[ON LOCATION] LAUREL HERMAN
With 27 beaches spanning 47 miles, 39 cities, 19,000+ hotel rooms, 160 golf courses, 200 arts and cultural organizations and attractions, plus a culinary scene that showcases everything from stellar local foodie havens to big city-style restaurants—with many helmed by Michelin-star chefs—The Palm Beaches offers incentive planners a myriad of choices.
Says Kelly Cavers, Chief Sales Officer for Discover The Palm Beaches, “From an incentive viewpoint, The Palm Beaches offers bucket list experiences that are unique to our destination, such as equestrian and polo for groups where they can learn to play and mingle with professionals. In the sustainability arena, we’re working with 4Ocean, so attendees can go into the ocean to clean up plastic pollution and in the process, help eradicate the plastic crisis. The experience becomes not just memorable but also meaningful.”
Erika Constantine, VP of Marketing for Discover The Palm Beaches, tells planners, “We don’t have a specific age group for our diverse area, but rather one-of-a-kind experiences that are accessible and cut across all age groups.” Cavers and Constantine point to additional unique experiences for groups, such as having a Lilly Pulitzer dress specifically made for them at the Worth Avenue store and visiting the destination’s agricultural area where attendees can pick their vegetables and afterward enjoy a meal with said items.
Adds Cavers, “What is beneficial for planners bringing meeting or incentive groups to the destination is that people are inspired to attend because they know they are coming to The Palm Beaches.”
During Prevue’s recent visit to The Palm Beaches, we explored a variety of options for groups, from resorts and restaurants to cultural venues.
In the northern part of The Palm Beaches, in Palm Beach Gardens, you’ll find the PGA National Resort, home to five golf courses (99 holes), a 40,000-sf spa, celebrity chef restaurants and more.
“The resort offers 360 accommodations including new cottages that are a result of a recent $110 million investment. The renovations changed the look and feel—think Palm Beach in the 60s—of the resort’s public spaces and rooms,” says Hima Duggirala, the resort’s Director of Marketing. Notes Steven Hoodack, the resort’s Director of Group Sales, “Groups that come here want to experience something different. If they don’t want to pursue golf or visit the spa, there are 12 lit tennis courts, 12 pickleball courts, a croquet lawn...there’s something for everyone. Some just want to have a ‘half day at the pool,’ which is perfect for corporate and incentive groups.”
When it comes to its culinary offerings, the resort just added Sushi by Bou. With this very intimate and immersive omakase experience, diners have the opportunity to watch the chef create each item. The whole experience, which includes a minimum of 12 sushi pieces, is under 75 minutes, so a group could have at least 36 of their attendees attend in an evening. Onsite at the resort, one also finds The Butcher’s Club, a modern steakhouse in an elegant setting that hosts 125 for a buyout. Here, Florida native, Michelin-star and James Beard Award nominee Jeremy Ford puts his spin on traditional dishes, including the most unique and delicious Caesar salad this writer has ever tasted. We also loved the truffle-jalapeno poppers stuffed with wagyu brisket and aged cheddar and the perfectly cooked wagyu skirt steak with truffle sauce. Groups can also enjoy Honeybelle, a casual eatery from celebrity chef Lindsay Autry serving comfort foods, and Birdie’s Diner, with a mid-century design and an all-day menu that includes fish tacos and a wagyu cheeseburger.
“The resort is positioned to be more than a golf resort, but golf is in the property’s DNA, and there is a course for all players, including novices,” says Duggirala. Adds Hoodack, “Our 9-hole course can be completed in 50 minutes, and each hole is a par 3, so groups don’t even need golf shoes. It’s great for teambuilding. We provide golf clubs and can also offer food and music to enhance the experience.
“The majority of our groups are 100 or less, but we can still handle 200 to 300 for two or three days,” says Hoodack. “Our repeat factor is high at 60 percent, and that’s because we don’t like just to say no; instead, we come up with solutions to make our groups happy.”
PGA National has a total of 40,000 sf of meeting space, and the largest ballroom, which can be divided into three spaces, is 10,000 sf. Outdoor spaces are a definite wow at this resort, especially the Pavilion Lakeside overlooking the pool area and the lake.
The resort also produces its own honey, which it includes in its F&B program. For instance, the Lobby Bar, which is a great gathering spot, has a cocktail made with PGA’s honey and the previously mentioned The Butcher’s Club uses the honey for its butter and desserts.
Just north of Boca Raton sits Delray Beach, where one finds the beautifully reimagined 276-room Opal Grand Oceanfront Resort & Spa, with a fresh contemporary coastal aesthetic. The resort is located across the street from the ocean on Atlantic Avenue, which cuts across the heart of Delray Beach with shopping, dining and a vibrant arts district just minutes away. Opal Grand has 30,000 sf of indoor and outdoor venues, including a brand-new rooftop space called Elevate Skye Bar & Lounge, with ocean views and 14 flexible function rooms. Planners will also find two oceanfront pools, a holistic spa and a fabulous onsite dining experience at Drift, serving various cuisines with an emphasis on seafood.
