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By the middle of the twentieth century, Villa Gesell (located on the Atlantic coast about 350 km from Buenos Aires) became one of the fastest growing cities in Argentina. Through a rapid process of development fueled by land valuation, real estate speculation and commercial activities related to tourism, a small group of local entrepreneurs was able to secure a preeminent economic position, which in time, and sanctioned by a series of canonic moral repertoires, would convert into a political legitimacy which would allow the group to hold the reins of the city for more than three decades. By the end of the century, however, the moral resources that made this conversion possible would become disputed and challenged. In due time, alternative resources would be assembled within the frame of a new historical narrative, which would enable another process of conversion through which novel actors would seek to build their own legitimacy, disputing their predecessors'. On that basis, the following paper seeks to retrace the origins of this new repertoire, its main contents, and outline some of the ways in which they would be mobilized on the verge of a recent process of moral and political dispute between old and new political actors. [ABSTRACT FROM AUTHOR]