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New Kids on the Block: Latest Destination Clubs Show Market's Expansion
| Written by Alec Rosekrans 06/09/2008 |
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If the wave of mergers among destination clubs this last year is evidence that the industry has exited its infancy, then the bevy of new clubs entering the business is surely a sign that it’s entering an adolescence of sorts. Here are four new clubs breaking into the market this year. In the upcoming months we’ll be taking a closer look at each of these clubs as they continue to roll out.
Grand Resort Properties currently has properties in Cabo San Lucas, Mexico; Lake of the Ozarks, Missouri; Marco Island, Fla.; and Beaver Creek, Colo. The destination club’s homes average $2.3 million in value, and its membership deposits range from $50,000 for seven nights of advanced reservations to $500,000 for 63 nights of advanced reservations. With annual dues of only $7,995 for the club’s highest level (it charges per night fees in lieu of higher fees), and 100 percent deposit refund after two years membership, the club is positioning itself well as a value proposition.
U.K.-based Rocksure Properties is a slight twist on the standard destination club model. Instead of an ever expanding portfolio of homes and members, the club launches separate equity funds with limited membership caps. Investors purchase units, each of which allows for four weeks stay in the club’s properties, which average $2 million in value, in locations like Marrakesh, Brazil, and the Adriatic Coast. At the end of the term, the properties are sold off, and members collect the proceeds. The club’s Alpha Fund has already sold out, but Rocksure is currently selling a total of 40 units for its latest, Bravo Fund.
My Stones Collection is the first French destination club. Founded by a pair of former Club Med execs and with a management team steeped in the tourism and development industry, the equity based club has ambitious plans for growth. Launching at the end of 2008 with five destinations in Europe and Africa, the club hopes to have 1,000 members and 100 homes in 30 destinations within five to seven years.
Diamante Residences, which calls itself a ‘luxury residence collection,’ follows the standard destination club model: multiple tiers of membership, space available reservations, and an 80 percent deposit refund. The club’s first property is a 7,700 square foot, five-bedroom beachfront home in the Dominican Republic.
Without wishing to be too cynical, it’s worth noting that destination Clubs tend to have a high infant mortality rate, so to speak. It’s too soon to say which of these new clubs will survive their first year, let alone meet their lofty membership goals. Do you have any thoughts on these new players? Sound off in our comments section.
Reader Feedback
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From: DC GuyTuesday, June, 10, 2008 at 08:49 AM
DC FAN - I completely agree with you, but it looks like two out of the three new clubs mentioned above are based in markets outside of the U.S.
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From: DC FAN 2Tuesday, June, 10, 2008 at 05:29 PM
As discussed at the symposium much of the target market are unaware of the DC concept. I believe there is still room for the smaller players. Will they be an ER or Ultimate? Probably not but they will be able to grow to a decent critical mass.




From: DC FanMonday, June, 09, 2008 at 07:02 PM
I'm skeptical that a new destination club will be able to succeed in the U.S. market at this point without a portfolio of 20+ destinations or a big brand name behind it.