While Jimmy Buffett may have passed away, his brand lives on.
The singer's Margaritaville brand has been used on everything from resorts to restaurants, to residential and retirement communities. Buffet's biggest hit has become a massive lifestyle brand because the singer has clearly established what his signature properties represent.
It's more than just the singer's fans supporting him. Buffett has won over people who like his laid-back take on life and want to experience it either on vacation, just for a meal, or even as a permanent residence.
The Margaritaville brand speaks to a certain way of living where you let things go, enjoy life, and maybe sip on a drink because, well, "it's 5 o'clock somewhere." Buffett's famed brand now also includes a cruise ship, the aptly-named Margaritaville at Sea Paradise.
That ship, which sails out of West Palm Beach sails mostly two-day itineraries. That makes it a draw for people who want a quicker getaway than Royal Caribbean (RCL) -) and Carnival Cruise Line offers. Both of those cruise lines sail weekend itineraries out of multiple Florida ports offering 3-day Friday through Monday sailings.
Margaritaville at Sea's ship, which used to sail under the "Bahama Paradise" brand, joined Buffett's resort family in 2022. The ship was remodeled to add touches that theme it to the singer whose music also provides much of the night-time entertainment.
The cruise line offers very low prices that are generally much cheaper than Royal Caribbean and Carnival Cruise Line's (CCL) -) shortest three- and four-day trips. Now, the cruise line has surprisingly purchased a second ship to expand its fleet.
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Image source: Bruce Glikas/Bruce Glikas/FilmMagic
Margaritaville at Sea buys former Costa ship
Before the covid pandemic and its partnership with the Margaritaville brand, Bahamas Paradise actually operated two ships sailing alternate days out of West Palm Beach. It sold the Grand Celebration during the cruise industry shutdown so it could focus on its other ship, the Grand Classica, which is now the Margaritaville at Sea Paradise.
Now, in a move that was not expected, the Buffett-branded cruise line has purchased a ship from China's Adora Cruises, a joint partnership between Carnival and China State Shipbuilding Corporation (CSSC). That ship, which once sailed as Costa Atlantica, has not sailed since being docked for the pandemic.
"Eagle-eyed observers who follow the cruise industry noticed in recent days that the vessel’s AIS (Automatic Identification System) signal switched identity to read MAS Islander. The cruise ship remains registered in the Bahamas and is still at dock with Carnival Corporation, however, it has confirmed that it has been sold. The AIS identity is a shortened version of Margaritaville at Sea Islander," Maritime Executive reported.
The ship was built in Finland in 2000 and can carry 2,680 passengers. Margaritaville at Seas Paradise was also once a Costa ship.
Buffett's brand's new ship is about twice as large as Paradise. That probably means it cannot sail out of West Palm Beach which does not have a dock large enough to handle the ship.
The cruise line has not shared any plans for its new purchase nor has it even confirmed the deal.
Margaritaville at Sea did not immediately answer a request for comment sent to the media inquiry email listed on its web page.
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The company describes its cruises in the following way.
"From non-stop entertainment like 'Radio Margaritaville: Live at Sea' to Margaritaville-inspired food and beverage options enjoyed by spectacular ocean views, there are multiple ways for every traveler to relax, have fun, and drift into the vacation state of mind," the company shared on its website.
