Exclusivity sells: structuring an effective membership program

Subscribe to ⁠The Stanza⁠, a newsletter at the intersection of investing, hospitality, & fashion.

Today's guest is Annabel Schwartz, founder of hospitality consultancy House of Talana.

Annabel was the former west coast memberships manager at Soho House and most recently the director of member relations & culture at San Vicente Bungalows. We did a deep dive on all the fun topics within hospitality - curating and designing a members club, the consumer psychology of exclusivity, the meaning of great hospitality, and trend predictions on the future of the industry. Annabel has so much unique experience and insight into the business from a behind the scenes angle and I know you're all going to love this episode.

On another note - this interview is the final guest episode of the season. The podcast will come back later this year, but for now definitely be sure to subscribe to the newsletter and follow along on Instagram and TikTok (@thestanzamedia). Thanks for tuning in and enjoy the show.

Episode Highlights

• Annabel's background at Soho House and SVB
• Structuring of an effective membership program
• Why exclusivity is an essential component
• Paying for access vs earning access
• Privacy in LA vs spontaneity in NYC
• 3 trend predictions for hospitality
• Advice for members clubs operators

Thank you to Peoplevine for sponsoring this episode. Peoplevine is the CRM loved by the best members clubs in the industry. Check out which clubs use Peoplevine and book your free demo here.