In a ceremony filled with reflection and ambition, Stéphane Valeri, Deputy Chairman of the Société des Bains de Mer (SBM), welcomed the Monegasque press, among them HelloMonaco, at the Hôtel Hermitage’s historic Excelsior room. As SBM celebrates 162 years of excellence, Valeri outlined the group’s achievements in 2024 and unveiled an ambitious roadmap for 2025, highlighting both local and international projects.
A Strong Finish to 2024
The festive season capped off a successful year for SBM. From bustling hotels and restaurants to record-breaking attendance at Monte-Carlo’s iconic Place du Casino on New Year’s Eve, the company is seeing growth across all sectors. December 31st drew 23,000 visitors, a 50% increase from the previous year, with significant contributions from French, Italian, and a surging American clientele.
The reopening of the New Moods, a venue reimagined with accessible pricing and upscale service, was another highlight. “It’s practically full every night,” Valeri remarked, expressing optimism about its future as a more financially sustainable establishment.
Revitalizing Monte-Carlo Beach and Iconic Venues
Spring 2025 marks a pivotal moment for Monte-Carlo Beach, with renovations designed to reposition it as a premier sea-hugging destination. The Le Deck restaurant is undergoing a transformation, complemented by new poolside furniture and the arrival of two prestigious international brands.
Jondal, an Ibiza favorite known for its serene tranquil ambiance and refined clientele, will debut at La Vigie. Meanwhile, Maona will welcome Sea Satin, an exciting bustling, vibrant Greek dining experience already celebrated in Mykonos and Athens. These initiatives reflect SBM’s focus on blending glamour with innovation while catering to diverse tastes.
Elevating Hospitality: Five Seasons of Renewal
SBM’s long-term commitment to luxury includes significant renovations at Hôtel Hermitage and Monte-Carlo Bay. The projects, spread over five seasons, aim to minimize disruption while delivering expanded suites, larger rooms, and updated interiors.
Additionally, François Blanc’s former office at the Monte-Carlo Casino will soon house the Monte-Carlo Cigar Club, a collaboration with Dominic London. This exclusive venue, featuring a terrace and premium offerings, is set to open in the spring.
International Expansion
On the global stage, SBM is making bold moves. Following the launch of two casinos aboard Crystal Cruises in 2024, the group will open its first “Monte-Carlo Club 1863” restaurant in Dubai by the end of 2025. Valeri emphasized that the project, in partnership with D.ream International, aligns with SBM’s mission to export its signature luxury experience to a discerning international audience.
Strategic Outlook and Compliance
Looking ahead, SBM is advancing plans for a real estate project between Thermes Marins and Terrasses du Casino, with details expected to emerge soon and a potential start in 2027. Additionally, the company reaffirmed its interest in a major project involving the Le Méridien property , pending governmental decisions.
In addressing compliance, Valeri highlighted SBM’s robust resources, particularly in its casinos, which are among the best-equipped in Europe. However, he called for regulatory frameworks that reflect the unique nature of gaming operations rather than applying bank-like standards.
Commitment to Excellence
As SBM enters 2025, its focus remains unwavering: innovation, excellence, and sustainability.
