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Many Grand County residents have recently learned of a proposed new development,
south of Moab on Johnson's Up-On-Top. It's called Cloudrock, a "high-end"
resort lodge and community of expensive hotels, condominiums and homes.
The project is being coordinated by Michael D. Liss, president of the Moab
Mesa Land Company, a subsidiary of Butterfield & Robinson, which, according
to Mr. Liss is "one of the top names in the luxury travel business."
Cloudrock ultimately calls for the construction of three luxury lodges
with a total of 198 rooms, 50 condos and 70 homesites. According to Liss,
homesites will begin at about $600,000. Mr. Liss, at a meeting of
the Grand County Planning & Zoning Commission, took issuue with those
people who claimed his resort was "elitist." Liss noted that the
Olympics are elitist because they are simply trying to be "the best that
they can be." That, Mr. Liss insists, is all that Cloudrock seeks
to achieve. He also concedes, it will take a little money. So how
"elitist" will Cloudrock be? The Zephyr has obtained a copy
of the Mesa Land Company's Development Proposal to the State Institutional
Trust Lands Administration. What follows (in italics) are excerpts taken
directly from the plan...
THE PROPOSAL... Our intention is to create
a world-class wilderness destination resort community in the American Southwest
for people who enjoy the natural beauty and cultural legacy of this region...The
REGIONAL MARKET: We will use a highly targeted approach, planning intimate get-togethers at the homes of our friends and initial clients, as many second-home real estate purchasers are often as interested in who their eventual neighbors might be as in the property itself. (NOTE: And now a Zephyr editorial opinion: WOW. Read THAT one again. Did he REALLY say that?) SITE SEARCH & SELECTION
CRITERIA: Proximity to Town: An interesting town should
be within a one-hour drive of the site. While we are selling wilderness,
our clientele really don't want complete isolation. They will appreciate
the opportunity to pop into town for shopping or a meal on their own.
Cultural Heritage: The site should be near places
of great cultural and historical significance. Major archaeological
sites will serve as an important marketing draw. Smaller
We hope to create value
with strict protective covenants and dedicated conservation zones...We
DEVELOPMENT FINANCING:
A unique aspect of this development plan is that we come to the project
with a repeat client base of more than 15,000 satisfied Butterfield &
Robinson travelers. These people understand what we are trying to create
and respect our ability, reputation,
MARKETING PLAN: Johnson's
Up-On-Top will be marketed as a vacation community for
A prime source of clientele
is the regional market, narrowly defined as the Salt Lake City and Denver
metropolitan areas. We will initially target local media for editorial
coverage. We will use a highly targeted approach, planning intimate get-togethers
at the homes of our friends and initial clients...During the opening period,
we will host a number of inaugural events for the state and community leaders
of Utah. It would be especially gratifying to have the grand opening
Cloudrock Desert Lodge
will set the standard for luxury wilderness accommodation in the United
States...Guests will feel totally removed from civilization yet receive
all the pampering and service they come to expect from a five star hotel...The
lodge and condominium units that will comprise this mesa village will form
a dense complex in the spirit of Italian hill towns like Siena and San
Gimignano... The (Phase 3) condominiums will be built in the spirit of
the Anasazi Cliff Dwellings of Mesa Verde.
NOTE: AS A MEMBER OF THE "TARGETED
LOCAL MEDIA," THE ZEPHYR WILL |
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