How Jimmy Buffett Turned 'Margaritaville' Into a Way of Life

Ethan Miller/Getty Images
Ethan Miller/Getty Images

Few songs have proven as lucrative as “Margaritaville,” a modest 1977 hit by singer and songwriter Jimmy Buffett that became an anthem for an entire life philosophy. The track was the springboard for Buffett’s business empire—restaurants, apparel, kitchen appliances, and more—marketing the taking-it-easy message of its tropical print lyrics.

After just a few years of expanding that notion into other ventures, the “Parrot Heads” of Buffett’s fandom began to account for $40 million in annual revenue—and that was before the vacation resorts began popping up.

Jimmy Buffett performs for a crowd
Kevork Djansezian/Getty Images

“Margaritaville,” which turned 40 this year, was never intended to inspire this kind of devotion. It was written after Buffett, as an aspiring musician toiling in Nashville, found himself in Key West, Florida, following a cancelled booking in Miami and marveling at the sea of tourists clogging the beaches.

Like the other songs on his album, Changes in Latitudes, Changes in Attitudes, it didn’t receive a lot of radio play. Instead, Buffett began to develop his following by opening up for The Eagles. Even at 30, Buffett was something less than hip—a flip-flopped performer with a genial stage presence that seemed to invite an easygoing vibe among crowds. “Margaritaville,” an anthem to that kind of breezy attitude, peaked at number eight on the Billboard charts in 1977. While that’s impressive for any single, its legacy would quickly evolve beyond the music industry's method for gauging success.

What Buffett realized as he continued to perform and tour throughout the early 1980s is that “Margaritaville” had the ability to sedate audiences. Like a hypnotist, the singer could immediately conjure a specific time and place that listeners wanted to revisit. The lyrics painted a scene of serenity that became a kind of existential vacation for Buffett's fans:

Nibblin' on sponge cake,
Watchin' the sun bake;
All of those tourists covered with oil.
Strummin' my six string on my front porch swing.
Smell those shrimp —
They're beginnin' to boil.

By 1985, Buffett was ready to capitalize on that goodwill. In Key West, he opened a Margaritaville store, which sold hats, shirts, and other ephemera to residents and tourists looking to broadcast their allegiance to his sand-in-toes fantasy. (A portion of the proceeds went to Save the Manatees, a nonprofit organization devoted to animal conservation.) The store also sold the Coconut Telegraph, a kind of propaganda newsletter about all things Buffett and his chill perspective.

When Buffett realized patrons were coming in expecting a bar or food—the song was named after a mixed drink, after all—he opened a cafe adjacent to the store in late 1987. The configuration was ideal, and through the 1990s, Buffett and business partner John Cohlan began erecting Margaritaville locations in Florida, New Orleans, and eventually Las Vegas and New York. All told, more than 21 million people visit a Buffett-inspired hospitality destination every year.

A parrot at Margaritaville welcomes guests
Kevork Djansezian/Getty Images

Margaritaville-branded tequila followed. So, too, did a line of retail foods like hummus, a book of short stories, massive resorts, a Sirius radio channel, and drink blenders. Buffett even wrote a 242-page script for a Margaritaville movie that he had hoped to film in the 1980s. It’s one of the very few Margaritaville projects that has yet to have come to fruition, but it might be hard for Buffett to complain much. In 2015, his entire empire took in $1.5 billion in sales.

As of late, Buffett has signed off on an Orlando resort due to open in 2018, offering “casual luxury” near the boundaries of Walt Disney World. (One in Hollywood, Florida, is already a hit, boasting a 93 percent occupancy rate.) Even for guests that aren’t particularly familiar with his music, “Jimmy Buffett” has become synonymous with comfort and relaxation just as surely as Walt Disney has with family entertainment. The association bodes well for a business that will eventually have to move beyond Buffett’s concert-going loyalists.

Not that he's looking to leave them behind. The 70-year-old Buffett is planning on a series of Margaritaville-themed retirement communities, with the first due to open in Daytona Beach in 2018. More than 10,000 Parrot Heads have already registered, eager to watch the sun set while idling in a frame of mind that Buffett has slowly but surely turned into a reality.

