by Rebecca Stone, AIA, LEED AP BD+C | Principal at OZ Architecture
For centuries, social clubs have provided people with spaces to connect and engage over shared interests, spurring the creation of niche venues designed to highly specific audiences. Historically, these spaces — country clubs, yacht clubs, golf clubs, etc. — were likewise designed for exclusivity, reserving amenities and networks for those meeting specific membership criteria.
In recent decades, however, the social club concept has shifted to cater to a diversity of interests and demographics, offering people flexible and varied spaces to socialize, enjoy leisure activities and provide connection over common — and often new and emerging — interests.
The membership clubs of the past are evolving for a generation of travelers and explorers who don’t want to be confined to just one location, activity, or pool of people. They are embracing hybrid work environments and envisioning options for different membership levels and even some areas that encourage public access.
The modern-day social club is hitting urban and resort communities, promising members flexible and dynamic benefits with wellness and adventure in mind. OZ Architecture is at the forefront of the convergence. As the architecture team behind social destinations like The Aspen Club and AspenHaus – Gravity Haus in Aspen, Gravity House Steamboat Springs, and a number of golf and social clubs across the country, the OZ Resort & Hospitality team is reimagining what the next generation of the social club looks and feels like. We are working to create spaces that breathe new life into membership offerings through elevated food & beverage programs, flexible work/play environments, fitness and wellness amenities, and unique recreation experiences, complete with all the gear required.
Today’s social club members value experiences and variety, making an elevated food and beverage program with casual and elegant options essential.
OZ has teamed with Studio Lemonade on the AspenHaus. This Gravity Haus location will host two separate and distinct restaurants served from a shared kitchen, with a publicly accessible coffee from Unravel Coffee + Bar, which serves as a community hub for members and locals alike. Intimate bars where only 6-8 guests can gather are a key element of this new club model. Spaces feel lively with a smaller group, and members get to know each other in a comfortable setting – more the scale of a living room. Designed with opportunities to differentiate the experience from morning through night, AspenHaus will maximize what the food and beverage program can be through all hours of the day.
At Sonnenalp Club, located in Edwards, Colorado, curated dining experiences have enhanced the club’s offerings for members and non-members with Harvest restaurant, which offers high-quality dining experiences. In programming this space, the OZ team created a destination restaurant with fresh local fare, a social bar with an adjacent outdoor dining deck, and a casual market-like café that serves both the social pool amenity and the golf community for faster grab-and-go options.
The shift to hybrid work environments has expanded the digital nomad population, opening the opportunity for guests to squeeze work between leisure travel and activities, making flexible workspaces imperative for social club members looking for adventure.
At Aspen Club, members and guests will have access to a collection of work-ready environments throughout their stay that are threaded throughout the space and feature a strong hospitality feel. Think: private nooks to take Zoom calls, community tables, and soft seating areas to touch down and squeeze some work in between outdoor activities. Board rooms and flexible event spaces will also be available, allowing members to host meetings or social gatherings at the club.
The Gravity Haus model additionally has a component called StarterHaus. This space allows entrepreneurs and local members to hop on conference calls or address emails between ski runs. Non-members can purchase a day pass to use this lifestyle-driven workspace, allowing guests or tourists to the mountain into the ‘club.’
In the quest for enhancing social connections, today’s social clubs are also incorporating wellness amenities such as individual-use equipment and group fitness classes, and spa features like meditation rooms, saunas, yoga studios, and sports recovery modalities — helping individuals improve their overall well-being and supporting the kind of lifestyle their key demographic prioritizes.
At The Homestead in Whitefish, Montana, curated fitness classes and wellness experiences will be offered by internationally recognized elite athlete trainer Todd Durkin. The OZ team is working with Todd on a venue that is customized to the membership and will bring his vision to life in a state-of-the-art facility.
At Gravity Haus, wellness amenities are offered as part of the Dryland Fitness, which includes group training and fitness, social outdoor experiences (like a group 14-er clime), recovery, and individual fitness opportunities. Members can drop in at any of the urban or mountain locations and get in a workout with other members who share their active lifestyle and love of the outdoors.
The landscape at Aspen Club and Gravity Haus locations is a key component for supporting fitness and well-being, leveraging the outdoors for instructor-led workouts, including trail running, skiing and snowboarding, day hikes, and excursions.
To enhance the level of service and to support members’ ability to drop in for activities, fitness, and wellness, today’s social clubs are also offering turnkey recreation outfitting benefits, with outdoor gear that can be checked out for social outings on mountains, lakes, and trails.
The Outfitter at Victory Ranch in Kamas, Utah, and the Gear Garage at Gravity Haus locations offer an amenity where members can check out snowshoes, bikes, hiking sticks, hunting and fishing equipment, backpacks, kayaks and tents for mountain adventures. Private tours and excursions led by locals are also available through these venues. Members can access expert guides and even private waters and other unique outdoor experiences in the backcountry.
If the present-day representation of social clubs is any indication of the future, social clubs will grow to be more flexible, inclusive environments that cater to specific lifestyle wants and needs while supporting greater integration into the surrounding community, helping people develop meaningful relationships, expanding their social circles, and learn new skills.
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