Pebblebrook Hotel Trust/Viceroy Miami

The ClientThe Pebblebrook Hotel Trust is a global, luxury hotel brand and real estate investment trust, with holdings such as Viceroy Hotels and Resorts. Their mission is to deliver one-of-a-kind lifestyle experiences that bring together provocative design and intuitive service in some of the world’s most sought-after destinations.

The Case StudyReposition F&B operations for one of Miami’s premier resort destinations, the Viceroy Miami. In need of an overhaul of their food & beverage management, offerings, and operations, we stepped in to revamp their F&B while also streamlining their brand image in order to accomplish management’s goal of their food service being seen as an upscale, year-round dining and bar destination. Our multi-layered approach included; a full evaluation of the client’s existing financial controls, management strengths and weaknesses, in-depth analysis of areas in need of improvement, and recommended action for substantial change.

The ResultOur F&B consultants worked closely with the client to streamline, update, and enhance menu concepts to fit within the hotel’s existing restaurant and overall brand. The transitional period ongoing leadership and real-time support of the client’s front of house and back office teams we provided proved invaluable to the client as we were on hand every step of the way to troubleshoot, offer feedback, provide modifications, and refinement of our processes for sustained, ongoing success.


We’ve been so impressed with the team’s efforts on our projects. VSAG developed and completed a brand and operational assessment for Viceroy Miami, and the final product is superb. It will serve as a useful tool for our team moving forward. VSAG’s great insights, patience, and focus on collaboration make a difference. Their feedback, creativity, knowledge, and hard work are very much appreciated. It’s a real pleasure to work with them. – Jeff Randall – Vice President, Asset Management, Pebblebrook Hotel Trust