LaTour: When you get above the mid- and large-sized projects, you end up with more mixed-use, use more land and to have more amenities it takes big brands, Ritz or Four Seasons. These (50- to 150-unit resorts) I'm doing are too small for the big guys. It's a hole in the market that I can fill. Kimpton was a foundation experience and we'll launch from that platform and other creative ideas.

GlobeSt.com: What's the reception of potential buyers and your locations?

LaTour: We're banking that second home buyers are tired of traditional fraction products, the large high-rises with a room on the beach and little amenities. Besides Mexico properties Rosarito and Ensenada , Los Cabos (Loreto) and Playa del Carmen, and the Dominican Republic and Caribbean, we're looking at Deer Creek and Aspen, CO. The reason the fraction market is growing is the growing affluent (public). It's clear people are getting wealthier and everyone wants a second home or vacation home. And we can give them all of the amenities in a small property instead of that room on the beach.

GlobeSt.com: You built a loyal customer base with Kimpton through focusing on design of properties and hands-on guest services, such as the welcome mat for pets. How do you transfer that from hotels to fractional ownership?

LaTour: We have five criteria for our properties. A strong culinary statement that has a star chef, a large wine statement and a large wine cellar (LaTour has his own 25 acre vineyard) where residents can have their own wine storage. Also, we include a wellness center with full spas and connecting residents to all of the other local activity programs (in the resort areas).

The fourth criteria is entertaining. In villa entertaining, you can have a popular chef (of the resort) come to the villa (to cook). And the fifth is we have a strong concierge program, a concierge program for life. An owner can use our concierge services even if not staying at the resort at the time. You're sitting around with your buddies and you want to go to the Indy 500 or Augusta. How do you get tickets? Through any LaTour Signature concierge.