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.

Doctor Strange 2 to Begin Filming This Year, According to Reports

Marvel Studios
Marvel Studios

The fate of our favorite Marvel heroes was very unknown after ​Avengers: Infinity War, and now we have even more questions about what's to come after next year's Avengers 4. As of right now, Spider-Man: Far From Home is the lone movie slated to be released after the fourth film in the Avengers series.

However, now we know there is another movie expected to begin production soon. Speaking at Fan Expo Vancouver on Saturday, Benedict Wong, who plays Wong in the MCEU, teased that he will not only reprise his role for Avengers 4, but also for a Doctor Strange sequel which should begin filming at the end of the year.

Earlier this year, ​reports came out that Benedict Cumberbatch was receiving a major payday to reprise the role of Dr. Strange. And screenwriter C. Robert Cargill has already ​provided some details of his plans for a potential sequel.

"Marvel movies work in threes. They also work outside of their threes. Some of the better Marvel films have more than one villain in them," Cargill, whose involvement with the sequel has yet to be revealed, stated. "Me and Scott have not laid the groundwork for it but what I can say is that I have a feeling that whatever Nightmare is involved with, Baron Mordo, being somebody who considers himself the defender of natural law will have something to do with it."

If Wong's teasing is to be believed, then we can expect to hear something about Doctor Strange 2 pretty soon.

New Avengers 4 Tease From the Russo Brothers Has Marvel Fans Confused

Marvel Studios
Marvel Studios

​There are few things the Russo Brothers enjoy more than teasing Marvel fans as we await the release of Avengers 4. Last month, they posted a photo of Joe Russo sitting in the middle of the movie's set, which sparked speculation about the film's unknown title.

Now, another cryptic tweet from the Russo Brothers is out and it's even more puzzling than the last one.

​​Captioned "#wrapped," the photo is just an image that's crazy bright. It's confusing, but leave it to Marvel fans to speculate on its meaning.

​​Some believe it's War Machine's proton cannon ...

... while others are actively manipulating the photo to see if the meaning is hidden in plain sight.

We'd like to give ​a huge shout-out to the fans who are admittedly as confused as we are.

Whatever this image means, we are sure the Russo Brothers won't be the ones explaining it. Their
dedication to keeping mum on any details about theirs films is admirable—even if their stars aren't so great at secret-keeping.

Avengers stars have ​accidentally spoiled a few things about the movie.

Earlier this month, Chris Evans ​announced that the fourth Avengers movie would be his last as Captain America.

​​If the brothers plan to make their tweets even more ambiguous as the release date nears, they can keep them. Our eyesight is going to suffer is we keep squinting this hard.

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