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Lux Life

A fully-stocked penthouse, a lincoln navigator in the garage, and a concierge on speed dial: welcome to the world of luxury vacation clubs, where a local company is redefining the business



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A RAY OF MIAMI SUNSHINE peeks through the window shades and streams onto the king-size bed, with its six-inch pillow-top mattress. I feel like I’m sleeping in a cloud. And I could be. I’m on the 55th floor of one of Donald Trump’s towers, perched on the edge of the Atlantic ocean. Below, down there in the real world, palm trees blow in the breeze, cabana boys drag lounge chairs across the sand and heap them with towels. A man drives past on a tractor, manicuring the beach, while froth-topped waves lap at the shore. Up here, in this grown-up Fantasy­land, I awake to the sound of wind and surf. I pull back the Italian bedspread, prop myself up on a half-dozen pillows, and wonder whether the thread count of these sheets is higher than my bank-account balance.

I’m staying at a property owned by the Lusso Collection, a luxury destination club headquartered in Eden Prairie. Lusso is a cross between a time-share and an international country club. The name means “luxury” in Italian and it comes at a luxury price: Members pay a $400,000 deposit and $28,000 in annual dues. In return, they receive what amounts to unlimited access to multi-million-dollar properties around the world.

Lusso has homes in 13 locations, ranging from New York City to Hawaii. In the Bahamas, Lusso’s three houses are part of a bayside development managed by the Ritz-Carlton. The club’s new $4 million, 4,500-square-foot lodge at the base of Aspen Highlands looks like party pad for Hollywood-types. And if I didn’t know Lusso owned Casa Lolita, a sprawling, gated compound in Cabo San Lucas, Mexico, I’d guess it was Salma Hayek’s summer home.

Here in Miami, Lusso owns a two-story penthouse with marble floors and floor-to-ceiling windows; a gourmet kitchen with granite countertops and a Sub-Zero fridge; big-screen TVs in each of the three bedrooms and two common areas. The enormous rooftop hot tub looks like it could hold the entire Miami Dolphins cheerleading squad. The apartment is so big, in fact, that it comes equipped with walkie-talkies. It is not until the second day that I discover the fifth bathroom.

Luxury travel is the fastest-growing segment of the travel market—a $400-billion business in the United States—and the elite travel club concept is a new trend that’s evolved to meet demand. As aging baby boomers move into prime second-home purchasing years, many will consider destination clubs as an alternative.

Two years ago, Steve Greer launched the Lusso Collection hoping to gain a piece of the market. While he knew that affluent travelers were willing to pay for the highest quality experience, he was surprised to find something else. “When we set the club up we said, ‘This is going to be an extremely luxurious experience that people are willing to pay for,’” Greer recalls. “But we’re finding that people are seeing it as a compelling economic value.” Welcome to the world of luxury travel, where you can talk about a two-story penthouse in terms of a bargain.

LUSSO WAS BORN out of Greer’s personal experience traveling with his wife and infant son. In February 2003, Greer, a British national who came to Minnesota a decade ago to oversee operations at Rapala (the fishing lure company), decided to plan a golf getaway to Scottsdale, Arizona with his wife—their first trip as parents. The couple quickly realized a hotel room wouldn’t suffice when traveling with a baby. They would need to rent a condo and a car, arrange for a crib and high chair, and lug a baby seat on the plane. “There were all these moving parts,” Greer says. Once they arrived in Scottsdale, they found that they needed to locate the nearest Target and grocery store to stock the condo with supplies—but there was no Internet in the place to look things up, and no one to ask for assistance.

Still, Greer and his wife enjoyed their trip so much they considered buying a second home in Scottsdale. “Within the space of five minutes we’d talked ourselves in—and then totally out of it,” Greer says, walking through his rationale. “How many times a year are we going to travel? Maybe four.

If we own a place, are we going to feel that we have to go to that place every time to make use of it? Then we thought we could buy a home and rent it out—but then you have the headaches of second-home ownership.”

Greer and his wife turned to the idea of fractional ownership. Greer was aware of one luxury vacation club at the time, but instead of joining it, he decided to combine his background in finance and hospitality with his interests in travel and real estate to set up the Lusso Collection.

Greer raised capital and bought five properties before selling his first membership, in December 2005. Today, there are 23 properties and 110 members. Greer says membership will never exceed 5.5 people per property—a ratio that is the lowest among the 20-or-so clubs in the industry. And it helps ensure that only half of the properties are occupied at any given moment, so access is virtually unlimited. So far, Greer says, there has always been at least one property available on any given day.

