A destination club that competed at the value level, primarily against High Country Club, Choice Escapes offered many different membership plans, only one of which even approached the $100,000 membership deposit mark with annual dues under $5,000. Always looking to gain an advantage, the club offered a myriad of promotions. Discounted dues, a one-in, one-out redemption process, extended family usage, unlimited space available reservations, and even allowed members the opportunity to let the club rent out their weeks of usage for profit.
In November of 2005, the Choice Escapes website was taken down and replaced with the brief message "Choice Escapes has ceased operations," and a link for members to access their information. That message greeted site viewers until March of 2006 when the club began operations again. According to Founder Bob Stephens, the club was only temporarily suspended. It appeared that Stephens was looking to liquidate the club but obtained new investment partners, completely reshaping the club. Choice Escapes planned to unveil 20 new properties to the portfolio, a bullish number considering the fact the club only owned one property in Orlando with Park City and Myrtle Beach listed as "soon."
In December of 2006, the club pulled their destination map from their site and replaced it with "Choice Escapes now has available for club members use over 40 locations via affiliated resort locations. Availability and sizes will vary but gives club members access to a wide variety of homes and condos at top resort locations in the US and also Mexico, Central & South America, Caribbean, and Canada." By March of 2007, the club had removed the reference to Park City and Myrtle Beach and listed only Orlando as owned. By this point, the club had announced a partnership with Global Resorts Network and members now had access to "over 5,000 4 & 5 star resorts world wide" and could "use as many weeks as you want for as low as $298 for the week."
The club had also introduced a new membership plan, the first time the club had moved into the six figure range with their new Founders Membership. Limited to only 200 memberships, the Founders offer was sold for $150,000 including a $120,000 refundable deposit and $30,000 initiation fee. The membership provided members four guaranteed advanced reservations per year, unlimited space available reservations, and no annual dues. The next highest membership plan was $79,000 with annual dues of $4,900.
The club never recovered and never found another club to merge with or outside investors and the current closure looks to be more permenant than the last.
MEMBERSHIP PLANS
One of the destination club industry's lowest priced clubs, Choice Escapes offered a wide array of membership plans, nearly all well under $100,000. Unlike other destination clubs, Choice Escapes made reservation restrictions across seasons, creating four season and two season plans for members.
Four Season Platinum Plan
Choice Escapes highest membership level, Platinum Plan members received one guaranteed advanced reservation week in each season and unlimited space available reservations within 90 days.
When the club first launched, the Platinum Plan could be purchased for a fully refundable $27,500 and eventually climbed to $79,000, of which approximately 75% was refundable. Annual dues followed a similar upward curve, once offered for under $2,000 per year climbed to $4,900 per annum.
Two Season Gold Plan
For the member who didn't need to travel every season, the Gold Plan allowed members access to two weeks of travel during the two peak seasons: Summer and Winter. Like the other two season membership plans, Gold Members could elect to use one week in both Summer and Winter or use two weeks consecutively in one of the two seasons for $59,000 and annual dues of $3,400.
Two Season Silver Plan
Similar to the Gold Plan, Silver Members had access to two seasons per year and could select between one week in Summer or Winter and one week in Spring or Fall, essentially a blend between Choice Escapes' Gold and Bronze Memberships. Silver Memberships cost $43,000 when the club ceased operations, with annual dues of a mere $2,900.
Two Season Bronze Plan
Choice Escapes' entry level membership, the Bronze Plan provided members access to two weeks of annual travel. Members could elect to travel one week during both Spring and Fall or two weeks consecutively during one of those seasons. At $29,000 to join with annual dues of under $2,500, the Bronze Plan was one of the least expensive destination club membership plans throughout the industry.
Founders Membership
Late in the club's history, Choice Escapes introduced a Founders Membership, the first time the club cracked the six figure mark with a $150,000 membership deposit.
Members would not have to pay annual dues, had four guaranteed reservations like the Platinum Plan, and unlimited space available reservations.
MEMBERSHIP PRICING
Largely competing against Private Escapes and High Country Club for the value buyer, Choice Escapes continually strived to price their club beneath their competitors at all of their membership plans.
Four Season Platinum Plan
Choice Escapes highest membership level, Platinum Plan members received one guaranteed advanced reservation week in each season, Summer, Fall, Winter, and Spring, and unlimited space available reservations within 90 days.
When the club first launched, the Platinum Plan could be purchased for a fully refundable $27,500 and eventually climbed to $79,000, of which approximately 75% was refundable. Up until the point where Choice Escapes introduced their Founders Membership late in their history, this was the club's most expensive offering.
