The Location. The Luxury. The Life.: Why the Rich Can't Resist Intrawest

Have you ever wondered about the appeal of a place? What compels people to spend vast sums of money to own a sliver of status or the promise of a dream? In the world of resort real estate, status and dreams are prized possessions, packaged and sold in fanciful brochures and detailed floor plans, often before the actual property they represent is even erected. In an industry run by ambitions of affluence and legendary locales, one company has set the benchmark for leisure living among a new upper class. This book is a rhetorical study of what made Intrawest Corp “the world’s largest developer of village-centred destination resorts.” From the history of the notion of luxury, to the values of the new upper class, this study lays bare the tactics used to motivate the purchase, and the dreams and desires of those eager to pay the price.