PALM TREE CREW ACQUIRES STAKE IN MARY LOU'S, FORGING A PARTNERSHIP POISED TO USHER IN A NEW ERA OF HOSPITALITY AND NIGHTLIFE

In a strategic partnership with Mary Lou's founding group, Mama Hospitality, Palm Tree Crew will bring its global entertainment expertise to Mary Lou's cultural cachet to elevate the next generation of nightlife experiences

PALM BEACH, Fla., May 27, 2025 /PRNewswire/ -- Today, Palm Tree Crew, the entertainment, lifestyle, and hospitality platform co-founded by Kygo and his manager, Myles Shear, announces its strategic investment in Mary Lou's, the lavish new hospitality concept that turned heads this winter in Palm Beach and is set to take on the Hamptons this summer. In connection with the investment, Palm Tree Crew and Mama Hospitality (the founding team behind Mary Lou's) will form a holding company to capitalize on strategic opportunities for growth and expansion of the Mary Lou's brand and IP.

By investing in Mary Lou's and its operating group Mama Hospitality, Palm Tree Crew provides the global platform and strategic infrastructure to continue scaling a brand already commanding attention through its creative conviction, late-night excellence, and experiential storytelling. Together, they're shaping a new kind of concept-first hospitality company defined by cultural fluency, boundary-pushing vision, and cross-industry influence.

"Rarely does a hospitality concept bring an experience to its customers that is truly unique and fresh and we believe that Mama Hospitality has quickly been able to accomplish that," said Myles Shear, co-founder of Palm Tree Crew. "This partnership will allow Mary Lou's to bring its concept to new markets and share this experience with customers looking for something authentic and new."

Forged at the intersection of luxury lifestyle and marquee entertainment experiences, this investment signals the emergence of an evolved nightlife paradigm defined by pedigree, passion, and precision. By combining Mama Hospitality's operational mastery, concept-driven execution and late-night acumen with Palm Tree Crew's entertainment authority, cultural influence, and access to world-class talent, this partnership sets a new standard for hospitality—built to last, designed to disrupt, and poised to shape the cultural landscape of every market they enter.

"The partnership with Palm Tree Crew truly felt like a natural alignment from the start - we share the same energy, ambition, and commitment to creating unforgettable moments," said Alex Melillo, Co-Founder of Mary Lou's and Mama Hospitality. "We each bring unique value to the table, and together, we create a powerful engine for delivering world-class experiences. At the end of the day, we're both in the business of making memories, and this collaboration elevates our ability to do just that. We're incredibly excited for what's ahead and can't wait for everyone to experience it."

Mary Lou's was conceived by hospitality visionaries Alex Melillo, Joe Cervasio, and Topher Grubb as a restaurant, cocktail lounge, and entertainment hub that defies conventional categories. Operated under Mama Hospitality, the brand has already demonstrated its strength as an incubator for original talent, genre-bending programming, and an immersive environment that keeps guests coming back. Since opening its doors in Palm Beach in January, with collaborators like SOFI TUKKER as Creative Entertainment Directors, Mary Lou's has emerged as a fearless new player in the experiential hospitality space.

As part of this strategic partnership, Palm Tree Crew is coming in as a leading investor to support Mary Lou's Palm Beach and help bring its newest concept - Mary Lou's Montauk, opening this Summer – to life. With its original visionaries still actively shaping its trajectory, Mary Lou's next chapter will be fueled by the same creative conviction and exacting standards that have positioned it as an explosive provocateur challenging the industry, powered by Palm Tree Crew at its side.

The investment is the latest milestone in a breakout year for Palm Tree Crew, which has expanded its presence across both the hospitality and entertainment sectors, including the launch of destination venues in Las Vegas, Miami, and Orlando, and continued global growth of the Palm Tree Music Festival.

