This was my second visit to the Soho Beach House. On my first stay, I was completely blown away by the level of detail in design and service so all of that surprise fed my excitement. This last visit, the newness has worn off, but the expereince was still excellent. The property attracts cool members and guests who feel worlds away from South Beach which is just a 2 minute drive, or 20 minute walk down the beach. The unique design blends art deco + modern + havana + typical soho ecclectic british club in an exerpeince unlike anyplace I've been. In some places the juxtaposition of design, in particular the wood paneled areas, feel a little out of place at the beach, but all elements of the property are really well thought out to lend a one of a kind experience. Beach service is a highlihgt on the striped soho lounge chairs, tasseled umbrellas and vintage coolers.
The rooms are all well appointed, with great touches like a full bar in even the smallest room, and a host of bath amenities that even the highest end 5-star hotels don't offer (4 kinds of body wash for example). The larger rooms, and the ocean facing rooms have even more amenities and much larger bathrooms, so if you plan on spending a lot of time in your room definitely pay up for those. Some of the smaller rooms face the side of the hotel with little to no view. Service is good, and the staff is friendly, although probably a little bit more casual than at a typical high end hotel.
The best part of this hotel and club is that it really is a destination experience. Even within the relatively small property, you can keep yourself entertained on property for days (i.e. rooftop concert series, yoga and bootcamp classes, private screenings, beach, Cecconi's restaurant, etc.) .