Joe Bastianich's evolution from bon vivant to endurance athlete is something of a New York food world legend by now.
Because now more than ever, the company is selling a feeling rather than a product: the aspirational image of the modern bon vivant.
He is a bon vivant with a young wife, a big man with a ruddy face, piercing blue eyes and a fluff of grey hair.
Meanwhile, a clutch of "boutique hotels" and world-class restaurants are welcoming record numbers of bon vivant tourists to a city still unsure exactly how to handle them.
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Second, and more improbably, Mr von Clemm, a gourmet as well a bon vivant, was an early and generous backer of the restaurant business of Michel and Albert Roux.
Now that all of his alter-egos have settled down, he can finally get on with the business of being David Bowie auteur, bon vivant, and eternally, rock's most gorgeous space alien.
But he was also a genuine bon vivant who took distinctly non-American sensual pleasure in eating and drinking and devoted small fortunes and hours of his time to seeking out decadent meals.
Barcelona is a bon vivant's dream, and with over 10, 000 restaurants, it's the only region outside France to have been given the prestigious distinction of "Gourmande city" by French food authority Le Guide des Gourmands.
Having dropped his Jaguar off with the valet, the 64-year-old bon vivant--now grayer on top and plenty of pounds more prosperous at the waistline than he was on TV--struts through the Venetian resort and into a nightclub called Tao.
It's as if we've all spent years on the town with a bon vivant uncle buying us steaks and cigars and driving around in a Rolls-Royce Phantom, and suddenly the bon vivant uncle pulls over to the side of the road, starts freaking about gas prices, and hands you fare for the bus.
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The resort has made an effort in recent years to pattern itself after European ski resorts, and added two eateries, Bon Vivant and Alpino Vino, both with decks for sunny weather, which mirror the sort of lunch you might have in Gstaad or Courchevel, a two hour affair over white tablecloths with fine wines and a certain ambiance rarely found in the States.
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