Peyton told The Times that the idea arose from his participation in “underwhelming” funerals for his parents. He describes his father’s wake as a “pretty miserable experience” which he tried to improve upon when his mother died two years later. Mourners enjoyed a meal in her honor at her favorite restaurant, and left feeling “pretty good.” “She would have wanted us to go and drink sauvignon blanc and eat oysters,” Peyton said. “To have a nice time at the end.” If Exit Here’s website is any indication, services will definitely focus on the event rather than the mourning. One critic says the site “looks more like the booking page for a hip hotel” than a funeral home. “If this were a brochure for a spa weekend,” she adds, “I’d be sold.” In addition to photos of Exit Here’s stark-white-and-plate-glass storefront and stunning interiors, the site features images of wildflowers, oceans, pastoral vistas, and clinking wine glasses. Among the sparse text is no sign of the traditional “funeral” words like “embalming,” “viewing,” or “cremation.” Instead, you’ll find terms like “curated,” “catered,” “organic,” “luxury,” and “hospitality.”