Report: Viceroy Icon Brickell Becoming A W Hotel On June 1

Icon Brickell’s Viceroy Hotel will be converted into a W Hotel managed by Starwood this summer, according to Freud Realty.

 

The 50-story Viceroy is one of three towers at Icon Brickell. It features 14 floors dedicated to the hotel with 152 rooms, while the remainder of the floors above are private condominiums. The hotel and condos have separate entrances and elevators, but share amenity space.

 

Update: The changeover to a W Hotel completed on June 1

 

 

 

 

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Marc305
4 years ago

This appears to be the tower where Club 50 is located, I wonder if they will make any upgrades.

Michael Wiesenfeld - Freud Group
4 years ago

From what I heard they are going to upgrade the rooms and will likely transform Club 50 into a nice restaurant…

dave
4 years ago

i hope not

Marc305
4 years ago

Me and you both Dave, I like Club 50.

Insider
4 years ago

This wasn’t purchased by Starwood Capital, but rather by Al Rayyan Tourism Investment Company (ARTIC), and the conversion is happening June 1st, not July 1st. Most staff are excited by the change and are staying on to become Starwood employees (and then soon to be Marriott).

Anonymous
4 years ago

I wonder what happened….this Viceroy was supposed to be their flagship

Michael Wiesenfeld - Freud Group
4 years ago

Not sure…The Icon Brickell complex is going to undergo a complete overhaul of the pool deck which is going to last more or less 12 months from what I heard (I live in the building). That said, maybe the owner/operator of the Viceroy did not feel strong enough to run their hotel without their flagship pool and the W saw that as an opportunity to get in and use that time to change a few things…

But, yes, I’m curious to learn more about the details of that deal!

Danny
4 years ago

They went cheap and did a conventional pool with gunite. Once the building settled it cracked. They should’ve done stainless steel pool and wouldn’t have run into that problem. It costs more $ upfront but long run is cheaper.

Michael Wiesenfeld - Freud Group
4 years ago

I don’t know if they went cheap with the pool itself, all I can tell you for living there since 2011 and for having attended a couple of board meetings to better understand the situation is that 1) The pool itself has no issues (otherwise they would have had to do the job much sooner). 2) the main issue are that the large planters all over the pool are not properly sealed, therefore water is leaking to the garage floor underneath. So that’s an issue, but totally different than having a pool poorly built…3) the tiles chosen for the deck were obviously not appropriate was they are very slippery…Not sure who was the contractor and who chose the tiles at Related but both dramatically failed!!
In the end, the plans for the new pool deck will be even more spectacular than what it is today. There will also be a children pool.

Dan
4 years ago

I’m an owner here too. Good post Michael. I’ve been in the meetings as well and it’s amazing to me how much misinformation has been proliferated about this project. People are acting like the complex is going to collapse into the ocean. lol

Anonymous
4 years ago

The board and association should do a better job of communicating the the residents (owners and renters) instead of trying to keep everything a secret and then there wouldn’t be so much misinformation.

Dan
4 years ago

Given that there are around 1000 units between the 3 buildings and I never see more than 10 owners at a meeting, I’m guessing most are disinterested. Still, lack of information is not a justification for fabrication.

Anonymous
4 years ago

Probably renters and realtors spreading the information. The few owners that live there probably care, but the rest don’t.

Everyone was just emailed today that the Pool and Spa are temporarily being taken over by the Master Association due to “unforeseen circumstances”. Everyone knows that is false.

Michael Wiesenfeld - Freud Group
4 years ago

I went to the pool and the spa to speak with some employees. Apparently, Viceroy employees were told yesterday not to come back today… Last I spoke with an Icon Cafe employee 2 weeks ago, he told me they had received a memorandum saying that they were all taken over /reconducted by the W…So something strange happened…Not sure what…But for sure it’s just a matter of days, couple of weeks at best…

Michael Wiesenfeld - Freud Group
4 years ago

At the same time, meetings are extremely poorly advertised. I have already complained about it with Management. They just do the bare minimum, positing a paper by the mailboxes, written in a font 12, that you have 99.9% chance not to pay attention to! It should be posted in the elevators because everyone uses them on a daily basis…In other words, they don’t want more people to come. The room where the meetings are can’t accommodate more anyway…

Michael Wiesenfeld - Freud Group
4 years ago

See my comment above in response to Dan. I agree with you. They opt for keeping things for themselves,. Bad strategy in today’s world! Even though they don’t have to be fully transparent with the general public, they should at least release a clear statement addressing part of the issues clearly…

Michael Wiesenfeld - Freud Group
4 years ago

Thanks Dan! Yes, it’s a bit insane. I sent a long email to management 10 days before the Miami Herald article from March saying that it was critical that they communicate properly to avoid misinformation to be propagated by agents and tenants who are just sharing that they believe to be the truth…AND to avoid bad press which, in the age of Internet, is tough to get rid off! I met with Tower 1 management to reiterate my points and was told something would be done….Well, 10 days laters, the Miami Herald article was live! Needless to say that I was pissed off! The building runs pretty well, so i’ts really annoying to read these kind of craps which, as you said, would make anyone reading about it think the building is about to collapse!

Anonymous
4 years ago

W sucks. Feel sorry for the folks that live at icon!! Guess viceroy couldn’t make it in Miami.

Anonymous
4 years ago

W is muchhhhh better than Visceroy. It is modern, cool, it has location all over the world and fine restaurants with amazing bars.

After the pool get renovated and W settles in, it Will be the best building by far!

Michael Wiesenfeld - Freud Group
4 years ago

Totally agree!