London Club Owner Robin Birley Eyes Florida Rival to Trump's Mar-a-Lago
Robin Birley, the proprietor of exclusive private members' clubs in London, is on the verge of finalising a deal for a venue in Palm Beach, Florida. His ambition is to establish a direct competitor to Donald Trump's famed Mar-a-Lago club, leveraging a significant surge of affluent British individuals relocating to the region.
Financing and Prestigious Backing
The venture is partially funded by the billionaire Reuben brothers, who were ranked as the third-richest family in the UK in the 2024 Sunday Times Rich List. Birley's London establishments, Oswald's and 5 Hertford Street, have hosted high-profile figures such as Prince William, Leonardo DiCaprio, and Hugh Grant. However, these clubs are perhaps more notably recognised as informal hubs for right-wing political personalities in Britain, including Nigel Farage, Boris Johnson, and, until recently, Liz Truss.
Plans for a Lavish American Venue
The Palm Beach property is set to become Birley's most opulent venue to date. Plans include an outdoor swimming pool, and sources indicate he is actively selecting art and consulting top interior designers to cultivate a flashy, American aesthetic. This move aligns with a global perception among right-wing circles that the political centre of gravity has shifted towards Florida, particularly Palm Beach, which serves as the home address of former President Donald Trump.
Trump frequently mingles with guests at Mar-a-Lago, where they enjoy cocktails by the beach or socialise in gilded ballrooms, and he maintains a makeshift war room on the premises. Birley aims to compete by offering a more discreet yet equally luxurious alternative, where wealthy patrons can unwind after golf or party poolside into the early hours.
Political Allure and British Influx
Right-wing figures from the UK are increasingly drawn to Palm Beach, seeking proximity to Trump's orbit. Liz Truss, the former UK prime minister, recently visited Mar-a-Lago to meet Trump, describing the area as the "epicentre of the counter-elite" challenging liberal establishments in New York and Los Angeles. She cited an exodus of Britons fleeing both inclement weather and a political climate she characterised as dominated by "non-stop wokery."
Nigel Farage has also spent considerable time in the locale, hoping to encounter Trump, and attended a gala at Mar-a-Lago with British socialite Lady Victoria Hervey. Reform UK donor Nick Candy has visited the club as well, photographed with Farage and Elon Musk. Beyond politics, celebrities like Rod Stewart and David Beckham have relocated or split their time between Palm Beach and the UK, contributing to a booming real estate market.
Real Estate Boom and Club Demand
Senada Adzem from Douglas Elliman real estate brokers reported at least 20 major home sales to British buyers since December 2025, noting a trend of wealthy Britons not just purchasing holiday homes but fully relocating for wealth preservation. This influx has spurred demand for exclusive dining and private members' clubs, transforming Palm Beach from a seasonal destination to a year-round residence.
Alistair Brown, CEO of West Palm Beach Properties, confirmed remarkable growth in demand from UK buyers, stating that a private club on Palm Beach Island would be a valuable addition to the socially connected city. The membership model, already popular in local golf clubs, is expected to thrive with Birley's new venture, which will also grant access to members of his London clubs as part of a chain that includes Maxime's in New York.
Despite some local concerns over rising property prices and extreme weather, the allure of Palm Beach continues to attract an international elite, setting the stage for a high-stakes rivalry in the world of exclusive hospitality.
