Latest news with #PalmTreeCrew
Forbes
21-07-2025
- Entertainment
- Forbes
9 New Must-Visit Las Vegas Restaurants And Bars Right Now
Hard Shake at Waldorf Astoria Las Vegas Photo: Waldorf Astoria Las Vegas Las Vegas' ever-evolving dining scene means that there's always a new restaurant or bar to try. And this summer it's certainly no different. Whether you're a regular visitor looking for the latest hot spot or a first-timer keen on the latest and greatest, there are no shortage of options right now. The latest crop of additions to Sin City are an elevated group doling out inventive food and cocktails. Speakeasies also continue to be a popular choice. And there's even a new club in town, with some of the best DJs in the world, to boot. So if you're on your way to Vegas anytime soon, here are nine restaurants and bars you should check out right now. Kygo performs at the grand opening of Palm Tree Beach Club Photo: Denise Truscello / Courtesy of Tao Group Hospitality Wet Republic arguably pioneered the Vegas dayclub scene when it opened in 2008 at MGM Grand. And after a nearly two decade–long run as one of the best spots for afternoon parties, it was time for a refresh. Enter Palm Tree Beach Club. A collaboration between Tao Group Hospitality and DJ-producer Kygo's Palm Tree Crew, the reimagined 60,000-square-foot venue features a tropical look à la Palm Springs or the Beverly Hills Hotel. Think pastel pink and green stripes, scalloped trimmings, and, of course, palm trees. The Norwegian star—who headlined the club's grand opening weekend in May and kicked things off on a piano by the pool—can of course be found on the decks along with other EDM hitmakers like Zedd, Martin Garrix, and Alesso. In addition to great music, swanky cabanas (some of which have their own pools), and attention-drawing bottle service, you'll also find a variety of specialty cocktails and bites that range from a refreshing watermelon and feta salad to mini lobster rolls. Oh, and we can't forget the osetra caviar. That's right, caviar service at a dayclub, because you wouldn't expect anything less from Tao Group. Tamba Photo: Anthony Mair / Courtesy of Tamba As a Vegas regular since childhood, I always urge visitors to head off Strip at least once during their trip. And if you're a reluctant one, Tamba is luckily just south of the city's famed welcome sign. After its longtime tenure at the former Hawaiian Marketplace retail center, which is now being transformed into a multi-use complex called BLVD,, the restaurant reopened in a new, sumptuous space that matches its contemporary Indian menu. Going beyond your usual butter chicken (although they have that as well), you'll find elevated appetizers like caviar puri and grilled masterpieces like tender octopus dressed with a yuzu-lime chaat aioli. The fragrant biryanis made with saffron basmati rice are a hit, too, served either with tandoori chicken, marinated goat, vegetable tikki. The inventive cocktail program is not to be slept on either, where nods to India can be found in the form of jal jeera spices and rosehip chai. The Tom Kha Fizz at Doberman Drawing Room Photo: Angelo Clinton / Courtesy of Doberman Drawing Room There's no denying that the Arts District has become a vibrant neighborhood filled with exciting galleries, restaurants, and bars. And one of the latest newcomers to the area is Doberman Drawing Room. A project by nightlife entrepreneur Ryan Doherty (of excellent Downtown spots like the Laundry Room, Commonwealth, and Lucky Day) and award-winning mixologist Juyoung Kang (who was the opening bartender at the Laundry Room), this bar and members' lounge is arguably one of the finest in the city. The eclectic 3,400-square-foot space is filled with antiques, a hobby of Doherty's, that range from stuffed animals to a vintage Stevens Organ & Piano Co. piano. Red velvet and leather banquettes call for intimate gatherings while the main room has an eccentric vibe of huntsmen lodge meets medieval garden. And when it comes to the cocktails, be prepared for some surprises. Whether it be the inventive Tom Kha Fizz inspired by the classic Thai coconut soup; the very drinkable Big in Japan, a refreshing clarified milk punch concoction that Kang has brilliantly made vegan with the use of soy milk; or the smoky and spicy Nine Countries, where mezcal is paired with honeydew and yuzu kosho, you really can't go wrong. Hard Shake Photo: Courtesy of Waldorf Astoria Las Vegas Picturesque views of the Las Vegas Strip are largely limited to rooms, but at the luxurious Waldorf Astoria Las Vegas, beautiful panoramic vistas are also accompanied by stellar cocktails and bites. As part of its multimillion-dollar renovation—which has already included a redesign of accommodations and upgrades to meeting spaces—the casino-less hotel recently completed its transformation of its 23rd floor. Part of this facelift is Hard