Very quickly! The company and what we offer today is very different from when I started out from my bedroom in Spitalfields, having just left Merrill Lynch. It’s been busy, with so many changes to London and the industry, with ups and downs from the banking crisis, through Brexit and Covid. We’ve evolved from predominantly focusing on nightclubs and parties to covering restaurants, members’ clubs, travel, and the most incredible access to VIP and society events.

Now, with our top Red Membership, members can ask us for pretty much anything, worldwide. We see a lot more demand for exclusive events, like film premieres or fashion shows or award shows, plus private charity or art events. We also book a lot more global travel, ensuring we arrange the best rooms, or rates or upgrades.

To start with, we are throwing a big party at Café Lapérouse in Raffles at The OWO which should be amazing – a big celebration and ‘thank you’ to our members, many of whom have been with us since the early years. We are also launching a new website and app. Most of our members already communicate with us through WhatsApp but this will bring some extra convenience to our very personal service. A lot more information, offers and events whenever they want it.

At the same time, we are relaunching our Lifestyle Membership, which is our social, entry-level membership, often for young (and sometimes older) successful professionals and entrepreneurs from various industries, who want to make the most of their London life. Since Covid, we’ve been focusing much more on our Red Membership, which is highly selective and only for individuals and families with the significant resources required to truly enjoy it.

I’m not a huge fan of the word ‘concierge’, but everyone understands the term, and it’s the closest to what we do. In reality, we’re a members’ club that offers a genuine, authentic connection with our clients and often facilitates connections between them. Exceptional access and service tie everything together, helping to enhance and maximise our members’ lifestyles.

To answer your question, I’d say the key is no nonsense, no overselling, and genuinely caring about the ideal outcome for each members’ request. There must be that underlying access to the normally inaccessible, which takes years to build through relationships and trust.

It’s surprising how many things are not Googleable… If you have an exclusive event, premiere, or award show, you go to great lengths to ensure they remain discreet and private. We curate people for events just as much as we curate events for people.

Similarly, restaurants don’t put their best or most coveted tables on booking apps. For those hard-to-get tables, you need connections and relationships. Much of it also comes down to personal service – really understanding what people want and finding just the right thing, place, or event for them. You certainly can’t Google your way onto a yacht party at Cannes or to the latest A-list premiere and there is no button on a restaurant booking app to ensure you get the nicest table and lovely personal greeting from the GM.

The ones that stand out are Zuma, Scott’s, Mahiki, Movida, Chiltern Firehouse, The Edition, The Arts Club, and, of course, Annabel’s. All made a very big splash in the right circles and also crossed over to mainstream consciousness. These days, it’s sometimes better not to create too much general buzz, which can fizzle out. It’s often more effective to remain slightly under the radar but be known by the right people, aiming for longevity. One new place that comes to mind is the Broadwick Hotel, which I love, along with Maison Estelle and Oswald’s.

With a bit of experience, you can often tell which places are going to struggle, usually due to the location not being the right fit or the concept not quite resonating with the market they’re targeting. There are often brilliant people involved in these ventures, so I wouldn’t want to criticise too harshly. However, one example, while being a very interesting and high-end concept, was StreetXO, which never quite worked in its Mayfair location. Also Buddha Bar, when it first landed on Embankment, raised eyebrows but didn’t last long. Park Row has also just closed, unfortunately. It’s a shame because it was an interesting experience and experiment, but it was always going to be challenging.

The London social scene has certainly shifted away from nightclubs being the epicentre of the high-end scene, moving much more towards restaurants and members’ clubs, even for younger clientele. Experiences have also become much more important, whether that’s a performance, live music, or chef participation. Sedate fine dining has made way for foodie restaurants that offer a scene or something extra, or even just a more casual and friendly atmosphere.

In terms of the experiences, for our top Red Membership, we see a lot more demand for exclusive events, like film premieres or fashion shows or award shows, plus private charity or art events. For our Lifestyle level, it’s more about finding just the right restaurant or fun night out for the right occasion or group. Concerts are also very much in demand, whether it’s for the best seats or meet-and-greet opportunities or special experiences. The same goes for sport.

I would say yes, as a rule. There are still some very private, hidden-away places, but with ubiquitous camera phones and social media, people have to be better behaved than perhaps in the ’80s and ’90s, particularly when the banker bonus scene was at its peak. There were a few very un-PC activities and performances in those days! People still go out a lot, but dare I say, it’s a little more sophisticated now.

It has certainly shortened the going-out week. It’s gradually coming back, but Mondays and Tuesdays remain much less busy. In fact, many top restaurants that open on Sundays now choose to give their staff the day off and close on Mondays. Wednesdays and Thursdays are big again, and weekends always attract a different crowd. However, while some places might be quiet, the top-tier venues are still very busy and booked out most days of the week. That’s why you often need a little help to secure bookings at the most in-demand places.

It may be recency bias, but Taylor Swift has been on a whole other level. Football World Cups are always huge, but concerts have become increasingly popular. Of course, it’s always good to ensure you get the best seats or add hospitality, or even a special experience. Wimbledon is one of our biggest events each year, as we secure excellent debenture prices, and can even arrange a knock around with a top player. A James Bond premiere is also typically the biggest event of the year in which it’s released. The first Daniel Craig one was massive, and the Royal Albert Hall is such a perfect setting for them, particularly with the boxes for VIP groups.

It’s always nice to be involved in a wedding or special occasion, whether it’s hiring a country hotel, finding the perfect honeymoon spot, or coming up with a really original entertainment offering, like a private theatrical performance. In the past, we had one member for whom we arranged a first date, then spent a year or two organising special and impressive nights out before finding the perfect proposal spot. Luckily, it was a ‘Yes’. We went on to help with the wedding and honeymoon, too. Hopefully, we’ll soon be helping with choosing the right schools for their children.

I’d say for a lively scene with great food, Gaia has been super-hot, with a cool members’ club downstairs. For something a little more under-the-radar and foodie, probably Mountain in Soho.

They’re still a thing and I think they’re gradually coming back. The Box is still very exclusive. I also love Lío for a really fun, cabaret-style night out, again adding that experience element. There are also many small, cool late-night places. We helped one of our members buy one a few years ago, which is now quite renowned on the music scene. I saw a new place last night that will hopefully be opening later in the year, slightly alternative and edgy, but very high-end and invitation-only.

At the other end of the scale, there’s a new Vegas-style super club coming to Marylebone soon. In recent years, popular spots have been great restaurants with small clubs or lounges downstairs, so you can carry on the party without moving to a new destination. Places like Amazónico, Isabel, The Maine, and Meraki. Downstairs at the new Maroto is a cool example where we recently had a fun Brazilian-style party.

For me, it would be the Broadwick, although for old-school service and glamour, I love the Lanesborough. My wife does love an amazing view, so the Art’otel at Battersea Power Station would also be a winner.

Perhaps Paper Moon at The OWO, for a lovely setting and really great Italian food. Or, for a little tongue-in-cheek fun, maybe Mistress of Mayfair! Actually, it has really high-quality food and a fun late-night scene.

Bizarrely, it used to be a specific sandwich that someone wanted flown in from the United States. A fun, more recent request was finding a fashion designer to create a Marvel film-level superhero outfit for a friend’s birthday. Needless to say, we found an actual film studio designer – and they’re working on it together now!