The Evolution Of Pikes Ibiza.
One of the most famous and enduring venues in Ibiza, Pikes Hotel, is transforming its image to remain relevant on an island that is constantly evolving. A local favourite with the island’s residents and workers for many years, a change in ownership and direction has altered views with a generation that partied with the late Tony Pike. When I last visited in May, many of the regulars at the hotel lamented that the venue was no longer the same as it used to be, and its new business direction did not fit with their expectations. I had written a review of Pikes a year earlier, when Andy McKay had taken over the management of the venue, and while it retained much of the old spirit of Pikes, I could sense the winds of change in the air. When I returned this season, I could see what my friends were talking about compared to the previous year.
Yes, the crowds have grown bigger; the old garden terrace is gone, replaced by restaurant tables and seating, and the small pool at the entrance is no more. Even in early May, Freddie’s Room was a sweat box, and a predominantly UK tourist crowd was present, all having a great time and enjoying the unique atmosphere of Pikes. It was different from past seasons, but there was a buzz in the air, and the venue felt smarter, complete with new toilets and a larger outdoor dancefloor area in the Plaza Major, which had previously housed the restaurant area. What you gain in one hand, you lose in the other, and while I preferred the old layout, one could see the benefits of transforming the Plaza Major into a dancefloor.
The marketing has achieved its goal, and Pikes is now attracting a larger crowd; like much of the island, it has become a victim of its own success. It has outgrown its humble beginnings, and the current management is exploring ways to preserve its boutique spirit while also comfortably catering to the increased demand for its product. The big news story from Pikes this summer is the launch of 528 Ibiza, which is closely connected to the Pikes brand. The venue, located nearby in Benimussa Park, was home to the iconic Zoo Project for many years, featuring a beautiful outdoor stage, an indoor theatre, and an intimate club room. Many on the island would agree that Benimussa Park is one of the best outdoor venues, thanks to its natural beauty surrounded by pine trees in the hills overlooking the sunset port of Sant Antonio de Portmany.
Another much-loved venue that is now part of the Pikes Ibiza brand is bar and restaurant Can Ramonet, located just down the road from Pikes. The old Ibicenco restaurant, frequented by weather beaten farmers and workers, has been serving the local community for decades with its famous house special, Montaditos sandwiches. Its roadside location, with ample parking near the fields of vines that belong to Bodega Can Rich, is an ideal setting for investment. The Blog understands that the new owners will preserve the original ethos of Can Ramonet, just like they did at Pikes, and there are no plans to change it in the near future. While some may complain about the changing face of old Ibiza, the one thing you can’t change is progress, whether you like it or not.
Finding a balance.
Many traditional family businesses in Ibiza have been sold over the past decade, primarily due to two reasons. One, the price being offered for their properties is just too good to turn down; many can retire on the more lucrative profits gained from the sale of the business than they can from selling coffee and a menu del dia. Secondly, the locals have grown tired of serving the more demanding and entitled type of customer that Ibiza is now attracting. I have spoken with many service business owners, and they all share the same sentiment: the current tourism model in Ibiza is not genuinely representative of the island; visitors from outside primarily drive it. It’s imported, not indigenous, and no longer reflects the local culture, as it once did.
Therefore, the evolution of Pikes Ibiza makes sense in business terms. Ibiza is now a big business, and if you can’t stand its heat, then it’s time to get out of the kitchen, as the competition is becoming increasingly professional and industrialised in its operations. Sadly, nostalgia has a very niche market in Ibiza. What Pikes Ibiza is doing by trying to find a balance between the old and the new is the best compromise going forward for the iconic brand.
Pikes Presents 528 Ibiza, featuring a free guest list entry and a quality lineup of DJ talent including Solomun, Groove Armada, Maceo Plex, Sasha and John Digweed, is open for business on Fridays, Saturdays, Sundays, and Tuesdays this season. More information on events and to sign up for guest list entry at www.528ibiza.com
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