Two Season Gold Plan
The Gold Plan allowed members access to two weeks of travel during the two peak seasons: Summer and Winter. Like the other two season membership plans, Gold Members could elect to use one week in both Summer and Winter or use two weeks consecutively in one of the two seasons for a membership deposit of $59,000.
Two Season Silver Plan
Similar to the Gold Plan, Silver Members had access to two seasons per year and could select between one week in Summer or Winter and one week in Spring or Fall, essentially a blend between Choice Escapes' Gold and Bronze Memberships. Silver Memberships cost $43,000 when the club ceased operations.
Two Season Bronze Plan
Choice Escapes' entry level membership, the Bronze Plan provided members access to two weeks of annual travel. Members could elect to travel one week during both Spring and Fall or two weeks consecutively during one of those seasons. At $29,000 to join, the Bronze Plan was one of the least expensive destination club membership plans throughout the industry.
Founders Membership
Late in the club's history, Choice Escapes introduced a Founders Membership, the first time the club cracked the six figure mark with a $150,000 membership deposit. Members would not have to pay annual dues, had four guaranteed reservations like the Platinum Plan, and unlimited space available reservations.
Early in 2007, the club changed their resignation policies from being 100% fully refundable to having a predetermined amount refunded to exiting members, between 68% and 76% based on the membership plan.
ANNUAL DUES
As one of the few clubs in the destination club industry to compete almost exclusively on low entry costs and annual dues, it isn't shocking to know that Choice Escapes highest annual dues level never cracked the $5,000 barrier.
Four Season Platinum Plan
Choice Escapes highest membership level, Platinum Plan members received one guaranteed advanced reservation week in each season and unlimited space available reservations within 90 days. When the club first launched, annual dues were under $2,000 per year and eventually climbed to $4,900 per annum before the club ceased operations. Space available days cost $150 per day in residence for cleaning.
Two Season Gold Plan
The Gold Plan allowed members access to two weeks of annual travel during the two peak seasons: Summer and Winter. Like the other two season membership plans, Gold Members could elect to use one week in both Summer and Winter or use two weeks consecutively in one of the two seasons for $3,400 annually.
Two Season Silver Plan
Similar to the Gold Plan, Silver Members had access to two seasons per year and could select between one week in Summer or Winter and one week in Spring or Fall, essentially a blend between Choice Escapes' Gold and Bronze Memberships. Annual dues totalled a mere $2,900 per year.
Two Season Bronze Plan
Choice Escapes' entry level membership, the Bronze Plan provided members access to two weeks of annual travel. Members could elect to travel one week during both Spring and Fall or two weeks consecutively during one of those seasons. The club's annual dues of under $2,500 made the Bronze Plan one of the least expensive ongoing membership plans throughout the industry, only surpassed by the club's Founders Membership.
Founders Membership
Late in the club's history, Choice Escapes introduced a Founders Membership, the first time the club cracked the six figure mark with a $150,000 membership deposit. The primary perk to members was that they would not be required to pay annual dues, had four guaranteed reservations like the Platinum Plan, and unlimited space available reservations.
PROPERTIES
When Choice Escapes was introduced in 2004, the club had a non-equity model in mind where members would pay a refundable membership deposit to join and the club would purchase properties for the club members to access.
Competing against industry powerhouses with robust properties and established credentials within the sector, Choice Escapes wasn't able to purchase the quantity of real estate that might have helped them compete against the other leading destination clubs.
The club instead partnered with Global Connections to provide members "access to over 5,000 4 and 5 star resorts world wide." When the club ceased operations, it appears that they only owned one property in Orlando, Florida.
The club had a series of "managed destinations" that were likely leased properties at:
- Myrtle Beach, South Carolina
- Park City, Utah
- Palm Springs, California
- Lake Arrowhead, California
- Sun River, Oregon
- Lake of the Ozarks, Missouri
- Hot Springs, Arkansas
- Outer Banks, North Carolina
- New York City, New York
- Hilton Head, South Carolina
- Las Vegas, Nevada
- Sun Valley, Idaho
- South Padre Island, Texas
- Gatlinbury/Pigeon Forge, Tennessee
- Colorado Ski Locations
The claim "We have over 100 homes to vacation at now" likely were all available primarily through partnership and leasing agreements.
Many destination clubs have been successful operating at these value price points.
USAGE
Choice Escapes divided their calendar into seasons, with membership plans segmented to allow for two season or four season travel. Members were guaranteed one week of travel access in each of the seasons that their membership plan allowed and unlimited space available reservations within 90 days of travel.
Understanding the usage rules and regulations of each destination club is important in finding the club that is best for your travel needs.
