An indoor rock wall is among the features of The Collective – Image Credit: Bikash Chandra Sarkar (CC by 4.0)
Traditionally, private clubs for business types have been perched on the top of skyscrapers or nestled on golf-courses out in the burbs. But a new trend is developing in which urban ground-level space is becoming the new elite hangout. ClubCorp’s The Collective in Southlake Union is pioneering this trend. Located at the Juno Building, half of the club acts as a WiFi cafe and bar where workers can catch up at the end of the day and dine on locally-sourced cuisine. The other half of the club, known as Alpenglow, is essentially and adult playground complete with rock walls, hammocks, and a giant suspended hangout area called a “net nest.” The club hosts events such as informative talks, fun runs and bouldering activities. The Collective costs $250 to join, with a monthly $150 membership fee. The enterprise has already netted 750 members in its first month. ClubCorp VP Tommy Trause says he hopes the space can provide face-to-face connections “without looking at their phones,” a premium in today’s digital age.
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