Macabre Marketing: Forest Lawn Macabre Marketing Forest Essay

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Macabre Marketing: Forest Lawn

Macabre Marketing

Forest Lawn and the entrance of 'dark tourism' in Los Angeles

"Crypt For Sale: overlooking ocean by private owner" reads the ad. A classified post in the sea of advertising in the Megalopolis of Los Angeles, the mortuary market is significant in terms of combining funerary services with the delicacies of celebrity thanatourism. It is an underestimate to argue that Southern California's cemetery real estate is at a premium. Forest Lawn Mortuaries located throughout the Southland, reflect precision in consumer segmentation. Much like the planned communities of the San Fernando Valley surrounding Forest Lawn Mortuaries, 'communities' adjacent find comfortable simulacra in the marketing, spatial organization and classification of the deceased by according to branding and segregation resonant with class identification.

Property ownership and its confining boundaries of memory and social contract merge in the most elite location at Forest Lawn in the plot section, "God's Acre" (Forest Lawn, 2011). In Los Angeles, the prescription for autonomy as private and anonymity as public continues in death as in life. Eternally facing the heavens, the wealthy remain spatially closest to the skies above the smog covered basin. Those unable or unwilling conversely are sold on the Isle of "Contentment" parallel to the 134 freeway.

According to Founder, Hubert Eaton's proclamation titled "The Builder's Creed" -- the vision behind Forest Lawn's master plan included counters to death: fresh flowers encouraged in contribution (Forest Lawn, 2011).

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Reproductions of a "natural" landscape were sustainable, as well as lawn mower leveled markers, whereas artificial flowers are banned. Immortality is marketed as nothing short of the beginning of a new life.

Forest Lawn's brochure offers a wide variety of "resting places" or selection of interment property in "all price ranges." A virtual conglomerate in memorial property, the Mortuary makes a killing in both ground property, and in single and companion lawn and wall crypts, as well as ground plots and niches for cremated remains. Distinguished family memorials are also available to the discretionary client. Prices vary per location (Table 1).

Memorial Property Pricing

Starting Prices

Property

With Endowment Care

Covina Hills

2,000

2,300

Cypress

2,000

2,300

Glendale

2,300

2,645

Hollywood Hills

2,300

2,645

Long Beach **

3,600

4,140

Cathedral City *

6,800

7,820

Down payment of 15% is required to maintain the property price within the Mortuary's Endowment Care Fund. An agent "ready to assist" solicits the caption on the map of the Forest Lawn grounds, replete with home phone and beeper numbers; your future "home" is just a phone call away,

"Everything for the final tribute has been provided . . . undertaking, cemetery, crematorium, churches and flowers may be….....

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