Potential: A global membership club and hospitality group with an elite, highly-engaged community.
Challenges: Though the company was known for generating exceptional events, it lacked top-tier mindfulness, wellness and consciousness-raising programming. With a membership made up of high-power, culture–forward people with unparalleled access, expectations for happenings were high.
Solution: Developed a cultural programming and content strategy centered on pioneers within the wellness, social consciousness and personal development space – innovative thinkers carving out new territory and presenting first-to-market ideas. Positioned as exclusive opportunities to connect with and learn from both established and emerging next-gen change-makers who were steps ahead of the mainstream, the interactive events strengthened community ties through shared experience.
Results: Events, including Woke vs. Awake fireside chat with Big Quiet founder Jesse Israel and Porn and Politics panel featuring The Advocate Editor in Chief Zach Stafford, were standing room only with waitlists, and members requesting repeats. The occasions delivered premier positioning for both Soho House and featured guests within a coveted marketing segment, deepening audience loyalty and creating expansive opportunities. Each also served as a membership pipeline, generated bar sales, and a broader reach to an untapped audience via earned media and user generated content.