The resort has two sister restaurants just a few blocks away—50 Ocean Beach Club, with upscale dining that can be privatized and offers floor-to-ceiling windows leading to spectacular ocean views, and Sandbar, a more casual eatery and bar. Tamara Yost, the resort’s Director of Sales, says, “There’s so much to do in the area, whether groups want boating, fishing, tours, art galleries or dine-arounds. There is just something for everyone in Delray.”
We overnighted in an oceanfront room with a balcony, which was nautically themed and well-designed with a contemporary, relaxed vibe. The property also has 95 jr. suites for groups that want attendees to have the same accommodation type. “Incentive groups like our spa as well as our outdoor areas that can accommodate up to 300 for a reception,” she says. Yost also says they work with a local DMC that can arrange teambuilding events on the beach.
For incentive groups, Yost tells Prevue their sweet spot is up to 150 rooms, depending on the time of year.
In addition to the fantastic culinary choices at the resorts we visited, groups have an array of unique dining establishments throughout the destination, including Ela Curry & Cocktails, helmed by Chef Pushkar Marathe. Here, must-eats include the Rhode Island crispy calamari, street snacks like lamb samosa with mint-cilantro chutney, and entrees such as tandoori chicken. Groups will have fun at this stylish restaurant located only 15 minutes from PGA National Resort.
Groups will also love the West Palm Beach Food Tour, a 3-hour walk that visits five downtown eateries. We stopped at ER Bradley’s for a Cuban pastry, Pistache for croque monsieur, Kapow for an Asian fusion lunch, Salento Coffee for Colombian coffee and Ganache Bakery for a delicious Key lime pie. During the stroll, our knowledgeable guide explained the history of the area and pointed out amazing street murals by various artists.
Across the Intracoastal from West Palm Beach, on the island of Palm Beach, we visited the iconic The Colony Hotel, a historic landmark. Located in what is known as the heart of Palm Beach, the “pink” hotel has 93 keys and is showing off a recent $11 million renovation of its guest rooms and public spaces.
Marta Weinstein, Director of Sales, says, “We call our arrival area ‘the living room,’ not a lobby, as our property has a more residential feel.” Here, groups that buy out the resort can gather for cocktails and enjoy the intimate seating areas. There are 62 rooms, 19 suites, three penthouses, seven villas and four bungalows; the total meeting space is 2,800 sf. The ballroom is versatile and can accommodate dinner for up to 160 with a separate kitchen. The bar area is a must for gatherings and savoring a Monkey Business signature cocktail or a Spicy Socialite. Adds Weinstein, “Incentive groups will enjoy the beach a block away with beach chairs, umbrellas and towels that we provide and a concierge service so food and beverage can be delivered. And, of course, one block away in the other direction is Worth Avenue.”
Not to be missed when in The Palm Beaches is Café Boulud, by Michelin-star Chef Daniel Boulud. This classic French restaurant’s service and ambiance are so elegant and over the top that I felt like royalty. My mango and lobster salad were enjoyed to the last morsel. The restaurant offers indoor and outdoor dining at The Brazilian Court Hotel, within walking distance from Worth Avenue.
In Delray Beach, there’s City Oyster & Sushi Bar, a bustling restaurant with fresh seafood. Here, we sampled four types of oysters from the U.S.’s east and west coasts, along with creative sushi and pasta dishes.
Another venue for groups to book is the Norton Museum of Art in Downtown West Palm Beach, with over 8,200 works in its permanent collection and special exhibits that change twice yearly. Spaces for gathering here include the Great Hall, their largest indoor space that can seat up to 250 and for cocktail receptions, 300.
Says Samantha Del Zalle, the museum’s Event Manager, “We work exclusively with Constellation Culinary for catering and they also manage our restaurant, The Restaurant, which has an industrial feel to it and can be booked for groups. It has an outdoor terrace ideal for an indoor-outdoor event. Our auditorium seats up to 205 with a complete AV system, including speakers for lectures. A central courtyard is also available for up to 100 to 150 for receptions. The Shapiro Great Lawn, adjacent to The Restaurant, is often used for receptions and then tack on the gallery access,” says Del Zalle. There are other private rooms and spaces as well.
Morikami Museum and Japanese Gardens in Delray Beach is another cultural venue for groups to consider. Here, groups can enjoy Japanese cultural experiences and beautiful gardens where events can be held.
“We have a program called Destination Champions with the CVB incorporating its own Manager of Industry Relations, which brings unique experiences to the table,” says Cavers. “[This person] will meet with The Palm Beaches sales team and meeting planners to seek out a group experience that will make their meeting or incentive unique. You can curate your meeting or incentive to make it your own.”
In conclusion, Constantine says, “Regarding the service level The Palm Beaches offers at our resorts, our genuine hospitality is a way of life, and combining that with amazing Between-the-Sessions experiences makes our ‘America’s first resort destination experience’ a home run.”
thepalmbeaches.com/meetings; pgaresort.com; opalgrand.com; thecolonypalmbeach.com; elacurrykitchen.com; morikami.org; westpalmbeachfoodtour.com; cafeboulud.com; norton.org