Abstract

This thesis examines the notion of luxury living in the 21 st century through the rhetorical creations of resort developer Intrawest Corp. The emphasis is placed on how Intrawest achieved the title of "world's largest developer of village-centred destination resorts" and why its product offering resonates so deeply with its upper class clientele. Considered in light of historic perceptions of luxury, and its precursors in urban and resort development as well as contemporary theories of rhetoric, it is demonstrated that the Intrawest experience is invested with meaning because it responds to individual concerns surrounding identity, status and family values. Using campaigns and fantasy brochures created by communication and design firm Ryan + Deslauriers exclusively for Intrawest resorts, this study demonstrates that it is through the rhetorical creations of nostalgic settings and domestic ideals that these concerns are addressed and articulated. This reading of Intrawest resort real estate merges interests in rhetoric, luxury and the value system of today's upper class.