The tall, imposing condos that flank the road to the left are hard to miss when driving south on Collins Avenue. Three of these buildings are side by side, with a set of triplets matching in both design and color. Many wealthy Russians have been attracted to the area by the Trump towers. In the 1950s and 1960s, the small city between Fort Lauderdale and Miami was home to a small strip of motels. It became a destination for both tourists and immigrants fleeing Communism in the former Soviet Union. The city's economy was rejuvenated by a luxury development boom that began in the late 1990s and continued into the 2000s. The Washington Post reported that Trump licensed the use of his name in the buildings. Russian investors looking to move their money in the post-Soviet economy have a huge appeal to the brand. Real-estate agents told the Post in 2016 that Trump's image of luxury carries weight among the European, South American, and Asian elite. When Russians arrive in the US, the first thing they ask is where the Trump building is, according to a real-estate developer who has worked with Russian investors. Russian speakers bought about one-third of the 500 units that Jose Lima sold for the company that developed the region. I was able to stay at the Trump International Resort for two nights because I didn't have access to the residential Trump Towers. It is a place where you can find designer logos and flashy cars. It made me think about how status symbols can be used to signal one's class standing, and how different ways can be used to show one's class standing. The resort is rich in function and service. There are many other offerings that can help personalize your experience such as tennis lessons, discounts for water sports, and a special menu for those who keep Kosher. An elevator operator helped me find a place where I could sit and charge my phone in the lobby after finding me standing next to a wall outlet, and the service was great all around. It is hard to discount the luxury of experience that the resort provided. I found fault with the resort because it is a place where consumption runs big. Brand names are not something that impress me, but they do have a distinctive aesthetic. I don't consider myself to be a form of luxury, but I'm probably not the resort's target audience either. Keep reading.
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