Shake, a swanky cocktail lounge where Art Deco touches and gold accents are contrasted by moody dark marble and curved indigo banquettes. And since it gets its name from the bartending technique developed by Japanese mixologist Kazuo Uyeda, you'll find that the menu gains some inspiration from the Land of the Rising Sun, as seen in cocktails named Katan and Shogun, both using Japanese spirits, and in small bites like sesame tuna and Mishima wagyu sliders. Other standouts include the Dragons Treasure, a tequila and mezcal tipple for two that's brought out in a wooden chest with billowing smoke, and the mushroom arancini, the perfect pre-dinner snack stuffed with morels and chanterelles. Stubborn Seed Photo: Flavia Molinari / Courtesy of Resorts World Las Vegas Stubborn Seed Chef Jeremy Ford's Stubborn Seed has made its way to Resorts World Las Vegas. The Top Chef winner whose Miami restaurant by the same name holds a Michelin star has won over diners with his take on globally inspired food with seasonal ingredients. Asian influences are a plenty with dishes like the uni panna cotta, sake and citrus–cured yellowtail, and a barramundi that floats atop a rich and layered galangal curry (a true dark horse), but you'll also find Italy in the form of a truffle ricotta gnudi, Spain in the Ibérico ham fritters, and New England in the butter-poached Maine lobster. A tasting menu is offered for those coming for a special occasion or simply want to sample some of the best of what Ford has to offer, plus an extensive wine list for a curated pairing. Nomikai Photo: Courtesy of Nomikai Nomikai Set within the Venetian's Restaurant Row, Nomikai is a dual concept that offers both casual and elevated dining options. The walkway-facing counter is ideal for a quick handroll, but to its left you'll find a discreet entrance that opens to a dark and moody hallway with a mural painted by Tokyo-based artist Sush Machida. And behind one more door you'll come face to face with a six-foot samurai sculpture set against a gilded backdrop in a sexy and intimate space with plush booths and a striking bar. The menu in the speakeasy-like restaurant features a range of small plates that are perfect for sharing, with standouts being the A5 wagyu sando and bluefin tuna pizza, along with a selection of sushi and rolls. There are also plenty of drinks to choose from, all of which either incorporate Japanese spirits or ingredients. Peacock Alley Photo: Courtesy of Waldorf Astoria Las Vegas Peacock Alley A Waldorf Astoria signature, Peacock Alley has become synonymous with the brand. And while there are a few afternoon tea options in the city, just like Hard Shake, there's nothing that boasts sweeping views like this. Also located on 23, floor-to-ceiling windows allow for natural sunlight to illuminate this soothing space decorated in white and pastel blue. Throughout the afternoon you can expect a traditional tea service, with classics like scones, finger sandwiches, and an assortment of bite-sized sweets served in a tiered birdcage. A selection of loose-leaf teas by Tealeaves, including signature blends made exclusively for the hotel, are available, as are signature cocktails (this is Vegas, after all) and bubbly by the glass and bottle. And if you're traveling with little ones, there's also a children's version with the option of hot chocolate and an adjusted menu with offerings like a Nutella and banana sandwich that are sure to be a hit. Caspian's Photo: Jose Salinas / Courtesy of Caspian's Caspian's Just steps away from the casino floor at Caesars Palace, Caspian's is an underdog. The drinks are a combination of classics and fruit-forward libations, but the food, all of which are topped with sturgeon caviar, shine. Mini tacos are stuffed to the brim with blue crab, cheekily propped atop ceramic hands; the chips and dip speak to nostalgia with Pringles; and a cold lobster salad sandwiched between crispy, buttery brioche toast might just be the best bite on the menu. And as you've probably realized, Vegas loves a good speakeasy, and tucked behind a painting of a ship captain is the doorway to a jewel-toned, Art Deco–inspired lounge with plush seating and a stage for near-nightly rock acts. The Party at Superfrico Modern-day supper clubs have been making a comeback in the city over the past few years, but this latest addition created by Spiegelworld—the company behind Absinthe , arguably Sin City's best variety show—promises to bring next-level entertainment. Nestled within Superfrico at the Cosmoplitan of Las Vegas, the Party is a two-hour experience that takes place Sunday through Thursday. It features a pre-fixe, three-course menu of Italian-American dishes and a mix of acts that include burlesque, comedy, and other diverse talents by a rotating cast of performers. There are just 50 seats in the intimate space, though, so you'll want to book your tickets fast.
