Taco Bell is opening “The Cantinas" – which the company is calling an early retirement community – in San Diego from Aug. 17-18. The community is inspired by senior living communities and includes “cross-generational leisure and senior inspired” activities like golf, aerobics, and pickleball, as well as retail and dining opportunities.
Exclusive access to The Cantinas is reserved for Taco Bell Rewards members who are 21 and older. That access includes weekend memberships with overnight accommodations and day passes. Memberships are available for those members on a first-come, first-served basis July 16 at noon via the Taco Bell app. The weekend membership is available for $150, with overnight accommodations and one guest, as well as full access to amenities, recreation, dining, entertainment and more. The day passes are $50 each and include access to The Cantinas, recreation and dining from 8 a.m. to 8 p.m.
“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,” Taco Bell CMO Taylor Montgomery said in a statement. “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.”
Taco Bell has long been offering exclusive experiences for its Rewards members and biggest fans, including early menu drops and news, subscription programs, and the Live Más live event earlier this year in Las Vegas in which the brand unveiled its 2024 menu calendar. In 2019, Taco Bell opened a pop-up hotel in Palm Springs, California. This time around, the chain said it is catering to Gen Z’s culture “that values a slower, more relaxed pace of life.” There’s a reason the brand is prioritizing Rewards members – executives have noted that they visit more frequently and spend more during those visits.
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