Less Jersey Shore, More Greenwich, CT
Richard Branson is at it again. Yes, the same Richard Branson that brought us Virgin Airlines, Virgin Trains, and Virgin Galactic- favorite company name. Ever. Suffice it to say that a forward-thinking company that takes advantage of railway privatization and space tourism, plunking down such terrestrial roots as to create a luxe resort seems (ironically) unconventional. Nevermind its New Jersey locale, Branson and his Virgins are hedging their bets that the tri-state area is ready for a luxurious, rural oasis among the sprawling New York-New Jersey-Connecticut-Pennsylvania metropolitan area. Behold, Natirar!
Wealthy Angelinos and AIG executives have had the option to decamp to nearby resorts that don’t offer new locations, but exquisite surroundings, a la the St. Regis at Monarch Beach. Natirar’s location strikes same vein. New Jersey’s rank as second wealthiest state in America (via median household income), would also make this development appear to be founded on some logic. When taking into account the stunning 
architecture, expansive estate, country club, and waning international travel demand (even among the rich), perhaps Virgin’s resort creation will appeal to an evolving regional sensibility of attaining a luxury getaway without the cost or hassle of air travel. The country club amenity further ensures engagement with the Mr. Worthington’s and Blair Waldorf’s of the world who will populate this palace (not an exaggeration) on a regular basis. The restaurant also allows those without club membership or the will to pay upwards of $300 a night for a room, to participate in this neo-classical expression of wealth. Natirar does it all!
The Takeaway: Historic Preservation, sustainability, and commerce CAN co-exist. The resulting combination is a playground for the rich, but hey…
