In February, Le Malt Imperiale, a members-only concept, opened on Staten Island in New York City after already operating in the New Jersey communities of Red Bank and Colonia.
But the new location is taking a different approach to ginning up membership. It’s inviting the general public to visit for one visit only to give them an idea of the benefits of membership.
Le Malt Hospitality Group’s senior vice president of growth and development, T.J. Pingitore, recently discussed the reasons for this approach.
What was the original thought behind the members-only concept?
To provide a level of privacy and exclusivity unlike anything in Staten Island that is both male- and female-centric. Imagine a three-hour escape, being transported to an experience you don't need an airline ticket for. The original vision was creating a sense of uniqueness and exclusivity, incorporating five to six distinct elements alongside an exclusive member experience enriched by club events, special collaborations, entertainment, and specialized groups like the newly formed Ladies of Le Malt. Celano Design Studio's expertise breathes life into this vision, transforming the space into a haven of luxury and exclusivity, featuring multiple bars, dining areas, and a private members lounge. From the illuminated VIP lockers at the entrance to the plush banquettes and sculptural bar in the lounge, every element is meticulously designed to evoke glamour and sophistication, elevating the overall dining experience.
Why was now the right time to allow public access?
Your best ambassadors are your best clients. In this case it is our members. Both they and we felt the best way to show the club was for the public to see it as dining guests. We decided that in a controlled way we would have the general public come in dress attire one time to taste, sip, and enjoy the overall experience for the evening, just like any fine-dining patron would. On arrival they are greeted by our doorman, logged into the system as a guest by our hostess/concierge and coat-checked. Then they’re welcome to apply to join as a member or come back with a member as a guest.
It gives them a chance to also see who is there via the lockers in the main entrance, how the concept works, and how they will extract value immediately by being a yearly member, either for business use, leisure use, or for a mix of both purposes.
There is no second unaccompanied access.
What is most exciting about this new approach to gaining new members?
One of the most thrilling aspects was the ease with which it all came together, thanks to the thoughtful layout. Celano Design Studio's meticulous curation of the space follows a thread of warm but elevated materials used in various forms to create an organic flow as you move through the restaurant & lounge. It was also a very cost-effective way to showcase the entire experience by delivering our best products to them first-hand, just as a member would experience it.
How do the current members feel about this?
They knew we would have a dining trial; they just didn't know how it would work. When it was clear, they loved the idea of growing more members because it lent value to their membership and networking interests right away.
How does one become a member?
You tour and get consulted with on how you would use the club. Then you apply, and if accepted get onboarded. If it's a business related member more than leisure we work with them on key ideas and strategies of the most effective ways to use the club, network, introduce their business, connect with members, etc.
The club is known for its commitment to the dining experience. What are some of the signature dishes?
For the meat lover, the Cowboy rib eye, the Tomahawk, and the pork chop. Deviled eggs and chicken lollipops are just a couple of the many small plates. For the sushi fanatic there are many selections, and we will be launching an omakase experience in 2024 as well. That will be the first private omakase experience on Staten Island.
What is the general price-point for regular diners?
A regular dining experience is $110 to $175 depending on what’s ordered. For an elevated “chef's mix” of sushi, small plates, and steak for two, it’s usually a bit higher, but it’s always a fun evening.
