{"id":9560,"date":"2023-05-05T14:13:25","date_gmt":"2023-05-05T21:13:25","guid":{"rendered":"https:\/\/tynangroup.com\/?p=9560"},"modified":"2023-05-11T18:37:30","modified_gmt":"2023-05-12T01:37:30","slug":"pendry-hotels-resorts-just-reinvented-the-private-club-and-its-spectacular","status":"publish","type":"post","link":"https:\/\/tynangroup.com\/hospitality\/pendry-hotels-resorts-just-reinvented-the-private-club-and-its-spectacular\/","title":{"rendered":"Pendry Hotels & Resorts Just Reinvented The Private Club. And It\u2019s Spectacular"},"content":{"rendered":"
\n

Forbes.com<\/a>
\nPeter Lane Taylor
\nApr 25, 2023,12:00pm EDT<\/p>\n

When I started thinking about all of the angles from which to write this story, I kept coming back to the need for admission.<\/p>\n

I grew up going to private clubs. Sorry. Golf or tennis lessons in the morning. Marco Polo in the pool in the afternoon. Dinners in a blue blazer, white button down, and khakis with my grandparents promptly at 6:00 pm, followed by bingo and maybe some ballroom dancing lessons at the beach.<\/p>\n

That was a long time ago\u2014when most private clubs, and their members, tried to stay under the radar.<\/p>\n

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The Elwood Club – Dining Room – Rendering –\u00a0<\/em>One of multiple lounges and restaurants at The Elwood Club by Pendry Hotel & Resorts<\/em><\/p>\n

More recently, however, words like \u201cprivate\u201d, \u201ccurated\u201d, and \u201cbespoke\u201d have become standard lexicon for a new generation of real estate developments, hotels, and resorts that all profess to offer the next best you-can\u2019t-get-in-here-unless-you-know-someone enclave\u2014which in turn drives reservations-you-can\u2019t-get, waitlists, and, ultimately, HNWFOMO (\u201chigh-net worth fear of missing out\u201d).<\/p>\n

The private club business is a pretty awesome model when you think about it\u2014especially when your clients tend to have two or three houses already and a generally unlimited \u201cpleisure\u201d (\u201cpleasure + leisure\u201d) budget: fractionalize exclusivity, foster envy, restrain supply, make money.<\/p>\n

All that said, I have pretty good antennae on what works and what doesn\u2019t when it comes to what\u2019s behind the \u201cMembers Only\u201d sign.<\/p>\n

In a lot instances, a club\u2019s gravity comes from its physical facilities as much as its actual location\u2014like golf at the Abaco Club in the Bahamas or lawn tennis at the Philadelphia Cricket Club, America\u2019s first country club established back in 1854.<\/p>\n

For other clubs, it\u2019s the \u201clist\u201d that matters most\u2014like Montana\u2019s Yellowstone Club, Manhattan\u2019s Brook Club, or the Jupiter Island Club in South Florida, whose membership includes dozens of PGA Tour pros along with most of America\u2019s titans of industry. Then there are the yacht clubs. The dinner clubs. The gambling clubs. The arts clubs. And so on.<\/p>\n

And yet, the reality of it all is that even as the world prints more millionaires and billionaires every day, it generally doesn\u2019t need more private clubs\u2014in large measure because my generation (X) as well as the Millennials and Gens Y and Z coming hot on our heels into their prime earning years don\u2019t seem as inclined to drop $20,000 – $50,000 a year propping up their club sports and social lives as our parents and grandparents did.<\/p>\n

Ergo, even as most private clubs\u2019 waiting lists have swelled since the pandemic, I\u2019ve begun to wonder over the past few years: are days at the club\u2014and the social cohesion and business relationships forged by them\u2014a dying breed?<\/p>\n

That was my thesis, at least\u2014until I started talking to Mike Fuerstman, co-founder of Pendry Hotels & Resorts<\/a>, who\u2019s betting that the glory days, culture, and traditions of the private club are back, better, and more relevant than ever.<\/p>\n

This week, Pendry is formally introducing The Elwood Club<\/a>\u2014a newly-minted, modern members club steeped in the classic customs of luxury hospitality and born into the lineage of Montage<\/a> and Pendry Hotels & Resorts.<\/p>\n

At its core, The Elwood Club is a perpetual daily celebration\u2014of music, art, travel, fashion, food, drink, wellness, and sport based on an unrivaled collection of venues for its members, including a private restaurant and bar with garden terrace, a swanky cabaret and bar, a pub with a golf simulator and screening room, a members only boardroom, and a rarified gallery of art pulling each space together. The inaugural and flagship Elwood Club will be located in its own private wing of Pendry Newport Beach<\/a> and is slated open late summer 2023.<\/p>\n

\u201cWe created The Elwood Club to connect with and enhance the lives of the locals who give life and energy to our Pendry hotels,\u201d says Fuerstman. \u201cWe wanted to build a membership and a lifestyle beyond what\u2019s possible at a standard private club, to imagine a world of hospitality and cherished spaces to entertain, unwind, and connect from day to evening, in a way that is deeper and more personal. While The Elwood Club will feature high design spaces and exciting and innovative programming, we are most excited about building community, connecting people, and adding value to our members\u2019 lives.\u201d<\/p>\n

