Boutique Brand ‘The Variety’ Launches

MIAMI BEACH, FL—The Variety, a new line of boutique hotels designed for the next generation of travelers, is now accepting reservations for the soft launch of its Miami Beach property in February.

To position itself as the preferred brand for a younger audience, The Variety will offer well-designed, accessible-priced rooms for individual and group travelers, utilize Life House’s proprietary technology for a modern check-in experience and foster community throughout public spaces with authentic, local experiences, according to Springhouse Partners, the developers of the brand.

The 5,000-sq-ft. courtyard will include backdrops designed for socially connected guests plus a large pool. The goal of The Variety is to provide a value-driven stay that is memorable and creates a sense of place and belonging for all guests.

“We know the world of travel has evolved for the next generation and we’re embracing this evolution with open arms,” said Adam Verner, founder/CEO, Springhouse Partners. “The hotel industry has shifted from standardized accommodations to more creative, locally-inspired experiences and we’re excited to be able to bring this new concept to life.”

The 70-room hotel will offer a mix of shared and private rooms for individual and group travelers. Private rooms, including the Premium Corner King and the Private Corner Quad, are practically designed to accommodate various guest types. Shared rooms, such as the Shared Quad, are designed for efficiency with each square foot being carefully planned for the ideal shared experience, according to developers.

All rooms include a combination of driftwood tones and soft colors to provide guests with an environment conducive to a calming stay. Each room will include luxury linens, premium bath products, and ample storage space for luggage.

The hotel will also offer The Variety Kitchen, a modern-mindful restaurant serving a wide range of classic comforts with a healthy modern twist with vegan and gluten-free options. From breakfast to dinner, the menus will be a celebration of the variety of immigrant cuisines that compose modern day American fare. The bar will serve local beers, natural wines and creative cocktails made with locally sourced ingredients and house-made syrups. Hotel guests and locals will also be able to purchase select food and beverage items from the restaurants grab-and-go counter, including cold brew coffee, locally-sourced juices, breakfast sandwiches, seasonal salads and more.

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