A new breed of companies in New York City is catering to some of the city’s wealthier dog owners – offering spaces complete with dog trainers, organic pet food and curated experiences for humans.“It’s kind of a magical space because everyone there is a dog person,” said Liam Underwood, co-founder of Dog PPL, a members-only club in Santa Monica that is opening a Williamsburg location this spring.
Some of these dog clubs offer amenities like coffee shops and bars; another promises to “foster a deeper connection between you and your dog.” One has a year-long waiting list.
Private spaces for dogs are not new – doggie daycares have been operating in the city for decades – but these clubs offer new luxury amenities (such as triple filtered dog water) in addition to programming geared to help humans socialize.
Dog PPL, for example, hosts a country music festival every spring, DJs on Friday nights, and has organized pottery classes to make your own dog bowl. Happy Tails in Tribeca offers a cafe, multiple themed rooms for pups, and self-grooming stations (where owners can easily groom their dogs). And at the SoHo Grand, the pioneer of luxury dog clubs in New York City, they offer a fenced outdoor street level park, festooned with hydrangeas, open daily from 7 a.m. to 7 p.m.
“You are not just dropping off your dog and leaving them here, we want to create an experience for the dog and for the human,” says Teddy Tawil, co-founder of Happy Tails in Tribeca.
Local fans of these clubs say they provide safety for their pups, as well as space for their dogs to run. One owner said when she took her Goldendoodle to local dog parks, the pup often came back scratched up. But she found that dogs at Soho Grand were “well-mannered.” Dog owners also said they appreciate the feeling of community fostered at the clubs.
Critics, at least on local Reddit threads, say the prices – which can range from around $60 for a half day at Happy Tails to roughly $1,400/month for full time dog care at some clubs – are laughable in a city with a housing shortage and rising homelessness.
“If you have the disposable income to waste north of $1300 per year for what essentially sounds like a glorified dog park membership, don’t tell me you give a [s***] about dogs. You give a [s***] about being seen as elitist and cool,” wrote Reddit user Few-Horror 1984.
On a recent weekday at Happy Tails in Tribeca, the vibe was akin to a preschool for dogs. The club’s 3,000-square-foot play area was brightly lit and covered with bright green astroturf. It was divided into differently themed areas, including one decorated like a jungle. A Goldendoodle stood atop a play structure while a trainer coaxed it to come down a slide.
Dog owner Bree Groff was watching her dog, another Goldendoodle, from behind a one-way mirror.
“The dogs get bored at home so I’m excited for them to have some friends,” she said.
The promise of social connections lured Maddy Beckwith to join Dog PPL. She was visiting New York City from Los Angeles with her dog, Doug and they were at the Soho Grand dog run for the afternoon.
“It was great for him to have a place to go, but it was also great for me to be able to meet new people in a new place,” said Beckwith, of joining the club.
For fashion designer Laura Kim, the only real issue with Soho Grand was getting her Goldendoodle, King, a membership.
“I waited about a year and then I didn’t get in so I found the marketing and PR department and I begged them to let me in,” she said. She said the wait was worth it: King now visits twice a day.
“I haven’t met any crazy dog parents,” she said. “And in summer it’s so pretty in here with all the hydrangeas and greens.”
