The Developers' Script
This Chapter tells the story of how the developers “scripted” the active adult lifestyle for their communities and got them functioning socially. By 1980, the first communities were reaching “build-out,” giving birth to the second generation of these communities, such as Sun City West. Webb and Cortese began with advertising strategies that were designed to target a particular kind of buyer and to give that buyer a certain identity or image that in turn would define the community. From the start, Webb and Cortese made frequent use of the word “active” in defining their buyers and used the phrase “new way of life” to provide a script for their buyers' expectations of life in Sun Cities and Leisure Worlds. Furthermore, the lure of golf and an active social life were advertising themes, and many buyers were attracted to Sun City because they wanted such a lifestyle.
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