10 Things You Might Not Know About Robert De Niro

RALPH GATTI, AFP/Getty Images
RALPH GATTI, AFP/Getty Images

Robert De Niro is part of the pantheon of independent-minded filmmakers who cut through Hollywood noise in the 1970s with edgier fare to create what became known as “The New Hollywood.” Following stints with Brian De Palma and Roger Corman, De Niro teamed up with Martin Scorsese for the first time with 1973's Mean Streets, which launched a fruitful artistic collaboration that has produced some of the best movies of the past half-century.

Even after his shift into commercial comedies like Meet the Parents, “dedication” has remained De Niro’s watchword. The two-time Oscar winner has earned Hollywood legend status with panache and bone-deep portrayals. Here are 10 facts about the filmmaker on his 75th birthday. (Yes, we’re talkin’ to you.)

1. HIS FIRST ROLE WAS IN A STAGING OF THE WIZARD OF OZ—AT AGE 10.

Robert De Niro got bit by the acting bug early. He threatened to thrash a hippopotamus from top to bottom-us as the Cowardly Lion in The Wizard of Oz at the tender age of 10. (This is the remake and casting the world needs right now.)

2. HE DROPPED OUT OF HIGH SCHOOL TO PURSUE ACTING.

Robert De Niro arrives at the UK premiere of epic war drama film 'The Deer Hunter', UK, 28th February 1979
John Minihan, Evening Standard/Hulton Archive/Getty Images

De Niro’s mother, Virginia Admiral, was a painter whose work was part of the Peggy Guggenheim Collection, and his father, Robert De Niro, Sr., was a celebrated abstract expressionist painter. So the apple falling into drama school instead of the art studio still isn’t that far from the tree. Having already gotten a youthful dose of stage life, De Niro quit his private high school to try to become an actor. He first went to the nonprofit HB Studio before studying under Stella Adler and, later, The Actors Studio.

3. HE’S A DUAL CITIZEN OF THE UNITED STATES AND ITALY.

De Niro is American, Italian-American, and, as of 2004, Italian. The country bestowed honorary citizenship upon De Niro as an honor in recognition of his career, but it wasn’t all smooth sailing to the passport office. A group called the Order of the Sons of Italy in America strongly protested the Italian government’s plan due to De Niro’s frequent portrayal of negative Italian-American stereotypes.

4. HE GAINED 60 POUNDS FOR RAGING BULL.

Preparing to play the misfortune-laden boxing champ Jake LaMotta in Raging Bull required two major things from De Niro: training and gaining. For the latter, De Niro ate his way through Europe during a four-month binge of ice cream and pasta. His 60-pound-gain was dramatic enough that it concerned Martin Scorsese. It was one way to show dedication to a role, but the training element was even more impressive. De Niro got so good at boxing that when LaMotta set up several professional-level sparring bouts for the actor, De Niro won two of them.

5. HE AND MARLON BRANDO ARE THE ONLY ACTORS TO WIN OSCARS FOR PLAYING THE SAME CHARACTER.

De Niro won his first Oscar in 1975 for The Godfather: Part II, for portraying the younger version of Vito Corleone—the wizened capo played by Marlon Brando, who also won an Oscar for the role (Brando’s came in 1973, for The Godfather). No other pair of actors has managed the feat, although Jeff Bridges came close in 2010 when he was nominated for playing Rooster Cogburn in Joel and Ethan Coen's True Grit (a role originated by John Wayne in Henry Hathaway’s 1969 movie of the same name). Oddly enough, Bridges was in contention for the role of Travis Bickle, the role that earned De Niro his first Oscar nomination for Best Actor in a Leading Role.

6. HE DROVE A CAB TO PREPARE FOR TAXI DRIVER.

If you’re looking for commitment to a role, ask Hack #265216. De Niro got a taxicab driver’s license to study up to play Travis Bickle in Taxi Driver and spent several weekends cruising around New York City picking up fares. It’s possible that having his teeth filed down for Cape Fear is the most intense transformation he’s undergone for a role, but picking up a part-time job to live the lonely life of Bickle is more humane.