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The Elwood Club – The Cabaret – Rendering<\/em><\/p>\n

In order to build that sense of connection, Fuerstman and his dad, Alan, who founded Montage Hotels & Resorts back in 2002, made it their mission to deconstruct the existing private club model down to its elemental parts, since that\u2019s always been the Montage and Pendry way\u2014perfection through service, design, delivery, culture, cuisine, and community.<\/p>\n

What they quickly came to understand\u2014partly because they already manage some of the most exclusive clubs in America like The Spanish Peaks Club in Big Sky, Montana and the Cornerstone Club in Colorado\u2014is that the success of any private-members-only-anything is as much about taking advantage of a moment in time as it is about leveraging a sense of place.<\/p>\n

\u201cIt\u2019s such an interesting moment right now coming out of Covid, where people recognize the importance of being social, in connecting with one another, in having a sense of belonging,\u201d says Mike of The Elwood Club\u2019s genesis moment. \u201cWe\u2019re social creatures. Now, more than ever, members clubs have sense of purpose. In that sense we felt compelled to create The Elwood Club\u2014a modern twist on the age-old members club, an extension of our hospitality culture, and as a place for our best guests to build community and spend time with one another.\u201d<\/p>\n

For Alan and Mike, The Elwood Club was also an exercise in reimagining what a private club could be in the first place by approaching its programming, culture, and design with a sense of reinvention rather than replication.<\/p>\n

That began with one of real estate\u2019s essential adages: location, location.<\/p>\n

\u201cOur inaugural and flagship Elwood Club will be opening in a private wing of the Pendry Newport Beach, which makes this endeavor very personal for my dad and me,\u201d Mike says. \u201cNewport is our hometown. Southern California is where Montage and Pendry were born in one of the most iconic beach towns in the U.S. That inspired us to take advantage of a massive opportunity that we saw in the market for us to create something more contemporary, more artistic, an anchor for members\u2019 social lives, with an even greater emphasis on evening programming and entertainment that people crave compared with traditional country clubs.\u201d<\/p>\n

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Pendry Newport Beach<\/em><\/p>\n

Mike and Alan Fuerstman\u2019s other core vision with Elwood Club was to draw inspiration from the pedigree of the world\u2019s finest and most exclusive clubs and respect the past\u2014stylistically, architecturally, culturally, culinarily, and most of all, socially.<\/p>\n

\u201cWe looked to a lot of places, including some of our own clubs that we manage, for inspiration for The Elwood Club,\u201d says Mike. \u201cI think the members club scene in London is fascinating. The best of these clubs are classic yet playful, embrace stunning architecture and design, and focus on the evening social scene: dinner, after dinner drink, nightly entertainment. We love the intimacy and feeling of a great meal at a neighborhood restaurant that these places offer, and we\u2019re going to incorporate a number of surprise and delight little touches throughout the Elwood Club that are riffs on some of the best moments we\u2019re experienced in our travels. But ultimately what we are building is original. It\u2019s the best of a city club and a resort, with architecturally impressive spaces, and really sophisticated programming. Membership will be premium and the amenities are highly curated including a pool, spa, kids club, wellness and fitness, to multiple dining, carousing, and entertaining venues, all with our service culture and attention to detail.\u201d<\/p>\n

Most of all when it came to turning their vision for The Elwood Club into a reality Mike and his dad also had the advantage of experience.<\/p>\n

Pendry\u2014and by extension The Elwood Club\u2014has always had the hospitality DNA of Montage International<\/a> behind it, which for more than two decades has set a new standard for design and service tailored to today\u2019s cultured world traveler.<\/p>\n

So, in keeping with that essence\u2014the ability to shape places that create memories in spaces inspired by service culture and rooted in classic hospitality\u2014everything about The Elwood Club start to finish top to bottom is an expression of generational heritage, rich in a tradition of hosting, yet shaken and stirred with a strong dose California individuality and sensibility.<\/p>\n

\u201cAt the core of what we do is the notion of taking care of people, creating environments and experiences that move people and make them feel something,\u201d says Mike. \u201cThe Elwood Club is therapeutic. People need an escape and a sanctuary from the grind of the day to day. We\u2019ve done this for twenty years in our hotels and resorts. To have the opportunity to do it in a membership club, to impact our guests every day, feels even more intimate and personal. We\u2019re honored to create such a place with The Elwood Club.\u201d<\/p>\n

For more information on The Elwood Club or to explore the benefits of membership, visit www.elwoodclub.com<\/a> or follow @elwoodclub<\/p>\n

TynanGroup is the Project Manager on the Pendry Newport Beach Renovation Project – providing full Project Management, FF&E and OS&E, and Project Accounting Services.\u00a0<\/strong><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Forbes.com Peter Lane Taylor Apr 25, 2023,12:00pm EDT When I started thinking about all of the angles from which to write this story, I kept coming back to the need for admission. I grew up going to private clubs. Sorry. Golf or tennis lessons in the morning. Marco Polo in the pool in the afternoon. […]<\/p>\n","protected":false},"author":7,"featured_media":9574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_mo_disable_npp":"","footnotes":""},"categories":[212,25,161],"tags":[],"acf":[],"yoast_head":"\nPendry Hotels & Resorts Just Reinvented The Private Club. 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