In NYMag, Nellie Bowles reports that BMOrg have their sights set on a permanent community, and once again will be bussing investors from First Camp out to the nearby Fly Ranch property.

Burning Man’s leadership, nicknamed “the Borg,” has been quietly pushing the entity toward a new phase.

Quietly? As quiet as you can be with half a dozen people in your media team, a Minister of Propaganda, and staff flying all around the world for panel discussions.

As the six founders who built the festival and still guide it start to age, a new generation of leaders is being tapped, including the charismatic and ambitious Bear Kittay, now “Burning Man’s social alchemist and global ambassador.” The Borg is cagey about plans, secretive about money, distrustful of the press (whose Wi-Fi they’ve shut down this year). But co-founder Marianne Goodell has hinted at another major change…developing a private tract of land as a permanent Burning Man community. 

Is this Burning Man’s future? Bear Kittay, Marian Goodell and Michael Mikel. // Photo by Christoper Michel

Last year, the Borg renewed efforts to purchase and develop a nearby property, the geyser-filled Fly Ranch, which they’d been eyeing for years. As Goodell recently said on a podcast called Positive Head. “For the long-term survival of the culture, we are going to need a physical space…We will, as time goes by, find it hard to only be in the Black Rock Desert. We may need to find a place that would allow for infrastructure. I’m certain that’s in our future.”

Fly Ranch is, by all accounts, spectacular: it’s about 4000 acres (880 of which are wetlands) with 23 hot and cold springs and around 40,000 feral horses. There’s one 104 degree lake that’s a couple hundred feet wide. Rod Garrett, one of the original architects of Burning Man, had drawn up plans for a Burning Man Fly Ranch city, a mix of homes and communal spaces built to blend into the desert.

“Employees and affiliates may build on a ‘Homestead’ basis, or rent or buy into the Village community at the project’s north end,” he wrote, in his lengthy proposal.

According to one plan, Fly Ranch buildings would be made with unpainted, rammed earth and sod. No fences would be allowed, and all members of the community, who could either build homesteads or buy into a communal village, would live by Burning Man’s “Ten Principles”...Organic vegetable farming and a Burning Man-like conference business would serve as the economic base of the community.

Growing organic crops in the Alkaline desert, hundreds of miles from the nearest small town. A conference center in the middle of nowhere, in a place with notoriously harsh physical conditions and world famous bug infestations. Sounds like a lot of smart business planning has gone into this idea over the decade+ they’ve been developing it.

Festival co-founder Will Roger writes of this new Burning Man city in utopian terms: “I fondly hope that this concept can develop rapidly, and become not only a destination for learning and wonder, but a model to the world of a community, although remote, that is ideal and sustainable. It is for the Burning Man Project to create this wilderness paradise.” 

Development of this scale would require a lot of money, and last year, the organization began giving tours of Fly Ranch to potential investors. People around the playa whispered that well known burners like Elon Musk, Sergey Brin, and hotelier Chip Conley were among those shown the property (though none have confirmed that they actually were). 

…Burning Man first tried to buy it in 2005. They tried again a few years ago, but the asking price was around $11-12 million, and they only raised about a half a million dollars, he said. But last year, the landowner Sam Jasick passed away, leaving his son Todd in charge, and Todd said he’d welcome another offer. Roger, who lives in the nearby town of Gerlach, decided this time he would get it right.

During last year’s festival, he said they were leading two tours a day. They had set up a little camp there for prospective investors to lounge and get a sense of the area’s energy.

Because nothing says “Decommodification” like 2 busloads a day of investors going to the real estate sales lounge. And nothing says “sustainability” like building a 70,000 person city for the purposes of entertainment, creating art just to burn it down, and in a week producing the amount of CO2 emissions of a small country

From Roger’s perspective, buying land means Burning Man can serve more people — the demand for tickets already far exceeds the supply. “This year, 60,000 people didn’t get tickets to this,” he said. “By owning our own property, it means putting in our own infrastructure. It could be a retreat center or an art park.” He said the plan would be to build that retreat center and a museum, hold smaller events, and create a city to test out what it would be like to live on Mars (guess which tech billionaire could be thinking of that?). “What interests me is the experiment in a permanent community,” he said, adding that the tech titans felt the same way. “They’re interested in that too, yes.”

So far, not interested in it enough to fund a Series A for this 30-year old start-up. But maybe this is the year.

Part of the appeal of the site is recent moves Will Roger has made on the board of a local Advisory council to get the BLM to re-designate land so that it can be sold.

Adjacent to the Fly Ranch property is, Roger said, “a playa, public land.” He had joined a political group: the Sierra Front-Northwestern Great Basin Resource Advisory Council. In this position, he helped to declare that land disposable, defined by the Bureau of Land Management as “land that can be sold.” He added, “Getting it on the disposable land list was crucial because we could have our own playa then, something smaller for five to 10 thousand people.” The property is “A-rated solar, A-rated wind,” and Roger said the income from that power generation would become the foundation for a community. “If you look at a 100-year plan, it could be remarkable as a planet changing culture,” he said.

If someone can figure out a way that you can put solar panels miles away from industry or population, and that itself makes so much income that it could sustain a growing community, then that could indeed be planet-changing. Usually, local generation offsets costs rather than creating revenue – and industrial-scale facilities are built near the main power transmission grid.

As Burning Man emerges as an emotional and intellectual center for the tech world, Roger thinks the chances of a deal going through are higher than ever. His employees were leading tours while he hung out at First Camp — “I don’t swim in that world, but my staff swims in that world,” he said. He said he was just thrilled the vision to create a town has finally come closer to fruition. “I’ve had my dream in this and my heart broken so many times,” he said. “Now I’m 66 years old, I’m almost retiring, and it might happen.”

Emerges? Isn’t that how the whole shebang has been marketed, since DARPA first unleashed their Web weapon on the general public in the 90’s?

Although Roger says he doesn’t swim in that world, 4 years ago when they bussed me out to the site on one of these investor tours he was the man in charge. Swimming in the world of hot springs was part of the sales pitch – everyone was encouraged to get naked, of course. The details about how investors would get a return on the most expensive desert land on earth were sketchy…“we’re going to run a business based on the Ten Principles“. Ummm, which ones? Gifting and Decommodification? Leave No Trace? So how does that work again? Everyone volunteers for free, pays to stay in a conference center where you bring your own bedding and catering and take out your own trash, the Founders get the ticket revenue (which of course “isn’t enough due to all our costs”), and investors donate the money?

A year has passed since we sat together in the playa, and it hasn’t quite happened yet. When I asked a Burning Man representative about their plans, the website they had up saying that they’d begun to develop the land came down. But on the Wayback Machine you can still see their statement: “The Burning Man Project is pleased to announce the initiation of the preliminary stages of the development of the Fly Geyser property.”

A quote on the site from Will Roger reads: “The Fly Ranch Project is a key component of a broader plan for economic and community development in the Northern Nevada area.”

Read the full story at NYMag.

Permanent infrastructure for Burners is a great idea. Destruction and pollution is so 1980’s. Leave It Better trumps Leave No Trace. A Center for Philosophy, to spread the culture around the world? I could see that happening. Putting these things together, a couple of dozen miles further out into the wilderness from Gerlach? That leaves me scratching my head. I always thought the key to real estate investment was location, location, location.

If you build it, they will come…maybe they should build it in Colorado and sell weed to tourists to pay for the thing.