When people say a place is “having a moment,” it often starts with a buzzy hotel changing the scene and bringing things together. West Palm Beach’s Nora Hotel could be that linchpin. Plus, what to do in the Florida city.
The Nora Hotel opened October 19 in West Palm Beach, Florida, and it’s creating a lot of buzz.
Located in the new Nora District (named after North Railroad Avenue), the hotel comes from BD Hotels, the team behind New York City’s Hotel Chelsea, the Mercer, the Marlton, and the Ludlow, among others.
Led by Sean MacPherson, Richard Born, and Ira Drukier, that team is bringing its cool retro style and hotel-as-a-city’s-living-room approach to West Palm Beach. This is their first hotel outside of New York City, and the move south is the latest signal that West Palm is on the rise as a weekend getaway.
I’ve spent a lot of time in Palm Beach County over the past 20 years, visiting roughly half a dozen times a year, and I’ve watched West Palm and the surrounding towns become increasingly interesting. Last week, I got a pre-opening tour of the Nora Hotel and spoke with hotelier MacPherson about why he chose West Palm Beach for his first hotel outside New York, and what he thinks its arrival might mean for the city as a travel destination.
What to know about West Palm Beach
Here’s some big-picture context about the area: Miami, Fort Lauderdale, and ultrawealthy Palm Beach have long been the hubs of South Florida’s east coast, but as those places became more expensive and crowded, residents started to push north.
Over the past decade or so, West Palm Beach has emerged as the next hub along that northward expansion. There’s major growth happening in towns farther north, too, including Port St. Lucie and Jupiter, where residential construction is booming.
During the pandemic, MacPherson lived in the area for several months and fell in love with it. “I grew up in Malibu, and it reminded me of Southern California and Santa Barbara and Montecito—all of this kind of Mediterranean architecture, all that Addison Mizner architecture, and the sort of low scale of it,” he said. “And I just really connected with it personally, and then when I got the opportunity to do [the hotel], it made sense.”
That opportunity came when Wheelock Street Capital, one of the investment firms behind the Hotel Chelsea, started developing the Nora District and asked his company to get involved.
“I said yes,” MacPherson recalls. “I know the neighborhood, so that was sort of serendipitous. But I wouldn’t have said yes as quickly had I not had a real physical familiarity with the area.”
It feels like there’s a real opportunity [in West Palm Beach]: It hasn’t been codified in the way that, say, major cities have, and it just feels like there’s really an opportunity there to kind of dream.
—Sean MacPherson
Why did MacPherson choose West Palm Beach for his next hotel?
For MacPherson, it wasn’t just that West Palm Beach feels familiar: “It feels like there’s a real opportunity there: It hasn’t been codified in the way that, say, major cities have, and it just feels like there’s really an opportunity there to kind of dream. And I just really related to that.
“I don’t want to slag on New York and Los Angeles, because I like them as well,” he explained. “But in New York and Los Angeles, everything is sort of settled. In New York in particular, the neighborhoods are settled. Of course, New York changes every decade, but it’s established, and we know what it is.
“West Palm still feels like an adolescent. It’s a little bit unclear—in a good way— precisely how it’s going to grow, but it’s definitely going to grow. And I don’t just mean grow in terms of becoming larger; its personality will reveal itself over time. I think that’s very interesting.”
What is the Nora Hotel like?
The 201-room hotel is a new build designed to feel old and storied. Its facade is inspired by Addison Mizner, the 1920s architect who defined the Palm Beach area’s Mediterranean revival and Spanish colonial revival look: stucco facades, castle-like turrets, red-tile roofs, arches, porticos, and fountains. (The entrance plaza has a covered outdoor lounge area with two fountains, one for dogs.)
Inside, the hotel references classic Palm Beach with coral and sage tones, shell-like shapes and wicker in the rooms, and vintage photos lining the halls. It also incorporates the group’s signature New York details: Look for the old-fashioned tassel keys lined up at the front desk and brass-fitted bathrooms.
But hotel is not just a pretty place to stay. Like its sister hotels, the Nora aims to be the city’s living room, with three spots likely to be popular with locals and visitors alike: the rooftop pool bar Lilly’s, with pink-fringed umbrellas and views for miles; Jack’s Bar on the ground floor, which has a cozy, eccentric-library vibe that reminds me of the Hotel Chelsea’s Lobby Bar; and the first Florida location of Paris’s Sisley Spa. (The Nora is also one of the few hotels in West Palm Beach with an on-site spa.)
The hotel also reflects the New York and Northeast transplants who’ve been vacationing in and moving to this part of Florida since the pandemic. Within a few blocks, you’ll find such NYC favorites as H&H Bagels, Van Leeuwen ice cream, and Pastis.
What else can you do in West Palm Beach?
Beyond the hotel, West Palm Beach and its surrounding towns offer plenty to fill a weekend. “I’d recommend the cycle path [in Palm Beach],” says MacPherson. “The Ann Norton Sculpture Gardens are incredible. There’s a very good vegetable market in West Palm, weekly, which I recommend. There’s a good surf shop called Nomad, which admittedly is in Boynton Beach, but it’s nearby, and it’s been family owned for a long time.”
After two decades of visiting the area, I’ve developed a few favorites on my own, both in West Palm Beach and the surrounding towns.
Should West Palm Beach be on your travel list?
My take is that the fast-growing city next to wealthier, more exclusive Palm Beach is becoming a great place to live, but still has some way to go before it can compete with Miami (about an hour and half’s drive south) as a destination chosen by long-distance travelers. The arrival of the Nora Hotel, a kind of stamp of cool-kid approval from the Northeast, could help change that.
I asked MacPherson about his take: “Listen, we’re invested in it changing,” he said with a laugh. “But I say that meaning more than we want it to change, more that we believe it will change. It’s clearly alive, it’s clearly exciting, but it’s not quite clear precisely what it’s going to turn into yet, and I think that’s very interesting.”
The Nora Hotel is open now. Rooms start at $395. For more information, visit .