I never try to reinvent the wheel,” says David Siguaw, the new sales and marketing director at the Eden Roc. “My goal is to dress up the car, give it a tune-up— because you never want to steal away the essence of what the vehicle is. The Eden Roc has been a perfect example. Its historic sparkle and glitter lend themselves right back to the community.” Siguaw has big plans to help revitalize the iconic property, bringing it back to A-list status. “This is by far, bar none, in front of all the other ones I’ve done,” he says.
If there’s anyone who can do it, Siguaw, 43, is certainly qualified: He has a stellar reputation in the industry for revamping luxury hotels into the kind of cool and timeless places that attract the chic and boldfaced. Prior to coming to the Eden Roc—which recently underwent a $200 million renovation, including the addition of a new 21-story tower, nearly doubling its size to 631 rooms—Siguaw worked his magic at numerous properties including the Hollywood Roosevelt hotel, the Marriott Marina del Rey, the Ambassador West in Chicago and the Le Méridien Beverly Hills. “In today’s market, elite hotels are popping up everywhere—but can they stand the test of time?” Siguaw says. “The Eden Roc is not a ‘here today, gone tomorrow’ type of place— it has already lived through over 50 years of notoriety and will remain a landmark for generations to come.”
Designed by the legendary Neo-Baroque architect Morris Lapidus, the Eden Roc—now operated by Marriott as a Renaissance Beach Resort & Spa one of the group’s premier lifestyle brands—was completed in 1956 and hosted many of the nation’s top celebrities and entertainers throughout the ’50s and ’60s, including Elizabeth Taylor, Frank Sinatra, Lucille Ball, Sammy Davis Jr., Nat King Cole and Lauren Bacall. Much of the action then took place either in the Cafe Pompeii or the more intimate Mona Lisa Room. Indeed, it is from this illustrious past that Siguaw draws his own inspiration in repositioning the Eden Roc for a new era in unparalleled hospitality. “We’re going to bring back the most amazing live entertainment to Miami Beach,” he says. “We’re going to re-create that era in today’s society.”
Of course, it’s no surprise that a whole slew of A-listers have already been spotted at the hotel, including Gloria and Emilio Estefan, Eva Longoria Parker and Andy Garcia. And although he can’t name names just yet, Siguaw confirms they’re in talks with a renowned culinary team to man the burners at one of the Eden Roc’s restaurants. Plans are also in the works for a new nightlife venue, a highly anticipated “super-lounge” located underneath one of the property’s six infinityedged pools, complete with glass porthole windows. “I love the people here. We’re going to do great things,” Siguaw says. “This is my biggest gem yet.”