Belcher Oil Company of Miami staked claim to the north section of the island for many years. Their interests there included real estate speculation, oil exploration, and a possible site for a corporate retreat. In 1977, Norwegian Caribbean Lines (later Norwegian Cruise Line) leased this section from Belcher Oil, the first time a cruise line had exclusive control of a private island. Norwegian Caribbean Line bought the island in 1986. In 1990, Norwegian Cruise Line spent $1 million on upgrades to the island and, for a few years, it started marketing the island as Pleasure Island. In 2017, Norwegian Cruise Line built new food and drink areas, rebuilt cabanas, and expanded the beach areas. Norwegian Cruise Line plans to build 38 private villas with up to two bedrooms each, a two-story restaurant, a swim-up bar, and a spa area.