2018 State Of The Market

2018 State Of The Market

2018 State Of The Market

(Lake Geneva lovers to the left of the podium, smiling and clapping, standing. Michigan lovers to the right of my podium, scowling, sitting, glaring. Me, walking, shaking, waving. My hair tall, my grip firm, my smile electric. Scene.)


My fellow Americans, those prized long tenured lake lovers, those recent converts to our religion of lake living, and those new buyers who hail from Winnetka and beyond, today in Lake Geneva some snow sculptors put on one extra layer of long underwear before heading out of their hotel room door. Today it is a good day to be us. Today, we are the American dream.

An architect put his pencil to paper, intent on designing another great vacation home for another discerning buyer, and we shall count this work as a job saved by the bustling Lake Geneva economy. A city worker plowed and pushed so much snow, up over the median and onto the lawn, so that it might be trampled on and later today carved into a swan, or Shrek, or a dragon, and he did this without complaining. Later today, a mother from Buffalo Grove will log on to her computer, and she’ll stumble upon this website and her eyes will be opened to the possibility of a Lake Geneva vacation home. This is the promise of America, yes, but it’s the further promise of Lake Geneva. And when this mother searches and strives and brings her family to the lake this summer, and oh so many summers after, this is when the dream of my father, and of her father will have been realized. Of course, that assumes her father dreamt of this in the way that my father did, but still. It’s in these people, the city worker and the snow sculptor and the mother from Buffalo Grove and my father and her father that combine to make the state of the Lake Geneva market strong.

The results of this work, of the street plower dutifully fulfilling his pledge, and of the mother looking and then buying the most perfect lake house, is that our market has never been stronger. We have never been stronger.  We own the Midwest vacation home market, and it is all but assured that the coming year will be as bright as the years that preceded it. No, brighter.  We do not shut off our lights, or turn away any weary travelers just because we are content in our own strength. Instead we offer benevolence to the lake weary, to those who toil and labor in cities and in suburbs, and we offer them shelter because that is what we do and this is who we are.  How can we call ourselves Americans if we do not encourage those with the means to lay down roots near our shores?

The question for us today is actually only for you. It is not for you if you’re content with your vacation home ownership here. If you splash your way through every summer, this is not a charge that you need to consider because you have already passed this greatest test. The question today is for those who sit at their computers, who sit on their couches, who spend Saturday wondering what Sunday will bring even though you know it just brings a long line and then brunch.  Maybe a stroller ride through an insufferable park.  The question is what, exactly, are you doing? Why are you allowing a most un-American complacency to drag down your weekends, when you know that we’re here- the city worker, polishing the streets that we’d like you to drive over, and the mother, picking up corn at the farmer’s market in the morning to cook it lakeside in the evening. We are here, working and playing and living in a most amazing fashion, even while you sit there in that same new chair, obstructing your own path in life simply because you’re scared to venture into the unknown.  Do you not dream our same watery dreams?

But this isn’t the unknown, my friends, this is America, yes, the most pure version of it. This is America, if the entirety of it would be washed in clean water, surrounded by a lush green shore, where every family gets not just an organic chicken from Yuppie Hill Poultry, but also a boat in every slip and some gas in that boat and a few hours of leisure. This is what we offer, and in the coming months you must make a decision to join us or forever get out of our way. In God We Trust, yes but do we not also trust in blue water and soft summer skies?  We can make progress this year, together, but we cannot do this without your cooperation. We can lead you to the water but we cannot make you swim. We cannot simply urge you to join us if you will not make even a modest effort. This isn’t what it is to be an American, to lie and lounge in city apartments and in suburban backyards, this isn’t the sense of adventure that our fore-bearers wished for us. Do you not aspire to join us in our greatness?

But today is for the laborer. The partner and the founder. The director and the vice president.  They rise and they work, and they rise and they work. They wake on Saturday and they pretend that this day is somehow different. They rise and think that a Lake Geneva vacation home isn’t for them, because it hasn’t ever been for them. That this dream is unattainable. They huddle in their darkest corners, holding tight to their money that they’ve worked so hard to earn, and they fear the things that might happen if they let some of it go. They live as though their pedigree is in question, as though they cannot consider Lake Geneva because of its long enduring reputation as a place for the societal elites. I assure you today, as I will assure you again tomorrow, that Lake Geneva is for everyone, for every make and model, for anyone who wakes on a Saturday and says, “I’m bored here, let’s go to the lake”.

And so I make this decree, by executive order I hereby demand every vacation home seeker of some means to at least consider a Lake Geneva vacation home.  Your complacency cannot thrive under this bright lakeside sun, and so this command today by me, your dictat- err- President, shall be followed otherwise the willing dissenters risk being labeled enemy combatants.  We may disagree on the course of value, or on the benefits of one shore over the other, or on which restaurant is worthy of our breakfasting intentions and which restaurants are not, but we can agree that Lake Geneva is the place to be. In fact, it always has been, and it always will be. If we can summon the courage to live in a way that finds our weekends at the lake, then we can overcome anything. May God bless you, and may God continue to bless Lake Geneva and no place else.

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