“We’re leveling up,” Pharrell Williams declares, as we sat poolside in a pink trim cabana. Miami’s entertainment guru, David Grutman, chimed in, “We’ve been training our whole lives for this.”

The business partners are talking about The Goodtime Hotel — their first collaborative lifestyle hotel brand and second joint venture following the celebrity-favorite Design District eatery, Swan. The hotel just opened its doors in South Beach, Miami, and good vibes only are promised at this stay-and-play oasis for visitors and locals alike.

The Goodtime Hotel


The 266-room property evokes an escapist atmosphere through its reimagined Art Deco aesthetic, which unwinds over a whopping 100,000 square feet of public space. For size, that’s about a New York City block. The hotel stands prominently in a central, historic section of South Beach along Washington Avenue — a street that was once an iconic neighborhood drag, peppered with Miami mainstays but has since lost its luster and been somewhat abandoned. When presented with the opportunity to revitalize this neck of town, Williams and Grutman simply couldn’t turn it down.

“We knew we had an opportunity to bring something new and unique to the neighborhood, and we didn’t want to lose sight of that for anything,” Williams explained. “Not even the pandemic.”

This has been a three plus year project for the duo, who truly complement each other in business, creativity and passion. As Grutman described, they have a common goal for greatness with acute attention to detail, and were laser-focused on pushing forward through global calamity. The journey, though curvy and eventful with a pandemic to boot, culminated in a triumphant grand opening of a hotel that breaks the hospitality mold, and one poised to energize South Beach for the years to come. After all, it’s serendipitously named The Goodtime Hotel, and who knew how much we’d need that optimism now.