But perhaps what has Soho House best poised for post-pandemic growth is all the pent-up yearning to socialize, fraternize and consort — albeit safely, among “like-minded” fellow creatives, walled off from the great unvaxed.
Young people don’t want to rent their time to corporations—they watched their parents and grandparents get burned during the Great Recession and again during the COVID pandemic. Why work within “the system” with capped upside when you can use your hustle and savvy to dictate your own fortune, and have equity upside?