7. ONE OF HIS FILMS POSTPONED ONE OF HIS OSCAR WINS.

The 53rd Academy Awards—where De Niro won for playing Jake LaMotta in Raging Bull—were originally scheduled for March 30, 1981 but were postponed until the following day because of an assassination attempt on President Ronald Reagan. The would-be assassin, John Hinckley, Jr., claimed the attack was intended to impress Jodie Foster, who Hinckley grew obsessed with after watching Taxi Driver.

8. HE LAUNCHED THE TRIBECA FILM FESTIVAL IN THE WAKE OF 9/11.

Robert De Niro and Jane Rosenthal speak onstage at the 'Clive Davis: The Soundtrack of Our Lives' Premiere during the 2017 Tribeca Film Festival at Radio City Music Hall on April 19, 2017 in New York City
Theo Wargo, Getty Images for Tribeca Film Festival

Producer Jane Rosenthal, philanthropist Craig M. Hatkoff, and De Niro founded the Tribeca Film Festival in 2001 as a showcase for independent films that would hopefully “spur the economic and cultural revitalization of lower Manhattan” after the devastation of the 9/11 terror attacks. With its empire state of mind, the inaugural festival in 2002 featured a “Best of New York Series” handpicked by Martin Scorsese and drew an astonishing 150,000 attendees.

9. HE WAS ONCE INTERROGATED BY FRENCH POLICE CONCERNING A PROSTITUTION RING.

One of the most bizarre chapters in De Niro’s life came when he was publicly named in the investigation of a prostitution ring in Paris. The 1998 incident included a lengthy interrogation session (De Niro filed an official complaint) and a pile of paparazzi waiting for him when he left the prosecutor’s office. De Niro railed against the entire country, vowing to return his Legion of Honour and telling Le Monde newspaper that, "I will never return to France. I will advise my friends against going to France.” (He had cooled off enough by 2011 to act as the Cannes Film Festival’s jury president.)

10. HE LOVED THE CAT(S) IN MEET THE PARENTS.

Meet the Parents’s Mr. Jinx (Jinxy!) was played by two Himalayans named Bailey and Misha, and De Niro fell in love with them. He played with them between scenes, kept kibble in his pocket for them, and asked director Jay Roach to have Mr. Jinx in as many scenes as possible.

National Portrait Gallery Celebrates Aretha Franklin With Week-Long Exhibition

Courtesy of Angela Pham BFA
Courtesy of Angela Pham BFA

With the passing of Aretha Franklin on August 16, 2018, the world has lost one of its most distinctive voices—and personalities. As celebrities and fans share their memories of the Queen of Soul and what her music meant to them, the Smithsonian's National Portrait Gallery will pay tribute to the legendary songstress's life with a week-long exhibition of her portrait.

Throughout her career, Franklin earned some of the music industry's highest accolades, including 18 Grammy Awards. In 1987, she became the first woman to be inducted into the Rock and Roll Hall of Fame. Nearly 30 years later, in 2015, the National Portrait Gallery fêted Franklin with the Portrait of a Nation Prize, which recognizes "the accomplishments of notable contemporary Americans whose portraits reside in the National Portrait Gallery collection." (Madeline Albright, Spike Lee, and Rita Moreno are among some of its recent recipients.)

Milton Glaser's lithograph of Aretha Franklin, which is displayed at The National Portrait Gallery
© Milton Glaser

Franklin's portrait was the creation of noted graphic designer Milton Glaser, who employed "his characteristic kaleidoscope palette and innovative geometric forms to convey the creative energy of Franklin's performances," according to the Gallery. The colorful lithographic was created in 1968, the very same year that the National Portrait Gallery opened.

Glaser's image will be installed in the "In Memoriam" section of the museum, which is located on the first floor, on Friday, August 17 and will remain on display to the public through August 22, 2018. The Gallery is open daily from 11:30 a.m. until 7 p.m. and admission is free.

SECTIONS

arrow
LIVE SMARTER