"Over the past two years, I've had a front-row seat to Palm Tree Crew's exponential growth, consulting across a range of operational projects and working closely with the team at their festivals," said Joe Cervasio, Co-Founder/Managing Partner of Mary Lou's and Mama Hospitality. "Their commitment to elevating the guest experience is relentless, and what Kygo and Myles have built is genuinely rare: a hospitality ethos grounded in energy and intention. To now step into this next chapter together as their partner is surreal and truly a full-circle moment that I'm incredibly proud of. We're excited to continue evolving our partnership to push the boundaries of guest relations and redefine what experience-led hospitality can look like at scale."

As part of the deal, Palm Tree Crew and Mama Hospitality will launch a new holding company that will serve as the umbrella for Mary Lou's and future concepts. Mary Lou's will also act as the official nighttime hospitality counterpart to Palm Tree Crew's iconic daytime festival presence, extending guest experiences into a full 360-degree cultural journey.

"We are thrilled to partner with Alex, Joe and Topher to continue building on what has quickly become a unique and culture-defining brand in Mary Lou's," said Michael Diaz, CEO of Palm Tree Crew. "We look forward to integrating Mary Lou's into the Palm Tree Crew ecosystem and working together to realize their vision."

Baker Hostetler served as legal advisors for Mary Lou's.

For more information about Mary Lou's, please visit https://www.marylouspb.com/. For more information about Palm Tree Crew, please visit https://www.ptc-holdings.com/ and follow us at @PalmTreeCrew.

About Mary Lou's
Mary Lou's is a refined cocktail lounge and entertainment epicenter reimagining luxury hospitality through a modern lens of irreverence, style, and indulgence. Conceived by acclaimed hospitality innovators Alex Melillo, Joe Cervasio, and Topher Grubb, the concept first made waves in Palm Beach and expands to Montauk in Summer 2025. An homage to the golden era of '70s and '80s Palm Beach opulence—and to its namesake, iconoclast, businesswoman, and grandmother of co-founder Alex Melillo - Mary Lou Curtis - Mary Lou's blends vintage charm with forward-thinking hedonism to create a lush escape that defies expectations. Each outpost is a sensuous sanctuary where light fare cuisine, handcrafted cocktails and world-class entertainment converge under one roof - every detail, every interaction is designed to feel warm, polished, and effortlessly elegant. An evening at Mary Lou's - much like the woman who inspired it all -promises to be anything but ordinary, as you never know who or what you may experience. Embracing a philosophy that leans into the absurdly fabulous, Mary Lou's programming can best be described as "expect the unexpected," reinforcing a commitment to playful irreverence and a sense of "ridiculousness" that Curtis herself would celebrate.

Welcome to Mary Lou's. Nothing is as it seems.For more information, please visit www.marylouspb.com. You can also find Mary Lou's on Instagram @MaryLousPB and @MaryLousMtk.

Press Contact: [email protected]

About Palm Tree Crew:
Palm Tree Crew, founded by Kygo (Kyrre Gørvell-Dahll) and Myles Shear, is a diversified holding company spanning a consumer brand, global live events and hospitality, and a multi-product investment platform. Known for its world-class Palm Tree Music Festivals in destinations like St. Barth's, The Hamptons, Aspen, Lake Tahoe and Australia, as well as lifestyle and fashion collaborations, including the recent PUMA x Palm Tree Crew: Streetwear Edition, Palm Tree Crew continues to innovate across industries. Its expanding hospitality portfolio currently includes Palm Tree Club Miami, a newly renovated 115-room hotel and restaurant on Biscayne Bay offering coastal vibes, live music, stunning sunsets, and a 20-slip marina with dine-and-dock services, Palm Tree Club Orlando, a premier two-level restaurant and rooftop lounge located in the heart of Orlando's vibrant Live! at The Pointe entertainment district, and Palm Tree Beach Club, an immersive day club experience at the MGM in Las Vegas. These ventures reflect Palm Tree Crew's mission to blend live music, lifestyle, and hospitality into unforgettable experiences.

For more, visit ptc-holdings.com or contact [email protected].

SOURCE Mary Lou's