INDUSTRY RELATED: PRIVATE MEMBERS CLUBS
Sayonara Soho House, hello Dusty Old Members Clubs
Industry Related is a weekly newsletter to unmask and straight-talk brand comms, from a multi-national, award-winning team that has worked with Airbnb, Diageo, The Eames Institute, Kartell, Harry's, and Savile Row.
Amy and Chloe reporting here today from New York and London respectively, where Alpha Kilo has finally succumbed to turning on the heat for the season. Goodbye internal cozy sweaters and blankets, hello sweating buckets as we have little to no control of the radiators in either office.
SAYONARA SOHO HOUSE
We start this diatribe with one of my favourite quotes of all time from Groucho Marx in his letter of resignation to the Friars Club:
“I don’t want to belong to any club that would have me as a member.”
You may be wondering why we’re talking about private members clubs on our brand comms stack, but remember it’s entitled Industry RELATED for a reason. That reason being so we can touch on anything that is remotely related to the industries in which we operate (art, design, and luxury if you’re wondering) and to be honest, private members clubs are more than marginally associated with our work.
This topic percolates today as I’ve just dumped my Soho House membership after eight years or so. I can’t actually remember the year I joined, but when I did, I was PSYCHED. Many of my friends in media were already members, or were joining, and I loved the idea of having a clubhouse to park myself at regularly, knowing I would run into mates, colleagues, and even potential clients. As some of you may remember, Soho House was originally founded to be a club for the creative industries - my people, if you will. As with all private members clubs since the beginning of time, it was founded with the intention to create a space for individuals to connect on common interests, find community, and know, even if you rocked up alone, you could probably leave having engaged in a stimulating conversation on a topic of personal interest.
But really, is that where Soho House is today? Our friends at ChatGPT tell us they report having over 176,000 members - en privé! Anyone who has been a member can attest to the fact they have strayed, if not fully abandoned, their ties to the creative industries. Hell, The Ned in London was created to court just the finance types whom the founders feigned hostility toward in the early years. There is no possibility of rocking up regularly as the clubs in the cities I frequent - London, NYC, and LA - rarely have a free table and there are only so many times you can walk through the rabbit warren of Greek Street looking fruitlessly for a table without getting to the point of FUCK THIS. Try Miami Beach House during Art Basel, good luck. Have a meeting in LA, the shittier old West Hollywood locale is your best bet. Oh and if you didn’t know it already, and after reading this still want to get in but are on a “wait list” or got rejected, simply apply for an Every House membership in a smaller city like Chicago whether or not you live there and et voilà, you too can be a member of this self-proclaimed “lifestyle brand” and exclusive group of I’m not sure whats.
THE NEXT CHAPTER IN MY PRIVATE MEMBERS CLUB JOURNEY
So I finally pulled the plug - sent the email - said goodbye with a twinge of nostalgia for those early years when I dumped the Dover Street Arts Club because they wouldn’t let a bonafide artist in due to his wearing sneakers and felt the rush of excitement to tap my card and enter the cozy embrace of endless Lady A with some of my favourite humans.
In recent months, I’ve been feeling the pull to join what I lovingly call a “Dusty Old Members Club”. It started when I went to a National Trust of Scotland event at the Colony Club in New York. It was the first time I’d ever walked into a building and beheld giant portraits of iconic WOMEN staring down at me. Immediately I thought - what is this place and how do I a. join and b. get my portrait up alongside these badass bitches hanging from the walls?
Guiding me on this journey through the gilded world of DOMCs is the brilliant Chloe Boucouvalas, who leads our London office and is a card-toting member of the Lansdowne Club. Here, I hand it to her to extol the five reasons to join a DOMC.
FIVE REASONS TO JOIN A DUSTY OLD MEMBERS CLUB, ACCORDING TO DOMC EXPERT, CHLOE:
Community - a REAL supportive, engaged community
My favorite aspect of the dustier variety of clubs is how members actually ENJOY building a network or community in the old school way – in person, over a shared interest or importantly, (the big one at dusty clubs) sports. Because the membership is actually private (instead of simply posited as such), people approach fellow members with a sense of familiarity and shared experience from the outset, and, as a result, are genuinely interested in connection. Get this, they actually want to help a fellow member out! Be it sharing invitations to events, to making useful connections for work or participating in sporting events – in the dustier old club variety, the club community seems to genuinely enjoy supporting a fellow member, whether through a work introduction or encouragement to start a cigar-of-the-month club.
