Source: Empire Burlesque
On Monday, the New York Times featured, on the front page of its website, a long piece of giddy gush about the latest trend in luxury hoteling: super-suites for the super-rich, costing up to $28,000 a night.
For more than 1,100 words, the Times gives us an uncritical (indeed, adoring) panorama of the new high-swankery expected by our owners as they perambulate around the global plantation. There's the $25,000-per-night room in the New York Palace, a three-story "penthouse Versailles," the Times, all atremble with excitement, tells us, which comes complete with a million dollars' worth of designer jewellery on display to refresh the weary eyes of the travelling titan. Or New York's Mandarin Oriental, 3,300 square feet of even greater opulence -- a steal at $28,000 a night.
Such elite enclaves are springing up all over the country, say the many industry insiders and financiers quoted in the piece. (Despite the vast acreage of news-hole available, the "paper of record" could not find any space for comments voicing even the slightest hint of unease at these developments. Of course, it would be very hard to find anyone within the ambit of a NY Times business reporter who would object to such brutal ostentation. Still, you'd think the paper could drag out some wheezing moderate-liberal-centrist type academic who could offer up a bromide on how this trend is, potentially, something that could possibly be somewhat troubling. I mean, the paper's rolodex is crammed with such worthies. But apparently not even the mildest moderate's most gentle murmur was to be allowed to besmirch the story's sweet, glossy bussing of oligarchical posteriors.)
However, you shouldn't think the frenzied construction of these gilded hog pens is simply a matter of Heep-like toadying to every whim of super-rich (although it is that). No, it's also a question of "brand-building," of luring in envious middle-class patrons who want to catch a faint whiff of elite effluent as it wafts down from on high. As the Times notes:
"Hotel industry professionals say these over-the-top suites serve a dual purpose. 'A large part of what we do is creating an image,' Mr. Tisch said. Super-suites cater to the needs of billionaire travelers as well as the imaginations of middle-class tourists.
"'This hotel already had a fantastic flow of high-net-worth people using our suites,' Mr. Chase said, listing Saudi diplomats and royalty, as well as Hollywood and sports stars, as regular guests.
"They also indirectly attract a middle-class, aspirational traveler, Mr. Chase said. 'It is the attention -- the halo effect -- doing a suite like this brings,' he said. Even if they'll never be able to drop the cost of a new compact car on a night's stay at a hotel, some travelers want to brush elbows with that level of wealth."
Yes, work really, really hard, and you too might one day be able to afford one night on the bottom floor of a hotel where a Saudi prince or a movie star once actually took a dump hundreds of feet above you. Now there's something to fire up your pathetic little middle-class imagination!
The story is summed up with a piercingly accurate phrase from one of the chief quotees in the piece, Pam Danziger, the "president of the luxury marketing firm Unity Marketing and author of 'Putting the Luxe Back in Luxury.'" (Follow-up volumes will include Putting the Use Back in Usury: From Payday Loan-Sharking to the Penthouse, and Putting the Pen Back in Penury: Parking the Poor Where We Don't Have to See Them.) Eschewing the gauzy rhetoric of a "halo effect" and other euphemisms for protecting the power and privilege of the rich by exciting envy in everyone else, Danziger cuts right to the heart of the matter:
"Ms. Danziger described it as a 'shock and awe' campaign that would help drive bookings of regular rooms."
Shock and awe, baby: that's right, it's war -- class war. And guess who won?
But it's not enough just to win; you must be seen to have won, you must have your conqueror's status confirmed for you, at every turn, in the most ostentatious way, so that your victims know they have been crushed and dare not rise again.
On the same day -- the same day -- that the NYT's grovel-and-gush piece appeared, Oxfam released a report on the astonishing, well-nigh incomprehensible level of inequality between the Times' celebrated super-rich and the rest of the human race.
The Oxfam study showed that the richest 85 individuals on earth have as much wealth as the poorest 3.5 billion people on the planet -- 85 people control as much wealth as 3.5 billion.
This is not the natural fruit of the market's mythical "invisible hand." It is the result of carefully crafted, deliberate policies put in place over the past 40 years by elected leaders who have been bought, like chattel, by the rich, and have used the power of the state to skew the political, economic and social structure of nation after nation toward the ever-increasing domination of an ever-smaller circle of elites. As Larry Elliot points out in the Guardian:
"For much of the 20th century, the more far-sighted business leaders ... understood that their workers needed reasonable wages so that they could buy the goods and services they were making. They grasped the idea that a market system in its rawest form was incompatible with democracy and so acquiesced while some of the rough edges were knocked off via progressive taxation, welfare states and curbs on capital. Deep down, they feared that the Russian revolution would provide a template for disaffected workers in the west.
"Attitudes have changed in the past 30 years. The so-called Great Compression of incomes seen from the 1930s to the 1970s went into reverse, with the top 1% grabbing the fruits of growth. The rich used their money and their influence to ensure that governments did their bidding. After the Berlin Wall came down, there was no rival model and less need to show restraint. With the arrival of a unipolar world came a return to a more aggressive form of market economics that had not been seen since the early days of industrialisation."
Elliot then quotes the Oxfam report: