Beach club brand is currently hosting a pop-up in Vegas' Caesar's Palace and plans to open branches in California and Miami, says Adel E. Ghazzawi
Dubai beach lounge and nightlife brand Cove Beach is in talks to expand to the US and Europe, according to the co-founder of operating company Livit Hospitality Management.
Speaking to Arabian Business, Adel E. Ghazzawi said the company will expand over the next two to three years.
“We’re in advanced discussions in California and Europe. We’re trying to be surprising about them. They will happen pretty fast. We’re also in advanced discussions around an opportunity in Miami,” he said.
“We’re definitely expanding to Europe and a couple of other places that are pretty interesting, all within next 24-36 months.”
Ghazzawi, however, will not be setting up in seasonal markets such as Ibiza or Saint Tropez, he said, but is eyeing sustainable destinations.
“I’m not in a seasonal business. Ibiza, Saint Tropez markets are very seasonal, [where] the whole city shuts down then you’re done until next season; that goes against the model of me wanting to own an ongoing business that is sustainable,” Ghazzawi said.
“I’m not interested in none of those markets. I’m interested in markets like Marbella, other places in Spain, Italy. I’m not looking at… little islands like Mykonos. I’m interested in Greece but not your mainstream [islands]. You could go on a boat from Mykonos, 20 minutes across, and you find an incredible place with nothing going on, but a lot of people,” he added.
Cove Beach is currently hosting a pop-up in Vegas’ Caesar’s Palace at Venus Pool & Lounge until the first week of September.
“Our goal has always been to go outside,” Ghazzawi said of the takeover.
“We’re negotiating other deals right now. Caesar’s Palace see our numbers and footfall and so they came to me one day and said, ‘Would you be interested in doing something in Vegas?’
"It’s so crazy, because everyone in Dubai is so excited about having a little piece of Vegas in Dubai through Caesar’s Palace and I know for a fact that everyone in Vegas would be as excited to have a small piece of Dubai in Vegas,” he said.