Ultimate Escapes Launches Brand

Two parties to a luxury vacation industry merger that was announced last year will launch their new brand this week at a Miami trade show.

Ultimate Escapes — the name cobbled from Fort Collins-based Private Escapes and Orlando, Fla.-based Ultimate Resort — will offer 140 properties globally, ranging from an 80-foot motor yacht in the British Virgin Islands to a million-dollar villa in Italy’s Tuscan hills.

The merged companies also will open a new headquarters next month at 145 E. Mountain Ave. in downtown Fort Collins, a redeveloped office complex where Tailgate Tommy’s bar and restaurant was located. Eventually 200 employees will work there.

“The fusion of two powerful brands, Ultimate Resort and Private Escapes, enriches membership travel options for our growing base of existing club members,” Private Escapes founder Richard Keith said in a statement. “It also creates a highly attractive and flexible membership offering to best compete in the growing and ever changing luxury vacation market.”

Keith, now co-CEO of the new company, will join Ultimate Resort’s former CEO Jim Tousignant at the Destination Club & Private Residence Industry Symposium in Florida to unveil the new brand.

“We offer our members distinctive experiences in beautiful locations that create a sense of awe and leave a lasting impression,” Tousignant said in the statement announcing the brand. “Today’s luxury travel consumers are not just looking for the best homes in the best places — they are looking for one-of-a-kind experiences, like fishing in a remote part of Costa Rica or climbing Mount Kilimanjaro.”

The destination club industry caters to the highest reaches of the travel market, with annual memberships starting at more than $100,000 and, depending on added services, climbing to $350,000 or more.

Members can choose among the company’s offerings of private residences and luxury hotels, and have options of adding customized tours and private jet travel.

The brand launch will be accompanied by a marketing campaign targeted at social networks, professional associations, alumni associations, country clubs and luxury goods and service providers.

Keith, the former CEO of Center Partners Inc. before launching Private Escapes, will share the co-CEO title with Tousignant through Aug. 1. Thereafter, Tousignant will serve as the CEO of Ultimate Escapes and Keith will serve as chairman of the board. The company will operate offices in Fort Collins, Orlando and Kansas City.