It was the end of an era, honestly. If you grew up visiting the Gulf Coast or lived anywhere near the 7-mile stretch of white sand in Collier County, the Naples Beach Hotel and Golf Club Naples FL wasn't just a building. It was a landmark. For over 75 years, it sat there at the end of Gulf Shore Boulevard, a sprawling, slightly weathered, but deeply loved family-owned resort. Then, in 2021, the Watkins family sold it.
People panicked.
There is a specific kind of nostalgia attached to a place where you can walk straight from a championship golf course to a sunset bar without changing your shoes. When the news broke that the Athens Group and MSD Partners (which is backed by Michael Dell) bought the property for roughly $362 million, the local sentiment was a mix of "it's about time for an upgrade" and "please don’t ruin the soul of this place."
The Massive Shift to The Naples Beach Club
If you drive by the site today, you won’t see the old hotel. It’s gone. In its place is a massive, multi-year construction project destined to become The Naples Beach Club, a Four Seasons Resort.
This isn't just a fresh coat of paint.
They tore it down to the dirt. We’re talking about a total transformation into a 125-acre luxury destination. While some purists miss the old Florida charm of the original structure, the reality is that the old bones of the hotel were struggling to keep up with the ultra-luxury expectations of modern-day Naples.
The new vision includes a 216-room hotel managed by Four Seasons, but also a collection of ultra-high-end residences. If you’re looking for the casual, $300-a-night stay that the old Watkins-owned property sometimes offered during the shoulder season, those days are likely over. This is pivoting toward global elite status.
What happened to the golf course?
This is where things get interesting for the sports crowd. The Naples Beach Hotel and Golf Club Naples FL was famous for having the city's first golf course, dating back to the late 1920s. It was even redesigned by Jack Nicklaus in 2016.
Good news: The golf is staying.
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But it’s being reimagined. The developers brought back Nicklaus Design to work on the 18-hole championship course. They aren't just keeping the grass green; they are integrating it into the "Market Square," a concept that acts as a hub for both residents and resort guests. It’s supposed to feel less like a closed-off country club and more like a high-end neighborhood center. Sorta.
The Sunset Bar Dilemma
Ask any local what they miss most about the original Naples Beach Hotel and Golf Club, and they won't say the lobby. They’ll say the Sunset Beach Bar & Grill.
It was the spot.
For decades, it was voted the best place to watch the sun dip into the Gulf. It had this specific, salt-crusted energy that’s hard to replicate with Italian marble and infinity pools. The developers know this. They’ve promised a "beach club" experience that pays homage to the original, but let’s be real: it’s going to be different. The old bar was democratic; you’d see billionaires in flip-flops sitting next to teachers on spring break. The new iteration will likely feel a bit more curated.
Why the change actually matters for Naples
Naples is currently undergoing a massive identity shift. For a long time, it was the "quiet" alternative to Miami or Palm Beach. Now, it’s arguably the most expensive zip code in the country depending on the week you check the listings.
The redevelopment of the Naples Beach Hotel property is the anchor for this entire transition. When a Four Seasons moves in, it changes the gravity of the whole town. It brings in a different level of international traveler.
- Property Values: Surrounding homes in the Old Naples area saw a speculative jump as soon as the sale was finalized.
- Infrastructure: The city has had to work closely with developers on drainage and traffic flow, given how much density is being added to that corner of the beach.
- Access: One of the biggest points of contention was public access. The Watkins family was always very gracious about letting people walk through. The new development has to maintain certain public access points, but the "vibe" will definitely be more "exclusive resort" than "community hangout."
Realities of Construction and Timing
If you’re planning a trip right now thinking you can book a room at the Naples Beach Hotel and Golf Club Naples FL, you’re about three years too late.
The site is a hive of cranes and workers.
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Current projections for the opening of the Four Seasons phase and the initial residences have shifted a few times—standard for a project of this scale—but the target is generally focused on late 2025 or early 2026 for full operational status.
There’s a lot of talk about the "Market Square" being a game-changer. It’s supposed to have a bowling alley, a cinema, and a casual dining spot. It’s a weird mix of ultra-luxury and "family fun" that the developers are betting on to keep the spirit of the old Watkins resort alive.
A Note on the "Old" History
We shouldn't forget what Henry B. Watkins Sr. did when he bought the place back in 1946. It was a small 20-room hotel then. He turned it into a 319-room powerhouse that stayed family-owned for seven decades. That’s unheard of in modern hospitality.
The Watkins family didn't just sell because they wanted a payday; they recognized that to keep the property competitive in a world of $1,500-a-night Ritz-Carltons, it needed an investment of hundreds of millions of dollars that a single family simply couldn't justify.
Navigating the Area Today
So, what do you do if you used to love that spot?
First, don't just drive down there expecting to park. Most of the immediate area is a construction zone. If you want that old-school Naples beach feel, you’re better off heading a few blocks south to the Naples Pier area (though keep in mind the pier is still undergoing its own massive post-Hurricane Ian reconstruction).
If you’re looking for golf that feels like the old Beach Club, try the Hibiscus Golf Club or some of the public-access courses in North Naples. They won't have the beach breeze, but they have that "approachable" Florida golf feel that the Beach Club used to be known for.
What most people get wrong about the sale
A lot of people think the city "sold out." In reality, the Naples Beach Hotel was private land. The Watkins family had every right to sell, and honestly, they chose a developer (Athens Group) that has a track record of doing high-end stuff that actually looks good (think Montage or Ritz-Carlton properties).
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It could have been worse. It could have been three 20-story towers. Instead, the design is relatively low-slung and respects the "Old Naples" building heights for the most part.
Practical Next Steps for Travelers and Locals
Since you can't stay at the Naples Beach Hotel and Golf Club right now, you need a pivot plan.
If you’re a golfer: Look into the Lely Resort courses or Tiburon. If you want that Jack Nicklaus connection, you'll have to wait for the new Beach Club course to open to the public (or resort guests).
If you’re a beach-goer: Head to Lowdermilk Park. It’s just north of the old hotel site. It has the same sand, better parking, and actual facilities. It’s the closest you’ll get to the old "Beach Hotel" shorefront experience without being a construction worker.
If you’re a sunset seeker: The Turtle Club at Vanderbilt Beach (further north) or the HB's on the Gulf at the Naples City Hotel are your best bets for beachfront dining that feels "Naples-y."
Keep an eye on the official Naples Beach Club website for the release of residential phases or the opening of the reservation window for the Four Seasons. Just be prepared: the prices will likely be double or triple what you remember from the Watkins era.
The transformation of the Naples Beach Hotel and Golf Club Naples FL is basically a metaphor for the city itself. It’s growing up. It’s getting more expensive. It’s losing some of its "funky" charm in exchange for world-class service and shiny new glass. Whether that's a good thing depends entirely on whether you're the one buying the condo or the one who just wanted a cheap beer at the Sunset Bar.
If you want to track the progress, the best way is to follow the City of Naples planning department updates or the local "Naples Daily News" business section. They track every permit and delay. For now, the best we can do is wait for the cranes to come down and see if the new place can capture even a fraction of the magic the Watkins family built over 75 years.
Actionable Insight: If you’re holding onto old gift certificates or memorabilia, check the Watkins family’s legacy site. Most old credits were settled during the transition, but the historical archives of the hotel are being preserved by the Collier County Historical Society. Go visit their museum if you want to see the old photos of the golf course from the 1950s—it’s a trip.