About Your Company
We are a social club for the modern generation. Imagine a country club (minus the golf course and snobbery) and reinvented for young, hip urbanites. Our clubhouse will be in a downtown urban environment and our primary target will be people between the ages of 25 to 45. We are based in Salt Lake City. Our business features three fundamental product pillars:
1. Community. We plan to build a real, in-person community of like-minded individuals with a shared commitment to connection and personal growth. Our goal is to bring together people of all stripes. While there is an application process, we believe in the value of our shared humanity. The only real policy: "no assholes allowed".
2. Amenities. Our amenities will include a restaurant, speakeasy bar, coffee shop/co-working space, fitness facilities and locker rooms, a music/programming venue, event hall, and rooftop. Only members are allowed access, although they will be permitted to bring a certain number of guests.
3. Member Programming. The club will put together a regular calendar of member programming that will cater to a wide variety of interests and will serve as the catalyst for bringing our members together. Examples include live music, comedy shows, professional speakers, rooftop movies, power yoga, intimate theatre, wine tastings, supper clubs, cocktail classes, etc.
Value Proposition Summary: Through intentionally designed amenities, thoughtfully curated programming, and selective membership, we provide an environment and community that entices me to level up my engagement, and elevate the satisfaction I get out of my social, professional, and personal life.
Our primary target includes people between the ages of 25 and 45. Our primary demographic is largely single, and will likely have above-average income and education, with a goal of a 50/50 gender split. Smaller customer segments may be older/younger, married, etc. It is important that the club will be demographically diverse, and does not "look" like a traditional social club (i.e. we do not want to be pale, stale, and male!). Just as important as diverse demogrpahics are shared psychographics >> we are looking for people who are curious, looking for in-person interactions, exposure to new ideas and experiences, outgoing/social, and eager to be involved in something new and experimental.
This firm does not have a branch in our location, however they are the poster child for this small (but growing) industry and should be looked at to better understand what we are trying to accomplish. Other examples of social clubs that are out of market but similar to what we're doing are The Battery (San Francisco), The Collective (Seattle), and Common House (Charlottesville).
Impact Hub is the closest thing to an apples-to-apples competitor that we have in the local market, although they occupy a more "professional" positioning in the marketplace than we plan to; we plan to be more social/nightlife focused. It is worth mentioning that while we do plan to have some workspace and cater to the freelance worker, Salt Lake already has a fair number of "professionally-focused" (i.e. networking) competitors >> think "WeWork". The Salt Lake nightlife industry in particular is underdeveloped relative to the number of people who are actively looking for new, creative nightlife options.
This is the "old" social club in Salt Lake City. The average member age is probably 70 years old. The framework of the business model is not dissimilar; we just plan to modernize that framework and update it entirely for a new generation.
Creative should NOT use
We have a preference for a name that ends in the word "House". This has become a signal within the industry as to what type of business we are (i.e. SoHo House, Common House, etc.). This isn't a "must", but definitely a preference.
We are still looking for our tagline.
Youthful, as opposed to young
Disrupting, without being rebellious
Edgy, without being aggressive
Accepting, without being laissez-fare
Inventive, instead of just creative
Memorable, instead of just fun
Kinetic, instead of just energetic
Generous, instead of just friendly
Clever, without being sarcastic
Optimistic, without being naive
Nuanced, as opposed to absolute.
Exploratory, inseead of just curious
BRAND PERSONALITY CONTINUED: Description of Brand/Business if it were a person:
There is a velocity and purpose to [INSERT BUSINESS NAME]: a direction born from the secret knowledge that adventure is a team sport, and [BUSINESS NAME] is always recruiting. [BUSINESS NAME] is a world traveler who can break bread with artists, musicians, and craftsmen one night and CEOs, politicians, and scientists the next, all the while learning from thier common humanity. [BUSINESS NAME] isn’t looking for your affirmation, only your participation, because he knows that the only validation that should matter to you is your own. [BUSINESS NAME] isn’t afraid to “stir it up”,
because sometimes it’s the right thing to do, and anyway, to stand pat would be a waste of time and boring as hell.
[BUSINESS NAME] lives life at 11, and invites you to do the same.
Top 3 Things
OUR BRAND STORY:
We are all of us social animals. No matter where we come from, what our background is, or how we define ourselves, when we invest the time to laugh, to feel, to listen, and to learn from others, we thrive. Our business was born from an understanding of our natural reliance on meaningful connections, and the realization that they are an increasing casualty of a digital life. Our ability to maintain dialogue, to empathize with our neighbor, or to simply enjoy each other’s company is shrinking even as the ‘social’ tools designed to engender community become more ubiquitous. The intention of thoughtful interaction, the nuance of intellectual exchange, and the thrill of shared experience are all powered by the electricity of face-to-face engagement. Edison House is an experiment, an evolution of lifestyle that reawakens and placates our need for connection and self-discovery. It is our privilege to curate those moments, those opportunities for you to interact with those in, and not yet in, your tribe.
No Files Added