A new hotel in Mid-Beach is already experiencing the Super Bowl effect

Hotels are feeling the Super Bowl effect.

A lodging opened two weeks ago in Mid-Beach and, already, all the rooms are booked for the first weekend in February.

Pebb Capital, a Boca Raton-based multi-strategy real estate and private equity investment firm, opened the 5-story, 100-key Hampton by Hilton (formerly known as Hampton Inn) at 4000 Collins Ave. after a $25 million renovation of the 1948 MiMo hotel. Renovations covered the entire 46,122-square-foot inn, originally known as the Continental Hotel.

The national branding, mid-range price point and location — just across the street from the ocean, near the Fontainebleau — will likely lead to more bookings during the winter, Pebb Capital Principal Todd Benson said.

“Since we opened last week, the bookings have been strong and we expect to be at full capacity during the busy season,” Benson said.

The Pebb Capital team said it expects to book over 90% of the hotel from December through February with an average room rate of $229 per night.

Some guests secured reservations at the hotel months ago. Fan Experiences, the preferred event management company for the NFL, agreed to book 85 rooms for a four-night stay during Super Bowl weekend over the summer.

“It was imperative to open before Super Bowl,” Benson said.

Another undisclosed group booked the rest of the hotel. Each paid more than $200 per night.

Guest amenities include a restaurant, Piola, on the ground floor, a 4-story parking garage and a 8,000-square-foot drugstore on the first floor. Pebb Capital is investing $10 million to build the 72-space parking garage with retail space. It is slated for completion in 2020.

“This location is one of the best corners on the beach coming off a main entrance into Miami Beach,” Benson said. “Miami Beach is a major tourist attraction.”

The inn received historic designation in 2016. Abraham Herbert Mathes, the same architect behind the Byron Carlyle Theater, designed the building as the Continental Hotel in a Miami Modernist or MiMo style. In the early 1990s it was converted into a condo.

Other hospitality teams see a bright future for Miami Beach, and are also expanding their footprint in the area. The European hostel brand Generator took over a mid-Miami Beach hotel in October, and the mid-range hotel company Sonder tripled its size in Miami Beach in December. Earlier this month, the luxury brand Aman announced it will build in the Faena Arts District, at 3425 Collins Ave.

This story was originally published December 24, 2019 at 4:30 AM.