As traditional retail stores struggle to achieve growth within today’s K-shaped economy, private clubs are emerging as a new driver for attracting affluent customers and filling vacant spaces in shopping centers.
Despite the limited data available on this trend, commercial real estate experts believe these clubs can attract twice as many tenants compared to conventional retail stores. This expansion is pushing private clubs beyond coastal cities and positioning them as part of a new transformation within the retail sector.
These clubs are distinguished by appealing features such as upscale dining and cultural events, but they require membership fees and monthly subscriptions that can reach thousands of dollars. Even so, their business models remain vulnerable to economic shifts, as seen in the case of Soho House.
At the same time, post-pandemic consumer habits are supporting this model, which caters to the preferences of wealthy individuals by offering an exclusive and integrated environment.
Membership-based clubs such as Park House in Dallas and Moore House in Miami provide luxury services that combine dining, art, and sometimes overnight accommodations.
They are witnessing growing demand as part of this new trend, similar to concepts centered around gyms and co-working spaces, where paid memberships replace discounts as the primary customer attraction tool.
This trend is no longer limited to affluent coastal areas. Inland cities such as Cincinnati and Grand Rapids have begun adopting the private club model through venues like The Social House and The Commerce Club. These projects aim to revive abandoned buildings and deliver sophisticated local experiences that align with the aspirations of residents in mid-sized cities.
Experts note that affluent groups view these clubs as symbols of social status and as spaces for meeting and networking in a secure environment, reflecting a clear shift in consumer behavior currently reshaping the U.S. retail sector.