HOLIDAY ACCESS
A low cost option within the destination club industry, Choice Escapes would continually reinvent their club, changing membership plans, resignation policies, and annual dues repeatedly during their tenure.
Choice Escapes would segment their memberships into "Four Season Plans" and "Two Season Plans." The difference between the two in the reservation windows available to members.
"Choice Escapes has two membership plans—a four season plan and a two season plan," wrote the club. "Four season members get the right to make four advanced reservations per year, one in each season. Advanced reservations can be made up to one year in advance. Four season members also have unlimited access to Space Available reservations. Space Available reservations are those made within 90 days of your intended arrival date. As a four season member, you may make up to one Space Available reservation at a time. As soon as your stay is complete, you may make another Space Available reservation. Space Available reservations are made by the day, not the week, so you can use your Choice Escapes home just for the weekend or for a quick mid-week getaway."
"Choice Escapes members with a half membership receive the right to make two advanced reservations per year in the two seasons of their choice. Two season members may choose either summer or winter and spring or fall for their advanced reservations. Two season members do not have access to near term reservations."
Competing against industry titans like Exclusive Resorts, Choice Escapes would cease operations only to re-emerge early in 2006. The club would continue operations before again closing, this time more permanently.
Details regarding the club's holiday access are not known.
MEMBERS
A membership club that began as a traditional destination club, where homes were owned by the club and available to members, Choice Escapes would change their model and partner with luxury hotels and resorts and provide members access to those residences.
Falling behind other price leaders in High Country Club and Private Escapes, Choice Escapes attempted to liquidate the club in late 2005 and early 2006. After several months, the club reemerged, stating that they had obtained new investment partners.
The club disclosed that they reached out to their undisclosed number of members and offered the ability to resign their membership and receive 100% of their deposit back, which some members elected to do.
The return to the industry proved difficult as the club's primary competitors continued their growth.
Choice Escapes has ceased operations with what appears to be only a handful of members.
RESIGNATION
Choice Escapes always had a "one in, one out" resignation policy that simply required one new member to join the club for the one exiting member to be redeemed. Early in 2007, the club transitioned away from fully refunding membership deposits. One of the club's leading competitors Private Escapes had also done so early in the year and Choice Escapes began to refund a predetermined dollar amount to exiting members, between 68% and 76% of the total membership fee, depending on the membership plan.
A one in, out out resignation policy is rarely seen in the destination club industry.
NOTES FROM THE CLUB
One of the destination club industry's value based clubs, Choice Escapes repeatedly changed the structure of their membership plans during their time within the industry.
Competing at the value price point within the sector, Choice Escapes primarily vied against High Country Club and Private Escapes, each of which who went on to acquire several hundred members. In November of 2005, Choice Escapes' website simply stated "Choice Escapes has ceased operations."
By 2006, Choice Escapes had reemerged with the club's executive team claiming that the previous closure had always planned to be temporary. The club again struggled to make a name for themselves against the significantly larger clubs of the industry and late in 2006 the club drastically overhauled their offering.
The club entered into an agreement to provide members access to "over 40 locations via affiliated resort locations." While a growingly popular business model today, the new club structure yielded the same results as previous iterations of the club.
Today, the club is no longer in operation and it appears that this closure is more than temporary.
There are several other destination clubs that offer strong value priced membership options.
PARTNERSHIPS
The small destination club Choice Escapes competed almost exclusively on price throughout their tenure within the luxury travel industry.
After temporarily ceasing operations, Choice Escapes came back to the destination club industry with a new model where they would provide members access to "5,000 4 and 5 star resorts world wide."
These 5,000 resorts were available to member through a partnership with Global Connections. According to Choice Escapes, members were todl that they could "use as many weeks as you want for as low as $298 for the week."
What appears to be another cost saving measure, the club partnered with JoyStar for members to make airline and other reservations.
Nearly every club in the destination club industry have extensive list of club partners that augment the travel available to members. Learning more about each is often an important decision when finding the right club.
PRESS RELEASES
An upstart value priced destination club, Choice Escapes was unable to make significant gains in the destination club industry, competing against much larger clubs with greater margins and established names within the industry.
Choice Escapes Introduces A No Dues Vacation Destination Club Membership Plan
Date: May 18, 2007
Choice Escapes has announced the launch of its 200 Founders membership plan. The new offering will charge members no annual dues for the life of their membership, the club calling it "an out-and-out better combination of quality and value."
Discussed in Deer Valley Was Always on the Wish List and When the Club Folds, the Houses Still Have to Be Emptied, from The Ledger.