 O’Clock Somewhere bar.Brittany Chang/Insider

And this laidback "lifestyle" is the same feeling the Margaritaville company has successfully recreated across its roughly 40 hotels, 70 restaurants and bars, and four RV resorts, among its other areas.

Travelers know exactly what to expect when they step into a Margaritaville property: the feeling of being at a kitschy beachside resort.

Brittany Chang/Insider

It's a world where "parrotheads," as Buffett fans affectionately call themselves, can rejoice in the tropical, laidback way of life Buffett often croons about.

Brittany Chang/Insider

And while I didn't grow up listening to his music, I do understand why this undeniably fun branding has been so appealing to travelers.

Brittany Chang/Insider

I visited my first Margaritaville property, its New York City hotel, in early 2021.

Margaritaville Resort Times Square.Brittany Chang/Insider

After that first immersion, I knew exactly what to expect from all other Margaritaville concepts.

The artwork inside Margaritaville Resort Times Square.Brittany Chang/Insider

Every property I've since stayed at has felt like I was being thrown into Buffett's world of sponge cake and the promise that it's "five o'clock somewhere."

Brittany Chang/Insider

These aren't your typical unexciting hospitality concepts.

Brittany Chang/Insider

Instead, picture kitschy tropical decor like towering sandals, palm trees, margaritas, and Buffett's lyrics painted on the walls.

Brittany Chang/Insider

Even the New York City hotel, located in one of the city's busiest neighborhoods, had a shockingly easy going feel.

Margaritaville Resort Times Square.Brittany Chang/Insider

There were reminders of its location with fun Margaritaville twists sprinkled throughout the hotel …

A room inside Margaritaville Resort Times Square.Brittany Chang/Insider

… like the restaurant's Statue of Liberty replica holding a margarita glass.

The Statue of Liberty recreation in the Margaritaville Restaurant.Brittany Chang/Insider

And while I wouldn't say it was a true tropical getaway — the car horns and sirens were difficult to ignore — the hotel did have painted blue skies …

The two-floor Margaritaville Restaurant.Brittany Chang/Insider

… nautical decor, Buffett lyrics on the walls …

The two-floor Margaritaville Restaurant.Brittany Chang/Insider

… and tropical plants that could never grow in Central Park …

The two-floor Margaritaville Restaurant.Brittany Chang/Insider

… creating a cheesy but respectable attempt at replicating a beachside getaway in the heart of Manhattan.

Margaritaville Resort Times Square.Brittany Chang/Insider

"When you walk in here, you're instantly transported to a different state," Kori Yoran, the general manager of Margaritaville Resort Times Square, told Insider in 2021. "If you don't look outside, you're like, 'oh, there's obviously a beach and water.'"

The two-floor Margaritaville Restaurant.Brittany Chang/Insider

"When you walk in here, you're instantly transported to a different state," Kori Yoran, the general manager of Margaritaville Resort Times Square, told Insider in 2021. "If you don't look outside, you're like, 'oh, there's obviously a beach and water.'"

Almost every Margaritaville concept I've since visited has used these same or similar design elements to convey the Buffett "lifestyle."

Brittany Chang/Insider

The only property that didn't feel like a pure Margaritaville concept was its then-recently acquired cruise ship.

Brittany Chang/Insider

Like I said in my previous review, the lack of immersive decor held the vessel back from feeling like a true Buffett-branded ship.

Brittany Chang/Insider

And yet, it was still able to establish a connection to Margaritaville by keeping the name of its onboard amenities consistent with the brand.

Brittany Chang/Insider

Besides the cohesive decor, the properties' all shared similarly named onsite amenities.

Brittany Chang/Insider

And they all hearkened back to Buffett, acting like a de facto shrine for his music.

The Landshark Bar and Grill.Brittany Chang/Insider

Fans well-versed in Buffett's discography should know his 1979 song "Fins."

