SOHO HOUSE · WHY PEOPLE STAY
Members save the format, the playlist, the people, the dish. The house manager sees which programming compounds into renewal. Brand partners earn into cohorts that actually engage. One opt-in save, three surfaces move. No surveillance. No cross-member visibility. Member-private by default.
HOW THIS RESPECTS THE HOUSE
The dinner, the format, the playlist, the dish, the person I want to see again. Private to you.
Which programming formats produce members who stay. Format-level signal only. Member names never appear.
Which member cohorts actually engage with collaborations. Cohort-level only; names only on double opt-in.
Programming that matches the things you've saved. Soft suggestions, never push.
THE YIELD · WHY THIS WORLD COULD MAKE MONEY
The Yucaipa take-private closed on a retention thesis with no instrumentation. The house manager has a P&L line for renewal and is reprogramming from instinct. This world produces the signal — privately.
ILLUSTRATIVE MODELS · NOT MEASURED OUTCOMES · DRAFTED FROM INDUSTRY BENCHMARKS + STRATEGIC THESIS
01 · HOUSE MANAGER
EXPENSIVE INPUT
Programming staff · F&B · venue · house ops · creative brief writing
WHERE IT FAILS TO CONVERT
The dinner that produced 12 renewals is invisible by Monday. Next quarter's calendar is built on gut + survey response.
YIELD WE PRODUCE
Format-level renewal signal — which programming compounds, which decays. Re-rank the calendar with k-anonymous member cohort data.
Trovii: opt-in member save on /soho-house/member. Vivere: format intelligence on /soho-house/house-manager.
ILLUSTRATIVE1pt retention lift on ~210K-member base × ~$3K annual fee = +$6.3M ARR. One programming pivot per quarter that wouldn't have happened from a survey.
02 · MEMBER
EXPENSIVE INPUT
Annual membership · time spent · attention · the friend they brought
WHERE IT FAILS TO CONVERT
The reason this house is theirs lives in their head and decays. Renewal is a vibe-check, not a memory.
YIELD WE PRODUCE
A private timeline of why this house matters — saved formats, saved people, saved nights. Used by the member, never by Trovii.
Trovii: tap-to-save on entry or end-of-night. Vivere: private member timeline.
ILLUSTRATIVERetention is the proxy. A member who remembers why they joined renews. The save is the artifact.
03 · BRAND PARTNER
EXPENSIVE INPUT
Collaboration fee · creative · activation cost · member-list rental
WHERE IT FAILS TO CONVERT
Brand activations feel pasted on. Members reject them. The house manager pushes back on the collab. Both sides leave money on the table.
YIELD WE PRODUCE
Cohort fit before the collab is offered. Double-opt-in for named outreach. CFO-ready engagement memo with renewal-attributable lift.
Vivere: brand partner surface on /soho-house/sponsor — cohort-level only, named on double-opt-in.
ILLUSTRATIVEBrand collab close-rate lift from cohort fit = $250K–1M per house per year. 40+ houses worldwide. Floor scenario: $10M ARR. The defensible number: collab renewal rate.
04 · SOHO HOUSE GROUP
EXPENSIVE INPUT
House-building capex · staff · brand · debt service post-take-private
WHERE IT FAILS TO CONVERT
Yucaipa needs the retention thesis to compound. No instrumentation = no defensible LTV curve in front of debtholders.
YIELD WE PRODUCE
A retention dashboard tied to programming. The number Burkle can point at when asked why the take-private was the right call.
Vivere: cross-house format intelligence. A graph of which formats travel and which are local.
ILLUSTRATIVEIf the retention thesis works, the next refinance is materially cheaper. The graph is the asset.
PILOT SHAPE
One house. One quarter. Opt-in only — target ≥ 20% of members opting in. Format-level k-anonymity ≥ 10 before any signal surfaces. Member can withdraw all saves with one tap, and the withdrawal removes them from every aggregate. Measurement: change in 90-day re-attendance for formats that get a re-rank vs. those that don't. Honest comparison or kill the pilot.