After a slow period in 2020, when many private clubs temporarily or permanently closed and plans to open new ones were put on hold, club owners are moving forward to take advantage of remote-work policies and people’s desire to hang out and spend money. Now, there are a lot of new businesses opening up every few weeks in the most popular parts of town.
The Aster opened in August in Hollywood, where the members-only H Club used to be. It is a mix of a private club and a public hotel. Heimat, which opened in June in the growing Media District, has a niche focus on fitness and wellness. Its rooftop Michael Mina restaurant, which is open to the public, has a keto- and vegan-friendly menu with “mind/cognition” dishes. A mile away from Soho House’s longtime home in West Hollywood, the company’s fourth L.A. location, Holloway House, opened the month before.
Next, NeueHouse, which is known for its well-stocked shared spaces and cultural events, will open a new location in Venice Beach this month. This will be its third location in Los Angeles, after Hollywood and downtown L.A. A Soho House is being built in Palm Springs.
Drew Meyers, a Soho House member and luxury real estate agent who lives in West Hollywood, said, “Since the pandemic, exclusivity and privacy have become more important.” “People really wanted to narrow their circles. I know I did, and so did many of my friends.”
Meyers uses his membership three times a week and invites almost all of his clients to make them “feel special” and keep things private.
Meyers said, “When I do business at an exclusive place, it’s almost like a step up.” “I went there with a sheik a few months ago. I’ve taken celebrities. They are just sure that nobody will bother them there. Last year, I had a famous client who only wanted to eat where no one could see him. Because of this, we ate at Soho House for lunch almost every day for two weeks.
These private playgrounds for the rich and sometimes famous have changed a lot since the days of suburban country clubs with their quiet golf courses, triple-decker turkey sandwiches, and stuffy members, or the 127-year-old Jonathan Club downtown, whose website says, “We know when to bring out the good china.”