Could I join Lusso and hop from one property to the next, spending the entire year on vacation? “Theoretically,” Greer says. “If you had a private jet at your disposal.”

Greer’s strategy is to differentiate Lusso from other clubs by its small size and by its level of service. In providing everything from complimentary airport transfers to pre-arrival grocery-shopping services, Greer hopes Lusso can eliminate many of the hassles associated with travel. “People think it’s all about properties,” Greer says, “which, to some extent, it is. But the reality is, it’s a hospitality business.”

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MN Events Calendar Sponsored by:

June 2015

Come to Big Sandy Lodge and Resort to get all the delicious pancakes you can eat for only $5.

Cost: $5

Where:
Big Sandy Lodge and Resort
20534 487th Street
McGregor, MN  55760
View map »


Sponsor: Big Sandy Lodge and Resort
Telephone: 218-426-5040
Website »

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YogaFit's Mind Body Fitness Conference is where students work towards a Yoga Alliance registry, earn continuing education credits, or simply deepen one's yoga practice and transform...

Cost: $329- $975

Where:
Hilton Minneapolis
1001 Marquette Avenue South
Minneapolis , MN   55403
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Website »

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Pride Parade Viewing Party UNION Rooftop – Downtown Minneapolis Start time: 9am (presale tickets) / 10am (day-of tickets) Live DJs: DJ Lindsay ‘Shiek’ Earney and DJ Lenka...

Cost: $10 (includes a free mimosas, glass of champagne or Absolute cocktail)

Where:
UNION Rooftop
731 Hennepin Ave
Minneapolis , MN  55403
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Come join us at the Skyway Theatre as we take over the block for the Pride Parade!  Drinks and brunch starting at 9am and DJs at 12pm! Get the best seat for the best parade of the...

Cost: No Cover

Where:
Bar Fly & Maruso
715 Hennepin Ave
Minneapolis, MN  55403
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Telephone: 612-333-6100
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Pride Parade Rooftop Viewing Party CRAVE Rooftop – Downtown Minneapolis Live DJ: DJ FANCY RESTAURANT Start time: 9am $5 from each ticket donated to OutFront Minnesota ...

Cost: $10 (includes free Absolute or Jameson cocktail)

Where:
CRAVE Rooftop
825 Hennepin Ave MN
Minneapolis , MN  55402
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Show your Pride by taking part in the Twin Cities Pride Rainbow Run on Sunday, June 28th! Starting at Boom Island and ending near Loring Park, the route takes runners along Hennepin Avenue as...

Cost: $30

Where:
Boom Island Park
800 Sibley Ave NE
Minneapolis, MN  55413
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Sponsor: Twin Cities Pride
Telephone: (612) 255-3260
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Join YogaLean's author Beth Shaw in this new 1 day YogaLean Transformational Workshop during the Minneapolis Mind Body Fitness Conference.  Explore holistic modalities of weight loss,...

Cost: $129.00

Where:
Hilton Minneapolis
1001 Marquette Avenue South
Minneapolis, MN  55403
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Website »

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Join YogaLean's author Beth Shaw in this new 1 day YogaLean Transformational Workshop during the Minneapolis Mind Body Fitness Conference.  Explore holistic modalities of weight loss,...

Cost: $129.00

Where:
Hilton Minneapolis
1001 Marquette Avenue South
Minneapolis, MN  55403
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Website »

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The 2015 Twin Cities Pride Festival features over 400 exhibitors, 40 food and beverage booths, 20 sponsors, and 300,000+ visitors who participate in this free celebration of the GLBT...

Cost: Free

Where:
Loring Park
1382 Willow Street
Minneapolis, MN  55403
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Sponsor: Twin Cities Pride
Telephone: (612) 255-3260
Website »

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The 2015 Ashley Rukes GLBT Pride Parade will be held on Sunday, June 28, beginning at 11 a.m. along Hennepin Avenue in Downtown Minneapolis. The Parade route starts at 3rd and Hennepin and ends at...

Cost: Free or $40 Grandstand tickets

Where:
Hennepin Ave in Downtown Minneapolis
Hennepin & 3rd to Hennepin & Spruce
Minneapolis, MN  55403
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Sponsor: Twin Cities Pride
Telephone: (612) 255-3260
Website »

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The Twin Cities Pride Entertainment Team is excited to bring you over 50 local acts during Pride Weekend. The schedule is below, but know that things are subject to change.  ...

Cost: Free. $10 General/$75 VIP for Pride in Concert 6/27 5pm at Loring Stage.

