Decoding the Soho House Membership: A Guide for Creatives

Inside the Velvet Rope: An Objective Look at the Soho House Membership Application Process in North America

For creatives across North America, from Los Angeles to Toronto, the Soho House membership application process remains a subject of intense speculation and strategy. Far from a simple subscription service, the process is designed to filter applicants to ensure they align with the Group's mission of creating a vetted organisation of like-minded individuals.

Here is an objective overview of the key components and current operational standards for membership application within the North American market, based on available company data and internal insights.

I. Eligibility and Core Requirements

The fundamental requirement for membership is alignment with the Soho House ethos, which centers on individuals in the creative industries.

• Who is Welcome [1]? While Soho House caters to those in the film, media, fashion, and creative industries, anyone is welcome to apply. The application process is designed to be inclusive, allowing individuals from diverse backgrounds to join.

• Application Submission [2]: The application process is primarily digital and begins on the company website, where prospective members fill out a form. The online application is estimated to take around 15 minutes to complete, and applicants have the option to save their progress and return later. In some circumstances [2], applicants may fill out a PDF and submit it via email.

• Required Information [2]: Applicants must provide several key pieces of information as part of their submission:

  • A recent picture for their profile.
  • Credit or debit card details.
  • A concise description or presentation detailing their work, activities, and interests.

• Confidentiality: [3] The application submitted is considered confidential. Soho House ensures that all personal data collected during the application process is handled in accordance with privacy laws and regulations. [3]

II. The Evolving Role of Recommendations

The traditional barrier of entry has changed significantly since the Group expanded its global scale.

• Historical Rigour: Previously, the application process was considered "fairly rigorous," requiring prospective members to secure two referrals from existing members, along with a short cover letter. This was part of a broader strategy to maintain exclusivity and ensure that new members aligned with the club's ethos.

• Current Policy Shift [4]: Since the Group went public in 2021, the application process has become less reliant on mandatory proposals. Today, a referral is not explicitly required. This shift reflects a broader trend towards inclusivity, aiming to attract a more diverse membership base while still maintaining high standards.

• The Advantage of a Sponsor [5]: Despite the removal of the requirement, the core ethos remains rooted in "members recommending members", a model used for nearly 30 years. It is explicitly stated that it "absolutely helps" if an applicant knows at least one existing member. Applicants can, however, click the option which states, "I don’t know any proposers," if necessary. Applicants may also submit a letter of recommendation from someone in good standing who can vouch for their suitability. [6]

III. The Vetting Process and Decision-Making

The actual selection process is decentralized and handled locally, deliberately maintaining an element of mystique.

• Local Membership Committee: Applications are reviewed by the appropriate club’s Membership Committee. The committee uses its knowledge of the local community to vet applicants. This approach allows for a nuanced understanding of the community dynamics and ensures that the selection process aligns with local values and expectations.

• The Vetting Cycle [7]: Committees meet approximately every three months to review the pool of applications. This regular cycle ensures that the process remains dynamic and responsive to changes within the community.

• Selection Criteria 7: The criteria focus less on pure financial or social merit and more on cultural contribution. The Membership Committee seeks applicants who will actively "bring something to the party" or who are "working on something interesting" that contributes to the community. The vetting process itself is often referred to as a "dark art" due to its subjective nature and the emphasis on intangible qualities.

• Supporting Roles: The Advisory Board [7], which meets on a quarterly basis, acts as a global ambassador for Soho House, representing its values and mission to continuously improve membership. The board's role is crucial in maintaining the overarching ethos of the organization while supporting local committees. [7]

IV. Membership Types and Outcomes in North America

Applicants in North America typically choose between two main membership tiers, which are subject to the same vetting process:

1. "One House" (Local) Membership: For those who primarily work in and rarely leave their city (e.g., Sydney example applied to North American cities like New York, Toronto, or Los Angeles). This membership is specific to the House closest to where the member lives or works.
2. "Every Houses" Membership [8]: This provides access to the global network of Houses (currently 42 to 46 locations worldwide).

Outcome and Timeline [8]

• Notification: Applications are typically reviewed every three months, and applicants are notified of the outcome.
• Waitlist: If an [8] applicant is not immediately successful, they will receive a response indicating their application has "not yet been successful" but will be placed on a waiting list for future consideration. These waiting lists are known to be extensive, potentially lasting for "long periods" or even "years in the making". The application will be re-reviewed at each subsequent committee meeting.
• Digital Membership: Separate [8] from the physical access, Soho House Digital Membership is available and is subject to the same application and approval process as the standard Soho House membership. This aims to connect like-minded individuals in a purely digital space via the SH.APP. [9]