It isn’t hard to see why people are drawn to boutique hotels with a membership program. Create the right atmosphere — a cozy space, impressive design and noteworthy food and drink — and the odds are good that a clientele will be suitably intrigued. It’s what’s made Soho House such a success, after all. But it turns out that a similar model can be adapted to different settings and parts of the country — which has led to some visually striking places to work, eat and spend the night.
A new article by Jen Murphy at Bloomberg Businessweek explores the growing popularity of Breck Haus, a space which opened earlier this year in Breckenridge, Colorado. It’s one of several offerings from parent company Gravity Haus — but what makes it unique is the overlap of locals and visitors it’s attracted since it opened.
Murphy’s article shows a clientele shifting over time: earlier in the year, the space was packed with skiers, while after the pandemic had spread across the country, many of those making use of the space were doing so for remote work.
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Some of that can be chalked up to the amenities — a state-of-the-art gym, a high-tech coffee shop — while others might be due to the relatively low bar to entry. Murphy notes that the most basic level of membership costs $40/month — making it a bargain to join, and allowing the club to balance being both a local hangout and a destination for visitors.
The article notes that Gravity Haus has plans for more locations across Colorado. As destinations go, it’s not hard to see the appeal.
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