As we move into the new year, possibly the most noticeable trend in private clubs is the fact that there is renewed activity. Clubs throughout the country are again taking stock of their situations and assessing their capital needs, and they are doing so with a plan to take action.
Having visited many clubs over the last several months, a number of recurring themes have become evident. Former clubhouse conventions are being re-engineered for today’s—and more importantly tomorrow’s—club member. Generational changes are causing shifts in all aspects of social life, and those changes are rapidly spreading to private club members. Today’s family recreational choices are vast, and in order to stay relevant, clubs must understand the competition and respond to it.
In the past, there was competition among clubs in a particular market. Today’s recreational competition includes vacations, time-shares, fractional resorts, vacation homes and organized sports (mostly for the kids). When considering other options, current and prospective club members consider not only the financial cost, but time requirements as well. Family time spent together is a valuable commodity, and today’s clubs should offer members a range of activities to encourage club use by all family members. The clubhouse should be the center of many of these activities, and having an up-to-date and well-designed clubhouse is critical.
One of the most common and beloved ways family and friends socialize is by sharing meals. Club dining has always been an important element of member satisfaction and revenue generation, but times are changing. The old “formal vs. casual” dining model is rapidly being replaced by an “adult vs. family” dining trend; frilly, flowery patterns and artificial materials are being replaced by earthy, natural tones and finishes. Today’s diner is much more sophisticated and discerning than in past generations. Though quality, portion size, healthfulness and ingredient sourcing are all important considerations for today’s club diner, the dining space is still key. Club members want their club dining spaces to be more like the restaurants they frequent, with both adult and family-friendly elements that appeal to all diners.
The décor of choice is a hybrid of casual and formal styles: a sophisticated look and feel that transforms the space from a dining room to a dining destination. Adding a distinctive name and specialized menu for the space can help create the concept along with lighting, floor and wall finishes, trim packages, ceiling treatments, and the right number and placement of televisions.
Active and centralized bars can provide a space for cocktails and conversations, as well as for meals. A great bar is not just a bar, but also an area that includes other types of seating and space to “layer” around the bar. It should be close enough to the adult dining area to reflect energy into the dining area in a positive—but not disruptive—way. Seating styles for the bar and its partner adult dining area should be more reflective of restaurant-style seating, with a combination of high-top tables, fixed (booths, banquets) seating and loose seating with a more creative and varied furniture selection. Since flexibility is critical in club dining areas, each club must determine the right balance among seating areas, including booth-type seats that can provide the right atmosphere while still allowing portability.
The family dining side of the equation is not merely a stripped down version of the adult space, but rather a thoughtfully designed area that maintains a degree of the same sophistication as the adult side, but more kid- and family-friendly. More televisions, better lighting, and more private areas, like round protected booths, can all contribute to a family’s dining comfort—which translates into greater utilization. Naturally, the family area should be further from the bar and have an access point that avoids walking children past the bar. The décor featured in the adult and family spaces should be similar enough and situated close enough to each other that volume spikes on either side can be accommodated by encroaching slightly on the other. Additionally, for large club functions, both areas can be used as a single dining space.
Entertainment features can also be incorporated into either the adult or family side. Open kitchens, wood burning pizza ovens, sushi bars and other production-oriented food displays add to the excitement and energy of the space and serve as excellent sources of entertainment for the younger diners.
Changes in dining preferences are certainly not the only significant capital trend that will continue to develop this year. Fitness centers incorporating group exercise and functional fitness programs in addition to the traditional cardio and resistance training equipment will continue to be a popular discussion topic in most of the country’s clubs. Pools are not just pools anymore, but rather are aquatic centers. Water slides, infinity pools, children’s play areas and extra shaded areas are all becoming common elements included in today’s club amenities, allowing a more “resort-like” member experience.
Ultimately private clubs will always be part of American society. The clubs that continue to thrive will be those that understand the changing values of society are reflected in their social and recreational preferences and incorporate those offerings into their club facilities and programs.
Peter Cafaro is director of marketing & business development at Judd Brown Designs and Jefferson Group Architects. He can be reached at [email protected].