The Private Club
Dubai, United Arab Emirates
Overview
Backed by the Investment Corporation of Dubai (ICD) and operated by Kerzner, this new private club sits at the centre of one of Dubai's most architecturally significant developments. The club will be positioned as the membership flagship, drawing on its proximity to the financial district, government quarter and DIFC to define a new category of private members' club for the next decade.
Appointed by ICD and Kerzner, Copper Beech leads pre-opening across concept, brand, interior architecture, membership, operations, F&B and finance, delivering alongside Michaelis Boyd on architecture and interiors and Steve Edge Design on brand.
Services
Define
- Critical path
- Market & competitor set analysis
- Concept development
- Governance
- Membership strategy
- Operational strategy development
- Systems analysis
- Financial modelling
Create
- Third party tendering
- Brand development
- Membership programming
- F&B concept & culinary direction
- PR & marketing approach
- Cultural programming & private events strategy
- People & recruitment strategy
- Senior level recruitment
- Founding member acquisition & pre-launch activation
- Membership collateral management
- Operational collateral management
- Operational management strategy
- Third party specialist consultant tender & management
Client
Investment Corporation of Dubai (ICD); operated by Kerzner