Jimmy Buffett's Margaritaville at Universal CityWalk in Los Angeles in 2017.Robert Alexander/Getty Images

On the Margaritaville at Sea Paradise, the cruise ship had a Fins Dining concept.

Brittany Chang/Insider

At Camp Margaritaville Auburndale, "fins" came in the form of "Fins Up! Fitness" …

Brittany Chang/Insider

… while Camp Margaritaville Pigeon Forge had a Fins-branded bar, restaurant, breakfast buffet, and arcade.

Brittany Chang/Insider

Both the cruise and Margaritaville Times Square had a "5 o'clock Somewhere" bar or restaurant.

The 5 O’Clock Somewhere bar.Brittany Chang/Insider

And while Times Square had a "License to Chill" bar …

The License to Chill bar.Brittany Chang/Insider

… the Auburndale RV resort had its "License to Chill" pool.

A pool at Camp Margaritaville in Auburndale, Florida.Camp Margaritaville RV Resort and Cabana Cabins Auburndale, Central Florida

Both RV resorts had "Barkaritaville" dog parks.

Brittany Chang/Insider

These are just a handful of amenities that were unabashedly named after Buffett's music. The full list would be too long for me to include here.

Brittany Chang/Insider

Sure, naming concepts after lyrics is a straightforward idea and (in theory) easy to execute at a large scale.

Brittany Chang/Insider

But this simple, somewhat arbitrary, and effective naming strategy brings these nostalgic songs to life, giving fans of the hospitality company a sense of consistency and comfort.

Brittany Chang/Insider

But this simple, somewhat arbitrary, and effective naming strategy brings these nostalgic songs to life, giving fans of the hospitality company a sense of consistency and comfort.

From the two RV resorts, one cruise, and one hotel I visited, it's evident the company could teach a MasterClass about branding.

Brittany Chang/Insider

It does help that Margaritaville is associated with one of the US' most famous musicians.

The Margaritaville Cafe and Store in Key West, FloridaChuck Wagner/Shutterstock

But its ability to turn the feeling fans have when they listen to Buffett into real-life concepts at such a large scale is, in my opinion, impressive.

The License to Chill bar.Brittany Chang/Insider

Travelers who are loyal to the Margaritaville brand almost always know what they're going to get at its properties: relaxation, blue skies (even if painted), and the promise of booze.

Brittany Chang/Insider

Travelers who are loyal to the Margaritaville brand almost always know what they're going to get at its properties: relaxation, blue skies (even if painted), and the promise of booze.

And while I don't know any lyrics to any Buffett songs, at least I know what to expect whenever I go to a new Margaritaville property.

Brittany Chang/Insider

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I've been to Margaritaville's cruise, hotel, and RV resorts &mdash; now I see why the fun Jimmy Buffett branding has made it such a popular hospitality company

Jimmy Buffett's Margaritaville has become a hospitality empire.

And after visiting four of its properties, I now understand why: The company has perfected its highly consistent Buffett "lifestyle" branding.

And travelers can't get enough of it.

Over the last few years, Margaritaville has been diversifying its real estate portfolio beyond what traditional hotel companies have done.

What was once a simple song that turned into a collection of restaurants, bars, and hotels …

… is now a portfolio of Buffett-branded RV resorts, timeshares, senior living communities, and even a cruise line.

Over the last two years, I visited two of its RV resorts in Florida and Tennessee, a hotel in New York City, and its cruise ship sailing out of Florida.

But no matter the concept and location, by land or by sea, I've noticed Margaritaville's properties are highly consistent.

Jimmy Buffett's hit "Margaritaville" song — which inspired this subsequent empire — shows listeners what life could be like while relaxing in a slow, warm weathered destination.

And this laidback "lifestyle" is the same feeling the Margaritaville company has successfully recreated across its roughly 40 hotels, 70 restaurants and bars, and four RV resorts, among its other areas.

