Gothamist
A non-profit newsroom, powered by WNYC.
Gothamist
Listen Live
Arts & Entertainment
Luxury New York City clubs are catering to a new clientele: dogs
By
Stephanie Keith
Published Jan 3, 2025
Share
FacebookTwitterRedditEmail
Never miss a story
Email address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .
By
Stephanie Keith
Published Jan 3, 2025
Share
FacebookTwitterRedditEmail
We rely on your support to make local news available to all
Make your contribution now and help Gothamist thrive in 2026. Donate today
Gothamist is funded by sponsors and member donations
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.
A dog plays at the Soho Grand dog park.
Photo by Stephanie Keith for Gothamist
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.
Laura Kim with her dog King at the dog park of the Soho Grand Hotel in December. .
Photo by Stephanie Keith for Gothamist
Dog yoga with the Dog PPL site in Santa Monica, CA.
Courtesy Dog PPL
“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.
Dog treats at Happy Tails.
Photo by Stephanie Keith for Gothamist
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.
A trainer interacts with the dogs at Happy Tails doggie day care in Tribeca in December.
Photo by Stephanie Keith for Gothamist
A dog plays in the structure at Happy Tails in Tribeca.
Photo by Stephanie Keith for Gothamist
“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.”
Tagged
new york city
dogs
Stephanie Keith
Read more
Gothamist is funded by sponsors and member donations
Gothamist is funded by sponsors and member donations
MORE arts-entertainment
Ever wish you could get paid to walk through a stranger’s house? ‘The Scout’ is for you.
A new film focuses on the strange career of a location scout in New York City.
By
Sonia Rao
Published Sep 26, 2026
There are 100s of places to visit during Open House New York. Here's 5 of our favorites.
See the entire lineup for the weekend when the city opens its doors.
By
Hannah Frishberg
Arts & Entertainment
There are 100s of places to visit during Open House New York. Here's 5 of our favorites.
See the entire lineup for the weekend when the city opens its doors.
By
Hannah Frishberg
A massive MTA archive ended up in a Virginia warehouse. A Brooklyn man brought it home.
By
Hannah Frishberg
How a Harry Styles pop-up in the East Village led to a nearby bookstore owner's arrest
By
Sonia Rao
NYC’s creative workers are increasingly self-employed, report says
By
Hannah Frishberg
Never miss a story
Catch up on the most important headlines with a roundup of essential NYC stories, delivered to your inbox daily.
Sign upEmail address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .