"We've had to establish our bona fides as five-star service provider in our own right," he says. "It's one thing to say you're going to have a resort within a resort, and it's another thing for that resort to feel like your name, reputation and approach to service is going to be consistent with their own philosophy and outlook. You've got to make sure everybody is on the same page as to what that means."

Andy Wimsatt, Gencom Group managing director, says Quintess is a worthy partner in the development of its $400-million West Caicos vacation development. "With their excellent reputation and unparalleled level of luxury service, Quintess is the perfect partner for this and for future Gencom developments."

Quintess' four-bedroom villas will offer 5,600 sf of private living space, designed in Caribbean plantation style, situated along 80 feet of ocean beachfront. Members will have access to all Molasses Reef services, including a spa, concierge service and three restaurants created by New York City master chef Gary Kunz.

An adjacent wildlife sanctuary, two national parks, and various archaeological and cultural sites will give the West Caicos development more of an eco-paradise feel, which Addoms believes will appeal to Quintess members who are incorporating green elements into their own primary residences. He notes that Gencom Group is developing only a small portion of the island for Molasses Reef, while Quintess intends to incorporate environmentally friendly design into its members-only villas.

"It's good business sense and good marketing sense, and our members reward us for it," he says. "If you're bringing a new resort out of the ground in this economic climate, it's very important to show investors and lenders that you have strong demand for your product."