The new beach club promises to strike the sweet spot between luxury and laid-back coastal living, serving up everything from golden-hour cocktails to yoga sessions. Among its many amenities are reserved loungers and umbrellas, beachfront food and beverage service, and access to the hotel’s Art Deco pool with private cabanas.
"We are proud to introduce Proper Hospitality’s signature blend of luxury and design-forward hospitality to the heart of Miami Beach this spring," says Brian De Lowe, co-founder and president of Proper Hospitality. He adds the new beach club "breathes fresh life into a Miami icon."
Membership perks go far beyond poolside mojitos. Members score 24/7 access to a state-of-the-art fitness studio, more than 20 weekly fitness and wellness classes, private training, monthly sessions at top local studios, and a robust racquet program. Cultural programming also takes center stage, with curated Proper Presents events, live DJ sets, monthly breakfasts, quarterly dinners, and family-friendly gatherings like poolside BBQs and holiday fêtes.
For those mixing business with pleasure, members can access chic work and social spaces, personalized concierge services, and a private portal to book all experiences. Plus, the Little Torch private cocktail lounge offers an exclusive spot for after-hours indulgence.
Beach Club by Proper member perks include select complimentary stays at the hotel.
Shelborne by Proper photo
Encompassing all those perks, memberships don’t come cheap: Individual memberships start with a $2,500 initiation and $7,500 annual fee. Couples’ memberships cost $3,000 to join and $15,000 annually, with optional child add-ons priced at $750 per kid (up to four).
Founding membership sales are underway and will be available to the public starting Thursday, May 1.
Beach Club by Proper. At the Shelborne by Proper, 1801 Collins Ave., Miami Beach; 305-341-1400; shelborne.com.
