Colin Flora
Imagine a downtown club without the lines and crowds, where you’re granted entry through facial recognition technology that simultaneously checks your temperature.
A place where the staff already knows your drink of choice, your favorite table, and your favorite server. Dedicated Experience Specialists with citywide connections (and beyond) take care of your reservations at Nashville’s hottest restaurants and bars, plan your events, and even arrange your vacations. A place where you can close the business deal of your dreams and socially network with like-minded people, all under one roof.
This seemingly futuristic fantasy becomes a reality at Nashville’s newest private social club, The Register. The club, founded by co-owners Tillman Holloway and Barron Solomon, combines the best of high-tech and highbrow to extend a new kind of elevated luxury experience.
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Colin Flora
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Colin Flora
“Whether it’s for personal use or entertaining guests, I just felt like there was an opportunity for us to present something that was representative of the new Nashville and all of Nashville, not just a select few individuals,” says Solomon.
“We wanted to build something that would have application towards individuals and corporations alike, and that would allow us to sort of give downtown back to the locals.”
Members can make purchases and off-market investments with cash, credit, and even cryptocurrency—the first of its kind in the world. And with three distinct floors to choose from members have ample room to relax, work, learn, and explore in a sophisticated upscale environment.
The first level is home to The Study, a craft cocktail bar where members have preferred access along with the ability to host guests. This floor is also open to guests who make reservations and invitation only, as walk-ups are not permitted.
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Colin Flora
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Colin Flora
The second floor serves as a 6,000-square-foot private event space known as The Walter. The space features an expansive conference room and open concept floorplan with the ability to host up to 200 guests. The top floor is a private space accessed strictly through facial recognition exclusive to members and their guests. Here, members and their guests can enjoy the private bar and lounge area, private boardroom, specialty coffee bar, and professional work stations. Members even have access to private, personalized bar carts to be stocked to their liking and stationed at their table.
“We want to create a community where you feel comfortable in your Predators jersey before you go to a home game, as well as in a three-piece suit buttoned to the nines entertaining clients. We want people to feel comfortable in both environments, and we want to make sure that everybody feels like this is their club,” Solomon says.
From the moment members step out of their car The Register aims to provide a seamless luxury experience through an expansive list of amenities. Members can even utilize an app that enables them to chat directly with an Experience Specialist who has a personalized profile on them, their family, and all of their likes, dislikes, and preferences ranging from favorite local restaurants to the specific tables and servers they prefer. Whether it’s booking travel, scoring tickets to a big game, or arranging dinner reservations, they’ll take care of all the details.
“Our Experience Specialists have done everything from something as basic as, ‘I need a birthday present for my wife—Can you guys help me think of good ideas,’ and then helping them actually acquire it, wrap, and all of those things, to planning luxury travel out to Las Vegas for one of our members and her significant other, arranging the hotels and the VIP booths at the clubs that she went to,” Solomon explains. “We can be as involved or as uninvolved as they want us to be.”
Tillman, Solomon, and their team strive to make The Register feel like an all-encompassing experience rather than just a service. They know that the club will mean something different to each person, and their mission is to make it mean something to every member.
“One of my very first bosses when I was first getting started in my career told me, ‘life without memories is meaningless,’ and that’s been one of the main things that I’ve been passionate about with this concept from the beginning,” says Solomon. “So, my hope for The Register is that it’s chock-full of memories and that people who utilize this space always view it in such a positive way because of the experiences that we’re able to create for them, and the memories they’re able to make here.”