San Francisco Chronicle
15-07-2025
- Entertainment
- San Francisco Chronicle
Napa Valley is getting another luxury music festival. Here's who's playing
Palm Tree Music Festival, an international live music event founded by electronic music producer Kygo and manager Myles Shear, is coming to Wine Country. The one-day festival will be headlined by Norwegian DJ Kygo and New York duo the Chainsmokers on Oct. 11 at the Meritage Resort & Spa in Napa, organizers announced Tuesday, July 15. Additional acts include Odd Mob, Vandelux, Mia Moretti and Goshfather. The event is in partnership with Blue Note Napa, which will be presenting its Black Radio Experience over Labor Day weekend at the same venue, and Berkeley-based Another Planet Entertainment, producers San Francisco's annual Outside Lands music festival in Golden Gate Park from Aug. 8-10. Set against the backdrop of Napa's vineyards, the festival aims to combine live electronic music with upscale hospitality. It marks the fourth new location announced by Palm Tree Crew in recent months, joining stops in Saint Tropez, Sardinia and Montecito. The brand has previously hosted events in the Hamptons, Aspen and Lake Tahoe. Palm Tree Crew, which operates across live events, hospitality and consumer ventures, said the Napa festival will feature tiered ticket options. General admission includes access to performances, food vendors and merchandise, while VIP tickets offer front-stage views, shaded lounges, gourmet food and hosted bars. The top-tier 'Palm Club' provides private tables, bottle service and dedicated staff. Pre-sale access ticket sales begins at 10 a.m. Thursday, July 17, for subscribers to Palm Tree Crew, Another Planet Entertainment and Blue Note Napa mailing lists. General ticket sales open 10 a.m. Friday, July 18. Prices have not yet been announced.
