While tough economic times may have contributed to stagnant membership numbers for some of the Lower Mainland’s most exclusive clubs (see Business in Vancouver’s 2010 list of the biggest private clubs in Metro Vancouver, page 20), representatives from the sector insist they’re still open (not to mention good) for business.
“We just completed a multimillion-dollar renovation, including upgrades to our meeting facilities,” Noni Bruyere, director of sales and marketing for the Terminal City Club in downtown Vancouver, told BIV. “We seem to be coming out of this recession and, even if it extends for a few more months or another year, becoming a member [of a private club] is still a great way to be social, network and join in events – things I believe are of great benefit for the business community.”
“The whole concept of being a member of a [private] club is that you have the privilege of meeting other members and the pleasure of getting to know them,” agreed Russell Smith, president of the Vancouver Club’s board of directors. “We’re not trying to be quite so nakedly open for business meeting … but we have so many events at the club that it’s virtually impossible not to meet likeminded people.”
Among the activities that populate the Vancouver Club’s social calendar are dinners, theatre performances, theme nights and Vancouver Canucks games at the Rogers Centre, where the club keeps a private box.
“We care about people’s minds, bodies and souls,” Smith said, pointing to his club’s fully equipped fitness centre (which offers personal training and yoga and Pilates classes), professional barbershop and salon services, meeting rooms and business centre. “Excellent service, friendly people and beautiful facilities – not only is the club a nice place to be, it is a wonderful place to belong.”
Terminal City offers its members similar social services, including oyster and tapas nights, cooking classes and wine-tasting sessions. The club’s meeting spaces, equipped with audio-visual equipment and wireless Internet, are also available to members at a discounted price.
“Connections, referrals and networking come part and parcel with a private membership club,” said Bruyere. “When you have opportunities to socially unwind with your peer group, it’s a great way to make new acquaintances and discover potential business opportunities.”
To keep its membership fresh, Terminal City has increasingly turned to social media to attract a new generation of businessmen and women.
“Twitter has been a strong influencer for us, certainly for the younger professional,” she explained. “As well, our fitness facility … state-of-the-art technology for meetings, the social events to meet people and network – all assist us in showcasing the value of membership.”
And, despite the impact B.C.’s new harmonized sales tax (HST) has had on annual club fees, Bruyere says the added 7% sales tax on dues hasn’t affected membership at Terminal City.
“It’s interesting, we have not found [the HST] to be an issue at all,” she commented.
“We did see it slow down during the recession, but we’ve noticed it increasing again, and it never really stopped completely. Things are definitely climbing again now.”