In the late 1980’s, Los Cabos had little awareness and was known as a sleepy fishing village with only a sprinkling of hotels. However, it owned a distinctive geographic landscape of mountain/desert on the ocean. The dramatic merging of the Sea of Cortez with the Pacific, punctuated by the Arch (El Arco) at Land’s End, was in itself a “cathedral” of nature. Drawing on this singular natural wealth and beauty, we branded the destination as a place of luxurious serenity within easy access, yet a world away. From 1991, when we first started working with the destination we were able to influence international developers to create resorts that were worthy of the distinctive setting and offered the finest accommodations, golf courses, spas and real estate developments signaling to the world our dedication to “luxury.” As a result, the destination has grown from 2,000 3-star hotel rooms to over 25,000 rooms, many of them 5-star and above. It was truly TIME2CABO.