The University Club in San Diego is undergoing a major $2 million renovation to attract a younger and more diverse membership base. This is in response to the shift in work patterns post-pandemic and the increasing trend of remote work, impacting downtown office spaces. The club aims to transform its image from a stuffy, elite establishment to a more modern and inclusive social hub.
Key changes include a redesigned bar area, removal of the large TV screen, and a shift to a more coworking-friendly atmosphere. The club is also implementing a more relaxed dress code and offering a wider range of social events and activities, including those focused on specific interests such as arts, travel, and STEM.
The club has seen a significant increase in younger members (under 50) since 2021, and the renovation aims to further attract this demographic. Data suggests a broader trend in the rise of city and members-only clubs, with younger members actively seeking social interaction and community engagement.
The article also highlights the impact of remote work on downtown San Diego, noting the increased office vacancy rates and struggles of office buildings. The University Club's renovation is seen as a way to attract businesses back into the city's core, offering a desirable amenity to potential tenants.