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New Brazilian operator plans ‘sophisticated’ Shore Club on Miami Beach

Fasano Hotel and Residences at Shore Club, shown in this rendering, is scheduled to be finished by the end of 2017.
Fasano Hotel and Residences at Shore Club, shown in this rendering, is scheduled to be finished by the end of 2017.

Once a star-studded party destination, the Shore Club is destined for a more subdued, upscale future — with a new name.

HFZ Capital Group, which bought the Shore Club in late 2013 for $175 million, announced Tuesday that it had selected Brazilian firm Fasano to operate the hotel.

“We interviewed a lot of different five-star hotel brands around the world and visited them,” said Ziel Feldman, founder and chairman of HFZ. “I visited Fasano in Uruguay and Brazil, met the principals and I found them to be a notch above the others we’d met. In addition to being great hotel operators, they also own a lot of restaurants.”

The company, which has three hotels in Brazil, one in Uruguay and 15 restaurants, will replace Morgans Hotel Group as operator. Planning is underway for a Fasano hotel in New York City, but the Miami Beach project will be the firm’s first venture in the United States.

“We intend to try as hard as we can to be one of the best hotels in Miami,” said Rogerio Fasano, the company’s chairman. “We will give all our efforts to do something special and very different — more elegant, more quiet.”

After extensive renovations are complete, the property at 1901 Collins Ave. will be renamed Fasano Hotel and Residences at Shore Club. Instead of 309 rooms, the grounds will include a 100-room hotel and 75 condominium units. Work on the redesign by architect Isay Weinfeld is scheduled to start in the next several months and should wrap up by 2017, according to the ownership group.

“It’s a total gut renovation and the Shore Club really has not had this kind of capital improvement commitment for many, many years,” said Feldman, who promised “Italian-Brazilian flair” at the updated property.

He said he doesn’t know yet if the hotel will close during the renovations.

“We’ll be the newest kid on the block with the best combination of beachfront, hotel operator and the size and quality of our condos,” Feldman said.

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