Soho House Targets the Desert Amid Criticism
Soho House is making strides in the desert, but some critics are skeptical, wondering if this effort is just a mirage.
The globally recognized membership club has introduced the Soho Desert House Palm Springs, a seven-acre wellness retreat in California’s Coachella Valley, with views of the San Jacinto Mountains. This property includes club facilities, 17 bedrooms, a sizable 185-foot pool, and offers signature wellness services from Soho Health Club.
On paper, it seems like a classic offering from Soho House, crafted specifically for influencers. However, beneath the glittering surface, the brand is grappling with significant challenges: a tarnished reputation, mediocre service and food, internal upheavals, and increasing complaints that the once-exclusive club is losing its appeal.
Scheduled to open in 2027, this venue is a reimagining of a 1920s mansion initially intended as an artist colony. As the brand moves toward including hypobaric oxygen therapy and anticipates the colder months affecting the Coachella crowd, there’s a sense that the company might be holding its breath.
The Palm Springs project marks Soho House’s latest attempt to expand into desert locales, following the abrupt cancellation of plans for a members-only club in 2023. It’s part of a larger initiative that includes new locations in Tokyo, New York, and Los Cabos.
Insiders suggest this move feels more about retaining members than genuine expansion. Some believe the “teasing” of new locations could be a strategy to prevent cancellations among West Coast members, using future promises to maintain income stability.
Once a favorite among creatives and celebrities, Soho House now encounters a modern dilemma: an overwhelming number of members paired with a fading mystique.
With around 50 locations worldwide, the membership reportedly surpasses 200,000. Yet, many insiders claim this growth has eroded the exclusivity that once drew them in.
Feedback regarding overcrowding, lengthy wait times, and subpar service is becoming more frequent. Some have humorously noted that “WeWork serves better cocktails.”
This struggle affects both culture and finances.
Soho House has found it challenging to generate consistent profits since its public debut in 2021, leading to turmoil that resulted in a $2.7 billion deal to take the company private earlier this year.
During this review phase, the company has begun to tighten its membership criteria, reportedly cutting hundreds of members across cities like New York, Miami, and Los Angeles.
Meanwhile, it faces fierce competition from less exclusive options like San Vicente Bungalows in Los Angeles and Casa Cipriani in New York. These clubs maintain better control over their guest lists and experiences.
“It’s not as exclusive as it once was. The prestige is gone,” shared a Soho member on Reddit.
Another user remarked, “SVB is definitely better (I’ve never been a pleb, but from what I’ve heard).”
Memberships have become easier to acquire, costs have surged into the thousands annually, and what was once considered a unique atmosphere now feels more widespread.
The Palm Springs location aims to redefine Soho House as a destination. It hopes to be less crowded and more selective, but it remains uncertain whether this desert site can reclaim the appeal it seems to be losing.
