New urban refuges that stand in “edgy and inclusive” contrast to “stodgy” established city clubs were highlighted in a report in Haute Living magazine. One of the new-style private clubs is located inside the out-of-town scoreboard at AT&T Park, the home of the San Francisco Giants. Another is hidden behind a bookcase at the Hotel Zetta.

What’s worked—and what hasn’t—to help clubs hold existing membership levels and attract new prospects.