How a Speakeasy is Redefining the Private Club Experience

At the heart of Vancouver's vibrant social scene, Terminal City Club (TCC) is redefining what it means to be a private club with its innovative "Call Me Back" speakeasy. Nestled discreetly within the club, this intimate hideaway brings an unexpected flair to Vancouver's nightlife and club culture, creating a layered experience that resonates with modern tastes while honoring the club's storied traditions.

"Call Me Back is about providing a space where members can extend their evenings with something unique, not necessarily staying all night but enhancing the experience of a night out," said Peter Jackman , general manager and CEO of Terminal City Club, a BoardRoom Distinguished Clubs with Iconic status, located in Vancouver, BC Canada. "We wanted to build on what we learned from our Member Lounge, where we saw members using the club in ways we hadn't anticipated—before an event, after an event, or simply as a meeting point. It's this insight that inspired the speakeasy concept."

Since its soft opening in mid-December, "Call Me Back" has captured attention not just for its hidden charm but for how it fits into the broader strategy of member engagement at TCC. Jackman, who was awarded BoardRoom's prestigious John Fornaro Industry Impact Award in 2023, believes that the success of the speakeasy lies in offering an experience that is both unique and highly relevant.

"While it might seem like a simple idea, the secret to our success lies in understanding our members and their evolving needs," he said. "The more we can offer something distinctive, the more engaged our members become. It's not just about filling seats; it's about creating an environment where members feel they can experience something special, whether it's for an hour or an entire evening," Jackman continued. "It's also a fantastic hook for people who hadn't thought of themselves as 'club people.' It's a perception-changer."

Tapping into a New Era of Club Culture

The speakeasy fits seamlessly into Terminal City Club's culture of exclusivity and tradition but with a modern twist. Founded in 1892, the club has always prided itself on offering a refined yet dynamic environment, and "Call Me Back" exemplifies that balance. The concept—hidden behind a vintage British phone booth and accessed through a secretive entrance—adds a nostalgic yet contemporary layer to the club's overall experience.

The historical allure of a speakeasy, with its evocation of old Hollywood glamour, allows members to experience a piece of the past while enjoying all the luxuries of the present. "There's a certain timelessness to the idea of a speakeasy," Jackman explained. "It's an experience that feels simple and risqué, like something from a black-and-white movie. But it's more than just a nostalgic throwback. It taps into something deeply relevant to today's social dynamics—how we connect, make plans, and enjoy shared experiences in a rapidly changing world."

What sets TCC apart is how it has managed to blend tradition with modernity, creating a space that feels familiar yet fresh. "While the club's founding dates back over a century, we are constantly evolving, and 'Call Me Back' reflects that forward-thinking spirit," Jackman added. "Our members want the best of both worlds—classic exclusivity with an edge."

Beyond the Ordinary: Enhancing the Member Experience

"Call Me Back" isn't just another bar or lounge. It's a space designed to complement the broader club experience. When the club first opened the Member Lounge in 2020, it tapped into an unspoken desire among members for a late-night, sophisticated spot to gather. This insight was crucial in conceptualizing the speakeasy, which occupies a space that was once leased out to another business.

Rather than expanding the more traditional TC Lions Pub, a public outlet owned by and part of TCC, club leadership saw an opportunity to offer members and non-members something a little more unexpected—a speakeasy that would fill a gap in the club's offering and shift how members viewed their club.

"We’re creating an opportunity for a 'layered experience,’ a way to elevate your whole evening, not just a place to grab a drink," Jackman said. "The speakeasy is an extra dimension that enhances the rest of the night—whether you're popping in before dinner, after a meeting, or after attending an event."

This focus on creating an engaging, multi-layered experience has proven successful. "When our members know they can expect something different—something unique that adds to their night—they're more likely to engage, to bring friends, and to return," Jackman said. "We've seen the appetite for experiences like this grow, and it's reshaped how we think about our club's overall footprint and strategy."

Mixology: The Heartbeat of 'Call Me Back'

One of the key elements that has driven the success of the speakeasy is its focus on mixology. The drinks are not just a menu item; they are an integral part of the overall experience, with bartenders crafting cocktails based on guests' preferences rather than sticking to a rigid list of drinks.

"Mixology is essential," Jackman said. "It's the main driver for repeat visits and word-of-mouth referrals. While ambiance and design are important, the cocktails and mocktails make the experience unforgettable."

The "Dealer's Choice" option is one of the club's standout offerings, allowing members to work directly with the bartenders to create a custom drink based on their tastes. This personalized approach fosters a deeper connection between the members and the club, ensuring every visit feels unique and tailored.

"It's about more than just making drinks," Jackman said. "It's about creating moments that members will talk about long after they've left. The relationship between a great bartender and a member can turn a good night into a great one."

A Model for the Future

For other private clubs considering similar ventures, Jackman offers this advice: "Don't just think about creating a speakeasy; think about how you can make the overall experience unique but still relevant to your members. You need to understand what your members are looking for—what would enhance their experience, and how you can offer something that doesn't already exist."

TCC's strategy for rolling out the speakeasy was deliberate. Rather than a big splash, the club focused on a gradual "drip campaign" marketing approach, keeping the limited seating exclusive and somewhat mysterious. "Those who know, know. And that's part of the allure," Jackman said with a smile.

For private clubs looking to keep up with the times while staying true to their roots, Terminal City Club's success with "Call Me Back" is a powerful reminder that innovation doesn't have to mean sacrificing tradition. With a focus on unique experiences, member engagement, and attention to detail, TCC is paving the way for what the future of private clubs can look like—one that blends history, exclusivity, and modern innovation seamlessly.

Heather Arias de Cordoba is co-publisher and editor with BoardRoom magazine.