To walk the streets of downtown St. Louis is to encounter many signs of a
bygone era. Rich deposits of limestone along the Mississippi River helped to make the St. Louis region the epicenter for brick production and their subsequent distribution throughout a growing nation. In St. Louis city
proper, residential and commercial brick structures are everywhere; even the Carpenter’s Union Hall was constructed of solid brick—yielding to the logic of abundant supply and fire code requirements.
At the base of Washington Avenue in St. Louis, sits a distinctively layered 10-story brick structure in a Renaissance Revival architecture style that is the home of the Missouri Athletic Club (MAC). The MAC is prospering—counting itself as one of the elite “Platinum Clubs of America.” It is, by most
accounts, the only establishment in downtown St. Louis that has been operating continuously, in the same building, in the same business since March 1916.
At the outset of the 20th century, an earlier structure that served as the clubhouse for athletes as they prepared for competition in the 1904 Olympics (also in St. Louis), burned to the ground in 1914. The members rebuilt and the current clubhouse is now listed among U.S. architectural treasures on the National Historical Registry.
In the late 20th century, St. Louis was no longer among the elite and most populous cities in the U.S. In fact, the headquarters of many Fortune 500 companies departed for better economic opportunities and many residents likewise migrated to the more spacious suburbs, leaving the city struggling to rekindle its once dynamic social and economic engine.
During the 1990s the MAC embarked on a dramatic expansion of its club offerings. To augment its magnificent downtown facility it acquired a new facility in West St. Louis County where many of its current members resided. The downtown facility retained its “heart of St. Louis” designation,
and continued to emphasize athletics and dining, which integrated with the city’s emphasis on business, sports and entertainment. The new clubhouse quickly established its strength as a family-oriented facility. Downtown’s aptitude in food, catering and athletics was leveraged nicely to its members in West County, as the MAC sought to turn its casual dining at the new campus into a true go-to destination for members. Two restaurants in the new facility captured both the dinner crowd and those seeking fast casual offerings to complement a workout, tennis match or summer swim. Athletics continue to define the essential element in the MAC, but with a youth focus at its West County facility. Its swim team and summer offerings are enormously popular and growing.
Today, six out of 10 members joining are primary users of the West County campus. As a world-class club with two clubhouses, the MAC strives to maintain excellence in the club’s dining and athletic programs, while expanding promising revenue streams in lodging and catering. Key upgrades and investments enabled these growth strategies to take hold. The MAC installed modern sound systems, improved Wi-Fi and made smart hires from top to bottom. General Manager Wally Smith’s approach represents a back to basics emphasis. Internally, he identified his three “buckets”: Membership, rooms and catering. Much of the recent renovations fall into these areas.
As part of an ongoing $2.2 million upgrade, a golf simulator is being installed at the West County campus. Additionally, a new adult bar and outside patio was added and has turned into a go-to spot for members.
The downtown facility has renovated 42 out of 86 rooms as well as initiating a number of fitness/wellness upgrades, including renovated restrooms. In 2019, plans include a facelift for one of its restaurants as well.
In other ways, the club responded to the need to seek new drivers of value and satisfaction for club members.
The Missouri Athletic Club has just begun a partnership with another local historic club, Glen Echo Country Club, which is located between the two MAC facilities. The arrangement will extend joint membership privileges—or an option to participate—to the respective memberships. The program will likely be a boon to both clubs. Full-membership privileges (especially golf) is an option that should be especially attractive to a significant number of MAC members; while access to all the MAC provides in the city center will be a powerful membership driver for the full-service suburban
country club.
It is no surprise that one of the longest-lived clubs in the St. Louis region is also one of the most progressive. The biggest threat to a club’s continued existence is not to evolve. But, the Missouri Athletic Club has met this enduring challenge with creativity and innovation that delivers service to members where they live and work and in a manner that fits their
fast-paced and mobile lifestyles.
Club Trends Winter 2019