Forbes
12-07-2025
- Business
- Forbes
With Influencer Marketing In Flux, Runway Influence CEO Ernest Sturm Isn't Retreating, But Recalibrating
When MGM Grand's Palm Tree Beach Club (a new day club by Palm Tree Crew and Tao Group) debuted in May 2025, Runway Influence helped turn the opening into a social media sensation. Runway Influence From a recent Fast Company feature declaring that 'influencer marketing has lost its edge' to a New York Times report on brands ditching creators in favor of in-house talent, it's clear that the era of picture-perfect sponsored posts is evolving. Add to that the rise of AI-generated influencers, now accessible to anyone with tools like Veo3 feeding viral Instagram Reels, the rules of engagement are being rewritten in real time. In this shifting landscape, Ernest Sturm, CEO of Runway Influence, isn't retreating, but restrategizing. From luxury carmakers to boutique beauty labels, Runway Influence has managed more than 850 projects. Sturm and team have activated hundreds of influencer partnerships and developed long-term campaigns for clients such as Adidas, McLaren Automotive, Ferrari, Hyatt Hotels, Wildfox Couture, Vivaia, El Silencio Mezcal, cosmetic treatment brands like Morpheus8, and more. With its most lucrative deals having topped out at around $500,000, Runway Influence is known for pairing top celebrity, supermodel and influencer talent with luxury brands. Just this May, his agency was charged with generating influencer presence at the grand opening of the Palm Tree Club in Las Vegas. Formerly known as the Wet Republic, the 60,000 square-foot pool club was relaunched by Palm Tree Crew and Tao Group Hospitality, aiming to redefine the Las Vegas dayclub scene. To amplify the launch, Runway Influence booked mega-influencers with millions of followers, such as Rachel Cook and Georgina Mazzeo, to attend and promote the venue across Instagram and TikTok. 'These influencers created stunning content from the event, generating buzz both online and on the Las Vegas billboards,' says Sturm, who founded Runway Influence in 2017. Originally, it was a company that staffed events with model servers, bartenders and waiters. 'The result was a viral grand opening that put Palm Tree Beach Club on the map for the summer season, showing how strategic influencer invites can augment traditional PR in the hospitality nightlife space.' Sturm is doubling down on authenticity, hybrid strategies, and even AI-powered personalities to shape what he calls an 'ecosystem of influence.' Here, Sturm unpacks how his agency is adapting to industry skepticism, tech disruption, and the growing demand for real storytelling. Some media reports have suggested that influencer marketing is losing its edge. What's your take? Kylie Rae for Adidas + Urban Outfitters Influencer Marketing Event Los Angeles, CA Runway Influence Influencer marketing isn't dying—it's maturing. The old playbook of one-off, cookie-cutter posts is becoming less effective. At Runway Influence, we've responded by being highly selective and prioritizing long-term partnerships with influencers who have real credibility and engagement. We align brands with voices that truly reflect their values, fostering trust through ongoing content rather than quick hits. What do you make of the trend of brands creating in-house influencers, such as employees or founders? I welcome it. We've seen brands humanize themselves by showcasing their own teams—designers, engineers, even IT staff—as brand ambassadors. It's an effective way to build authenticity. Rather than competing with this trend, we help brands combine it with external creator campaigns. It's all about building an ecosystem of influence: external reach paired with internal credibility. For the launch of Tequila Dahlia (a premium cristalino tequila from the makers of Mezcal El Silencio), Runway Influence harnessed the star power of supermodels Sara Sampaio and Alessandra Ambrosio. Runway Influence What is the future of micro vs. macro influencers? Both are critical, but their roles are evolving. Micro-influencers have smaller, niche audiences but often see engagement rates as high as 7–20%. They're trusted voices within communities and ideal for relationship-driven marketing. Macro and mega-influencers offer massive reach and cultural impact. They're perfect for big, splashy launches where broad awareness is key. The smartest brands, or the brands with sufficient budget, use both. We often run year-round micro-ambassador programs for consistency and community-building, while bringing in macro-influencers for key tentpole moments. With better analytics, we can now measure the specific ROI each tier brings—whether that's conversions or brand lift. What are the key influencer trends companies should pay attention to? Here's what we have noted at Runway Influence: Community-driven campaigns using nano- and micro-influencers. Hybrid strategies that blend internal brand voices with external creators. Long-term partnerships over one-off posts. Data-driven decisions on influencer selection and campaign performance, often powered by AI. How is Runway Influence approaching the rise of AI-generated influencers? We've been working with AI influencers for years. Our agency has developed hundreds of virtual influencer accounts that engage with real people—commenting, messaging, and building organic relationships that drive curiosity toward our clients' brands. What sets us apart is our hybrid approach is we use AI for reach and efficiency, and real creators for storytelling and emotional resonance. That said, AI is here to complement—not replace—human influence. Transparency is key. Audiences should know when they're engaging with a virtual persona and brands should disclose this. We also use AI behind the scenes to power our targeting, content planning, and performance analysis. The goal is to combine AI's precision with the human touch that makes influencer marketing truly effective. What has been your priciest campaign to date? That would be the Candice Swanepoel x Vivaia campaign. It was one of our most high-profile and successful luxury collaborations. In a campaign bridging fashion and sustainability, Runway Influence teamed up with shoe brand Vivaia to introduce its eco-friendly line of women's footwear. The agency secured Candice Swanepoel and Emily DiDonato – both world-famous supermodels – as the faces of Vivaia's social media launch . Candice Swanepoel for Vivaia. Runway Influence Swanepoel and DiDonato, known for their work with Victoria's Secret and high-end fashion houses, brought instant credibility to the upstart brand. They shared stylish content wearing Vivaia's chic flats and heels, emphasizing the products' blend of style and comfort. The campaign reached millions of fashion-conscious consumers and reinforced the brand positioning as a luxury sustainable brand, with coverage that extended from Instagram feeds to glossy magazines. By partnering with top-tier talent who genuinely supported its mission, Vivaia earned both eyeballs and trust – a textbook example of Runway Influence's ability to craft campaigns that 'captivate and convert.'
