bloomberg linea – although a company like Soho house Offering exclusivity and imposing filters to ‘pick’ its members, the popular private club is campaigning to attract hundreds of new clients when it opens imminently in mexico city, Where there is no shortage of establishments for entrepreneurs.
In recent years, many CEOs, both the old guard and their heirs and many new Mexico City entrepreneurs, have breathed new life into the meeting-center model for the elite: the private clubs.
In anticipation of the opening of Soho House in the Mexican capital, scheduled for September 2023, the database of nominated members has been opened and is already enrolling a large number, which makes the business viable.
He consulted many entrepreneurs before Bloomberg Line It is stated that they have already begun the process of obtaining the title of Soho House, if accepted.
In fact, some of them are already paying hundreds of dollars a month to attend private clubs in Mexico City, but He eagerly awaited the arrival of an option of greater international standing.
“It’s a good option for the personal issues that other places offer,” said one applicant, who declined to be identified so as not to delay his nomination process.
For decades, Mexico City has provided many private forums for the business, political, and social communities.
From the university club to the Club de Industriales or the various golf clubs, there has always been a wide variety of establishments for meetings, closing deals or for members to “pamper” partners or friends.
“In my experience, these types of clubs, if they are good, are good for professional and business networking,” says Carlos Herrero, business consultant and managing partner at Extrategia.
However, there are those who take issue with a very common element of these clubs: they all offer privacy, but sometimes you find the same people from other places.
“It’s always good to have options, but opening private clubs can reach saturation levels and suddenly one of them becomes a ‘fashion’ where you see your entire network of contacts until they get bored and move to another network,” says Alex Spencer, an asset manager who has already applied to join Soho House.
Herrero agrees: “As a place for meetings or events, these clubs are often seen as something to frequent.”
Likewise, says Amílcar Olivares, an expert on the gourmand movement in Mexico City: “In Mexico, work is still done in ‘fraternities’. Hence the importance of exclusive spaces such as golf, equestrian, private clubs and especially industrial ones. Where the atmosphere of trust, freedom of action and individuality is reflected in greater job opportunities.”
According to Spencer, one of the advantages offered by a club like Soho House is that the community it targets mainly belongs to the so-called “creatives”, that is, artists, intellectuals and writers.
“It can bring a sense of levity to a circuit of similar clubs, frequented mostly by politicians, businessmen and artists,” says Spencer.
According to Garrett Stoll, COO of Soho House Americas, the Mexico City location will provide the same level of quality the company offers its members at other locations of the iconic brand.
Soho House has subsidiaries in the United Kingdom, several European countries, Israel, the United States, Canada and the Caribbean.
In the case of Mexico City, it will be a launch pad for Latin America, and after opening in September, expansion efforts will turn to Brazil.
With an initial payment of 20,500 pesos (about US$1,200) and monthly payments of 11,750 pesos (about US$710), the cost of membership is higher than other clubs in the city, but much lower than the capital’s most exclusive golf clubs, which cost as much as US$150,000 annually.
“I think the prices for Soho House are very high, but it depends on the intention of whoever is willing to pay them,” Olivares said. Bloomberg Line.
Like other participants, Olivares says that while the Soho House offer emphasizes the international flavor of the brand, along with promoting Mexican hospitality, the European company is betting on moving customers away from traditional private clubs, since much of the business is done in Mexico.
Tying this together is the fact that Soho House offers special benefits for members under the age of 27 who want to join, pay reduced fees and enjoy discounts on services, meals and drinks.
But the secret, says Herrero, lies in Soho House’s ability to counter the offer of “clubs, restaurants and meeting centers in Mexico City, which are very numerous and of high quality, which makes going to these places more economical and interesting.”
Luxurious accommodations
One of the attractions offered by Soho House is the possibility of mansion accommodation in Colonia Juárez (a once considered upscale enclave of the capital), with four-room hotel service for members and their guests.
In this sense, it will compete with other concepts that are gaining popularity in the city, such as Casa Polanco, in the upscale neighborhood of the same name, or The Alest, in the same area.
Like the Soho House, Casa Polanco and The Alest, as well as the neighboring Campos Polanco, are boutique hotels with restaurant and bar services. They aren’t private clubs, but they look like they are.
What these institutions have in common, and Soho House itself, is that they also present themselves as art galleries with works by both local and international artists.
In the case of Soho House, Stoll says, they would proudly displayMore than 100 works by artists born, living or trained in Mexico“.
They include the duo Celeste (Gabriel Rosas Alemán and María Fernanda Camarena), as well as works on loan from galleries in the city.
Lots of offers – all exclusive
These are some of the private clubs in the Mexican capital:
Soho house
- The famous private club will open in Mexico City this year. As in its other subsidiaries, Soho House CDMX will offer spacious rooms, a swimming pool, gym, bars, cinema, spa and restaurant, among other areas to encourage communication between its members and guests.
- The club aims to change the idea that a private club should be dominated by politicians or business leaders.
- Dress Code: It is not compulsory to wear a suit and tie, but photography is prohibited.
Hap project
- Similar to Soho House, focus on “creators” but broaden the concept to include “innovators and leaders”, aiming to attract digital nomads and people rising through political careers.
Club 51
- Perhaps the most “sophisticated” private club in Mexico City, it is located on the 51st floor of the Torre Mayor office tower and is frequented by politicians, businessmen and journalists alike.
University club
- One of the oldest private clubs in the Mexican capital, it is part of a network of 100 clubs around the world.
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