Private Clubs: Stepping Up as Essential Third Spaces in a Digitally Dominated World

Private clubs have always been essential third spaces, offering a "home away from home" for their members. As we continue to see significant changes in public third spaces, clubs have a real opportunity to step in and not just fill the void but increase club usage and member retention, resulting in an elevated member experience.

Over the past 30 years, society has witnessed the disappearance of many beloved third spaces—those communal areas where people once gathered for leisure and connection. Arcades at malls, ice skating rinks, music stores, Blockbuster video, drive-in theaters, soda fountains, cyber cafes, bookstores with cafes, and pool halls were all staples of American culture, providing vital spaces for social interaction. Even free third spaces like parks, where people would relax on the lawn, libraries, and community centers are used less frequently as we move toward digitally influenced habits. The mall, a public plaza of the '80s and '90s, was where people met friends, went on group dates, and simply stretched their legs. Whether money was spent or not, it was the place where everyone wanted to meet.

With these nostalgic meeting spots vanishing, the role of private clubs becomes increasingly crucial in filling the gap in the social fabric, providing vibrant third spaces for social interaction and community building. Here are 10 ideas for different demographics that can help bring nostalgia back to the club.

Retro Arcade Nights

• Boomers: Focus on pinball machines and early arcade games they remember from their youth. Host themed nights with '50s and '60s music.

• GenX: Feature games from the '80s like Pac-Man and Space Invaders, along with snacks popular during their childhood.

• Millennials: Include '90s and early 2000s games like Street Fighter and Dance Dance Revolution. Use social media to organize tournaments.

• GenZ: Integrate modern, nostalgic games and VR experiences. Host competitive e-sports events to draw them in.

Vintage Movie Screenings

• Boomers: Screen classics from the '50s and '60s. Create a nostalgic atmosphere with period decorations.

• GenX: Show cult classics from the '70s and '80s. Provide trivia about the films beforehand.

• Millennials: Feature '90s and early 2000s movies. Offer themed snacks and drinks.

• GenZ: Combine screenings with interactive elements, like themed photo booths and social media sharing stations.

Ice Cream Socials

• Boomers: Emphasize the nostalgic charm of soda fountains. Play music from the '50s and '60s.

• GenX: Incorporate flavors and toppings from the '70s and '80s. Create a relaxed, family-friendly environment.

• Millennials: Offer gourmet and customizable options. Use Instagrammable setups.

• GenZ: Feature trendy, unique ice cream flavors and vegan options. Ice cream made with nitrogen. Include digital engagement with hashtags and filters.

Pop-Up Record Store

• Boomers: Partner with classic rock and jazz vinyl shops. Host listening parties with music from their era.

• GenX: Focus on '70s and '80s records. Include memorabilia from iconic bands. Bring in local DJs from the radio days to host the event.

• Millennials: Mix in '90s and 2000s vinyl. Host swap meets and listening events.

• GenZ: Highlight the resurgence of vinyl with indie and current popular music. Include interactive elements like DJ workshops.

Roller Skating Rinks/Ice Skating Rinks

• Boomers: Play music from the '50s and '60s. Host nostalgic theme nights.

• GenX: Feature '70s and '80s disco and rock. Create a family-friendly skating environment.

• Millennials: Offer '90s and 2000s-themed skate nights. Incorporate social media challenges.

• GenZ: Include modern music and popular hits. Use LED lights and social media engagement.

Board Game Cafes

• Boomers: Offer classic games like bridge, Scrabble or even jigsaw puzzles. Provide comfortable seating and a relaxed atmosphere.

• GenX: Include popular '70s and '80s games like Risk and Trivial Pursuit. Host family game nights.

• Millennials: Feature modern games and popular titles from their youth, like Settlers of Catan. Create themed game nights and game leagues paired with cocktails and unique craft beer.

• GenZ: Introduce cooperative and interactive games. Bring your own game night. Use digital platforms for game tutorials and challenges.

Book Club Cafes

• Boomers: Focus on classic literature and bestsellers from their youth. Host discussions, author readings, and book clubs with the author.

• GenX: Feature books from the '70s and '80s, as well as contemporary favorites. Create a cozy, café-like environment. Create a unique book club with charcuterie, cocktails and discussion opportunities.

• Millennials: Include a mix of modern and nostalgic titles. Engage members to listen to the audio version and pair that with group walks or outings around the club. Promote via social media.

• GenZ: Highlight young adult and contemporary fiction. Use digital platforms for book discussions and reviews. Find young authors and provide Q&A for members.

DIY Craft Nights

• Boomers: Offer traditional crafts like quilting and knitting. Provide all materials and refreshments.

• GenX: Include '70s and '80s crafts like macramé and tie-dye. Encourage family participation.

• Millennials: Focus on Pinterest-inspired crafts and DIY home décor. Use social media for inspiration and sharing. Ask members to bring ideas and host/lead the events.

• GenZ: Feature trendy and eco-friendly crafts. Create TikTok-friendly craft tutorials and challenges.

Pop Culture Trivia

• Boomers: Cover '50s and '60s pop culture. Offer prizes related to the era.

• GenX: Focus on '70s and '80s trivia. Create themed trivia nights with related snacks and drinks.

• Millennials: Include '90s and 2000s trivia. Use multimedia elements like video clips and music.

• GenZ: Highlight current pop culture and viral trends. Incorporate social media interaction and digital prizes.

Outdoor Lounges

• Boomers: Provide comfortable seating and relaxing music. Host evening socials with light refreshments.

• GenX: Include family-friendly features like fire pits and acoustic music. Create a welcoming environment.

• Millennials: Offer trendy seating options like hammocks and bean bags, or bring your own lawn chair or blanket and enjoy less-trafficked outdoor spaces around the club. Use Instagrammable setups.

• GenZ: Integrate technology with outdoor screens and charging stations. Host events like storytelling nights and acoustic concerts.

By incorporating these generational preferences, clubs can create inclusive, engaging, and vibrant third spaces that appeal to members of all ages. As the loss of traditional third spaces continues, clubs have a real opportunity to step in, not just to fill the void, but to increase club usage and member retention. This approach will increase member experience, fostering a stronger sense of club culture, community and belonging.