Clubhouse trends discussions are “trending” lately. Not a single gathering of club professionals occurs without some discussion on what is hot and what is not in private clubs. Of all the trending subjects, the most important is the need to continually attract and engage members. Everything else is a strategy or tactic to accomplish the goal of a full and happy membership.
There are many amenities and/or services that engage current and attract prospective members to a club. The social and dining experience is regularly considered among the most important, and the conversation about the need for “casual” dining is one that occurs in every boardroom and renovation discussion. But what is casual dining?
When thinking about member dining, words like “sophisticated,” “upscale,” “destination,” “experience” and “approachable” are common terms. Now think “restaurant.” Members want to have a vibrant social experience with their friends at their club much like they would expect to have at their favorite restaurant. That is what member dining must be.
Today’s main member dining space is constantly on their radar as a “go-to” for both family and adult experiences. It reflects the culture of the club and its members’ social tendencies. It is always available as the members’ social center with members never having to stop to check if their favorite place is being used for an event. It is fun, vibrant and powerful and includes varied seating environments—tables, booths and banquets—lending to the restaurant feel. It is more than a room, it is a complex.
Every club has a clearly defined member gathering spot. If one does not immediately jump to mind then it must be created through location, feel and menu. Today’s clubhouse dining complex is open for the enjoyment of members and their guests whenever the club is open. The important elements of a successful club dining complex as listed below, must exist in harmony in a single space.
A well thought out dining complex welcomes all members— bar patrons, adults and families—to share a common experience at their club. The space is artfully designed so as to afford each group their own appropriate area while making all feel part of the community. The space is separated into natural sub-divisions allowing all members a feeling of security, comfort and inclusion no matter which area they choose to populate on a given evening. Of course, appropriate dress must be considered and proactively determined as it is critical to the success of the operation and to its enjoyment by members.
Today’s club member dining experience, the dining complex, consists of four equally important elements:
THE BAR: Just like any urban or suburban restaurant, the bar is key. It the place where members meet, members eat, and members just hang out to watch tv and socialize. It’s the place where everybody knows your name. It is socially and literally the center of it all and, unlike clubs of the past, is the most critical element to a successful social club environment.
ADULT DINING: Clubs have moved decidedly in the direction of family centrality and will likely continue to do so. However, there are times in every club member’s life that they want—or need—an adult experience. Their club’s member dining space should continue to be their automatic choice. The adult dining space is a continuation of the bar incorporating some of its energy and excitement (and yes, a little of the noise). It is styled to reflect the club’s culture, history and demographics making use of a variety of materials and creative lighting and furniture that combines flexible and fixed seating accommodations.
OUTDOORS: Everyone wants to be outside—to dine, to drink, to lounge around a fire pit—it all happens outdoors. The fourth element of the complex is outdoor dining. Like the others, outdoor dining is connected to the overall bar/dining experience. If the bar can’t be opened to the outside, a second bar makes sense. This is not paper plate pool dining but rather upscale al fresco dining featuring specialty cocktails and creative menu offerings.
FAMILY DINING: Our families want to feel included and accepted when dining at their club. Parents do not want the pressure of worrying if the little ones are bothersome or a bit too active, so families need a space of their own. That space is not a separate room but rather an integral part of the complex. Naturally, further from the bar is better but families need to feel that they remain part of the club community even when they are with the kids. The use of booths which “trap” the young ones is important as is the presence of entertainment. Televisions, a pizza station or similar interactive experience will engage the children and keep them coming back.
These four elements ideally are combined into a single dynamic space that can be apportioned flexibly, affording each user group their own comfort zone while they enjoy the company of their fellow members. It is the dining complex that drives your members to adore what their club has to offer on a very regular basis. It’s not formal but it is not casual either. It is “just right” and always available.
Peter Cafaro is senior vice president at Studio JBD. He can be reached at 401-721-0977 or [email protected].