Sounds like a scam has successfully been executed.

Step 1 - Market a new "Coming Soon!!!" range and get people to pay for memberships at a "reduced" introductory rate via a website.

Step 2 - Put up a sign on a piece of property and dig a big hole to make it look like its actually going to happen.

Step 3 - Take the cash and run.

Step 4 - Thumb through your stacks of cash as you rest on the beach sipping on a margarita thinking back on how easy it was to take advantage of people.