Nearly three years after its announcement, Soho House, the trendy, members-only social club, has opened its first Texas location on South Congress Avenue.
Soho House is in the recently completed Music Lane development, a mixed-use project that includes office, dining and shopping venues.
The Austin Soho House includes a hotel, rooftop pool and club spaces for members to work, eat, drink and relax. The club, which includes a theater, bar and terrace, is currently open, and the site’s 46 hotel rooms will be available before the end of the month, according to the club’s operators.
“We’re really excited to be adding Austin as another place for our members to visit and meet each other, there’s so much going on in the city I think it will add a lot for our members everywhere,” said Sang Aparadh, general manager of Soho House Austin.
Music Lane, at 1009 and 1011 S. Congress Ave., stretches across three blocks from Academy Drive north. The development, which has 92,000 square feet of retail space, is fully leased despite the pummeling retailers took during the COVID-19 pandemic.
Other tenants at Music Lane include Aba, a Mediterranean restaurant, fitness center Eqinox and national brands Lululemon, Ray-Ban and Nike.
Just behind the Music Lane project, Lyda and Pfiester, in conjunction with noted Austin hotelier Liz Lambert, have opened the 102-room boutique hotel, Hotel Magdalena, which includes full-service restaurant Summer Moon.
Soho House was founded in London in 1995 by Nick Jones above his French restaurant Café Boheme as a private club for professionals in the film, media and creative industries.
The company describes its international club network as “a place for our diverse membership to connect, grow, have fun, and make an impact.”
The chain has been compared to an AirBnB for the rich and famous. In addition to living accommodations, members have access to restaurants, workspaces, event spaces and, at some properties, movie theaters.
Memberships cost between $2,290 and $3,500 annually, depending on how many Soho Houses to which you want to have access. To attract a younger demographic, members under age 27 get a 50% discount until they turn 30.
The company offers several different levels of memberships, including “Cities Without Houses,” for users who don’t have a Soho House in their home city but want access when they travel.
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“Austin has such an interesting, flourishing creative scene,” Aparadh said. “Since launching Cities Without Houses here we’ve seen our local membership grow with creatives from all different industries and backgrounds in Texas – it made sense to have a House, where they could eat, drink and meet each other – as well as a place for our members all over the world to come to when they’re here.”
The company has expanded to include 27 Soho Houses across Europe and North America. In 2012, billionaire Ron Burkle bought a majority stake in Soho House, helping finance the international expansion.
Soho House, which is estimated to have a valuation of $3 billion to $4 billion, is expected by Wall Street analysts to file soon for an initial public offering.
As COVID-19vaccines roll out, Aparadh said he is optimistic that Austin Soho House will soon attract global visitors.
“We’re starting to see more members globally inquire to book bedrooms and move around as restrictions ease, which is really reassuring,” he said. “As a booming city, Austin is a top destination and we’re excited to welcome both our local and global members to the house in the coming months.”