New Private Clubs Embrace Young Creative Class

By | November 7th, 2017

Facilities such as Soho Beach House in Miami and Common House in Charlottesville, Va., offer co-working spaces, screening rooms, rooftop pools, networking opportunities, and other private amenities in cities in which space is a premium.

A new breed of fashionable private members clubs are growing in popularity around the world, promising to be more inclusive and diverse than their stuffy older counterparts, BBC reported.

Yet while the newer venues certainly have a far more youthful membership, and you certainly don’t need to have gone to a posh school or university, they still have high joining fees and strict vetting processes, BBC reported.

“I like how organically relationships happen at Soho House,” said tech entrepreneur Tyler McIntyre. “You can’t wear business suits, you can’t hand out business cards, and you can’t take phone calls.”

The 26-year-old joined Soho Beach House in Miami two years ago, after visiting with friends who were members. “It’s a laidback place to network but it’s also given me the opportunity to try things I typically wouldn’t do by myself, like wine tastings or a jam-making class,” McIntyre said. “And sometimes I’ll go to the sunset DJ parties by the pool, which are loud and pretty crazy.”

Welcome to the new breed of private members’ club, which claim to be less restrictive and more diverse than the stuffy gentlemen’s clubs of the past. These modern venues—with their co-working spaces, screening rooms and rooftop pools—are fast becoming the places where many of today’s young creative class choose to work and play, BBC reported.

C&RB has reported on the new social clubs, including The Hospital Club in Los AngelesSoho House and The Battery, and The Arts Club, the first Southern California outpost of the United Kingdom-based club.

Membership isn’t cheap though, with some charging more than $2,000 per annum, along with joining fees of $300, BBC reported.

“In the past, members’ clubs were seen as being elitist and populated by people who went to the same public schools and universities,” said Richard Cope, a senior trends consultant at Mintel. “But these places are more for entrepreneurs and self-made people. The only thing you have to be able to do is pay the fee, and it can be fairly expensive.”

While trendy members’ clubs have been around for years, they became much more common after the launch of Soho House in London in 1995. The trend has also gained a foothold in the US and other countries, BBC reported.

“We’ve see a huge jump in the number of the new types of club coming online, as compared to the traditional model,” said Zack Bates of Private Club Marketing, a firm that promotes members’ clubs. “In Los Angeles, you can’t get into Soho House. So others are being built, the Hospital Club, Griffin House and Norwood, to keep up with the appetite for these spaces.”

Soho House itself now boasts 18 venues around the world, including in New York, Istanbul, Berlin, and soon Mumbai. Group revenue rose 3% in 2016, while global membership jumped from 56,000 to 70,000, BBC reported.

There’s a tough background check to ensure potential members are part of the creative class—Soho House frowns on those who work in financial services, for instance. Once accepted, members enjoy a host of perks. Soho House Barcelona, for example, one of the chain’s newest venues, boasts a retro-themed gym, pool and free classes like yoga. Members pay full price for food and drink, but get discounts on the club’s hotel rooms, BBC reported.

“These clubs offer people a discreet place to network and wind down, typically in cities where personal space is at a premium,” Cope said. “In an age of social media, people like to let others know where they hang out or which restaurants they eat at. So there’s an element of satisfying those peacock tendencies.”

The newer clubs do serve more practical functions, though, such as offering young entrepreneurs a place to work. London’s Hospital Club offers its own meeting and conference rooms, and even an in-house TV and music recording studio. Members’ clubs also offer vital networking opportunities that help further your career, said Zikki Munyao, 40. The remote IT worker joined Common House, a private member’s club in Charlottesville, Va., largely for this purpose, BBC reported.

“There are areas to socialize and meeting spaces where I can have privacy,” he said of the club. “I even met my estate agent over a game of pool.”

The new breed of members’ clubs does face challenges, though. Some warn that as clubs proliferate, their exclusivity is becoming diluted, and they struggle to attract the celebrities that once lent them cachet, BBC reported.

“Traditionally, private members’ clubs have played on their exclusivity and being able to attract the ‘magic people,’” social commentator Peter York said. “But as more and more of them pop up, you get blase. The magical people also can’t be corralled in one place anymore.”

As clubs like Soho House keep on expanding, they seem to be “more about business,” York said, which further dilutes their brand. “The danger is that a new challenger, which looks younger and groovier, arrives and steals your limelight.”

But Cope believes the market for these new clubs is going to expand. “Having somewhere where you can unwind and host friends in the center of cities is useful. So there are a lot of practicalities around this.,” Cope said. “It is also about expressing your individuality, so I think the emotional need for this is only going to grow.”

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