Atlanta is home to several Fortune 500 companies, multiple tech "Unicorns," more than one billionaire, and plenty of "$30,000 millionaires," but it could seemingly not support an uber-exclusive private membership club.
Spanning 38,000 square feet with several food and beverage options, cabanas, a pool, and fantastic skyline views, the venue was in planning pre-COVID when it reportedly intended to be membership-only, but opted to open to the public instead. Developed by Slater Hospitality, whose credits include Skyline Park, 9 Mile Station, 12 Cocktail Bar, RFD Social, and Rooftop Terrace, all at Ponce City Market, L.O.A. "aspires to be Atlanta’s home for people who believe the world is their oyster," according to the company's website.
Husband and wife Kelvin and Mandy Slater had before their Ponce projects started and sold the Blue Moon Pizza chain. L.O.A. (Leave Of Absence) was easily the Atlanta-based group's most ambitious venture.
GaFollowers was first to report on the closure, but no reason was provided and the L.O.A. Facebook and Instagram pages have seemingly been deleted.
The membership model included a $2,500 initiation fee and $2,500 annual fee that was set to auto-renew. New members under 35 were charged half: $1,250 initiation and $1,250 annual fee.
According to the L.O.A. website, "Membership is good for 12 months, and fees will not be refunded should you decide to cancel." It's not known how many memberships L.O.A. sold or what they may now do for anyone who paid for an initiation and membership.
Despite Atlanta's "Y'allywood" nickname and known as being on the cutting edge of culture, L.O.A.'s short life seems to suggest that the city can't support such a large-scale premium venue where in addition to costly food and beverage offerings visitors had to budget for hourly or valet parking that was neither included nor validated.
Recent Google reviews of L.O.A. are largely a mix of people complaining about the membership pivot and those who (apparently) are members but who experienced disappointing service. There are a handful of good comments, but most are basic "five stars" with zero commentary.
It will be very interesting to see what Armada Hoffler, who purchased The Interlock from development partner SJC Ventures in May 2023 for $215 million, does with the posh rooftop space.
8/15 Update: A spokesperson for Interlock owner Armada Hoffler provided ToNeTo Atlanta the following statement in regards to L.O.A.'s:
"L.O.A. Social Club has unilaterally decided to close. We have valued our partnership with Slater Hospitality and wish them the best with their future endeavors. The space remains a coveted rooftop oasis overlooking West Midtown. We are currently in discussions with several interested parties to reimagine the experience and look forward to future gatherings atop one of Atlanta’s premier destinations, The Interlock."
Were you a member of L.O.A. Social Club? Did you ever visit Rooftop L.O.A.? What would you like to see open in place of L.O.A. Social Club?
Please share your thoughts below.
12 comments:
LOL, just another failed concept from people hoping consumers will throw money at them
I wonder how much longer the Life Time and Nobu Hotel at Phipps will last. The hotel already dropped its rates from $800/night when it first opened to $250/night and still gets terrible reviews.
I was not a member, nor paid it a visit but maybe it could be turned into an Atlanta SoHo house? Now that I would join.
Curious who their target market was for something like this. Most young people have access to a pool because most all apartment complexes regardless of age have that kind of amenity and clearly it isn’t meant for families.
Great idea!
I don't see the infatuation with SoHo House. Have only visited one but I didn't find it to be anything special. This social club seemed like it was trying to be something like SoHo House a country club and a "in" place for young wanna be's. Me, I prefer going to a variety of places and not the same ol place regularly. Just my 2 cents
My wife and I have been a Life Time Buckhead member since they opened and it's packed. In fact, they have raised the membership dues significantly.
Is $2500 a year so "exclusive"? Seems like instead of a true private club, you'd get those who want it to seem that they're so special. Just like that $30K Millionaire mentioned in the article.
Rich people still pee in the pool.
Whoever takes it over needs to cover up the pool and make it an event space. No one is going to be $2,500 per year plus food and beverage to go to a restaurant with a pool when they can access that at their apartment, country club, neighborhood pool, gym, etc. The place has great views but they spent too much money on it to ever even think about turning a profit. Nice thought, but who was the target client? Event space, with maybe a bar/restaurant would be good, but it tried to be too many things at once.
So many wanna-be’s in Atlanta
Keep the pool and make it a clothing optional hangout. And keep the prices high. And the boobies!
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