The Stanza

021 Exclusivity sells: structuring an effective membership program

Jan 25, 2024

Explore the world of exclusive memberships in hospitality with insights on structuring effective programs and the psychology behind exclusivity. Hear about trends in the industry, privacy in LA vs spontaneity in NYC, and advice for operators of members clubs. Dive into the behind-the-scenes of creating memorable experiences and the future of the industry.

01:00:51

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Episode guests

Annabel Schwartz

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Episode notes

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Quick takeaways

Creating a sense of exclusivity and community while scaling a brand is key to maintaining member loyalty.

Balancing exclusivity with tangible benefits is crucial for the long-term sustainability of high-fee dining clubs.

Membership clubs fill a need for authentic connections, providing a balance of exclusivity, connection, and reliability.

Deep dives

Scaling a Brand Predicated on Exclusivity

Maintaining exclusivity and prestige while scaling a brand like So House involved patience and retaining the community vision. So House succeeded in scaling by establishing reliability, consistent programming, and a sense of belonging. This approach allowed So House to shift from exclusivity to a more open membership structure while maintaining member loyalty.

Introduction

2min

Career journey and the importance of personal traits in hospitality industry

3min

Building Effective Membership Programs and Creating Lasting Experiences

9min

Enhancing Customer Experience through Personalization and Team Investment in Hospitality Industry

4min

The Evolution of Membership Clubs: Balancing Exclusivity and Community

25min

Emerging Hospitality Trends and Consumer Demands

13min

Insightful Advice for Starting a Membership Club

5min

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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.

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The Stanza

021 Exclusivity sells: structuring an effective membership program

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Scaling a Brand Predicated on Exclusivity

Challenges of Dining Clubs

Demand and Consumer Psychology in Membership Clubs

Shift Towards Exclusivity in Dining Experiences

Future Trends in Hospitality Industry

Remember Everything You Learn from Podcasts