Hospitality startups put 'creatives' spin on private clubs
While private members clubs are far from a novel concept, a new crop of hospitality players are putting a fresh spin on the time-honored concept.
"There have always been social clubs, beach clubs, pool clubs, etc., but what we're starting to see is more hybrid reconfigurations of club membership, hospitality and amenities," said Milton Pedraza, CEO of the Luxury Institute, a research and training company.
Pedraza credited players like Soho House, which initially targeted what he described as a more "creative" demographic, with pioneering a modern take on the private members club.
Since then, that target market has come to be known as "creatives." In hospitality marketing parlance, "creatives" describes a sort of amorphous demographic defined vaguely as "artsy" people of a creative bent: musicians, painters, actors, sculptors, writers, etc., whether they are amateurs or professionals.
Launched in 1995 in London, Soho House now has nearly 25 clubhouses worldwide, with membership access to the network priced at approximately $3,300 annually. While each Soho House varies, many offer amenities like meetings spaces, bars and restaurants, event venues, a spa and a hotel component, with most accommodations available to nonmembers, as well.