Additionally, the network at these spots is also arguably *much* more diverse than your standard fare – you might be playing squash with the son of the Ambassador of Switzerland one day, to sat next to someone from a well-known auction house at another.
Heritage… and a bit of character
If you are keen on being a part of something that has been around for, in some cases, many generations, this is the type of club for you. Not only do you get to be a member somewhere that may have been the birthplace of a country (cough, cough: The Lansdowne and AMERICA), or simply where Harry Selfridge chose to live for a few years (the OG retail icon), from the moment you walk through the door you feel empowered by being a part of the community. And speaking of empowering, as a result of this storied heritage, the buildings can be absolutely incredible historic locations. While it might be that some of these clubs could do with a bit of a refurb, will you be invited to attend a ball that these same historical people attended at your local Soho House? No. There is something very charming and special about being able to have these spaces available to you to simply read the weekend paper in.
Diverse Activities & Sports
Which brings us onto sports. This is what I’d argue is a differentiator of some of these clubs. They love sports. The nicher the better. Tennis, squash (these places *love* squash), fencing, polo… each will have a society. There is also often gyms and decent swimming pools that you can actually swim in. They certainly aren’t Equinox, but if you want to try out a new sport or join a community of people who want to play tennis for example, there will be someone keen to play a match.
As a fencer, I discovered the Lansdowne through my love of the sport. It’s the only place in London that has a built-in salle d’armes. Not only have I found these permanent facilities perfect for my needs, the fencing club has existing and ex-Olympians on the books, who are more than willing to have a bout with you - no matter your level - which has been not only supportive but an inspiring experience.
We’re here for the dress codes
This one could be received with mixed emotion (even by existing members) but they would prefer for you to dress like you actually give a damn, and they relish opportunities to show off your fanciest wear. They love a ball – black tie is often the lowest level of dress at an old school club ball, going up to white tie.
International Reciprocals & Interclub
Building on the previous points, a huge perk of the dusty clubs is their international reciprocal network and interclub groups. A historical members club loves to affiliate themselves with others of similar ilk across the globe. They are usually in another ornate or historical building, open for your full use with an appropriate letter of recommendation from your home club. And these can be pretty elaborate and specialist; you might fancy yourself playing polo in Argentina, or fencing on the corner of Central Park. They also have various interclub networks across the world that you can join so that all old school clubs can join forces on. Fancy a white tie ball on Pall Mall? Really want to play tennis on a pristine grass court at The Hurlingham? The interclub network will often share their events and you will be more than welcome as a reciprocal. This is a particularly fun perk.
Finally, it’s a great place to grab a good drink at a fair price in central city locations. 50% off a decent bottle of champagne in Mayfair on a Friday? Don’t mind if I do.
ONE QUESTION INTERVIEW
As always, don’t just take our word for it. We asked a few of our most dapper international wassailers to chime in on the question, “What is your favourite private members club anywhere in the world?'“
Zach Weiss, international man of mystery, “Tough pick! I’d say the Down Town Association which is right next to Wall Street Stock Exchange. Pretty Amazing former lunch club that is now a members club for dinner/drinks but not super rowdy. There’s an amazing one in Florence called Il Circolo dell’Unione di Firenze that has reciprocal membership with the Knickerbocker.”
Jared Reichert, events doyen and globetrotter, “5 Hartford. Had the best night of my 20teens there”
Emma Sherrard-Matthew, impact investor and former Global CEO of Quintessentially, “The Roof Gardens, London and Mandala, Singapore”
George Deedes, our favourite red-sock-wearing OE Englishman, “The Turf Club and Fitzdares”
Let’s hear from you on what your favourite private members club is anywhere in the world? And if it’s Soho House, we’re here to hear your case for it…
Next up: A chunky monthly on supporting the next generation of designers
Thanks so much for reading, commenting, and being part of the community.
With love from Alpha Kilo
So funny ! Dumped my membership last year too, sometimes I miss that rabbit warren but not too often
Hear hear!