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03/02/2021 03:00 PMThe civic and social club that for the last 70 years has been known as the Madison Winter Club is hoping to reinvent itself starting next week under a hip new name with more social and culinary offerings.
Branding itself now as The Club at 251, members and staff are saying the reinvention is meant to invigorate membership and bring in a broader age demographic for people who want to be involved in the community, as well as those who are looking for a full service private club experience.
With a private opening for current members on Sunday, March 7 and a soft re-opening on Wednesday, March 10, The Club at 251 plans to begin expanded service, including a full bar, new kitchen, and new fresh food offerings through June, when it has historically closed its doors for the summer. Upon opening, attendance will be at half-capacity due to COVID restrictions and there will be no seating at the bar, though the club will still provide full drink service.
Founded as a seasonal winter social club in the 1940s, according to its website, the Winter Club saw its membership stagnate somewhat in recent years. With a rebrand that eventually will include new activities meant to appeal to “diverse and eclectic interests,” according to a release from the club, a non-profit, volunteer organization, the hope is to bring in a younger demographic of people who want to make friends and contribute to their community.
“The way we were doing it before was great,” said Bob Hifmiller, a longtime member who has coordinated the rebrand. “It worked for years, but things have changed.
After being a “BYOB” venue and with members often picking up the slack in helping run the club, the club will now have a liquor license, Hofmiller said, and will seek to cater to people who are looking for a more full-service experience.
Additionally, the food menu will expand, with local “farm to table” offerings as well as fresh seafood prepared by chef Ben Mirto, who is also the executive chef at the Madison Beach Club.
A connection has allowed The Club at 251 to “cut out the middle man” with some of its fish and lobster purchases, according to Hofmiller, and they will also look to bring in local produce and foodstuffs when possible.
Club leadership has talked about adding things like trivia and yoga to its regular repertoire of social events going forward. Hofmiller made it clear that they would still be “working out the kinks” early in the rebrand, with both financial, practical, and COVID concerns meaning they would ease into the new set-up and schedule.
Possibly some of those larger events could take place in April or May, according to Hofmiller.
Historically the Winter Club held benefits for local first responders, the Madison Food Pantry, and the Garden Club, among other organizations. Hofmiller said the hope is to continue those, but probably after the club builds and establishes members.
For more information, visit theclubat251.com or madisonwinterclub.org.