Exclusive Resorts retains FD, Evins to lure wealthy entrepreneurs

by Melanie Shortman, PR Week USA 02-Feb-04

NEW YORK: Exclusive Resorts, a new company offering vacation residences for the wealthy, has retained Financial Dynamics (FD) and Evins Communications for a broad-based national business communications program.

In December, FD helped to announce to the business media that former AOL chief Steve Case had bought a 50% stake in the company, resulting in a story that ran on the front page of The Wall Street Journal's Marketplace section.

Working hand-in-hand with FD, Evins Communications will conduct media relations with both lifestyle and luxury travel outlets. The client's target audience includes entrepreneurs and other members of the business community.

"Exclusive Resorts offers something that's never been out there," said FD SVP Evan Goetz. "We've been charged with articulating its place and communicating with customers who are very savvy about finance."

Exclusive Resorts' business plan revolves around 40 luxury homes worth at least $2.5 million each in 17 locations. Customers pay $325,000 to join and $18,000 annually for dues in exchange for unlimited use of the luxury digs, which include concierge service and comparable amenities. Locations include New York, Paris, Hawaii, and Mexico.

"The key message for entrepreneurs is making it financially beneficial because those decisions are made on a detailed financial model," said Christopher Clark, also an SVP at FD.