Kimpton Surfcomber Hotel

Statement of Communication

The Social Club has long served as the signature restaurant of Kimpton Surfcomber Hotel, a boutique property on Miami Beach’s iconic Art Deco district. In 2024, the restaurant underwent phased renovations and a menu overhaul, transforming its interiors and culinary direction to channel the elegance of the French Mediterranean layered with Miami’s vibrant energy.

Alongside the redesign, The Social Club welcomed new leadership: Executive Chef Gastón Javier, bringing a fresh culinary perspective, and Director of Restaurants & Bars Luis Rios, elevating the beverage and service program. Together, the team set the stage to reintroduce the restaurant as a premier destination for locals and hotel guests alike.

As Kimpton Surfcomber’s PR agency, TURNER’s challenge was to relaunch The Social Club—revitalizing brand perception and reintroducing it through a multi-channel integrated campaign spanning earned, owned, and paid media. The initiative began with soft-launch efforts in early 2024 and culminated in the official relaunch in 2025.

Our campaign goals included:
- Media Visibility: Secure at least 40 earned media placements across the relaunch timeline—from leadership announcements to reopening—spotlighting the reimagined Social Club and ongoing programming. Coverage to span online, print, and broadcast across local, regional, and national outlets, delivering at least 20M impressions and $200K in ad value.

- Event Engagement: Execute two media events with at least eight participants each and six targeted dine-ins, converting at least 60% of media interactions into published editorial or social coverage.

- Synergistic Partnerships: Leverage at least one partnership to extend credibility and broaden exposure beyond traditional media.

- Owned & Paid Support: Maximize visibility through a relaunch press release distributed on the wire and targeted paid advertorials in local luxury publications to complement earned media.