Two new social clubs are taking the third space idea a step further in the Twin Cities, with memberships, coworking spaces and fitness amenities built in. Excelsior Social soft opens this weekend in downtown Excelsior, and Ember is set to open next spring in the North Loop of Minneapolis. They share a concept, but they’re aimed at very different members.
Excelsior Social: A Family Hangout in Downtown Excelsior
Excelsior Social is moving into a 5,000-square-foot building at 304 Water St. Inside, you’ll find:
- A cafe
- All-day coworking
- A golf simulator
- A pool table
- Ping pong
- Cards and games
- Event rentals
- A kids club with activities for children
Owner Christine Sampair previously ran Curated Co. in the 50th and France neighborhood until it closed during Covid. Her goal this time is a community center for everyone, whether that’s a mahjong group, someone working remotely or high schoolers hanging out over dirty sodas. Beer and wine are on the menu, but the space isn’t built around alcohol or expensive meals.
Memberships cost:
- $175 a month for the head of the family
- $50 for a partner
- $50 per child
- Kids under grade school are free
The club is also open to the public during posted hours.
Ember: A Luxury Club Coming to the North Loop
Ember will open at 300 N. Sixth Ave. in Minneapolis with 35,000 square feet of coworking, a spa, an all-day cafe and a cocktail lounge. The fitness center will host nearly 100 group classes a week, from strength training and yoga to Pilates and sound meditation, plus a dry sauna, steam room and cold plunge pool.
Co-founder Robb Leone built the highly successful Biân club in Chicago, and he compares today’s North Loop to Chicago’s West Loop about 12 years ago, before it became that city’s hottest neighborhood. Members will also get professional development talks and interest-based clubs for things like running and chess.
Membership pricing:
- The first 500 founding memberships cost $250 a month with a $250 initiation fee
- The standard rate is $300 a month for members 30 and older
- A limited number of members under 30 pay $250
The club has room for about 2,000 members, and 200 people signed up within days of applications opening. A valet parking membership is already drawing interest from suburbanites, and the Mattina cafe will be open to the public.
Why Third Spaces Are Growing in the Twin Cities
Community hubs outside home and work are booming nationally, according to a Forbes report from July. Locally, that has looked like brewery taprooms, cafes with dance parties and tabletop gaming clubs.
What stands out here is the range. One club is built around families and an affordable monthly rate in a small lake town downtown. The other is a premium wellness and networking club meant to pull people back into the city. Together, they suggest Twin Cities residents are willing to pay for a dedicated place to gather, as long as it fits how they actually live.
Would This Work in the East Metro?
Neither club is in the east metro, but the question is worth asking. Would a family-focused social club with coworking and a kids area land in Woodbury, Stillwater or Lake Elmo? Would you trade a coffee shop table for a membership? If you’re comparing Twin Cities communities by lifestyle, start here: [INTERNAL LINK: east metro community guides page].
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