At rich kid summer camp, big banks try to hook heirs for a lifetime

On one level, these programs-also held in cities such as Zurich, London and Singapore-represent high-end networking opportunities where the young and rich can be young and rich together

Fifty-two heirs to lavish fortunes luxuriate in sleek splendor at the Four Seasons.

They sip designer lattes and speak the language of wealth. The talk is of money, noblesse oblige, technology, Formula One. At lunchtime, out comes chilled rosé, with a tasting led by Jon Bon Jovi’s son Jesse.

Welcome to Camp Rich.

Here, not far from Wall Street, Swiss banking giant UBS Group AG has convened its annual Young Successors Program (YSP), a three-day workshop for people who were born loaded. Part tutorial and part self-actualization exercise, the event is designed to stamp the UBS brand on the minds of