“Fins up forever”: Remembering Jimmy Buffett, a master of island escapism

The world has lost a man whose music transported audiences to the sandy shores of Margaritaville and taught the world how to chill.

American singer-songwriter, musician, author and businessman James William Buffett, more affectionately known as "Jimmy,” died Friday (Sept. 1) at the age of 76.

According to a statement posted to the singer’s website, Buffett passed away “peacefully, surrounded by his family, friends, music and dogs” at his home in Sag Harbor, Long Island.

His obituary states that Buffett had been fighting merkel cell skin cancer for four years. 

And yet, despite this, he continued to perform during his treatment, playing his last show, a surprise appearance in Rhode Island, in early July.

Fins up!

Born on Christmas Day, 1946, in Pascagoula, Mississippi, Buffett lived a life full of music and adventure, characterized by a deep love for the sea.

From his humble beginnings in the Gulf Coast to his ascent as a global symbol of "island escapism," Buffett’s story is a testament to the power of following one's passion.

His musical career began in the late 1960s, and his fusion of rock, country, and Caribbean rhythms, often reflecting his travels, quickly captivated the hearts of fans – who would eventually become known as “Parrot Heads” – around the world.

His iconic songs, including "Margaritaville," "Cheeseburger in Paradise," "Changes in Latitudes, Changes in Attitudes," and “It’s Five O’Clock Somewhere,” became anthems for generations seeking a break from life’s daily grind.

His concerts transported fans (known for wearing tropical shirts and parrot hats to shows) to a universe where worries were left at the door.

Buffett, in his own unique way, created a cult brand. Over time, Parrot Heads (fans) developed a special way of communicating with other Parrot Heads – by putting the flat side of their hand on top of their head, making the shape of shark fin, and saying “Fins Up.”

But he was also a man of many talents, whose accomplishments stretched far beyond the realm of records and concerts. 

Buffett was also a best-selling author, penning novels and memoirs that carried audiences into his world of palm trees, ocean breezes, sandy beaches, and summer nights.

The singer later flexed his entrepreneurship muscles with the launch of his Margaritaville brand, a testament to his ability to turn a state of mind into a lifestyle.

Named after the 1977 hit song of this same name, the Margaritaville franchise first appeared in 1985 as a retail store, growing later on into a billion-dollar empire of tropically-flamboyant restaurants, hotels, casinos and retirement communities, in addition to other ventures, such as Land Shark beer.

Influence on travel & tourism 

Buffett's impact on travel and tourism was undeniable.

He not only provided the soundtrack for countless beach holidays, but also inspired a tidal wave of destinations and resorts bearing the Margaritaville name.

These sun-kissed sanctuaries, where guests have a “license to chill,” embody the carefree, palm tree-peppered world Buffett sang about, catapulting "Margaritaville" from a hit song to a way of life. 

As PAX has previously reported, stepping into a Margaritaville hotel or resort is like watching Buffett’s lyrics spring alive. 

These colourful, punchy properties, where a blender is always whirling, typically boast giant flip-flop sculptures, parrot and sail boat imagery and, in some cases, lyrics from his most iconic songs written on the walls. 

“Artist, performer, writer, navigator, friend, and entrepreneur – it is hard to imagine anyone who has ever brought so much fun to so many,” wrote Margaritaville, the company, in an obituary posted to its corporate website.

Buffett’s original idea for Margaritaville was to expand the opportunity for as many people to experience the “lifestyle immortalized in his iconic song as possible,” the company explained.

The brand built on salty rims and nautical escapism partnered with Karisma in 2017 to launch a line of all-inclusive beach resorts (now known as “Island Reserve”) as an alternative to Margaritaville’s portfolio of EP-plan city hotels. 

"His laid-back tunes, like 'Margaritaville,' provided the soundtrack to truly be carefree and undeniably yourself for so many of us," wrote Elizabeth Fettes, vice-president of sales at Scenic Group USA, in a note posted to LinkedIn. 

Fettes, in her previous role as chief sales and marketing officer for Premier Worldwide Marketing, the provider for Karisma, worked closely with the Margaritaville team for five years. 

"[Buffett's] Margaritaville brand became a symbol of relaxation and escape," she wrote, "and his charitable efforts left a positive impact on communities in need. His team is as pure of an extension of his personality, aura and lifestyle."

