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The Road Ahead: Taking Members “Over the Moon” at The Mirabel Club

By Joe Barks | November 12, 2021

In this episode of C+RB’s video series, Marcie Mills, CCM, General Manager/COO of the Scottsdale, Ariz. club, joins Erik B. Peterson, President of PHX Architecture, to describe the planning and execution of a $6 million renovation that created, among many new enhancements, a new indoor/outdoor peninsula bar with full glass sliding walls; increased casual dining space; more outdoor patio dining space with additional firepits; a private dining room; two new glass-walled wine rooms, and a modernized fitness center. “The bar has really become a hot spot. and revenues there are up 30 percent,” says Mills. “Members are really enjoying all of the new spaces and can’t get enough of them.

“The Road Ahead” video series from Club + Resort Business highlights how clubs are moving forward to create successful new programs, events and amenities and enhance the member experience.

This episode features the recent $6 million renovation and expansion successfully executed at The Mirabel Club in Scottsdale, Ariz. While it is only a 20-year-old club, and one that drew much acclaim for its facilities and property as soon as it opened, The Mirabel Club’s leadership recognized the need “to evolve with the times,” says General Manager/COO Marcie Mills, CCM, as its third decade began.

“We’d outgrown some of our space and in particular our bar, where our members really love to gather and socialize, was a little dysfunctional,” says Mills. “We also wanted to really embrace our down-valley views, to provide more of a ‘Wow’ factor.”

Mills and Erik B. Peterson, President of PHX Architecture, which led the project’s design and execution, describe how it was successfully planned and completed, even with the added challenges posed by the pandemic, to create, among the many enhancements, a new indoor/outdoor peninsula bar with full glass sliding walls; increased casual dining space; more outdoor patio dining space with additional firepits; a private dining room; two new glass-walled wine rooms, and a modernized fitness center.

Creating and adding these new features within and around Mirabel’s distinctive, prairie-style Desert Lodge clubhouse, which bears the influences of Frank Lloyd Wright and Mary Colter, might have seemed to bring extra challenges to the project. But rather than being intimated by the building’s unique features (which include 12 fireplaces), “We took inspiration [from what already existed] and allowed that to guide us,” says Peterson.

And the results have provided a new source of inspiration for Mirabel as it continues to stand out in the Scottsdale market. “Our members are over the moon [with the results],” says Mills. “The bar has really become a hot spot. and revenues there are up 30 percent. Members are really enjoying all of the new spaces and can’t get enough of them. It was a world-class renovation for a world-class club.”

(Viewing time: 10 minutes)

Video:

Previous episodes of “The Road Ahead” can be viewed at https://clubandresortbusiness.com/category/the-road-back/

An upcoming episode will feature how a prominent Washington, D.C city club persevered to find a way to introduce a wildly successful rooftop dining venue, despite the challenges and constraints posed by its building, location and the pandemic.

If you have a great idea or success story you’d like to see featured on a future episode of “The Road Back,” contact [email protected].

About The Author

Joe Barks

Joe Barks contributes to Club & Resort Business magazine working out of Wayne, Pa. (suburban Philadelphia). He has been covering the club and resort industry since the launch of C&RB in April 2005 and during that time has written cover-story profiles of over 150 club and resort properties, as well as many additional articles about specific aspects of club management and profiles of leading club managers. Barks has been a writer and editor for specialized business publications for over 40 years, covering a wide variety of industries and professional disciplines over the course of his career. He is a four-time winner of Jesse H. Neal Awards from the American Business Press, known as the “Pulitzer Prizes” for industry trade publications. He has also been a freelance contributor to many leading national consumer and business publications, and served as Marketing Manager for the Hay Group, a leading worldwide management consulting firm. He is a graduate of the University of Pennsylvania.

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  • Top Ranked
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      • The Road Ahead/The Road Back
      • Unboxing Videos
    • Webinars
      • Membership Marketing Webinar Series