1. When we spoke last you were kicking off your membership drive and had plans to launch up to 20 homes before the end of 2006. How are these plans progressing?

Great. We plan to open Rancho Santa Fe soon so prospective members can come “take us for a spin”. The other 9 Western locations will open escrow simultaneous with the 20th sale of Charter Memberships. When all 30 Charter Memberships are sold, we will begin acquiring the 10 Eastern locations. We are sticking to the plan, which is conservative and the best financial model from both the club and the members’ standpoint

2. You emphasize your executive team’s extensive experience in the destination club industry. Give us some examples of how that experience played a part in the creation of Premier Destination’s offering.

Our collective experience and knowledge we acquired in executing [the launch of an early destination club] (Especially Barbara Dennis and myself) has been paramount in putting together the business plan and offering for Premier Destinations. We know our offering has a solid financial plan based on actual field experience and we know we have addressed details that improve the industry that can only be learned from actual experience.

3. At $490,000 your membership deposit is higher than that of clubs with similar-sized properties. What do Premier Destinations members get for the additional cost?

Our price is only slightly higher than Exclusive Resorts and Tanner & Haley. If you compare that there is unlimited usage and no nightly fee we actually may be lower than they are after it is all charged or added in. Use of a SUV is also included at Premier Destinations and is charged to the member at other clubs. They also have many 3 bedroom residences, while all of ours will be four or more. We know our pricing is fair, accurate and allows for club viability in the long run. We are a realistic and all-encompassing-priced moderate club.

4. Premier Destinations’ management of “retiring” club members is quite different from that of other clubs, specifically your “zero-in, one-out” policy. How does your financial structure support this?

The reserve account for redemptions is set aside from each and every initiation fee and remains available to redeem a member within three business days. The majority of the Membership Deposits is backed by the real estate portfolio, which will be unencumbered by [the time the club achieves] full membership.

5. You have described Premier Destinations as an “environmentally-friendly” club. How is that reflected in the acquisition and use of homes?

Simply by being committed to conservation and common sense. From low energy light bulbs to the most updated EnergyStar appliances and recycling at each property. Our focus for new construction will also consider the impact on the environment.

6. Which came first – Premier Destinations or Anne Sebastian? How will the two companies be linked going forward?

They were both born the same month! Anne Sebastian is the Mother Company for Premier Destinations. Anne Sebastian’s future plans include many related companies, such as Antique Attic, Art Alley, Linens and Lotions, Day Spas and others. Anne is the composite of all our clients. She is indeed a discerning consumer who recognizes and expects superb value and exemplary service.

7. You’ve described Anne Sebastian as a “composite of a club member.” To help the Anne Sebastians in our readership identify themselves, tell us more about this person and what she wants from her destination club.

Anne Sebastian wants the very best for her family and knows a value when she sees one. Well-educated, with an uncommon sensibility, and never one to be impressed by fluff, Anne expects her money’s worth and then some.

Anne was not raised in the lap of luxury. She comes from sturdy, proud stock, and worked hard to earn her successes and the high esteem of her friends and peers. That’s why Anne’s social circle, as well her as professional circles look to her for direction and count on her to lead them to new and exciting experiences they will never forget.

Anne has a remarkable eye for art and design and recognizes beauty in all forms. Anne has had her breath taken away by a sunset over the Serengeti Plain, or an Italian fresco, or the deep blue of the Mediterranean Sea and was able to turn those memories into a magnificent home of which she is very proud.

After working hard Anne is now at a point when she is able to grab more of what life offers its most successful participants. Anne is ready to travel the world, experience its finest offerings, and enjoy the fruits of her labor.

Anne Sebastian is a composite of every Premier Destinations member, and the person for whom each destination was chosen, every fabric was picked, and every original piece of artwork was placed.

8. What’s the biggest challenge facing your club right now?

We are currently in the Charter sales phase, [which is] the hardest phase in the industry, because our properties will take 30-90 days to open. However, we believe the club is compensating the Charter Members handsomely for this short wait to welcome them to their homes.

9. Our readers are often skeptical about new clubs. Why should they consider Premier Destinations and how do you reassure them that you will be around in 10 years?

We know we will be around because we have learned about growth and longevity at our previous endeavor. We have added many safeguards that protect the members’ deposits and the success of the club. We offer full accounting transparency to the members and their legal & financial advisors. Our business plan is simple and effective. This reassures our ability to perform as promised.

10. This is the second destination club with which you’ve been affiliated. What excites you about this industry?

I think this industry is a stroke of genius. It makes sense for anyone vacationing 10 or more days per year to weigh all the options. None are a better financial value [than destination clubs], and if done correctly, none are a better service and amenities provider while having the convenience, space and privacy of an estate size home. I look forward to revolutionizing the industry by offering the highest level of service at the most amazing properties with the highest security of Membership deposits. I am even more excited about the additional benefits Premier Destinations will bring to its members along with all the additional services and products we are developing. I am also thrilled to be working with people who have positive attitudes, with whom I already have history and knowledge of their performance and abilities. We are having fun now and plan to continue to do so.

Images courtesy http://www.premierdest.com