Jimmy Buffett Launches Cruise Line, Rebrands Ship [IMAGES]

There’s big news out of Jimmy Buffett’s Margaritaville empire today — the singer, songwriter, and businessman’s brand is rebranding and launching a cruise ship that should already be familiar to Palm Beach residents.

When the Port of Palm Beach’s only cruise ship relaunches on April 30, it will be the world’s first Margaritaville-branded cruise ship.

Which cruise ship is this, you ask? It’s none other than Bahamas Paradise Cruise Line’s Grand Classica, which is known for its short runs between Palm Beach and Freeport, Bahamas.

The vessel will be renamed Margaritaville Paradise, and Bahamas Paradise Cruise Line will become Margaritaville at Sea.

The deal was announced on Wednesday at the port, and is a partnership between Bahamas Paradise Cruise Line and Margaritaville Enterprises LLC.

The Margaritaville lifestyle brand consists of over 25 hotels and resorts, two gaming properties, RV resorts, over 60 food and beverage venues, real estate communities, vacation clubs, and consumer products.

Once it is rebranded, the ship will continue to offer its two-night cruises between Palm Beach and Freeport, with the goal of bringing the laid-back tropical lifestyle and state of mind evoked in Buffett’s songs to the 1,680-passenger ship, according to Bahamas Paradise CEO Oneil Khosa.

“We are not seeing this as a rebranding of just a name, but a rebranding of the concept, basically redefining cruising with whatever Margaritaville has to offer,” said Khosa, who will serve as CEO of Margaritaville at Sea.

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Margaritaville CEO John Cohlan said, “Margaritaville at Sea will be a new, exciting and fun way for guests to escape and vacation in Margaritaville. From oceans to lakes, Margaritaville has an organic tie to the water, and with Margaritaville at Sea, we’re able to put our iconic lifestyle, resort experiences and elevated service directly on the sea.”

Bahamas Paradise Cruise Line is spending tens of millions of dollars on redesigning, rebranding, and reworking everything on board, from surface-level furnishings to electronics and rebranded venues.

The ship’s bars will be rebranded to the Margaritaville bars, with the Rock bar becoming the 5 o’Clock Somewhere Bar. The main dining room, Yellow Elder, will become Fins, and the Admiral’s Steakhouse will be called JWB Prime Steak & Seafood. The sports bar will become LandShark Sports Bar, and the fitness center and spa will become Fins Up! Fitness Center and St. Somewhere Spa.

The cruise line has also said that it plans to create a “beach experience” for passengers in the Bahamas, such as an exclusive Margaritaville Beach Club.

After the cruise industry shutdown, the ship began sailing again in July, resuming its normal schedule of roundtrip cruises to Freeport. Last week, it entered into dry dock for the Margaritaville redesign.

Bahamas Paradise sold its other ship, Grand Celebration, during the cruise industry shutdown.

To book a cruise on the newly rebranded Margaritaville Paradise, visit margaritavilleatsea.com.

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