News & Opinion | May 9, 2019 10:19 am

Millennial Parents Will Pay 5k per Year for Access to Luxe Family Club ‘The Wonder’

How much are today's parents willing to drop on good old fashioned family fun?

The Wonder founders Sarah Robinson and Noria Morales
The Wonder founders Sarah Robinson and Noria Morales
Andrew Boyle

Now that millennials are all grown up and starting families of their own, an exclusive startup is looking to cater to a new generation of parents.

The Wonder, a New York-based “family space,” is set to open in Tribeca this month, Fortune reported. Led by founders Sarah Robinson, formerly of MAC cosmetics, and Noria Morales, former director of brand partnerships at Target, the members-only space will offer family activities for both children and adults. Membership comes with a $450-per-month price tag that will allow families to swing by the luxe space for children’s book clubs, after-school activities and more, while parents can relax in the onsite adults-only lounge.

Complete with a Dyson-sponsored “stroller valet,” Japanese-inspired art lessons for the kids, a hidden wine bar for the adults and a kid-friendly milk bar serving up flights of regular, chocolate and strawberry dairy libations, the The Wonder clearly caters to a certain kind of family — namely, the kind that isn’t afraid to drop some coin on family fun. Founders Morales and Robinson told Fortune they’re looking at a specific demographic, estimating millennial parents in their target customer base are already spending between $3,000 and $6,000 per year on children’s activities. 

The Wonder’s $4,800 annual membership hopes to offer these families access to the kind of high quality children’s lessons and activities they’re already paying for in a space adults can enjoy as well.

“They identified an opportunity that has been very underserved when it comes to families,” said Female Founders Fund partner Anu Duggal, one of The Wonder’s investors. “The fact that there needs to be a space where families have the opportunity—not just for their children—but to socially spend time with each other.”

The Wonder opens in Tribeca later this month. The founders are already hoping to expand, with eyes on the Upper East Side and Brooklyn for their next locations, and hope to eventually scale the project nationally.

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