This Is Rich

For the ultimate two-night fantasy at the seaside Ritz-Carlton, better bring cash and credit cards.

Creating what appears to be the most expensive promotion ever offered by the resort industry, the Ritz is offering a weekend stay for three couples--at $500,000.

Those with an urge to splurge arrive by stretch limousine; sleep in ocean-view suites with at least two balconies; attend a caviar and champagne reception overlooking the Pacific; dine on a five-course, custom-designed menu followed by an after-dinner cognac, Remy-Martin XIII, at about $225 per glass; smoke $40 Cohiba cigars with expert Richard Carleton Hacker; and sip three 1989 first-growth Bordeaux, costing as much as $3,000 per bottle, from Riedel wine crystal.

But here’s the clincher: Each couple drives away in a brand-new $130,000 Mercedes-Benz 600SL, theirs to keep. Matter of fact, take the wine glasses too.

The Ritz package is listed in the Robb Report’s 14th Annual Gift Guide, a catalog featuring the creme de la creme of over-the-top tastes. So far the high-priced publicity stunt has attracted two callers, but no takers.

Still, as memory fades of the recession that made flaunting passe, the shameless selling of such staggering opulence shows that affluence, or the appearance of it, is once again in style.

“People are in a mood to spend,” said Suzanne Willis, the resort’s spokeswoman.

Last year, the Ritz created the “Ultimate Dinner Party” for 12, which included premium champagne and an overnight stay in suites, for $48,000.

No one has bought that deal either.

So this year, as consumer confidence surged and the bull market raged, the Ritz added the cars and dramatically upped the ante. But will even the filthy rich blow $500,000 for a weekend?

Willis thinks so and believes the Ritz is simply ahead of the curve in sating the demand for extravagance.

“I think it’s very likely someone will buy them. I’m serious,” Willis said. “I thought for sure the guy who called last week would buy it. He called five or six times. I really think people are looking for the ultimate gift.”

Signs of a renewed lust for luxury are growing.

Sales of million-dollar mansions have risen to the highest volume in Southern California in five years. Through the first nine months of the year, they’re up 37% in Orange County, 32% in Los Angeles and 65% in the Silicon Valley.

Moreover, high-end retailers, such as South Coast Plaza in Costa Mesa and Rodeo Drive in Beverly Hills, have spawned an unprecedented number of expansions, remodelings and new stores.

And more super-yachts--those 100 feet or longer--are being built than ever before. “We get as many inquiries to build yachts over 100 feet as we do under 100 feet,” said Bill Parsons, president of Palmer Johnson Inc., which he described as the nation’s largest custom yacht maker.

Last year, the Wisconsin-based manufacturer delivered a 151-foot yacht, the largest it has ever sold to an American. It is soon to be eclipsed by a 195-footer being built for an overseas customer.

Despite such outward signs of wealth, some still insist the rich have learned better manners since the 1980s, enjoying their money in less pretentious ways.

High society still buys fancy cars, big homes and designer clothing. Even some average Joes spend $3 for a cup of coffee. But no matter how much is spent, the buyer wants a sense of value; the knowledge that the money buys quality goods and is not wasted on lighting cigars with $100 bills.

“People are still enjoying themselves, rewarding themselves, but in a different way,” said Daniel J. Phillips, Robb’s publisher. “They are sharing their money with their children and friends, instead of showing off and making others feel uncomfortable.”

While the Ritz is hoping the rich feel good about glitz, no one else comes close to matching the resort’s price.

The Peninsula Hotel, in Beverly Hills, offers a suite with Jacuzzi, champagne, flowers and breakfast for $1,000. The Beverly Hills Hotel expects to announce a deal that includes two nights in a suite, a Rolls-Royce ride, gold keepsake room keys and dinner in the Polo Lounge for $2,000. The Meadowood Resort of Napa Valley can create a holiday package for eight, including a four-bedroom cottage, at about $2,500 per night.

However, those prices were not outlandish enough for the Robb Report. It lists 25 items that cost a combined $123 million, exceeding last year’s total of $87 million.

There is a $37.5-million executive jet that can fly on one tank of fuel from Tokyo to New York nonstop. A 400-room English mansion is listed for $39.5 million. Need something cheaper? How about a custom-made his-and-hers wardrobe, including a personal fitting in Italy and first-class air fare for a “mere” $135,000?

“It sounds like a great publicity stunt,” said Andrew Harper of the Ritz’s package. Harper, who publishes the Hideaway Report, a newsletter for executive travelers, noted his readers list the Dana Point resort among their 15 favorites. But Harper said he had never heard of such a pricey package.

“I can’t imagine anyone taking advantage of this, and wouldn’t you like to meet the people who do?”

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Gift Gild

Just as you’ve gone dry on gift ideas, a sample of items available to those with the inclination and financial wherewithal:

At Home

Chateau d’Yquem wine. Two bottles from the collection of Thomas Jefferson; yes, that Thomas Jefferson. One dated 1784, the other 1787. Both bottles engraved with TJ’s initials. $250,000 for the pair

At Play

195-foot Palmer-Johnson yacht. Five decks, two spacious salons, a sky lounge, six suites including the 34-foot-wide master with study and bath (including whirlpool), exercise room, laundry room and accommodations for skipper and crew of 15. Cruising range of more than 14,000 miles. $30 million

Away

Four Seasons frolic. Five nights in Jimbaran Bay, Bali, and continue the stay at Sayan, Bali. Then on to Hawaii for four more nights each on Maui, at Wailea and on the Big Island. Finish at the Four Seasons Carlsbad. Includes Lear jet commuting, then en-suite dinner and champagne on sunset hot-air balloon flight. $265,000

Everyday

Il Destriero gold wristwatch. Includes 21 different functions and displays, makes 760 movements--in case knowing the hour isn’t enough. Adorned with 170 diamonds on the bracelet and 43 on the bezel. $675,000

Source: Robb Report