San Diego, CA – Early morning golf, afternoon pickleball, and dinner at 6 p.m.? For one weekend in the summer of 2024, this could be your life. Taco Bell” data-wpil-keyword-link=”linked”>Taco Bell is opening an “early retirement community” in San Diego from August 17-18, targeting those who are “old at heart.
The Cantinas, a temporary pop-up neighborhood, invites people 21 years and older to experience life as retirees. Located at La Valle Coastal Club, a golf course community 30 minutes from San Diego’s airport, this unique event is geared toward “Taco Bell super fans” who prefer an early bedtime over nightlife.
Taylor Montgomery, Taco Bell’s chief marketing officer, is leading this venture. Taco Bell joins other unexpected brands entering the travel industry. Equinox offers hiking trips to Morocco and running tours in Florence, while Gwyneth Paltrow’s Goop has luxury cruises to the Italian Riviera. SoulCycle and Lululemon have also expanded into experience tourism, part of the $4.5 trillion wellness market.
“There’s a common misconception that retirement unlocks the life you’ve been waiting for. And while that may be true for some, we don’t think you should have to wait until 55 to live the life you’re craving,” Montgomery said. “The Cantinas early retirement community, just like our brand, represents a place where all generations can come together, regardless of age, to Live their Más however they want.”
Reservations for The Cantinas open on July 16, with both daytime and overnight options available. A weekend pass, costing $150, includes hotel accommodations, access to amenities, recreation, dining, and entertainment. A day pass, priced at $50, allows access to the grounds and dining options from 10 a.m. to 8 p.m. However, the event is exclusive to Taco Bell Rewards Members.
Activities will include low-impact sports like golf, bocce ball, croquet, tennis, and pickleball, along with arts and crafts like knitting and painting. Nature walks will be available for those looking to walk off last night’s Crunchwrap Supreme, and afternoon naps will be encouraged.
This retreat exemplifies experience tourism, a growing industry catering to millennials and Gen Z. The Global Wellness Institute defines wellness tourism as “travel associated with the pursuit of maintaining or enhancing one’s personal well-being.” A Harris Group poll highlighted the growth potential of this market, explaining why brands like Taco Bell are diversifying into it.
Millennials, with a combined annual purchasing power of $1.3 trillion, prioritize experiences over goods, seeking fulfillment from activities rather than material possessions. In 2017, wellness tourism generated $639 billion in the U.S., and in 2018, the global wellness industry reached $4.5 trillion. Taco Bell entered this market in 2019 with a hotel in Palm Springs, California, where guests could sleep on hot sauce packet pillows.
Gabrielle Lieberman, Mintel’s director of trends and social media research, believes wellness tourism could become standard for brands like Taco Bell. “As consumers set out for a more holistic approach to managing their well-being, it makes sense that they would want this to extend into their travel experiences as well,” Lieberman told BBC reporters. “You’ll see these wellness retreats become even less of a novelty and integrated more naturally into everyday experiences.”