Lighting the Way
With Insights from Caitlin Bucari at The Lighting Practice
Read MoreCity Clubs: Evolving in Close Quarters
Private city clubs are facing issues similar to country clubs — the need to attract younger members, increased emphasis on casual dining, the need to be more technologically sophisticated to meet the needs of their members and maintain or grow their meeting businesses.
Q: With more finite spaces to consider than their country club brethren, where or how does the smart city club focus its evolution?
Reconcepting dining spaces into more exciting and lively spaces that allow them to compete with area venues.
—Dick Heise, Architect, Director of Club Studio
Allow for spontaneity — ensure there’s always an available space to gather even if other areas are reserved for private events.
—Bob Hickman, Chairman, Interior Designer
Rebalance. Look at the revenue stream for your club and consider reallocating spaces to maximize revenue potential.
—Rick Snellinger, President & CEO, Master Planner
Redefine the parameters of membership. Offer reciprocal memberships with comparable clubs — especially those with varied amenities, offer mini memberships to graduate students at local universities, or target businesses that are starting up in your area with trial memberships.
—Patricia Sampson, Managing Director
Video conferencing, media rooms, audio visual capabilities and the like.
—Bob Doyle, Architect
Reach out beyond the membership to host events that bring new faces (and potential new members) to the club. Make sure they leave with information on how to join — perhaps at a discounted rate.For instance:
—Steven Sutor, Senior Interior Design Associate
Establish quiet areas within the club where a member can work on a laptop for an hour or two between appointments.
—Chris Smith, Architect
Even skyscrapers can offer flexible options — think of them in different ways to offer member options. We created a “loft” bar on the 32nd floor for one of our clients. We’re working on a rooftop terrace for another.
—Rick Snellinger, President & CEO, Master Planner
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