Forbes
20-06-2025
- Business
- Forbes
Nowadays THC-Infused Spirits Kicks Off New Partnership At Kygo's Palm Tree Crew Festivals
Nowadays THC Spirit x Palm Tree Crew Nowadays Justin Tidwell has never smoked pot. But he, along with his cofounder Anthony Puterman, is on track to bring the perception THC to new heights. As the brains behind Nowadays , the pioneering THC-infused spirit, the pair is pushing the momentum in the cannabev industry forward by increasing its visibility within spaces it hasn't yet been recognized. Following a Series A investment round where the company raised more than $10 million, Nowadays is kicking off its partnership with DJ Kygo's Palm Tree Crew live events and hospitality business as its exclusive THC beverage partner. There are dozens of THC-infused beverages on the market, but Nowadays' primary focus on containing the liquid inside a 750mL bottles instead of an aluminum can sends a message well beyond shareability. Presenting the THC beverage in the likes of a bottle of alcohol is a wink to consumers that it can, and perhaps should, be used in just the same way. Despite its retail presence in more than 10,000 locations since launching two years ago as the first nationally distributed THC beverage in such a format, the new partnership with Palm Tree represents its emphasis on creating an experiential, communal, luxury product. 'We both came to the mutual understanding of blowing the cap off this thing and showing people that this is what's next,' Tidwell tells me. Nowadays 750mL Nowadays The deal between Nowadays and Palm Tree Crew consists of providing Nowadays a presence at many of its live experiences, spanning a wide range of venues, where they will heavily sample the product and offer it at the bar in the form of a cocktail, shot or on the rocks. Those include music festivals in the Hamptons, Miami, Aspen and Basel, Switzerland as well as a monthly residency at Palm Tree Club in Miami. These upscale locations that Palm Tree selects to host its events mimic the intention behind partnering with Nowadays. 'There's alignment in terms of culture and lifestyle,' Michael Diaz, CEO of Palm Tree Crew, tells me. 'Nowadays is building culture within a very high-end demo.' Nowadays LTO Lemonade Nowadays Palm Tree Crew, which was valued in 2024 at $150 million, activates each of its partner brands into the fabric of its experiences, which cofounders Kygo and Myles Shear, inspired by Jimmy Buffett's Margaritaville empire, started about five years ago. Palm Tree Crew now has a presence in the form of restaurant-hotels, beach clubs, nightlife clubs and music festivals in 18 high-end markets around the world. 'The vision is to take a lot of the experience that we produce in these one-off events, but in a brick and mortar venue,' Diaz says. 'We create that same experience where we can integrate the brands that we're partnered with and can produce it 365 days a year.' Its first test at Palm Tree Club was during the recent Formula 1 event in Miami, where Nowadays was part of an activation at the high-profile racing event along with Palm Tree's afterparty. 'People were actively drinking Nowadays in substitute of alcohol for the most part and they were vibing out to the music. They were partying,' Tidwell says, emphasising that getting high as opposed to getting drunk didn't particularly make people sleepy. 'It's very similar to the wine effect where if you're at home with the lights dimmed, you're going to have that chill effect, but if you're out and about, you're going to feel upbeat.' The visibility of a THC beverage at a mainstream sports event is beneficial for the entire category. Nowadays 750mL Nowadays With other partnerships like DraftKings, Amazon Echo Frames, SipMargs RTD margaritas and Sauz pasta sauce, Palm Tree Crew evaluates any opportunity for its investment arm or activation arm (or both) that may enhance the experience for its patrons. Palm Tree Crew has not financially invested in Nowadays. 