Exclusive Clubs Lure High-Earners to Smaller Cities Post-Pandemic

In the past two years, private membership clubs catering to high-income individuals have been rapidly expanding beyond their traditional strongholds in major U.S. cities. This trend is being driven by the pandemic-fueled migration of affluent professionals to smaller urban areas.

According to a recent report, cities like Savannah, Georgia, and Lexington, Kentucky, have seen a surge in the opening of exclusive social clubs. These clubs, which previously thrived mainly in New York and Los Angeles, now target the growing population of high-earners who have relocated from large metropolitan hubs.

One such club, The June, is set to open in Jacksonville, Florida, this autumn. Requiring a $5,000 initiation fee and monthly dues of at least $425, the club will feature amenities like a dance club, bar, and private restaurant. Over 450 local residents, including prominent figures like the Jacksonville Jaguars' quarterback Trevor Lawrence, have already signed up for membership.

The founder of The June, Britt Morgansax, explains that he wanted to "transplant the social culture of New York" to Jacksonville after moving there from Brooklyn in 2020. This sentiment reflects the demand for upscale cultural infrastructure in smaller cities, even as the overall economic conditions worsen.

Across the country, similar membership clubs are emerging, catering to the needs of affluent groups. These include Club Bardo in Savannah, Camel Club in Lexington, and Green House Social Club in Albany, New York. Members can participate in various networking activities, from pool parties to wine tastings.

As the proportion of high-income households continues to grow in these smaller cities, the viability of such exclusive clubs is expected to increase. Experts predict that the expansion of these membership-based communities will drive the development of local business networks, further transforming the social and economic landscape of these emerging hubs.