Summary of Urban Private Clubs
- Introduction – Overview of the rise of members-only clubs post-pandemic.
- Variations of Private Clubs – Different types of clubs catering to various interests.
- New Club Openings – Highlights of recent clubs launching in prominent locations.
- Business Trends – The financial benefits driving the popularity of clubs.
Since the original Soho House opened in London in 1995, the members-only model has seen its popularity wax and wane. Today, as we cautiously eye the worst days of the pandemic in our rearview mirror, these urban escapes are once again on the rise. Soho House — now a publicly traded company — is one leader, with 32 locations around the world. Members can enjoy wellness classes, co-working spaces, bars, restaurants, salons, and programming, such as talks and film screenings. And when they travel, those insiders can connect at other Soho House locations, like new properties in Paris, Rome, and Nashville, which have all the usual amenities plus hotel rooms.
Variations of Private Clubs
The brand has been joined in recent years by other clubs that target consumers’ passions, whether that’s fitness at Heimat in L.A., or wine and spirits at WS New York. The workspace-centric Fitler Club, in Philadelphia, has shared desks, private offices, and event venues, in addition to 14 guest rooms. In Boston, the ‘Quin House takes a community-minded approach with an “impact fund” that makes grants to city nonprofits with input from members.
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Each club sets its own rules for joining (many ask that a current member nominate a newcomer), and pricing can vary widely. A typical membership will require an “initiation fee” plus annual dues, which can range from $500 to $7,500 — or more. Pricing is often inclusive of amenities, including gyms, work rooms, and social spaces, with à la carte pricing for bars, restaurants, and overnight stays.
New Club Openings
In June, Rosewood Hotel Group jumped on the trend by launching Carlyle & Co in Hong Kong. “COVID-19 has led to a new way of life and a seismic shift in sensibilities, which now places a strong emphasis on the need for community and connection,” says Jonathan Frolich, managing director at Carlyle & Co. The brand plans to expand to other major markets in the coming years.
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New York City may be on that list, as the destination has quickly become a hot spot for clubs. Brazilian hospitality group Fasano opened its first U.S. property on Fifth Avenue early last year, with suites reserved only for members. Aman, too, will offer private memberships at a forthcoming property on 57th Street. Italian hospitality group Cipriani is also bullish on the city, having selected the Financial District for its first private club, Casa Cipriani.
Moreover, other cities are also embracing this trend. San Diego’s newest members-only spot is the Reading Club, from local restaurant group CH Projects. Additionally, members of the team behind Singapore’s 1880 Club just launched Tesserae, a private club within the Thompson Buckhead, in Atlanta, this year.
Business Trends
Beyond consumer demand, business considerations are also driving the growth, says Drew Wahl, chief partnership officer at Sonato, a company that’s created a software platform for club operations. Sonato’s CEO, Michael Birch—who is also the cofounder of the Battery in San Francisco—states, “It’s the winning model in hospitality. Consistent revenue from members can fill gaps in hotel occupancy.” Sonato is in the process of creating a global network of independent members-only clubs around the world, offering unique experiences.
A version of this story first appeared in February 2022.