'There's a limitless number of opportunities for us to create interesting, unique partnerships with brands that may not normally think of a live events business,' Diaz says. 'The way [Tidwell and Puterman] were thinking about building community around their brand and the type of customer they were going after felt like a fit within the Palm Tree ecosystem.' In tandem with the Palm Tree partnership, Nowadays will launch a limited-time Lemonade flavor this summer in both a can and a bottle in collaboration with Saint James organic brewed tea. Nowadays CEO Justin Tidwell and COO Anthony Puterman Nowadays Redefining 'Drinking' Tidwell graduated from the University of Arizona at around the same time that recreational marijuana became legalized in California in 2018. Browsing a legal dispensary in those early days, he didn't feel drawn to any of the products, leading him to create Green Rush Packaging , developing packaging for cannabis products, which he is no longer actively involved with. 'That gave me an early look at the cannabis market,' Tidwell says. 'All the packaging I saw was 100 mg gummies, vape pens, stuff for consumers that have a high tolerance.' An email later came across his desk about a new, drinkable way to consume THC. On top of not smoking pot, Tidwell has also never eaten an 'edible' THC product. 'I was always scared of what the products would do to me,' he says. 'When I saw drinks, I thought, 'this is a way to get THC into every American household in a very safe, effective, and low-dose way.' Nowadays cocktail Nowadays Over the past several years, cannabis beverages have been increasing in popularity. The subcategory saw a 15% increase in Q1 of 2025 compared to the year prior, and it's expected to double by 2029, according to a report from Brightfield Group. These beverages have been, and largely still are, packaged in a ready-to-drink canned format. In 2023, Nowadays introduced it in a 750mL bottle to the mainstream. On the flip side, several competitors, like PAMOS and CANN , started with RTDs and have since adopted a 750mL format. 'This industry is changing,' Tidwell says. 'You need to really develop a real brand in order to be a long-term player in this space.' Part of that brand was to label it a 'spirit,' blurring the psychological lines between an alcoholic beverage and a THC one. 'You use it exactly the same way,' says Tidwell. 'You take a shot, you have it on the rocks or you make cocktails.' While newer generations may be more likely to have an initial attraction to a new product with a new format, the appeal is much greater. 'You can grab the bottle, bring it to your grandparents house, your mom's house, and not feel ashamed,' Tidwell explains. 'And it needed to be very light and low-dose in order to attract a consumer that, like me, is scared to try cannabis products…usually when people are buying our products, it's the first THC drink or THC in general they're using.' Nowadays THC-infused beverages Nowadays Nowadays 750mL comes in a variety of doses–10mg per serving high dose, 5mg low dose, and 2mg microdose and has a tropical, fruity flavor profile. The company has also since rolled out 12oz and tallboy cans with several flavors for different use-occasions at the request of customers in addition to 2 oz shots. 'Spirits are still about 70% of our revenue,' Tidwell says. 'We want it to feel like an approachable consumer product…not feel like a weed product." Many people prefer drinking cannabis to eating it because the effects typically sink in quicker–within minutes. That's because of the technology behind it. Nowadays has partnered with Vertosa , the nanoemulsification technology company that provides the active ingredient in the beverage. 'Relationships with innovative brands like Nowadays help us shape what our standard emulsions look like,' says Vertosa CEO Ben Larson. 'Nowadays showed there was real demand for the 750mL format. Their early success online—especially the viral moments on TikTok—sparked a lot of interest with retailers.' Nowadays THC-infused beverages Nomadica Bottle Service You may not realize from an initial glance that a bottle of Nowadays isn't a bottle of alcohol. Introducing itself to the market as a 750mL bottle instead of a can made a statement. 