Where:
Loring Park
1382 Willow St
Minneapolis, MN  55403
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Telephone: 612-255-3260
Contact Name: Twin Cities Pride
Website »

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The celebration will be held in true Lurcat style, featuring music, dancing, festive food, cocktails and more! Café & Bar Lurcat is central to the Pride festival in Loring Park and found...

Cost: Free to enter

Where:
Cafe & Bar Lurcat
1624 Harmon Pl
Minneapolis, MN  55403
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What do you get when you explore the magical, yet tangled, intersection between the genius of art and the self-destruction of addiction; set it to catchy music against a backdrop of vivid visual...

Cost: $25.00

Where:
Minnetonka Theatre
18285 Highway 7
Minnetonka, MN  55345
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Website »

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Don’t miss one of Minnesota’s hippest and hoppiest events. This local craft beer tasting event includes live music and a ton of tasty appetizers paired with the best brews in the Twin...

Cost: $50

Where:
Nicollet Island Pavilion
40 Power St.
Minneapolis, MN  55401
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Sponsor: Canvas Health
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The Minnesota Boychoir, under the direction of Mark Johnson, will be concluding their 2015 East Coast Tour with a Welcome Home Concert this Sunday, June 28 at the Graebner Memorial Chapel on the...

Cost: Free

Where:
Graebner Memorial Chapel
Saint Paul, MN

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Open Window Theatre is making a children's event of fantastical proportions with their summer youth theater production of James and the Giant Peach.  Roald Dahl's imaginative adventure...

Cost: ADVANCE: $6/child (lap child free), $8/student, $12/adult

Where:
Open Window Theatre
Metropolis Minneapolis Building
1313 Chestnut Avenue
Minneapolis, MN  55403
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Telephone: 612-615-1515
Contact Name: Jeremy Stanbary
Website »

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We know it's the height of summer, so we think it's the perfect time to get a SUP you'll love. Get your board now while there is still plenty of summer left. Some of our hottest selling...

Cost: Free to attend

Where:
, MN


Sponsor: Silver Creek Paddle
Website »

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Join us for an afternoon of stories, music, and poetry that evoke and express a profound connection to place — places we’ve lived, struggled, thrived, seen changed or destroyed, or...

Cost: Free

Where:
Blue Ox Coffee Co
3740 Chicago Ave S
Minneapolis, MN  55407
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Sponsor: Kairos Earth
Telephone: 405-365-8796
Contact Name: Chelsea Scudder
Website »

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We know it's the height of summer, so we think it's the perfect time to get a SUP you'll love. Get your board now while there is still plenty of summer left. Some of our hottest selling...

Cost: Free to attend

Where:
, MN


Sponsor: Silver Creek Paddle
Website »

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RN’s and LPN’s for Evenings, Nights & Weekends - $2,000 hiring bonus Trillium Woods, a brand new continuing care retirement community, is opening on July 6th and we are having an...

Cost: Free

Where:
Trillium Woods
14633 Country Road 4
Plymouth, MN  55446
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Invest a few life-changing hours in our Power Trading Workshop, where you'll learn: How to identify points where supply and demand are out of balance and price is about to move. The two...

Cost: free

Where:
Online Trading Academy
7900 International Drive Suite 170
Bloomington, MN  55425
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Telephone: 952-814-4410
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Bring your lunch and learn more about the opportunities to live, learn, and work with a community overseas through Peace Corps service.   Peace Corps is a federal agency which provides...

Cost: Free

Where:
Lake Phalen Picnic Pavilion
1600 Phalen Dr
St. Paul, MN  55106
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Sponsor: Peace Corps
Telephone: 651.233.9605
Contact Name: Krista M. Mastel
Website »

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Bring your lunch and learn more about the opportunities to live, learn, and work with a community overseas through Peace Corps service. Peace Corps is a federal agency which provides U.S....

Cost: Free

Where:
Lake Phalen Picnic Pavilion
1600 Phalen Drive
St. Paul, MN  55106
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Sponsor: Peace Corps
Telephone: 612.233.9605
Contact Name: Krista M. Mastel
Website »

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Enhanced and engaged learning, creating and sharing ideas, and forming partnerships are just a few benefits of collaborative classroom learning. Now, with tools like Office 365, OneNote for...

Cost: Free

Where:
Microsoft Store - Mall of America
162 South Ave
Bloomington, MN  55425
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 Join us for a 4th of July barbecue, yard games, and outdoor movie hosted by Mary Mother's Young Adult Catholics Hanging Together group. All are welcome! Bring a dish to share. This...

