For the world traveler with a discerning taste in electronic dance music, finding a hotel that not only meets traditional quality standards--like Egyptian linens, an assortment of erotic art books, and a 60-inch LED television--but also keeps European house music on loop in the lobby had always been one of life's biggest first-world problems.
However, that all changed in January when Swedish EDM superstar Avicii released a 43-second teaser video promoting his latest project, a Collins Avenue pop-up hotel.
Between Friday, March 15 and Monday, Mar 25, the Avicii Hotel will take over the Marlin Hotel on South Beach, transforming 16 über trendy rooms into the ultimate collection of Swedish house accoutrements south of Ikea.
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"Music has always been an intricate part of this property," says Marlin Hotel front of house manager Alex Giraldo. "We even have a working recording studio downstairs that's been around for 20 years."
At press time, Giraldo was still working with Avicii's management to finalize plans for the 10-day pop-up hotel. But he did hint at the possibility of a live event.
"I'm guessing there'll be a show at some point, but I'm not sure when that will be."
"What we do every year in Miami for Ultra week has become sort of an EDM happening of its own," Avicii's manager, Ash Pournouri, said in an interview with Billboard. "Every year we try to break boundaries and do it bigger and better, and this year's no different."
In 2012, the guerilla-marketing plan included a fleet of Avicii ice cream trucks. And the year before that, Pournouri plastered the Swede's face all over shuttle busses bound for Ultra, helping the baby face beat maker become one of the most recognizable brands in Electronic Dance Music.
But while free ice cream sandwiches and a ride around town in an Avicii-wrapped shuttle bus were widely accessible advertising campaigns, this year's $780 per night hotel room rate is anything but.
Whether you're settling for the entry-level, three-night "Blessed" package for two, or splurging on the 10-night "Bromance" option for four, a stay at the Avicii Hotel will set you back about three car payments and month's supply of groceries. But that's only a small price to pay when you consider that every guest will receive a mysterious swag bag worth at least $400, and an opportunity to literally shower with Avicii.
From Avicii-brand bar soap to Avicii terrycloth bathrobes, every inch of the Avicii Hotel will scream, well, Avicii.
"A hotel will be hard to beat," Pournouri admits. "But the challenge is half the fun."
While every hotel in South Florida vying for a piece of Ultra's annual $79 million economic influx, only one can bill itself as the ultimate "Avicii experience" and promise "benefits that no other hotel will be able to give its customers [that week]."
Benefits like complimentary Ultra VIP passes.
Reserved exclusively for guests staying the full 10-nights of Avicii Hotel's South Beach stint, two complimentary VIP Ultra tickets per weekend make the $7,300 price tag for a Bromantic getaway seem reasonable. Add a "personal invite to Avicci's annual private party at a secret location," and $7K for the "Bromance" package sounds too good to be true.
But you don't have to spend two months salary to sleep on the Marlin's Avicii's 300-thread count Egyptian cotton linen and get access to the massive EDM festival. There're other options.
The seven-night "Leve7s" package, which runs between $530 and $740 per night, also includes complimentary passes and an invite to Avicii's private set. But you'll have to (a) choose your weekend and (b) sweat it out with the common folk; they're general admission.
You can spend five nights at Avicci Hotel for about $3,000 (based on double occupancy) and join the Bormance quartet at the private soiree, but you'll have to buy your way into Ultra the old fashion way: scalpers.
Avicii Hotel. Friday, March 15, to Monday, March 25. Marlin Hotel, 1200 Collins Ave., Miami Beach. Room reservations cost $525 to $780 per night. Visit theaviciihotel.com.
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