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.
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volunteer_activism ADVICE
Define Your Member Archetypes
Define your who, what, and why with granular member profiles before designing the club.
Use those profiles to test every decision so the space, programming, and pricing align with members' real needs.
volunteer_activism ADVICE
Collect And Use Small Data Points
Build a deep CRM that captures small but meaningful member preferences and shares them with all staff.
Use those data points to proactively personalize service and create repeatable 'home' moments for members.
volunteer_activism ADVICE
Invest In A Unified Team
Invest in cross-functional staffing and training to avoid silos between housekeeping, F&B, and membership teams.
Equip every team with SOPs and shared knowledge so the brand's values are delivered consistently.
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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.
The Stanza