Cost: Free

Where:
Mary Mother of the Church in Burnsville
3333 E. Cliff Road
Burnsville, MN  55337
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Sponsor: Young Adult Catholics Hanging Together
Telephone: 952-890-0045
Contact Name: Kosi Onyeneho
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OneNote is a free cross-platform app that helps students and teachers save time, stay organized, and collaborate more effectively in and out of the classroom. Students can build portfolios of...

Cost: Free

Where:
, MN

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Summer is the sweetest time to savor the river, so sign up now for River City Revue! It's a delectable blend of live music, cool history, and hands-on art adventures, all happening at the Saint...

Cost: $10 - $15

Where:
St. Paul Yacht Club
375 W Water St
St. Paul, MN  55107
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Sponsor: Mississippi River Fund, Works Progress & the National Park Service
Telephone: 651-291-8164
Contact Name: Katie Nyberg
Website »

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Enter the halls of Casket Arts to encounter the work of 20+ artists working in paint, sculpture, light, fibers, and sound. A one night only event with several site specific...

Cost: Free

Where:
Casket Arts Carriage House
1707 Jefferson St Ne
Minneapolis, MN  55413
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The flipped classroom is an innovative method of teaching that allows for multimedia lessons and in-class exercises. Now you can “flip” your own classroom using familiar tools like...

Cost: Free

Where:
Microsoft Store - Mall of America
162 South Ave
Bloomington, MN
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The foundation of Jillian's country-esque, classically trained songwriter-style musicianship was built on northern Minnesta's Iron Range. Under the talented eye of Helina Pakola, who has...

Cost: 5

Where:
Mankato Brewery
1119 Center Street
, MN  56003
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Sponsor: Mankato Brewery
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One of the most highly sought-after skills in the workforce today is coding. In this workshop, we’ll show you how to create an app from a template, add content, and upload an app to the...

Cost: Free

Where:
Microsoft Store - Mall of America
Bloomington, MN

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Bryan Olds Band will be performing live at Big Sandy Lodge and Resort on Friday, July 3. The folk-rock blues band plays a variety of original songs, as well as covers, ranging from Pearl Jam to...

Cost: Check with venue for details.

Where:
Big Sandy Lodge and Resort
20534 487th Street
McGregor, MN  55760
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Sponsor: Big Sandy Lodge and Resort
Telephone: 218-426-5040
Website »

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The 90’s alternative rock band – The Mallrats – will take the Amphitheater stage at Grand Casino Hinckley on Friday, July 3 at 8:30 p.m. Following the show will be a spectacular...

Cost: $10 general admission

Where:
Grand Casino Hinckley Amphitheater
777 Lady Luck Dr
Hinckley, MN  55037
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Website »

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Bunker’s Music Bar & Grill Presents Award Winning Vocalist Patty Peterson & Friends with Special Guest Melanie Rosales Friday, July 3, 2015 - 9:30pm 761 Washington Avenue N,...

Cost: $10.00

Where:
Bunker's Music Bar and Grill
761 Washington Ave N
#325
Minneapolis, MN  55401
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Sponsor: Bunker's Music Bar and Grill
Telephone: 847-624-5087
Contact Name: Carrie Miller
Website »

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It’s almost that special time of year again, where you pull out your flag, grab your lawn chair, and put on that sunscreen…the 68th annual Saint Anthony Park 4th of July Parade and...

Cost: Free

Where:
Saint Anthony Park/Langford Park
Saint Paul, MN  55108


Sponsor: 4th In The Park Committee & The Saint Anthony Park Community Foundation
Telephone: 651-343-7365
Contact Name: Josh Becerra, Jeanne Hansen, & Emma Seeley
Website »

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Mystic Lake’s Rock and Rockets Fourth of July Celebration returns this year with another spectacular fireworks display. The free, all-ages event will take place outside Mystic Lake beginning...

Cost: Free

Where:
Mystic Lake Casino Hotel
2400 Mystic Lake Blvd.
Prior Lake, MN  55372
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Telephone: 952-496-7388
Website »

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Celebrate this Independence Day by watching fireworks light up the night sky over Big Sandy Lake. The event will take place at dusk, between Davis and Goff’s Bay, on the Fourth of July.

Cost: Free

Where:
Big Sandy Lodge and Resort
20534 487th Street
McGregor, MN  55760
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Sponsor: Big Sandy Lodge and Resort
Telephone: 218-426-5040
Website »

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