Luxury Hospitality Brand Strategist

Luxury Hospitality / Private Members’ Club Concept & Vision Strategist Project Overview We are developing THE CLUB, a new ultra-premium, invitation-led private members’ club concept planned for the Middle East. The project is positioned at the intersection of business, lifestyle, hospitality, wellness and private community designed for a highly selective membership of influential entrepreneurs, executives, investors, business leaders and internationally connected individuals. The commercial model, target market, membership structure, location criteria, brand strategy, marketing strategy, launch strategy, membership acquisition, partnerships and PR strategy have already been developed. We are now looking for an experienced Luxury Hospitality / Brand Concept Strategist to develop and articulate the overarching *Concept & Vision* for THE CLUB. This is *not a logo, graphic design or social media project*. We are looking for someone capable of thinking strategically and creatively about what THE CLUB should represent, why it should exist, how it should differentiate itself and what kind of member experience and culture it should create. The Assignment Your role will be to review the existing project materials and transform the established business proposition into a compelling, sophisticated and clearly articulated *Concept & Vision*. We want you to bring an external creative and strategic perspective rather than simply reorganising information already contained within our documents. The final work should answer fundamental questions such as: * What is THE CLUB? * Why should it exist in the Middle East? * Who is it truly for? * What should membership represent beyond access to facilities? * What emotional and practical value should the club provide? * How should business, lifestyle, wellness, hospitality and community coexist within one ecosystem? * What makes THE CLUB meaningfully different from existing private clubs, luxury hotels and hospitality venues? * What kind of culture and community should develop around it? * What should members feel when they enter, spend time there and introduce another member? * How can the concept remain highly exclusive while creating genuine belonging? * What could THE CLUB ultimately become within the Middle East and potentially the wider GCC? Expected Deliverables We envisage an investor-quality *Concept & Vision document of approximately 10–15 slides/pages*. The final structure should be proposed by the selected strategist, but could explore areas including: * Concept Overview * Vision * Purpose * Middle East Opportunity / Context * Target Member * Core Member Proposition * Concept Differentiation * The Club Ecosystem * Business, Social, Lifestyle & Wellness Integration * Member Experience * Community & Culture * Exclusivity Philosophy * Atmosphere / Experience Direction * Long-Term Vision * Concept Positioning Statement We are deliberately *not prescribing the final structure*, as we expect the selected consultant to recommend how the concept should best be articulated. Project Process We would prefer to work in two stages. # Stage 1 - Strategic Concept Direction Review the existing project materials and present: * Your interpretation of the opportunity * Recommended positioning * Core concept idea * Strategic narrative * Key differentiators * Member experience philosophy * Proposed Concept & Vision document structure * Initial creative / experiential direction We will review and agree on the overall direction before proceeding. # Stage 2 - Final Concept & Vision Develop the approved direction into a polished, concise and investor-facing Concept & Vision document ready to become part of the project's data room. Visual references, mood direction and imagery recommendations are welcome, although the primary requirement is *exceptional strategic and conceptual thinking rather than graphic design*. Existing Materials Provided The selected consultant will receive relevant project documentation, including: * Investor / Project Presentation * Executive Summary * Business Plan * Market & Competitive Analysis * Brand Strategy * Marketing Strategy * Launch Strategy * Membership Acquisition Strategy * Partnership Strategy * PR Strategy * Membership & Business Model * Location / Site Selection Strategy The project therefore already has a substantial commercial and strategic foundation. We are *not starting from a blank page*. Ideal Profile We are particularly interested in consultants with experience in one or more of the following: * Luxury hospitality strategy * Private members’ clubs * Luxury hotels and resorts * High-end F&B / lifestyle concepts * Hospitality concept development * Brand positioning and strategy * UHNW / HNW customer experiences * GCC / Middle East luxury market * Investor-facing hospitality concepts Experience with private members’ clubs or premium hospitality concepts in *Doha, Dubai, Abu Dhabi, Riyadh or the wider GCC would be particularly valuable*. References An understanding of the positioning and member psychology behind leading international private members’ clubs and hospitality concepts is important. However, *THE CLUB should not become a copy of Soho House, Annabel’s, The Arts Club or another existing club*. We are looking for a concept that feels appropriate to * the Middle East and the next generation of private membership in the GCC*. What We Are Looking For The right person should be able to combine: *Strategic thinking + hospitality understanding + luxury positioning + creativity + commercial awareness.* The writing should feel sophisticated, intelligent and understated. We are specifically avoiding mass-market luxury language, excessive marketing terminology and generic statements such as “where luxury meets lifestyle.” The concept should feel *credible enough for an investor and desirable enough for a future member*. When Applying Please include: 1. A short explanation of your relevant experience. 2. Examples of luxury hospitality, private members’ club, hotel, lifestyle or similar concept-development work. 3. Your specific role on the projects shown. 4. Any experience working within Qatar, the UAE, Saudi Arabia or the wider GCC. 5. A brief initial observation on what you believe makes a successful modern private members’ club concept. 6. Your proposed approach to this assignment. 7. Estimated timeline and fixed project fee. Please begin your proposal with the words **“PRIVATE CLUB”** so we know you have read the complete brief. All project information will be confidential and the selected consultant will be required to treat the materials accordingly.