Travelers know exactly what to expect when they step into a Margaritaville property: the feeling of being at a kitschy beachside resort.

It's a world where "parrotheads," as Buffett fans affectionately call themselves, can rejoice in the tropical, laidback way of life Buffett often croons about.

And while I didn't grow up listening to his music, I do understand why this undeniably fun branding has been so appealing to travelers.

I visited my first Margaritaville property, its New York City hotel, in early 2021.

After that first immersion, I knew exactly what to expect from all other Margaritaville concepts.

Every property I've since stayed at has felt like I was being thrown into Buffett's world of sponge cake and the promise that it's "five o'clock somewhere."

These aren't your typical unexciting hospitality concepts.

Instead, picture kitschy tropical decor like towering sandals, palm trees, margaritas, and Buffett's lyrics painted on the walls.

Even the New York City hotel, located in one of the city's busiest neighborhoods, had a shockingly easy going feel.

There were reminders of its location with fun Margaritaville twists sprinkled throughout the hotel …

… like the restaurant's Statue of Liberty replica holding a margarita glass.

And while I wouldn't say it was a true tropical getaway — the car horns and sirens were difficult to ignore — the hotel did have painted blue skies …

… nautical decor, Buffett lyrics on the walls …

… and tropical plants that could never grow in Central Park …

… creating a cheesy but respectable attempt at replicating a beachside getaway in the heart of Manhattan.

"When you walk in here, you're instantly transported to a different state," Kori Yoran, the general manager of Margaritaville Resort Times Square, told Insider in 2021. "If you don't look outside, you're like, 'oh, there's obviously a beach and water.'"

Almost every Margaritaville concept I've since visited has used these same or similar design elements to convey the Buffett "lifestyle."

The only property that didn't feel like a pure Margaritaville concept was its then-recently acquired cruise ship.

Like I said in my previous review, the lack of immersive decor held the vessel back from feeling like a true Buffett-branded ship.

And yet, it was still able to establish a connection to Margaritaville by keeping the name of its onboard amenities consistent with the brand.

Besides the cohesive decor, the properties' all shared similarly named onsite amenities.

And they all hearkened back to Buffett, acting like a de facto shrine for his music.

Fans well-versed in Buffett's discography should know his 1979 song "Fins."

On the Margaritaville at Sea Paradise, the cruise ship had a Fins Dining concept.

At Camp Margaritaville Auburndale, "fins" came in the form of "Fins Up! Fitness" …

… while Camp Margaritaville Pigeon Forge had a Fins-branded bar, restaurant, breakfast buffet, and arcade.

Both the cruise and Margaritaville Times Square had a "5 o'clock Somewhere" bar or restaurant.

And while Times Square had a "License to Chill" bar …

… the Auburndale RV resort had its "License to Chill" pool.

Both RV resorts had "Barkaritaville" dog parks.

These are just a handful of amenities that were unabashedly named after Buffett's music. The full list would be too long for me to include here.

Sure, naming concepts after lyrics is a straightforward idea and (in theory) easy to execute at a large scale.

But this simple, somewhat arbitrary, and effective naming strategy brings these nostalgic songs to life, giving fans of the hospitality company a sense of consistency and comfort.

From the two RV resorts, one cruise, and one hotel I visited, it's evident the company could teach a MasterClass about branding.

It does help that Margaritaville is associated with one of the US' most famous musicians.

But its ability to turn the feeling fans have when they listen to Buffett into real-life concepts at such a large scale is, in my opinion, impressive.

Travelers who are loyal to the Margaritaville brand almost always know what they're going to get at its properties: relaxation, blue skies (even if painted), and the promise of booze.

And while I don't know any lyrics to any Buffett songs, at least I know what to expect whenever I go to a new Margaritaville property.

I've been to Margaritaville's cruise, hotel, and RV resorts — now I see why the fun Jimmy Buffett branding has made it such a popular hospitality company