Union Club uses fresh menu, upgrades to lure new clients

In a push to draw in a younger crowd, Saint John's oldest private members club is using the kitchen to entice new membership and shed its reputation.

Chef Michelle Hooton has been hired to design a new menu featuring local produce that will change seasonally.

The Union Club's menu hasn't changed in 40 years, so Hooton said that made it a daunting task when she was first approached.

"People that are members really think of this as their second home. So the food needs to have a recognizability," said Hooton.

"If they're business people who do lots of travelling and eaten at different establishments, if they bring a client, they want to be proud of the food."

Established in 1884, the club was intended to be a hub for city-shaping figures to gather over drinks and conduct meetings.

The club's website boasts prominent Canadian political figures and royalty having graced their halls.

Upgrading to meet new needs

Deb Tremblay has been the general manager for just eight weeks and has big plans of her own to modernize the heritage building.

"We're upgrading our internet, bringing in smartboards to make it relevant in the business world," said Tremblay.

"The days of our 40-year old projectors are going out the door."

The more members we get, the more we can accomplish.- Deb Tremblay, general manager, The Union Club

The building's original Victorian architecture and furnishings will remain the same while upgrades are made to the kitchen. It has a new stove and fridge being installed in time for the menu launch Oct. 28.

"Coming in as a fresh set of eyes, I am able to see how to get things running smoother," said Hooton.

The kitchen revamp is happening alongside restoration work being done to the exterior of the building.

Over the years, upgrades grew too expensive for the member's means.

New life for old club

The club was given a lifeline in March when it was bought by Irving-owned Commercial Properties Ltd. The development company has an expertise in restoring heritage buildings.

These days, a portion of membership dues goes towards upgrades on the interior, which hasn't been updated since the 1970s.

Tremblay, who has an affinity for interior design, was excited to be in charge of the overhaul. She says how far it can go is contingent on membership.

"The more members we get, the more we can accomplish," said Tremblay.

She thinks Hooton's new menu is the perfect way to boost membership and appeal to younger foodies.

"She has been working very diligently to take a menu that's steeped in tradition and making it relevant to today's world," said Tremblay.

Upgrades and restoration work will continue over the next two years.

Tremblay says the club is now on the right track to fix the declining membership, which in the 1930s peaked at 1,000 members.

"Better food, better technology and minor upgrades to the interior will address that," she said.

The menu will be kept secret until its official launch on Oct. 28.