Amanda Neanor, founder of NEANOR Projects

Creating Spaces People Want to Belong To

What separates a space people simply use from one they truly love?

In a recent episode of The GCUC Podcast, GCUC founder Liz Elam sat down with Amanda Neanor, founder of NEANOR Projects, to explore what it really takes to create spaces that feel elevated, human, and magnetic. The conversation pulled back the curtain on private membership clubs, luxury hospitality, and coworking, and revealed why community, not square footage, is the real differentiator.

Amanda’s career spans leadership roles at Soho House, NeueHouse, and Platinum Clubs of the World, along with deep roots in the coworking ecosystem. Her work now focuses on advising hospitality groups, owners, and operators who are launching or repositioning membership-driven spaces. What makes her perspective unique is that she didn’t enter the industry through hotels or restaurants, but through coworking.

That blend of disciplines shaped one clear message throughout the episode: great spaces aren’t built, they’re cultivated.

Hospitality Thinking Beats Real Estate Thinking

One of the strongest themes in the conversation was the ongoing tension between real estate logic and hospitality mindset. Amanda and Liz agreed: if you’re only thinking about space as a product, you’re already behind.

Real estate might get people in the door, but hospitality is what keeps them there.
Amanda pointed out that many operators underestimate the value of relationship-driven environments because they’re hard to quantify. You can’t easily underwrite warmth, anticipation, or trust—but those are the exact qualities that turn a workspace or club into a community.

Spaces that thrive don’t just offer desks, meeting rooms, or amenities. They offer:

• A clear sense of identity
• A consistent service culture
• An experience people want to attach themselves to

As Liz put it: “We don’t operate buildings. We operate spaces for humans.”

The First 10 Seconds Tell You Everything

When Amanda walks into a space for the first time, she knows almost instantly whether the experience will be special.

She looks for three things:

1. Attention to detail: lighting, cleanliness, scuffed walls, dusted corners
2. Warmth of the team: eye contact, smiles, proactive engagement
3. Cohesiveness: whether the space feels intentional from start to finish

These signals aren’t flashy, but they’re powerful. Liz added that scent, lighting, and sound often do more to shape perception than expensive finishes ever will.

The takeaway? Experience lives in the details, and members notice far more than operators think.

Community Is Built, Not Bought

Both Liz and Amanda emphasized a truth many operators still struggle with: community doesn’t come from amenities, apps, or aesthetics.

It comes from:

• Clear expectations
• Thoughtful onboarding
• Consistent enforcement of norms
• Intentional facilitation of connection

Amanda shared a surprising insight from her time at Soho House: one of the highest-performing locations was also the one that enforced rules the most.

Why? Because rules protect the experience people are paying for.

Members don’t want chaos disguised as flexibility. They want to feel safe, respected, and aligned with the culture of the space. Strong onboarding and clear rituals help members understand that they’re not just customers—they’re ambassadors of the community.

Surprise, Delight, and Anticipation

The conversation also dove into the difference between service and true hospitality.

Service reacts.

Hospitality anticipates.

Amanda shared examples from high-performing private clubs where staff proactively solved problems before guests even asked, and where small, unexpected gestures created lasting memories.

Whether it’s a perfectly timed recommendation, a thoughtful follow-up, or a moment of delight that feels personal, these experiences linger long after someone leaves the space.

As Liz noted, these moments are often the reason people return, and why they tell others about it.

Lessons Coworking Should Borrow Immediately

When asked what coworking operators should learn from luxury hospitality and private clubs, Amanda didn’t point to design or pricing.

She pointed to onboarding.

Not just how to print or book a room—but how to behave, connect, and contribute.

Spaces that invest early in onboarding see:

• Stronger retention
• Deeper member relationships
• A healthier, self-reinforcing culture

Liz reinforced this with a hard-earned insight from her own operator days: the most important customer is the one you already have. Retention beats growth every time.

Why This Conversation Matters Now

As coworking, private clubs, and hospitality continue to blur, operators are being asked to do more than ever:

• Deliver premium experiences
• Build real community
• Stay financially viable
• Adapt to changing member expectations

This episode is a reminder that the future doesn’t belong to the biggest spaces, it belongs to the most intentional ones.

Amanda Neanor brings clarity, honesty, and operational wisdom to a conversation the industry needs right now.

And if you want to hear her live, she’ll be joining us at GCUC New York, where these ideas will move from conversation to action.

• Connect with Amanda
• Learn more about NEANOR Projects
• Connect with Liz Elam
• Learn more about GCUC & get your tickets for GCUC North America
• Watch the GCUC Podcast on YouTube