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They're selling the spa for $4k AND making a profit. The suggested retail price is a fairy tale. You nailed it when you said that they are selling a $4K spa for $4K, not an $8.5K spa for $4K. The suggested retail has nothing to do with dealer cost.
Some less then perfectly honest dealers will use the “huge sale 50% off limited time” sales approach when selling these spas. It is too bad that GC promotes this dishonest tactic as I think they are good spas for what they actually cost. I own a Hydro spa which I think is a step below Gulf Coast (friends own one and I wired it for them). The dealer I bought mine from now carries GC also. I would consider buying one, but not from a dealer who tried to sell it as half price. I also live in your area and can recommend a dealer who has been great to me. If nothing else you can buy your chemicals from him for very good prices.
Suggested retail is not a "fairy tale" as you put it. It is the Manufacturers estimate of what the products value is in the fair market. It gives the buyer an idea of a particular items worth. I suppose when you go car shopping you ask to see the sticker fairy tale? Based on your comment a vehicles sticker price is just that, a fairy tale. All that said, Gulf Coast is just the most recent in the market place to be selling out of ware houses. They usually don't have a show room, delivery crew or service department. The later being the most important if they are talking about warranty.
Well that's different. Here in northern NV and back in IN, Gulf Coast dealers are nothing more than roll up door ware houses sold by back alley appointment only.
I'm standing by my claim that suggested retail is a fairy tale.
They are taking a spa worth $2000, marking it up to $8k and then discounting it to $4k charging people twice as much as it is worth....
I guess that would be ok if the cabinet was filled with foam.