In the vibrant Brooklyn Heights, a novel private club is set to open its doors next summer, starkly diverging from the city’s wave of exclusive members-only establishments.
Unlike the traditional private clubs, the Beginning is designed specifically with families in mind, aiming to provide spaces where both adults and children can enjoy their time together.
Chris de Koos, co-founder of the Beginning alongside Michael Schoen, emphasizes that the club’s design emphasizes inclusivity for all family members.
Parents will have the unique opportunity to drop their children off for various activities, such as yoga or art classes, while they indulge in their own fitness classes or socialize over a glass of rosé.
De Koos articulates the need the Beginning aims to fill: “Usually there is nothing to do with kids indoors besides taking them to a crappy play space or to a restaurant where they’re not really welcome.”
The club’s comprehensive offerings also include a double-height play area and a pizza restaurant, thus creating a dynamic environment where adults and children can both engage comfortably.
Cathrine Andersen, another pioneer in this realm, co-founded House of Wonder, a café and play space located in Clinton Hill, which provides a welcoming atmosphere for caregivers who often find standard indoor children’s spaces stressful.
She notes, “Play spaces get really stressful for parents — you need to run around after your kids the whole time, or there’s really no place to sit.”
House of Wonder stands apart by prioritizing the experience of parents, offering not just food but an environment where friends can gather while children play freely.
Karl Chong, co-founder of Cocoon, a members-only play space situated in Tribeca, shares a similar vision.
Having transitioned from a high-powered position as CEO of Groupon Singapore to a stay-at-home dad in Battery Park City, Chong recognized the challenges of connecting with other parents.
“Making new friends as a stay-at-home dad was a difficult and awkward experience,” he reflects.
Cocoon provides an upscale environment with natural wood elements, Montessori-inspired structures, and features that promote interaction among parents while children explore and play.
This trend in family-oriented spaces is shifting the concept of traditional play areas towards more sophisticated settings.
As Schoen describes, the Beginning seeks to attract a clientele akin to the historical members of Soho House who have now become parents.
With a design led by James Thurstan Waterworth, previously a European design director of Soho House, the Beginning aims to break the mold of stereotypical play areas filled with primary colors.
De Koos argues for more aesthetically pleasing spaces: “Your house doesn’t look like a playground. Why shouldn’t we have copies of great Miros and not just primary colors?”
Similar concepts are seen at Canopy, a play space in Williamsburg that accommodates children aged four and under, blending a Brooklyn loft design with family-friendly amenities.
While these establishments cater to families, they do come at a price.
The Beginning anticipates membership costs starting around $300 per month for adults and $200 for children, complemented by an initiation fee that may reach several thousand dollars.
Other establishments, such as House of Wonder, offer different pricing structures, although the general trend leans towards the premium side of family outings.
Life Time, an upscale athletic club also providing childcare, showcases the evolving landscape—charging $329 for the first member and $100 per child without an initiation fee.
While Life Time began primarily as a space for adults, its services have expanded to cater to families with enriched programs for children.
Natalie Bushaw, its vice-president of corporate communications, notes the importance of engaged programming for children, moving beyond mere entertainment.
Paula S. Fass, a professor of history at the University of California, Berkeley, points out that such social and childcare combinations are not entirely new, drawing parallels to communal childrearing practices often found in churches and social gatherings.
These nostalgic nuances epitomize a longing for spaces that combine relaxation for adults with fun for children, especially as traditional community spaces have receded over time.
Amid these transformations in the urban landscape, economic factors play a vital role in the emergence of family clubs.
Falling commercial rents have opened avenues for these members-only clubs, with landlords increasingly favoring experiential uses over conventional retail or restaurant spaces.
Schoen highlights the substantial space they secured at 50 Columbia Heights, encompassing 45,000 square feet, tapping into an underutilized market in New York.
Constructed with the design and functionality tailored to families, these spaces are positioned to provide a refuge for telecommuting parents seeking a productive yet engaging environment.
The shift towards these family-friendly hubs aligns with the need for places where parents feel comfortable working while ensuring their children are entertained safely.
However, the success of these ventures relies not only on appealing environments but also on operational logistics.
Nick Farmakis, vice-chairman at Savills, recognizes the uniqueness of controlled hospitality environments and the desire for a `third space` that offers social comfort.
Ultimately, while families are increasingly willing to invest in structures that cater to their needs, the crucial question remains: Can this burgeoning market sustain profitability and growth?
As the Beginning and similar establishments prepare for their grand openings, the future of family-focused social spaces could reshape the landscape of urban parenting, bringing together community, comfort, and child-centered experiences.
image source from：curbed
