Members-Only Clubs Navigate Covid-19’s Unprecedented Challenges
The allure of a private, members-only club has endured throughout the centuries. Unlike country club-style environs where businessmen commiserate with like-minded types, today’s members-only clubs cater to diverse crowds of overachievers with the kind of top-tier service and sophisticated elements commonly found in luxury hotels.
Like other segments of the hospitality industry, private membership clubs have been rocked by Covid-19, as city lockdown ordinances have forced many to temporarily close, and those that were able to stay open faced a landscape in which travel and meetings—whether social or for business—slowed to a halt.
San Francisco’s most in-demand social club,The Battery, provides members-only access to a gym, spa, and food and beverage venues. Recent changes include new outdoor dining, lounge and workspace areas, plus the waiving of a policy that required any non-renewing member to wait at least a year before rejoining.
WE'RE MOST EXCITED THAT THOSE MEMBERS THAT LEFT THE CLUB HAVE TOLD US THAT THEY WILL ABSOLUTELY RETURN WHEN THINGS HAVE SETTLED DOWN,” SAYS THOMAS KENNEDY, T THE CLUB’S DIRECTOR OF MEMBERSHIP OPERATIONS. “WE HAVE SEEN SOME ATTRITION BUT ARE CONFIDENT NORMAL LEVELS WILL RETURN IN DUE TIME.
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Throughout its seven-year history, the club has attracted widespread interest for its splashy social events attended by the tech world’s biggest names, not to mention its epicurean offerings and stylish environs.
But when San Francisco's shelter-in-place order began in March, The Battery—which also includes a hotel—allowed members to donate their dues to staff or to the club's philanthropic arm, Battery Powered, in which members suggest themes that inspire them, then come together and vote to decide which organizations to fund. Members could also apply their dues towards food, drink, or hotel purchases.
THE CLUB HAS RESPONDED QUICKLY TO ALL OF THE EVER-CHANGING ORDINANCES THAT COME OUT LAST-MINUTE FROM THE CITY,” SAYS THOMAS KENNEDY, THE CLUB’S DIRECTOR OF MEMBERSHIP OPERATIONS. “EVERYONE WHO ENTERS THE CLUB—BOTH STAFF AND MEMBERS—HAVE THEIR TEMPERATURE TAKEN AND ANSWER A HEALTH DECLARATION RELATED TO COVID-19. THE HIGH TOUCHPOINTS OF THE CLUB ARE SANITIZED EVERY HOUR BY A DEDICATED EMPLOYEE, AND WE HAVE A FEW AEROSOLIZED PIECES OF EQUIPMENT THAT ALLOW US TO SANITIZE POROUS SERVICES AND THE AIR. THERE ARE SANITIZING STATIONS ALL OVER THE CLUB, AND MEMBERS AND STAFF ARE REQUIRED TO WEAR FACE MASKS AT ALL TIMES.
Meanwhile, with more than 25 locations scattered around the world, from Asia and Europe to the U.S. and U.K., Soho House—which was founded in London in 1995—is the biggest and best-known private membership club operating today.
Some locations have had to temporarily close during the pandemic, while others have enacted restrictions ranging from requiring members’ guest details to be collected in advance and an enforcement of only one guest per member, to extended outdoor spaces and increased social distancing measures. (Its first Greek location, Soho Roc House, opened in July on the island of Mykonos.)
Members have also been given credit equivalent to their membership fees for the period that their location has been closed due to the pandemic.
For the first time, Soho House events have been opened up to the public, as various member events—from home hair care tutorials with Queer Eye’s Jonathan Van Ness to cocktail masterclasses, yoga, meditation, and idea and expertise sharing—have been made available on the Soho House app for members and SohoHouse.com for the public.
Members also have access to local and global offers from brands such as Teachable, Barry’s Bootcamp, Patch, Masterclass, and MindValley—all from home.
Curated to bring elements of the Houses into members’ homes, more than 80 different Soho Boxes—featuring items from rosé crystal wine glass sets and indulgent sleep sets to festive cocktail sets—have been sold at members-only prices (around 50% off retail).
Through the Soho House app, members have been able to connect with each other all around the world for member-led discussions and live-streamed events, while also being able to handle certain functions such as paying for food and drink or booking guest rooms in a contactless fashion.
While membership has traditionally been rooted in its cities’ media, fashion, and arts scenes, Soho House has recently opened three new outposts of Soho Works in Brooklyn, Manhattan, and West Hollywood. Created in response to members’ need for dedicated workspaces, Soho Works is a network of workspaces to help creative thinkers and businesses connect and collaborate.
With locations in Manhattan and Milan, CORE: has attracted a global membership community of thinkers and leaders for more than 17 years. The club recently launched its new digital platform, CORE: Connects, offering cultural programming exclusively for members.
And for Faena Rose—an exclusive art and culture-based, private members club in Miami Beach founded on the principles of community, cultural enrichment, patronage, and VIP access—membership has remained strong.
Pablo De Ritis, EVP of Faena Rose said he’s seen “considerable interest” in the past three months for membership. We are seeing a lot of people moving to Miami from the Northeast and finding Rose to be a very attractive value proposition.
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Faena Rose is expecting to soon go back to in-person events with heightened safety protocols. Outdoor venues will be used whenever possible, and events during inclement weather will shift to the expansive Faena Forum, which features 40-foot-high ceilings and allows for greater social distancing. For members uncomfortable with attending in-person events, they can elect to participate via a live stream or view from the digital library at their convenience.
Our members are looking forward to getting back to in-person events, in a responsible manner, De Ritis says.