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Press Release: The LUSSO Collection
July 28, 2006
EDEN PRAIRIE, MN -- The luxury destination club market is one of the fastest growing methods of vacationing for
the affluent traveler. The LUSSO Collection, (LUSSO means luxury in Italian), announced today their entrance into
this rapidly growing category. According to Ragatz Associates, a resort industry market specialist, 2005 sales
in the destination club market reached $750 million.
The LUSSO Collection (pronounced loo-so) has established itself as one of the premiere luxury destination clubs
for the discerning traveler, offering personalized customer service, five-star amenities and an on-line reservation
system already available at the time of its public launch.
The Helium Report (www.heliumreport.com), an independent
new media venture and industry expert on destination clubs for the affluent, reported on June 15 that “As the destination
club experts, Helium Report covers every new club …[and] Lusso is the only one we've seen this year that launches
with 30 members and 14 available homes in 8 destinations (7 more homes are under construction)…. By operating in
‘stealth mode’ the past two years, Lusso has leapfrogged the initial startup phase.”
“What's different about Lusso is their quiet development and launch as not a charter club, but rather as a growth
stage club with some elements of scale, the report continues.” With an existing portfolio of homes and a base of
members (not including investors), Lusso has demonstrated they've surpassed the startup hurdle of acquiring members
and homes simultaneously. CEO [Steve] Greer waited to launch Lusso officially, believing that ‘if they build it,
people will join,’ instead of the other way around. It's as if he's channeled Terence Mann from Field of Dreams…"
Customized, Unparalleled Reservation System
The LUSSO Collection’s online reservation system offers a calendar with a custom view for each member’s vacation
inquiries, taking into account all reservation rules, past usage and existing bookings. In other words, members
don’t need a copy of the manual when trying to book a vacation.
Stunning Homes, Sought-After Locations and Private Resort Facilities
Currently, The LUSSO Collection offers members a portfolio of 14 $3 million-plus luxury vacation properties in
eight sought-after destinations: Cabo San Lucas, Mexico; Scottsdale, AZ; Miami, FL; Deer Valley, UT; Lake Tahoe,
CA; La Jolla, CA; Kiawah Island, SC; and Great Abaco Island, Bahamas. The Club is expanding its portfolio to include
homes in additional world-class destinations including Tuscany, London, Paris, New York City and Hawaii.
“Buying and maintaining one vacation property can unnecessarily tie up capital and be time consuming and complicated,”
explained Steve Greer, CEO and founder of The LUSSO Collection, “and for the price of the down payment on one luxury
vacation home, we offer a stunning roster of luxury properties in the most desirable destinations with top-notch
service and amenities rivaling five-star resorts.”
Unlimited Access, Membership Appreciation and Five-Star Amenities
With the current introductory membership being offered at $325,000, and yearly dues of $25,000, The LUSSO Collection
stands apart from other luxury destination clubs by limiting membership to 550 for one of the best member-to-property
ratios in the industry: 5.5 to 1. This allows individual members the opportunity for unlimited usage of properties
for no additional fee and no limitation on total annual usage.
The Club underutilizes its properties deliberately so homes are expected to be occupied no more than 40% on average
throughout the year. In order to balance out seasonal traveling from region to region, The LUSSO Collection distributes
memberships on a geographical basis, with no more than 55 memberships issued in each of 10 geographic regions within
the United States.
The LUSSO Collection believes members should reap the potential rewards of this position by giving members a 100%
refund of their original deposit, and additionally receiving a 50% share of any increase in the original membership
deposit during the period they were a member.
The other differentiators that the Helium Report identified in its first of three feature looks at the club included:
About The LUSSO Collection
A new leader in luxury destination clubs, The LUSSO Collection offers its members unlimited access to private luxury
vacation homes in some of the most sought-after destinations. LUSSO residences average more than $3.0 million
in value and an on-site concierge offers hassle-free planning for a truly luxurious vacation. Being a LUSSO member
eliminates any burdens brought on by owning a second home, a time share or the limited usage of fractional ownership.
LUSSO members pay a one-time membership fee that is 100% refundable upon resignation and a Membership Reward equal
to 50% of the increased value of their deposit during the time they were a member. The company is based in Eden
Prairie, Minnesota. For more information on membership, please call 1-800-GO-LUSSO or visit www.lussocollection.com
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Martin Keller SDWA/Public Relations marty.keller@sdwaventures.com 612.729.8585 or Lisa Bergerson Communications Director The LUSSO Collection 952.767.0134 lbergerson@lussocollection.com