By Mr Rajesh Shetty, General Manager, The
Acres Club and the Fern Residency
With the increasingly hectic urban lifestyle, the invasion
of the digital world into our everyday lives and schedules that involve navigating
through hours of traffic, the need for a relaxed space to unwind and
rejuvenate, has become the need of the hour. Despite the series of modern
amenities, including club houses offered in several housing societies, the stand
alone ‘club’ – an evolution from the erstwhile ‘gymkhanas’ that were once
prerogative of the elites, are re-inventing the urban leisure experience.With
state of the art design that offers the much needed green breathing spaces, modern
activity centres and clubs are turning into popular weekend destinations where
families can relax and enjoy a peaceful weekend, while enjoying the best in
culinary and entertainment experience, in addition to a fully equipped activity
centre.
Some key trends and growth drivers
that are popularising the urban clubs as the family weekend destination:
-
Quality culinary experiences:
More than the fine dining restaurant experience, culinary
offerings at the family clubs come with the added luxury ofrelaxed and extended
family meals which are served in a private environment open only to club
members. Also, a lazy meal at after a day full of active sport or entertainment
experience, within the same premise, can offer a relaxed experience, deserving
of a wonderful weekend sojourn. Most clubs now boast of international food
festivals and theme based menus from time to time, adding to the flavours and
richness of dining with the family and friends.
-
Leisure Family time
Apart from fine dining, and
activity centres, the clubs now also offer relaxed family time opportunities
with spa and Jacuzzi, steam and sauna as well as open air café, open lawn
seating etc., where families, including young parents, senior citizens and children
can enjoy a peaceful and relaxed time in the outdoors, within a safe and green
environment.
-
Essential Social Connect
Being a close knit, members
only community, the clubs have also been gaining popularity as they offer a
platform for personal connect and engagement. In a world choking on virtual
social interactions, the lifestyle clubs have become catalysts in enhancing
real world connect among family and friends.
-
Destination for celebrations
Equipped with banquet halls
and option for open air celebrations, clubs are also doubling up as the chosen
spot for family celebrations. Be it birthdays, engagements, retirement or even
intimate wedding ceremonies, the modern cub banquets offer the perfect backdrop
for a warm and luxurious venue to enjoy the milestones in life with friends and
family.
-
Sports and Activity centre
Physical fitness and sports
play a major role in overall wellbeing of a person. Be in the gym, outdoor
sports arenas or fun activity areas, moderns clubs today offer some of the best
in class, fully equipped activity centres for the entire family. From power
yoga sessions and state of the art gyms to table tennis, basketball and
swimming as well as zumba, dance and aerobics sessions for women and children,
the offerings cater to the varied tastes and preferences of its members. Workshops
with prominent sportspeople, training the patrons in a sport, are also
exclusive benefits offered by some clubs.
-
Exclusive events and entertainment
Nothing helps to unwind more than Music and live Entertainment!
Be it emerging singers, stand-up comedies, cultural events and performances or new,
live band performances, the clubs have also become a springboard for new talent
which can offer fresh entertainment content to the club’s patrons. Adding to the
holistic experience of the club, the events and entertainment offerings often
also help drive non-member participation.
-
Superior Hospitality
services
All of the above
experiences can be delivered only if backed by very high standards of
hospitality which makes one feel welcome and cared for. Especially as a
lifestyle club for families, hospitality services could make a world of
difference, to ensure every member of the family feels at home and comfortable.
The fact that clubs have now become a ‘home away from home’ anda favoured
‘staycation destination’ for millennials and young families, says a lot about
the integrated services and experiences offered with the perfect blend of world
class hospitality services.
As an integrated, well designed and strategically located
venue, lifestyle clubs are proving to be a much sought after place for
businessmen, millennial entrepreneurs, corporate honchos and young
professionals to seek quality time in a luxurious and comfortable ambience,
within the heart of the city. Such experiential clubs seem to be the future especially,for
Millennials who are willing to spend more on experiences rather than
materialistic acquisitions (As per a study conducted by Harris Poll and
Eventbrite). This is clearly reflected in the preference of services such as
Airbnb, Uber, Ola etc among Millenials who wish to soak in experiences around
them rather than splurge on homes and cars. This is further endorsed through
the report by World Data lab that states that by 2020, the global Millennial
spending power will overtake Gen X, thereby giving them a greater say and
impact on product and service offerings across categories.
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