So … Did you hear the one about “these four members walk into a bar”…? Of course you’ve heard it—the real question is did they walk into your bar, or the bar down the street?
As far back as the 17th century, American taverns have held a place in history as a social center where friends gather and associates ponder questions of business and politics, all over a drink and a bit of food. Well, not all that much has changed since the early days of dirt floors and a very limited selection. Strike that. Maybe a lot has changed, but one thing remains a constant: People still gather at bars to talk, celebrate, laugh and plan.
Bars have become the foundation of today’s modern eatery. Think of your favorite place to dine. Whether it’s a fine dining restaurant for special occasions or the local mid-week “drop in for a quick bite” variety, there’s one thing they all have in common—a great bar.
Today a great bar makes a great restaurant. It is the social epicenter, the heartbeat, the source of energy for the entire establishment. Without a great bar, would you still frequent your favorite spot?
Private clubs in America are finally catching on to the importance of a great bar, and not a moment too soon. Over the past three years, virtually every project that we have reviewed and/or provided planning or design for has had the development of a great member bar as the central or at least an integral element. Modest “working person’s” clubs, high-end country and city clubs, and even traditionally Jewish clubs are all discovering the need and value of having a great bar.
One of the most noticeable private club dining trends as of late has been the departure from classic club “dining rooms” to the introduction of sophisticated destination restaurants. This only makes the role of the bar even more critical to the success of the club’s dining program. A club by nature has always been a social destination where like-minded people can gather to enjoy each other’s company, perhaps over a round of golf and most frequently, over a shared meal and/or a beverage. The meeting place of choice today is the club’s bar.
Many clubs are opting to have multiple bars to cater to members with different interests or for different times throughout the day. The traditional “19th Hole” may look and feel very different from the member’s bar attached to the main club dining room. But each has an important place in the social and financial operations of the club. If members do not feel they have a place “just for them” that caters to their needs in different circumstances of club life, then they will find somewhere else. That somewhere else will likely be the local restaurant just down the road that has the perfect bar with great burgers.
The location, and especially the atmosphere, of the bar must be appropriate for its intended use. If the bar is likely to be a “post sports” destination where behavior could become boisterous and replete with salty language, then its location should be somewhat remote and protected. Do keep in mind however, that participation in post-sports reverie is often an impulse decision, so locating the bar along a commonly traveled pathway to and from the sports destination may be critical to its success. The definition of its success can be twofold: First, there’s success in enhancing members’ satisfaction and club utilization (thereby enhancing the members’ perceived value of their club) and second, there’s success in creating a viable revenue source.
The look and feel for this bar or pub or dining room should reflect the history, culture and personality of the club. This “post-sports” bar can be a pub or sports bar. It should, if possible, have views of the sports venue (golf course, tennis courts, pool etc.) and feel warm, cozy and welcoming, but not dark and cramped.
If the bar is to support member dining, then it should be situated to allow for a natural flow of traffic into (and out of) the dining room. It is critical to have the bar and dining area interact in such a way to foster a transfer of energy and excitement between the spaces, but not so open as to allow too much noise infiltration. Surrounding the bar can be high top tables, thus providing seating options when the bar is overcrowded. One of the most important elements of a successful bar is the layering of patrons around and behind the bar stools. Be careful not to place standard height table too close to the bar so as to create a “butt in face” condition for diners. Soft intimate lounge style seating areas may also be employed to provide another option for pre- and post-dining enjoyment.
When locating the bar, consider how to create some distance from the family dining area, taking particular care in seeing that families with children do not need to pass through the bar area to get to their dining table. This can create an uncomfortable situation for both the dining families as well as the members enjoying the adult atmosphere of the bar.
Once again, the look and feel of the bar and the surrounding lounge area must reflect the culture of the club, but at the same time must also evoke a sense of contemporary sophistication. Neither formal nor casual in décor, the bar area should create the feel of a great local restaurant; a place they want to be. Lighting levels are critical and must be adjustable. Flexibility of seating styles and types is important, as these areas will likely be used for a variety of purposes.
The club bar is maturing into a critically important element of club social life and revenue generation. If you have a bar, or two, be sure you are maximizing its potential. If you don’t have a bar—GET ONE now! You will see how fast your members will start enjoying it!
Peter Cafaro is director of marketing and business development for Judd Brown Designs, Inc. and Jefferson Group Architects, Inc. He can be reached at [email protected] or 401-365-1166