Waldorf Astoria to Take Over W South Beach in Miami Beach

The Waldorf Astoria is set to take over the branding and operations of the W South Beach, whose hotel portion will close for renovations Aug. 20.

The renovation includes 348 redesigned oceanfront guest suites, a new lobby and Peacock Alley, upgraded dining venues, an enhanced spa and fitness center, upgrades to the 48,000-square-foot pool deck with private cabanas and refreshed event spaces, according to a news release. It is expected to reopen in winter 2027.

The W South Beach filed a notice in June announcing that the hotel will no longer carry the Marriott brand once the renovations start, which would also result in the termination of over 300 employees.

Alan Phillips, who manages the “whatsgoodmia” Instagram account, posted a video June 25 that first revealed the Waldorf Astoria rebrand as well as a rumored Major Food Group concept replacing the Mr. Chow restaurant which closed in June after more than 15 years in business at the property.

The Reuben Brothers, the owners of the beachfront high-rise at 2201 Collins Avenue, emailed a statement to The Real Deal that the renovation will create additional employment opportunities for existing team members to return and for new workers to join.

A spokesperson for Major Food Group did not immediately respond to a request for comment, and the Reuben Brothers did not provide a comment on the restaurant.

Reuben Brothers filed upgrade plans in March with the Miami Beach Historic Preservation Board that call for a members-only social club, a French bakery, opening of the existing nightclub’s wall and a new beachfront restaurant.

In April, the board partially approved the upgrades excluding the restaurant, members-only valet canopy along 23rd Street and the proposed nightclub renovation, according to a city spokesperson. The company withdrew the application and intends to file another one.

Reuben Brothers paid more than $400 million in 2024 for the oceanfront condo-hotel, acquiring the hotel component and a chunk of the condo-hotel units from Aby Rosen’s RFR Realty and David Edelstein’s Tricap. The 19-story, twin-tower property with 407 units was completed in 2019.

The renovation builds on Reuben Brothers’ growing South Florida hospitality portfolio. In 2020, the firm acquired a 25 percent stake in the 685-room JW Marriott Miami Turnberry Resort & Spa in Aventura, which is majority owned by billionaire Jeffrey Soffer’s Fontainebleau Development. Soffer completed a $300 million renovation of the resort the same year.

In 2022, the firm paid $42 million for Palm Beach’s 53-room Chesterfield Hotel in Palm Beach, which it recently renovated. The property is set to reopen this year as The Vineta Hotel by Oetker Collection, the German luxury hotel brand.

Collins Avenue has half a dozen hotels that recently completed multimillion-dollar overhauls or have renovations in the works.

The Delano Miami Beach recently reopened after a six-year upgrade costing more than $100 million. The Shelborne South Beach, now rebranded as Shelborne by Proper, reopened in May last year following a $100 million revamp.

The SLS Miami Beach, Royal Palm South Beach, The Raleigh and the Shore Club are among the Collins Avenue hotels temporarily shuttered as they undergo multimillion-dollar renovations.