Southworth Development today announced an updated look and name as the 32-year-old company embarks on a new chapter in its mission to redefine the private club category.
Now rebranded as simply “Southworth,” the family-owned, Boston-based company has evolved beyond being a developer, shifting its focus to being a curator of an elevated lifestyle, whose portfolio of inclusive clubs offers authentic community and connection.
This rebranding also brings about $475M worth of reinvestments over the next five years into the majority of Southworth’s current global portfolio. Updates are already underway or completed at several clubs and these reinvestments include nearly $75M in new amenities added across the portfolio over the next five years and another estimated $400M in residential development.
The reimagining of Southworth comes as the next generation of family leadership – President Tommy Southworth and Managing Principal Matt Deitch – has appointed new executive leadership to execute on their bold vision of developing decidedly different, leading-edge private club communities for a new generation.
New leadership appointments include Todd Grotstein, Chief Sales Officer; Lisa Hultquist, Chief Marketing Officer; Kelly Meredith, Chief People Officer; Troy Miller, Chief Development Officer; and Bill Chrysler, VP of Operations.
An important element of the new direction is a harkening back to the company’s roots. Beginning in 1991, Southworth communities challenged the status quo of the restrictive private club category and instead laid foundational principles of inclusion, community, family and fun. Recently, Southworth has rededicated to an overarching brand promise of “The Southworth Way,” the cultural underpinning of their comfortable, unpretentious club communities. Unique in the private club world, what started out as a member and employee code of conduct – fostering positive relationships, encouraging togetherness, and allowing each member and employee to feel welcomed, recognized, and valued – has evolved into a strategic approach to curating the world’s most connected club communities.
In addition to The Southworth Way, the company has committed to four overarching brand pillars to guide its strategy: Be & Belong: Fostering true community and genuine belonging; Your World at Play: Delivering extraordinary experiences, every day; Life at Ease: Providing a welcome respite in a chaotic world and Inspired Environments: Celebrating the authentic character of each community’s setting.
“We develop, own, operate and call these communities home, which means we’re here for the long term and that is a key differentiator of our company. We don’t build and run, but we continue to operate, improve and enhance our clubs, giving our members and residents confidence in the Southworth brand,” said Tommy Southworth. “We are obsessively intentional about creating fulfilling private club communities, built on the bedrock of human connection. I believe this difference can truly be seen and felt by our members and the larger industry as we enter this new chapter.”
With this evolution of the Southworth legacy comes a robust lineup of enhancements across its global portfolio of award-winning communities as well as refreshed branding, websites and collateral across all clubs this year.
Club Community Enhancements Include:
- The Abaco Club on Great Abaco Island, The Bahamas (below): Over the next two years, members will see enhancements such as the addition of the Winding Bay Beach Club; renovations to The Cliff House & Tip-Top; three new activations where guests can gather for anything from beachside drinks with a view to sunrise yoga; a wider variety of guest programs as well as a dedicated amenities corridor with more pickleball courts and even a new putting course designed by Golf Pro Darren Clarke. In addition to all of this, the newest neighborhood The Cays at The Abaco Club, designed by AvroKO, will open phase one in Summer 2024. Additional phases of amenity and real estate development are soon to be announced.
- Creighton Farms in Aldie, Virginia: New member amenities include three new pickleball courts; an enhanced tennis experience; The Paddock, an on-course F&B experience; major renovations to the clubhouse and dining facilities; and the completion of The Stable, a state-of-the-art indoor/outdoor golf training center equipped with the latest in shot tracking and swing analysis technology.
- Renaissance in Haverhill on Boston’s North Shore: A new “19th hole” restaurant and bar named “The Boot” opened this summer, drawing inspiration from the great pubs of Scotland and Ireland, and paying homage to the rich shoe manufacturing history of Haverhill. The Boot is also equipped with two Full Swing Golf Simulators. Additionally, significant investments are being made on the golf course, highlighting its Golden Age inspiration, walkability and architectural significance.
- Willowbend in Mashpee, Cape Cod: This summer four new pickleball courts, as well as several enhancements to existing amenities opened, including new pool cabanas, a new sun deck, a new Zen Garden, a renovated kids’ camp area, and several new social events such as concerts, themed kids programming and monthly spa-inspired events. Near-term projects will include renovations to various member spaces including outdoor bars, locker rooms, and Café Amici, Willowbend’s poolside cafe.
- Machrihanish Dunes Argyll, Scotland: The award-winning club just launched a new exclusive private club experience, by invitation only. Additional developments are in the permitting phase.
Looking to the future, the newly positioned Southworth will continue to invest heavily in the current portfolio, and has a strong pipeline of new development opportunities. Currently, the brand is exploring domestic and international opportunities in the Southeastern United States, the Caribbean and beyond.
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Photo Courtesy of Southworth Development