Cracking the Code for a New Wave of Members Clubs

25.08.2023 - 13:33 / skift.com / New Wave / Soho House

Private members clubs are surging. What began with Soho House’s template of global expansion has spawned a variety of new players.

The Hollywood-centric San Vicente Bungalows plans to open in New York, which has its own new scene with the likes of Zero Bond, Casa Cipriani and Casa Cruz. London, which has a storied history of members clubs, has a flood of new entrants. In Doha, Soho House offshoot the Ned has a well-designed outpost in a stunning former Interior Ministry building. 

Aside from the desire for festive experiences post-COVID, the business model also proves irresistible: a joining fee and yearly dues supercharge profit margins from food, beverage and rooms.

But there’s the inevitable “but”: Older member clubs have well-worn standards of decorum, thoughtful approaches to service and a patina and vibe in keeping with a well-worn club chair. Some of the new clubs are missing that magic.

To understand the evolution of the space, I spoke to Michael Fuerstman, Co-founder and Creative Director of Pendry Hotels, and part of the family behind the esteemed luxury brand Montage. The company is opening The Elwood Club, attached to a new Pendry Hotel in Newport Beach. 

Fuerstman first caught my eye when he successfully ported the luxury savoir-faire of high-end Montage resorts into a new urban-centric brand, Pendry. The execution was exceptional and I was curious about his vision for members clubs. 

“Members clubs are having a moment right now,” said Fuerstman. “They’ve been around since the dawn of time. Their popularity sort of waxes and wanes based on what’s happening in the world. I’d say now kind of coming out of COVID in particular, there’s this sort of renaissance people are trying to create more clubs, there’s a need for belonging and connection.” 

For the Elwood Club, Fuerstman says he’s been mindful to figure out what is missing from the market. 

“There’s not a social club per se in Newport that people are excited about that they want to be a part of,” said Fuerstman. “And the market has become much more sophisticated in the last 10 years and certainly in the last five years, you have a lot of people that have moved out of major cities and have moved to Southern California Newport Beach for lifestyle, but they don’t have the lifestyle amenities to sort of meet their needs.”

The new club will draw on the luxury feeling of Montage, but also not forget the different levels of service expected in a member’s environment. First, it is the club-like feeling of belonging where you can always get a reservation, and also a bit of delightful excess that comes with a membership fee. Fuerstman says the member’s fee gives them the financial breathing room to “take care of people the way they want to.” 

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