In 2022, the Margaritaville name, through Karisma, expanded further with the debut of St. Somewhere, a 39-suite boutique hotel on Holbox, a rustic, 42-kilometre-long car-free island located north of Mexico’s Yucatan Peninsula.

That same year, Buffett even sailed into the cruise business, serving as the inspiration for Margaritaville at Sea (formally Bahamas Paradise Cruise Line), a “floating island vacation” concept aboard Margaritaville Paradise, a 658-cabin ship experience influenced by the sea, sand and sky (and Buffett's lyrics).

VIDEO: PAX goes behind the scenes of Margaritaville St. Somewhere on Holbox island

After the ship’s christening in May 2022, passengers on board were treated to a surprise hour-long live performance by Buffett himself. 

What has made the Margaritaville brand so successful?

“Margaritaville was a synonym for paradise and casual fun, and the brand generates an emotion that makes you feel good,” as John Cohlan, CEO of Margaritaville Holdings told Skift in 2022.

A break from reality

Brenda Falvo of TravelAway.ca draws a parallel between Jimmy Buffett’s music and her role as a travel advisor.

“‘Changes in Latitudes, Changes in Attitudes’ is one of my favourite Jimmy Buffett songs,” Falvo told PAX. “Think about those words. When you pack up for a week, hit the beach or pool, with some cold margaritas, your attitude changes. You’re not at work, you’re taking a break from your reality. Jimmy Buffett used his carefree life to show us how to live and enjoy.”  

“My clients look to me the same way. They call and say, ‘Get me out of here.’”

Falvo was first introduced to Buffett’s music by a dear friend who was battling cancer. (“His music helped her escape her treatments,” she said).

Buffett’s concerts, too, have provided an escape for fans, she said.

“When you arrived at the venue, you were greeted by Parrot Heads looking for an evening of relaxation. Jimmy delivered, sometimes barefoot!” Falvo recalled.

Falvo has since transformed her backyard into her own slice of paradise, complete with flamingos and a tiki bar “so when I step back there, I can get away from work and just chill in my hammock and listen to Jimmy. The bar even hosts one of his blenders.”

“Jimmy Buffett is a legend,” she said. “We all need to take a chapter out of his book of life!”

"You just felt happy to be in his orbit" 

Buffett brought a taste of the tropics to landlocked folks everywhere. Whatever the experience – be it book, restaurant or hotel – audiences had an invitation to immerse themselves into the escapades of someone who lived life on his own terms. 

But it was Buffett's love for performing, and connecting with people, that kept his passion alive.  

“What Jimmy loved most was getting on a stage – big, small, indoors, outdoors, anywhere in the world – and changing the attitude and latitude of audiences to a vacation state of mind,” Margaritaville, the company, revealed.

“Jimmy lived his life like his songs: from beaches to boats to bars, sailing, surfing, and flying. He knew how to have fun and cared deeply about bringing everyone else along with him for the ride. When he flashed that signature smile one-on-one or to 100,000, somehow you just felt happy to be in his orbit.”

Beyond the margaritas and lost shaker of salt, Buffett was also an environmentalist and philanthropist, always willing to support a good cause.

He was a co-founder of the “Save the Manatee” club with former governor and U.S. Senator Bob Graham back in 1981.

Today, it is considered one of the world’s leading manatee conservation organizations.

During the 2018 Florida gubernatorial race, Buffett hosted a pro-environment Get Out The Vote concert to support Democrat Gwen Graham in her unsuccessful primary campaign against Andrew Gillum (who lost to Ron DeSantis).

At that concert, Buffett told the crowd: “It’s pretty simple, we live in paradise, and paradise is in peril. We need to have a little more attention about the place where we grew up, and where our children should grow up. It’s not that hard, it really isn’t.”

He believed in leaving the world a better place, and he did just that.

While the sun may have set on this island storyteller, Buffett's legacy will continue to carry us away to that paradise he created and shared, reminding us all to live life with a sense of adventure – with a cold margarita close by. 

“We celebrate his life, believe his spirit lives on like a never-ending encore, and will see his radiant smile and that twinkle in his eye when we look towards the sun and will continue to share his way of life wherever, whenever we can,” wrote the Margaritaville company.

“Fins Up Forever.”

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