The Challenge of Creating a Thriving London Members' Club
Establishing a successful private members' club in London is an exceptionally difficult endeavor. If it were easy, iconic institutions like the Hospital Club, the House of St Barnabas, and AllBright would still be flourishing today. Despite the high failure rate, new contenders continuously emerge, each promising a unique formula for survival and prosperity in this competitive market.
The Pembroke Club: A New Titan in Belgravia
Later this year, a new giant will enter the scene with the opening of the Pembroke Club at 6-7 Grosvenor Place in Belgravia. This historic townhouse, once the residence of former Liberal Prime Minister Sir Henry Campbell-Bannerman, spans an impressive 50,000 square feet over six stories, making it the largest members' club in London's history. The project requires a significant nine-figure investment, but there is a lingering concern that the Pembroke aims to be all things to all people.
A recent feature in The Times described it as "London's first super-members' club" and a "land grab." The owners aspire to create the best club in the world without targeting the conspicuous Mayfair crowd, hoping to attract a more local membership. However, their strategy includes offering four restaurants, three bars, a nightclub, and a specialized cigar lounge, which some critics argue reflects a narrow understanding of what truly defines a members' club.
The Essence of a Successful Members' Club
In today's crowded market, many have lost sight of what sustains a private members' club. Successful establishments are often built on specific identities:
- Professional or Educational Bonds: Clubs like the Army and Navy, the Oxford and Cambridge, and the Cavalry and Guards unite members through shared backgrounds.
- Political Affiliations: A dwindling group, including the Carlton, the National Liberal, the Reform, and White's, cater to political leanings.
- Cultural and Artistic Milieu: Venues such as the Garrick, the Groucho, and the Union foster creative communities.
- Affluence and Exclusivity: Establishments founded by the late Mark Birley, like Annabel's (which recently trebled profits), Mark's Club, Harry's Bar, and the Walbrook Club, thrive on luxury. His son Robin has continued this trend with 5 Hertford Street and Oswald's.
However, creating a club that works is not merely about financial investment or top-tier amenities. It involves an alchemy that fosters vibrancy and collegiality. A club must offer two key qualities: a place members genuinely want to belong to and one they are proud for others to know they belong to.
Why Size and Opulence Aren't Enough
The Pembroke Club's emphasis on scale and luxury raises doubts about its ability to cultivate a true community. With features like the most storeys, the biggest floor space, and accomplished staff from across clubland, it risks feeling like a "greatest hits" album rather than an organic ecosystem. A members' club is not just a hospitality venue; it needs to be a place where members visit frequently, both in groups and alone, with a strong sense of community that ensures congenial company is always available.
As one observer noted, "Clubs work according to alchemy, not algorithm." A friend shared an example: his father gifted him membership to White's, but he only visited once or twice a year, realizing he was paying hundreds of pounds per visit for a gin and tonic when factoring in fees. This highlights that infrequent use undermines the very purpose of a club.
The Importance of Tribal Connections
Humans are inherently tribal, seeking the company of those with whom they identify. For instance, visiting the Travellers' Club on Pall Mall on a weekday evening offers a high likelihood of encountering familiar faces or shared social connections. This sense of belonging is crucial; clubs should feel like organisms or ecosystems, not cold, clinical brands.
When members visit, they need to feel both special and included. Without this, a club becomes just another venue, akin to a Soho House. The Pembroke Club faces a monumental task in achieving this delicate balance, as it must transcend its impressive physical attributes to build a loyal and engaged community.
