Potential: A global membership club and hospitality group with an elite, highly-engaged community.
Challenges: Though the company was known for generating exceptional events, it lacked top-tier mindfulness, wellness and consciousness-raising programming. With a membership made up of high-power, culture–forward people with unparalleled access, expectations for happenings were high.
Solution: Developed a content strategy centered on pioneers within the wellness, social consciousness and personal development space – innovative thinkers carving out new territory and presenting first-to-market ideas. Positioned as exclusive opportunities to connect with and learn from authentic change-makers who were steps ahead of the mainstream, the interactive events strengthened community ties through shared experience.
Results: Events, including Woke vs. Awake fireside chat with Big Quiet founder Jesse Israel and Porn and Politics panel featuring The Advocate Editor in Chief Zach Stafford, were standing room only with waitlists, and members requesting repeats. The occasions delivered premier positioning for both Soho House and featured guests within a coveted marketing segment, deepening audience loyalty and creating expansive opportunities, for each.
The relationship is ongoing, with upcoming programming including a Conscious Marketing roundtable featuring Diet Coke’s Unlabeled campaign and Good is the New Cool, and Taste of the Future culinary experience with celebrity chef Dan Barber, and Food + Tech Connect’s Mike Lee.