Another guest blog by Nicolas, a Full Member of The Group.
After I wrote my first blog for The Group, Don’t Judge a Group by Its Dinner, on why you should not judge the community by your experience at The Table at Just For Dinner, I got the bug to do a bit more writing about another aspect of Group membership. I thought it might help Prospective and Provisional Members better understand exactly what they are spending their money on when attending a Group weekend event, and whether it is worth it. George and Ann were happy to once again let “my fingers do the talking.”
At the time I originally wrote this article, the next weekend event was a themed gathering, “Stiletto Spy Academy & The Secret Ball,” in New York City over the Fourth of July. The least expensive couple’s Wednesday-through-Sunday package was a hair under $7,000, with plenty of larger suite options to the heart’s desire of those flying into Teterboro and seeking something with a “bit more room.” While Full Members already understood the value of these weekends, some Provisional Members understandably saw that $7,000 price tag as material.
But consider the price point from a few perspectives:
The time of year. Some events, such as Napa during harvest season, take place at the most desirable and expensive time of the year. Accommodations alone will cost more than they would during the off-season. For the vineyard veterans among us, The Crush is also the perfect time to renew those allotments.
The location. Aspen, Deer Valley, Napa, New York, Palm Beach, Las Vegas, and Jamaica all carry different price points for luxury hotels, fine dining, transportation, private entertainment, and venues. The destination chosen for a weekend naturally affects the price.
The length of the event. If you are a math person like me, a Wednesday evening through Sunday brunch event works out to roughly four full days and nights over a five-day period. Using that $7,000 example, the cost is about $1,750 per day. Price out a room at a Ritz-Carlton, several multi-course dinners, carefully selected wines, premium entertainment, transportation, and a few extras, and you are easily there, or close to it anyway.
The event itself. You are not simply paying for a hotel room, a meal, and a band. Have you ever had someone else build an extraordinary five-day itinerary in a major city and then watched the entire thing play out seamlessly? We have, several times over.
The attendees. Most importantly, the weekend is attended by what I called in my first article “a curated group of individuals in the lifestyle.” The Group now creates several ways for relationships to begin, including The Table, Jackets Required, Stiletto Social, direct member referrals, and the experiences available through Provisional Membership. The language may have evolved, but the value is the same: you arrive knowing the guest list was shaped by real relationships, not simply by who purchased a ticket. There is value in attending an event where the people you do not want to meet are not invited.
I will also add that, for business owners and others who want to balance cash flow with the ability to attend a weekend event, The Group has traditionally offered multi-month payment plans whenever practical, regardless of the level of accommodations selected.
It is a valid question. You are being asked to hand over your hard-earned money and, unlike most planned events, there is a bit of mystery surrounding exactly what you will receive in return. Having attended several weekend events, here is my overly simplified rundown of what is included.
The Group caters to people accustomed to full-service luxury hotel brands such as The Ritz-Carlton, Four Seasons, and St. Regis. If you are more of an Auberge, Montage, or Mandarin Oriental person, you will feel right at home. Today, that same philosophy extends to The Resort in Jamaica, where privacy, service, and atmosphere matter every bit as much as the room itself.
If you have attended The Table, you may already have dined in a Michelin-rated or James Beard-recognized restaurant, though not every dinner carries a formal designation. At the weekend events, the expectation is rated, awarded, or equivalent, keeping in mind that some of a city’s truly finest restaurants deliver the same quality and service without the plaque on the wall.
When we attended an event in Las Vegas, the entire group flew by helicopter to the bottom of the Grand Canyon, where we drank champagne, ate charcuterie, and then returned as the sunset gave way to the twinkling lights of the Strip. Every event includes something genuinely memorable. For that New York weekend, the experience that had my attention was watching the Fourth of July fireworks from a private yacht anchored near the Statue of Liberty, with a live band aboard punctuating the celebration.
During the Charleston weekend, the men were invited to The Group’s hospitality suite to select a handcrafted Brackish feather tie. I do not want to spoil future surprises, but George and Ann have always added personal touches to these weekends that members remember long after the itinerary has ended.
The Group intentionally creates opportunities for people to spend time together. Between the after-dinner gatherings, planned excursions, spontaneous drinks, hospitality suites, and late-night conversations, there are plenty of ways to meet people with whom you already share something in common. Sometimes that develops into friendship, sometimes travel companions, sometimes business relationships, and sometimes a more playful connection. The important part is that it happens naturally among people who have had time to become comfortable with one another.
Imagine arriving at the largest suite, a private estate, or a mega yacht with a select group of people you have already spent several days getting to know, all dressed to the nines. The evening begins with drinks, dinner, conversation, and perhaps live entertainment. Then something shifts. The energy changes, eyes begin to wander toward people with whom connections have already formed, and for those who choose to participate, the evening may become considerably more intimate. Others watch, socialize, or simply enjoy the atmosphere. Participation is always an individual choice, but the changing mood of Saturday night is unquestionably part of what makes these weekends unlike anything else.
If you are so inclined, you connect with other well-traveled people and those relationships continue beyond the event. My wife and I arranged virtual drinks with two couples from the Charleston weekend to discuss a future trip together. We also remain friends with a couple who shared those helicopter flights with us in Las Vegas years ago, and we continue finding ways to meet again. The hotels and entertainment are memorable, but the friendships are what travel home with you.
Unlike a large hotel takeover where everyone may know everyone else’s business, a Group weekend is curated, personally managed, and discreetly arranged so that our common bond is never unnecessarily disclosed. All you need to do is arrive and enjoy yourself. My wife loves these events because every important detail has already been considered, leaving her free to make the most of the weekend without a care in the world. The same principle now carries into stays at The Resort.
The reality is that if you are stuck on the price point, you may be missing the point. The weekends are upscale, world-class, as luxurious as your pocketbook can muster, and place you in the middle of a gathering of some of the most interesting, accomplished, and, I might add, attractive professionals in the lifestyle you are likely to meet.
To paraphrase Ferris Bueller’s famous observation about Cameron’s father’s Ferrari and apply it to a weekend with The Group: “It is so choice. If you have the means, I highly recommend you attend.” Years later, I would add only this: the hotels, dinners, entertainment, and extraordinary experiences justify the price, but the people are what make the weekend worth it.
Related reading: Don’t Judge a Group by Its Dinner and The Membership Journey.
