Private social clubs open doors to the money, vaxxed, and remote
The Future. Exclusive, culture-focused social clubs are undergoing a renaissance as professionals search for spaces that are both “safe” from COVID and capture the social-hobnobbing of yesteryear’s office life. Most of these places are far outside the means of the average worker in the knowledge company, which could present an opportunity for Millennial-focused companies to create clubs that are easier on the wallet, but just as cool and curated.
Card holders onlyWith public spaces still considered a mine-field for COVID, people (who can afford it) are turning to membership-only clubs for some human interaction.
Applications for clubs like San Vicente Bungalows in Los Angeles, Faena Rose in Miami, and Casa Tua in Aspen are hitting record highs.
These clubs, besides being relatively private and highly exclusive, are filled with amenities like lounges, restaurants, theaters, and sitting spaces.
And now with offices becoming irrelevant, people are using the clubs as workspaces and to socialize with like-minded people.
Community buildersClinching a spot at one of these clubs doesn’t come cheap. Membership at the San Vicente Bungalows, which only has 2,000 members, costs $4,200 annually for anyone 35 or older, or $1,800 a year for members under 35, and you have to be nominated by a current member to even be considered. Still, the club saw a surge in requests for membership in May 2021 — the height of the vaccine rollout.
According to the Los Angeles Business Journal, social clubs were gaining in popularity even before COVID hit. After a dip in demand, these clubs are back on the rise as people look for safe spaces. The current market for private clubs, such as golf courses and country clubs, hit $20 billion last year, and is expected to grow 2% every year over the next five years.
Membership Collective Group (parent company of Soho House) is probably psyched about that news after going public this past summer to a rocky debut.
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