The client sought market intelligence on the private member club market and its relevance to a property they owned in San Miguel de Allende, Mexico. Further, the client wanted to understand their options for appropriate membership structures, as well as necessary market characteristics and programming/amenities to achieve success with its development and operation.
The Design Solution
The Advisory Services practice at HKS completed a study of the trends for fractional interest programs, private residence clubs, and destination clubs, as well as an assessment of the San Miguel de Allende market and the potential user groups and investor markets. The onset of the Coronavirus pandemic at the mid-point of the study caused a shift in focus instead to a singular villa asset and the future development of an equity membership club.
The Design Impact
Based on their market research and professional opinion, our Advisory Services team suggested structures for a membership program to the client, in addition to alternate programmatic uses for the villa as a stand-alone venue. The client used the Advisory team’s recommendations to formulate a club structure and market the initial offering.