VIRNA Jan-March 2020

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Living Water Resorts
Developer: Law Development Group
Location: Collingwood, Ontario, Canada
Product: Deeded real estate fractionals, points-based club membership
Resorts: The Residences at Living Water and Vitality Assurance Vacations at Collingwood
Units: Studio, one-bedroom, and two-bedroom lock-offs
Price: C$17,800 to C$124,900 (US$13,273 to US$93,268) depending on type of unit
Website:
FAST FACTS
But it’s the Living Shore Spa Aquapath
Signature Treatment that would be a transfor-
mative experience for the sybarite. Aquapath is
a nine-step treatment that aims to stimulate the
immune system, “assisting in detoxification and
promote overall well-being,” according to the spa’s
website. The process begins with a bracing Swiss
rain-head shower, followed by a detoxifying min-
eral hot tub and sequences involving various water
temperatures, exfoliation, and a final rinse. In addi-
tion to Aquapath, the spa offers more traditional
massages, facials, and body treatments for men,
women, and teens.
Multichannel Marketing
With all the amenities and natural beauty the resort
offers, exchange guests have been a robust source
of prospective owners, Smith says. “If they’re famil-
iar with timeshare, they really appreciate what we’ve
got here. We also get a lot of referrals and have a
large owner-upgrade business.”
Living Water Resorts employs an on-site sales
center, offers mini-vacs, and conducts sales and
marketing campaigns through direct mail, print and
electronic advertising, and social media. It runs a
well-staffed call center in Barrie, 28 miles (45 kilo-
meters) away.
Millennials are well-represented among buy-
ers, Smith adds. “Millennials are just doing things
10 years later than their parents did; they marry
later, they have children later. But they still want
unique experiences for their families.
“In fact,” Smith muses, “the concept of time-
share — only pay for what you use — is very green
and appropriate for today. It’s very much in tune
with the sharing economy.”
“Providing best-in-class value has always been
a touchstone for LivingWater Resorts, just as it is for
us,” says Marcos Agostini, Interval International
executive vice president of global sales and business development.
“Since 2008, we’ve had a successful partnership that has brought sat-
isfying experiences not only to Living Water owners but also to our
members who exchange there.”
Doing Well by Doing Good
When Law founded the resort complex, he created a guiding principle for
management, as well as rank-and-file employees, to follow. They are the
4 Cs, explains Smith: character, caring, chemistry, and competency. With
550 employees, the resort is Collingwood’s leading employer, he adds.
“This is how we think, how we make decisions, how we interact with
guests,” he says. “We tell employees to lead with their hearts, and to do
the right thing. We impress upon them that guests are entrusting their
dreams to us, and we want guests to have an inspiring time. In fact, peo-
ple tell us that they feel something different when they’re here.”
In addition, Law has made sizable donations to the Collingwood
hospital, library, college, and public institutions, as well other causes.
“We want to be a shining example,” Smith says. “We want people to
see that you can do the right thing, care about people, and still make a
profit.”
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