More than 20 million people a year pass through the doors of a Margaritaville-branded establishment; the company boasts an annual system-wide sales of $1.7 billion. The lifestyle’s popularity surprises even Jimmy Buffett himself.
The housing stock, a range of villas and cottages, is, by today’s standards, compact and tasteful—single-story buildings with sensible layouts and patios that, typically screened in, can look like aviaries. People covet three-car garages, for their golf carts and motorcycles—there are a lot of both in Margaritaville—but most have two-car garages. A popular indulgence is eight-foot-tall interior doors.
Stuart Schultz, a former summer-camp director who, as Latitude Margaritaville’s head of residential community relations, serves as a kind of cheerleading pooh-bah, told me, “It’s like being in college, but with money and without having to study. You have a great dorm room, you never have to go to class, and there’s always a party.”
When Chuck was fifty-one, he had a heart attack. “I nearly died,” he said. “The E.M.T.s beat the shit out of me.” Recently, he’d been to see his cardiologist, who reported that all his vitals were almost shockingly strong: “He said, ‘I’d never be able to tell that you ever had a heart attack.’ ” Chuck chalked it up to the Margaritaville life style and outlook. Another resident at the happy hour chimed in: “My cardiologist told me, ‘I’m from New Orleans.
“We were getting polarized as a country politically, and then the pandemic comes along,” Buffett said. “It’s a good place to be if you like your neighbor.” Nashville, on that first go-round, anyway, didn’t work out for him. His second record, “High Cumberland Jubilee,” a string-band gambit without a whiff of brine, didn’t get released. He had an infectious personality, a facility with words, and some mojo as a solo performer, but the charisma didn’t translate onto vinyl, or onto the charts. For a while, to make ends meet, he worked as a reporter at.
In the late eighties, Buffett expanded into book-writing. He has published seven works of fiction and nonfiction and is one of just a handful of authors to be No. 1 on both best-seller lists, along with Styron, Hemingway, Steinbeck, Dr. Seuss, Irving Wallace, and Mitch Albom. In his books and songs, his world view metastasized into something akin to an empire of attitude, a Margaritaville of the mind and of the travel brochure.
By the following morning, my glutes and hip flexors had tightened up. But I had a date to play pickleball, an adaptation of tennis that has skyrocketed in popularity, especially among seniors. There are ten courts, and they are always busier than the five tennis courts. “This is by far the greatest place I’ve ever lived,” Farkas said. “Ninety-nine per cent of the people here are wonderful. The one per cent you don’t deal with. They’d bitch and fucking moan wherever they lived. You can find miserable people everywhere. If you can’t be happy here, you can’t be happy anywhere.”
McChesney is sixty-five. He has a mustache and a soul patch and a tattoo of a shark on one calf and one of a hula girl on his right biceps, with the name of his wife, Terry, underneath.
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