'How do we show consumers that these products are normalized to use in social settings,' Tidwell says. 'We wanted to see these in clubs, bars, restaurants…nobody had really cracked into that yet.' Alcohol sales are not where they once were amid a cultural and generational shift in the mindset of health and wellness. According to Nielsen IQ data , in 2024, beer sales shrunk about 3%, spirits sales shrunk about 2%, and wine sales shrunk about 5% from the year prior. Nowadays 5mg low dose 750mL Nowadays THC beverages still provide some sort of buzz without a hangover, whereas most other adult non-alcoholic beverages just provide the latter. 'Cannabis and music have long been a natural pairing, and products like these, without the need to smoke, make that pairing even more accessible,' says Larson. Nowadays is currently stocked in about 1,500 bars and restaurants, mostly in states like Florida and in the middle of the country, where customers can order a Nowadays THC cocktail with their meal. "We're just beginning to get real visibility into the THC beverage space through NIQ point-of-sale data, and early reads suggest Nowadays is currently the sales leader in the 750mL format,' says Joe Sepka, cofounder of 3 Tier Beverage consultants. 'With total alcohol volume in decline, these offerings are becoming increasingly attractive to retailers looking to evolve their adult beverage sets.' VIP areas at Palm Tree Crew events will offer Nowadays as part of its bottle service program. 'Some people don't know how to consume a THC beverage or even think about doing that in the setting of a VIP table,' Diaz says. '[Palm Tree is] a vehicle for educating the consumer…in ways in which you can consume the beverage responsibly in a way that's fun and can fit within a music and entertainment experience.' There's not a doubt in Tidwell's mind that future generations are going to find it odd that these types of beverages weren't always viewed as socially acceptable. 'Nowadays,' he says, 'this is what we drink.'
Time Out
12-06-2025
- Entertainment
- Time Out
This waterfront Miami hot spot is now serving THC drinks
A new kind of buzz is hitting Biscayne Bay. Palm Tree Club Miami, the waterfront hotel, marina, and music hotspot backed by DJ Kygo and his Palm Tree Crew, is officially adding THC to the menu. In a first-of-its-kind partnership, the club has teamed up with the THC beverage brand Nowadays to launch a 12-month residency that promises plenty of sun, beats and social sips sans booze. The collaboration kicked off during Miami's F1 weekend (of course), and now it's gearing up for a season of monthly events and permanent menu placement at the club. That means select Nowadays products will now be available behind the bar, in the minibar and flowing at VIP parties—all designed to offer a hangover-free high for those looking to vibe without the vodka. It all begins in earnest on July 3 with the launch of the Palm Tree Club x Nowadays Residency Series, headlined by DJ powerhouse Alesso. Future lineups are still under wraps, but expect a steady stream of music, interactive tastings and THC-fueled festivities through 2026. It's not just about poolside cocktails, though. The partnership will also include full-on branding moments, educational activations (yes, you'll learn how to dose responsibly) and on-site sampling at major Palm Tree events, including the Sunset Party this fall and Art Basel Miami Beach on Dec. 3. 'We're proud to be the first THC beverage brand welcomed into the Palm Tree Crew family,' said Nowadays founder Justin Tidwell, calling the partnership 'a significant milestone' for the growing category. Michael Diaz, CEO of Palm Tree Crew, called it a natural fit. 'Palm Tree Crew is all about creating unforgettable moments that reflect where culture is headed, and our partnership with Nowadays is a bold step in that direction.'
