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Inside Pharrell Williams’ high-energy, Instagram-worthy The Goodtime Hotel

Nestled in the heart of Miami’s historic South Beach is what appears to be, at first glance, an unassuming building. The exteriors give no hint that behind the walls is a colorful, high-energy hotel providing an escape from reality for pandemic-weary guests.

As you step into the airy atrium entryway off Miami Beach’s Washington Avenue, you begin to realize The Goodtime Hotel is unlike any other resort you’ve stayed at. 

Hand-painted hothouse murals, striped pastel tiling and Deco plasterwork recall the opulence and nostalgia of a time gone by. But make no mistake – guests are offered all the modern luxuries expected from a brand new hotel. 

I took a trip to Pharrell Williams and nightlife entrepreneur David Grutman’s The Goodtime Hotel in April in need of a break from city life. 

I found both an oasis of rest and relaxation and a wild party atmosphere, depending on where I was in the city-block-long boutique hotel and the time of day.

OASIS: The Goodtime Hotel is home to Strawberry Moon, a restaurant and 30,000 square foot pool club, which serves up classic and casual Mediterranean fare and an array of specialty cocktails for dinner and weekend brunch, inside or poolside

RETRO: Hand-painted hothouse murals and Deco plasterwork recall the opulence and nostalgia of a time gone by

RETRO: Hand-painted hothouse murals and Deco plasterwork recall the opulence and nostalgia of a time gone by

A PLACE TO LAY YOUR HEAD: The rooms range from individual queen bed accommodations to a handful of suites, many with views west to Biscayne Bay or east to the Atlantic Ocean

A PLACE TO LAY YOUR HEAD: The rooms range from individual queen bed accommodations to a handful of suites, many with views west to Biscayne Bay or east to the Atlantic Ocean

OWNERS: Pharrell Williams and nightlife entrepreneur David Grutman's 266-room property opened its doors on Miami Beach’s Washington Avenue in April 2021

OWNERS: Pharrell Williams and nightlife entrepreneur David Grutman’s 266-room property opened its doors on Miami Beach’s Washington Avenue in April 2021 

I spent the weekdays and the weekend mornings laid out on a large pink-striped sunbed with a cold drink in hand in the Strawberry Moon pool club.  

On Saturday and Sunday afternoons I had the opportunity to enjoy the pool parties, complete with DJs and, of course, plenty of cocktails. 

Guests who don’t want to attend the boozy bashes can chill out in other areas of the hotel, use a pool at a neighboring resort, or take a quick walk down to the beach and use one of the hotel’s sun loungers.   

Before one of the parties, I stopped by Grutman’s Strawberry Moon, a restaurant and 30,000 square foot pool club, which serves up classic and casual Mediterranean fare and a full array of specialty cocktails.

I took advantage of the bottomless brunch and opted for the delicious Moroccan Shakshuka with unlimited mimosas.

R&R: The Library is a peach-hued space filled with natural oak-clad that offers guests a place to relax with a cocktail or a coffee

R&R: The Library is a peach-hued space filled with natural oak-clad that offers guests a place to relax with a cocktail or a coffee

POOL CLUB: The pool is a place for rest and relaxation but transforms into a high-energy club during the weekend parties

POOL CLUB: The pool is a place for rest and relaxation but transforms into a high-energy club during the weekend parties

BOOZY BASHES: High-energy parties are held at Strawberry Moon each weekend. Guests who don't want to attend can make use of the sun loungers on the beach

BOOZY BASHES: High-energy parties are held at Strawberry Moon each weekend. Guests who don’t want to attend can make use of the sun loungers on the beach

Famed designer Ken Fulk channeled Havana and Acapulco in their heyday when creating Strawberry Moon. Think pastels, vintage scalloped bar seating and pinstriped awnings. 

The 266-room reimagined Art Deco property opened its doors in April 2021 and appears to have thrived while other hotels have struggled during the pandemic. 

The rooms range from individual queen bed accommodations to a handful of suites, many with views west to Biscayne Bay or east to the Atlantic Ocean.

My room could be described as compact, but it had everything I needed for a comfortable stay. The accommodation is designed to be hyper-efficient with smart storage and just a shower in the bathrooms.

With standard queen rooms for two guests starting at just $135 per night, it’s an absolute steal for Miami.

Despite the party atmosphere at The Goodtime, the room was quiet and I was able to get a few good night’s’ sleep during my trip – which was no doubt aided by the ice cold cocktails I enjoyed by the pool each day.

UNEXPECTED: As you step into the airy atrium entryway off Miami Beach’s Washington Avenue, you begin to realize The Goodtime Hotel is unlike any other resort you've stayed at

UNEXPECTED: As you step into the airy atrium entryway off Miami Beach’s Washington Avenue, you begin to realize The Goodtime Hotel is unlike any other resort you’ve stayed at

ROOM: My queen room had everything I needed for a comfortable stay and prices start at just $135 per night

ROOM: My queen room had everything I needed for a comfortable stay and prices start at just $135 per night

COLLAB: The Goodtime Hotel is the first collaborative lifestyle hotel brand from David Grutman of Groot Hospitality and Pharrell Williams

COLLAB: The Goodtime Hotel is the first collaborative lifestyle hotel brand from David Grutman of Groot Hospitality and Pharrell Williams

‘We wanted The Goodtime Hotel to impart a feeling of both revitalization and that rare, exciting thrill that takes over when you discover something special,’ says Pharrell. ‘It’s that adrenaline-fueled sensation of entering a whole new setting and a whole new mindset. This place provides a natural good time, for all who come through.’

Grutman said he wanted to the hotel to ‘break the mold’ and somewhere that allows you to leave your worries and anxieties at the door. Grutman and Pharrell have certainly achieved that. 


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