023: Building iconic hospitality brands: Soho House, The Birley Clubs, Caprice Holdings
Jul 25, 2024
auto_awesome
Jamie Caring, founder of Sevengage Consultancy, shares insights on building iconic hospitality brands. He discusses strategies for launching and scaling businesses, psychology of members clubs, and the evolution of Soho House. Topics include member retention, special touches in hospitality, lifestyle brand expansion, and challenges in the industry.
Understanding guest preferences is crucial in hospitality branding for tailored experiences.
Creating memorable member experiences and strategic branding are essential for scaling hospitality businesses.
Fostering community through shared values and intentional events reduces attrition rates in clubs.
Deep dives
Fostering Exclusive Communities Is Crucial for Successful Brands
In the podcast, the importance of knowing the preferences of repeat guests and members in the hospitality industry is highlighted. Understanding individual preferences, such as how guests like their steak cooked or their choice between still or sparkling, is essential for building a successful brand. PeopleVine, a leading hospitality CRM software, enables businesses to intimately know their guests, allowing for tailored experiences that enhance brand loyalty.
Jamie Carring's Expertise in Hospitality and Entertainment
The episode features Jamie Carring, the founder of 7Gauge Consultancy, who offers advice to hospitality entrepreneurs. Jamie's background includes significant roles in marketing and entertainment at MTV and VH1. He played a pivotal role in transforming So House into a global lifestyle brand. Jamie shares insights on launching and scaling hospitality businesses, emphasizing the importance of strategic branding and creating memorable member experiences in clubs.
Creating Memorable Events and Diverse Experiences for Club Members
The discussion dives into the philosophy of creating engaging content and events in clubs. Jamie emphasizes the significance of offering diverse experiences beyond parties and themed nights. Niche events, even with a small turnout, can have a profound impact on members. Celebrating unique events, fostering inspiration, and challenging members' norms contribute to building a strong community and reducing attrition rates in clubs.
Building and Sustaining a Strong Community in Membership Businesses
The conversation delves into the concept of community within membership-based businesses. Jamie stresses the value of fostering a sense of belonging and security through friendship in club communities. He highlights that successful clubs attract members not just for facilities but for the people and shared values within the community. Cultivating a deliberate community and defining common interests help in creating a vibrant and enduring membership base.
Importance of Long-Term Support for Member Clubs
Supporting member clubs for the long term is crucial for their success, especially in delicate ecosystems like members' clubs. Some owners and investors may not grasp the unique dynamics of clubs, leading to challenges when aligning growth mandates with the club's sustainability. Balancing ambitious business visions with a community-focused ethos is exemplified in the story of Ron Burkle and Nick Jones at So House, highlighting the need for a harmonious blend of perspectives for club success.
Evolving to Stay Relevant and Attracting Younger Members
Legacy clubs, particularly in London, face the imperative of evolving to remain relevant and enticing to younger generations. In a shifting luxury industry landscape, clubs must diversify their communities, embrace technology, and adapt to contemporary trends. The emphasis on credibility, community-first mindset, and continual brand updates are vital for clubs like 5 Hertford Street to maintain a vibrant, multi-generational atmosphere and attract new members across different demographics.
**This interview was made publicly available thanks to the support of Peoplevine, the CRM software trusted by the best hospitality brands. Book your free demo here.
Today's guest is Jamie Caring, founder of Sevengage Consultancy, through which he advises hospitality entrepreneurs and real estate owners on brand creation and community building. Prior to his consulting career, Jamie was the CMO of Soho House, the Commercial Director at Caprice Holdings, the holding company behind restaurant brands such as The Ivy, Le Caprice, and Sexy Fish, and the Commercial Director at The Birley Clubs, which owns club brands such as Annabel's and Mark's. Prior to hospitality, Jamie had a 15-year career in music and entertainment at MTV and VH1.
Jamie started at Soho House in 2008 when there wasn't a marketing team, and during his tenure, helped shape it into the global category-defining lifestyle brand that it is today. This was my longest interview to date, and I definitely could have continued the interview. We went in-depth on Jamie's knowledge and insights coming from both of his lives in entertainment and hospitality, and especially focused on strategy for launching and scaling hospitality businesses, as well as the psychology of members clubs. He truly understands how to build an enduring hospitality brand that is a reference for other emerging brands, and I know anyone listening to this episode will learn a lot from Jamie's experience.
Connect with Jamie here.
Interview Highlights:
Applying insights from entertainment to hospitality
Meeting Nick Jones and starting at Soho House
Marketing-led vs transaction-led hospitality
Jamie's philosophy on member programming & events
Can people buy into "community"?
What is a true community in the context of a business?
Lessons from Soho House's banker purge in 2010
Top drivers for both membership renewals and cancellations
Expanding from members clubs into a lifestyle brand
The art & science of advertising exclusivity
Thoughts on Soho House's recent negative press and its IPO
Balancing creative vision and needs of investors
Jamie's experience at Annabel's & how legacy clubs can stay relevant
Thoughts on the proliferation of members clubs
Trends in the club industry
Advice for hospitality entrepreneurs
Audience Q&A
If you enjoyed this episode, please share with a friend or colleague :)
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
