Soho House to stop admitting new members in New York, London and Los Angeles
You'll be waiting a long time to get into Soho House in some of the world's largest cities.
Soho House plans to stop admitting new members to its New York, London and Los Angeles locations (the company operates multiple properties in each city), according to an email from company founder Nick Jones sent to all Soho House members Friday. The move comes amid swelling criticism in recent years that the private clubs were too crowded and members weren't finding value in their membership.
"Over the last 12 months I have been spending a lot more time in our Houses. Stepping back from the day-to-day running of the business has meant that as Founder I've had the space to focus more attention on the clubs themselves," Jones, who stepped back from a CEO role late last year, wrote in the email. "I've been talking to our members and the teams in all our Houses, which I've really valued. We continue to be very focused on improving service, as well as making sure our Houses don't feel too busy.
"For that reason, next year we're closing the doors to new members across our Houses in London, New York and Los Angeles, and will only be accepting members in locations where we have capacity."
There has been a litany of social media posts over the years jeering the company for its overcrowding at the tony properties, but that doesn't appear to be deterring people from wanting to get in.
Soho House & Co., Soho House's parent company, noted a nearly 21% jump in overall membership across its variety of brands, which also includes The Ned and Scorpios Beach Club, from a year ago during a third-quarter earnings report. Soho House specifically grew its membership levels at a slightly higher rate (21.3%), and the parent company's overall waitlist to get in stood, as of the end of October, at 98,000 — an all-time company high.
Given the high concentration of members in each of the cities affected, it appears the move to halt admitting new members is a permanent one. In his email, Jones cited other ways the company is working to improve the membership experience, from new menus to upgraded fitness and wellness facilities.
Company leaders have hinted on multiple earnings calls in recent quarters that there would be an enhanced focus on food and service going forward. Soho House & Co. CEO Andrew Carnie also hinted during an interview with TPG earlier this year that an initiative like this was in the works.
"We have got a bunch of things that we'll do to improve the member experience throughout all our houses next year, and that'll include making our Houses slightly less busy when they're overcrowded," Carnie said at the time without providing specifics. "We're very conscious of that and will improve it."
It's unlikely Soho House is going to face the same kind of criticism Delta Air Lines did when it announced significant cutbacks to its Sky Club eligibility and lounge access. If you're in, you're in at Soho House.
And if you're not? There are plenty of options, like the new Soho House Mexico City or the upcoming Soho House Portland, that will still admit members.
Of course, you still have to make it off the waitlist.
Related reading:
- Best hotel credit cards
- When is the best time to book a hotel? Experts weigh in — and debunk a few myths
- The best credit cards to reach elite status
- A comparison of luxury hotel programs from credit card issuers: Amex, Capital One, Chase and Citi
- Which credit cards offer the most lucrative rewards for hotel stays?
- The best hotel rewards programs in the world
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $8,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.