Private clubs like LA’s San Vicente Bungalows and London’s The Twenty Two have now opened in NYC—can they make membership a “must-have” for a new generation of affluent New Yorkers?
The Rise of the Modern Members Club
The definition of a private club in New York City is changing. Once rooted in exclusivity through legacy and lineage, today's most sought-after clubs—like Zero Bond, Casa Cipriani, San Vicente Bungalows, and The Twenty Two—are driven by cultural alignment, meaningful experiences, and a carefully curated membership base.
With over 112,000 ultra-high-net-worth individuals now living in the city, and club applications nationwide increasing 42% since 2021, the opportunity is significant. But the bar is higher than ever. In 2025, the most successful clubs don’t just offer a place to gather—they offer a place to belong.
5 Core Pillars of a Thriving NYC Private Club
1. Curated Community Over Clout
Membership is no longer about net worth alone—it’s about net value. Clubs that thrive in NYC carefully build member communities that reflect shared values, creativity, and ambition. Whether it’s venture capitalists, fashion editors, filmmakers, or tech entrepreneurs, today’s private clubs prioritize multidimensional people over monolithic wealth.
How they do it:
Application committees vet for contribution, not just credentials.
Some clubs like San Vicente enforce strict referral-only policies.
Others like The Twenty Two hold cultural events before offering invitations to applicants.
The result? A space where connections feel organic—not transactional. Members don’t just want to network; they want to feel seen.
“Affluent New Yorkers don’t just want a club—they want a culture,” says Zack Bates of Private Club Marketing. “You need to build a community that feels hand-picked, not mass-marketed.”
2. Design That Performs
In Manhattan, where square footage is a luxury, successful clubs must make every inch count. But great design in 2025 goes beyond aesthetics—it’s about flow, function, and flexibility.
Members want spaces that shift seamlessly from day to night, from laptop to cocktail hour. A well-designed club enhances experience, sets mood, and serves as a creative extension of the member’s lifestyle.
What this looks like:
Soundproofed Zoom rooms that turn into private dining nooks.
Rooftop lounges with movable walls and retractable canopies.
Warm, layered interiors—like those at The Twenty Two—that feel both elevated and welcoming.
And don’t forget the bathrooms. A 2023 survey by Architectural Digest found that 78% of members cite interior design as one of their top three reasons for joining a club.
3. Programming with Purpose
Today’s members want more than just drinks and dinners—they want depth. Successful clubs are curating calendars filled with exclusive, relevant, and thought-provoking events that expand their members’ worlds.
High-performing programming includes:
Fireside chats with CEOs and creatives
Wellness workshops with leaders in biohacking and performance
Artist-in-residence dinners and behind-the-scenes previews
Private screenings, live music, and chef takeovers
According to Eventbrite data, private member events with educational or cultural value see 63% higher RSVP ratesthan social-only gatherings. Members are investing in access to ideas, not just ambiance.
Clubs like Zero Bond have mastered this by building out editorial-style programming calendars that rival those of major media outlets.
4. Personalization at Scale
The new standard for luxury is personal attention. But when a club has hundreds (or thousands) of members, personalization must be scalable—and discreet. Successful clubs are quietly deploying data and hospitality tech to anticipate and remember every detail, without compromising the analog charm of a white-glove experience.
Examples of successful personalization:
Remembering a member’s favorite table, cocktail, or playlist
Offering pre-stocked lockers with personal toiletries or products
Sending invitations to only the most relevant events for each member
Connecting members across industries who share mutual interests
Systems like ClubCRM, ALICE, and custom CRMs help deliver this behind the scenes. But the member should never feel like it’s automated. The magic is when it feels instinctive.
5. Strategic Partnerships That Matter
Clubs are increasingly serving as cultural brokers—connecting their members to meaningful partnerships, exclusive travel, and luxury experiences outside the club walls.
The best clubs today go beyond internal perks to unlock external access. That means forging relationships with luxury brands, world-class resorts, fine art galleries, and culinary icons.
Successful partnerships include:
VIP access to Art Basel, Frieze, or the Met Gala after-party
Co-branded experiences with brands like Porsche, The Macallan, or NetJets
Preferred rates at Aman, Auberge, or Six Senses resorts
Private fashion previews, exclusive tasting dinners, or off-market real estate showcases
These offerings reinforce the value of membership—not just while inside the club, but across the member’s lifestyle.
Can the LA and London Invasion Thrive in NYC?
With San Vicente Bungalows launch in March 2025 and The Twenty Two opening in Tribeca, Manhattan is now home to two of the most buzzed-about global members clubs. But success here isn’t guaranteed. What resonates in West Hollywood or Mayfair doesn’t always land on Madison Avenue.
To thrive in NYC, these clubs must:
Localize their experience, aligning with New York’s pace, neighborhoods, and culture
Maintain high standards of service and discretion, especially for celebrity and high-profile members
Continuously evolve, as what’s exclusive today becomes expected tomorrow
They can’t simply import a vibe—they have to earn New York’s respect.
Final Word: Making Membership a “Must-Have” Again
The private clubs that succeed in New York today are those that do more than offer status—they offer substance. They curate communities. They create connections. They evolve with their members.
In a city that never slows down, these clubs offer something rare: a place to pause, connect, and grow.
