Family Activities
Welcome To The Grove
Written by Katie Hintz-Zambrano
Nov 15, 2024
It sounds too good to be true: a gorgeous co-working space that includes childcare, supervised play spaces, educational programming, a healthy cafe, a weekend farmers’ market, flexible drop-in hours, and so much more. But this dream has become a reality for the Charlotte, North Carolina-based mothers who are members of The Grove.
Founded by mom of two Stephanie Muhs, a former New Yorker who previously worked as the senior manager of events at 1stDibs as well as Town & Country—The Grove is intentionally “built for kids, designed for adults,” and prizes hospitality and a community-driven approach for working parents.
In our slideshow below, Muhs gives us a sneak peek of the impressive 5,000 square foot space and tells us more about her vision for the business.
-
-
"Upon moving to Charlotte, I felt so overwhelmed in those early days of parenting two babies and trying to juggle adult time versus family time. I wanted to enjoy my family in a setting outside of my home (which was often a complete cluttered mess), but it felt like kids had to be 4-years-old and potty trained to enter society or sign up for activities."
"Couple all of this with how vulnerable and isolated you can feel during this important stage of managing the transition to parenthood. It’s a really challenging combination and meanwhile the outside world is showering you with 'congratulations' and 'you got this,' and 'how do you do it all?' The more I spoke about the pain points and my crazy idea, the more it seemed to resonate with other parents."
-
-
"My background in experiential production and design, plus my vulnerability in my own experience combined for a particular set of skills to start running with this idea."
"I was also fortunate to work with incredible advisors and mentors for The Grove—hotelier Jeff Klein, membership guru Rachel Smith, The Wonder founder Sarah Robinson, Hill House COO Nikou Roth. They answered my calls and random texts and gave me the push I needed when the next step was not obvious."
-
-
"I think this demographic is often overlooked at this stage of life. You are told to keep your head down, it takes a village, or it'll get easier, when you really are looking for practical help."
"In developing a business plan, I was taught to find the pain points and carve out a loyal audience. Not only did I think there were pain points to solve what was lacking from the current market, but an urgent need to create opportunities for joy during this stage of life. We have so much to learn from one another and within a common community that feeling of camaraderie is even more powerful and valuable."
-
-
"We approached the design with the simple approach: built for kids, designed for adults. Much of our inspiration was taken from European classrooms, boutiques or clubs. Scandinavian design in classrooms and clubs."
"With our architects Cluck Design, we kept going back to this notion that it needed to be kid-friendly, playful, but calm throughout. The curves are consistent and come from the idea of having no sharp corners. We worked with an incredible illustrator, Derry Dillon, who flew in from Ireland to hand paint colorful murals."
"Coley Home and Wild Child furnishings. Custom textiles from Fabricut, cafe tabletop from Ekobo, Hawkins New York shatter-resistant glasses from Fable, and extremely special ceramics from Gull Rock Pottery from our summer community in Maine. We also have photographs from Nick Mele that put a playful and clever twist on family life."
-
-
"At the end of the day, we are an especially high-end hospitality product. What's so valuable to me about the membership model is how we get to know our clients intimately and can adjust and pivot to create offerings and bring products that they want to see."
"Our membership and this demographic is also extremely engaged. Grove Members don't just come to us for one service, they come for a cup of coffee on the weekends, a workout class during the week, a drop-off program on a Sunday, to hear from a leading expert on nutrition, to meet a friend for lunch, to pick up farm fresh eggs from our market, or a pizza kit on a Friday."
"Though our members may only stay with us for a few years, throughout their time with us we play a very important part. And we value the trust they place in us in introducing brands or products!"
-
-
"One thing that I absolutely love about The Grove is our location. We are tucked away and if you were looking for us for the first time, because we don't share photos on social media or very often, there is a sort of wow factor when you come down the stairs and have no idea what to expect."
"I think it's my Brooklyn living that plays a part in this, but every single square inch of this space is built with purpose. We can do so many things at once and yet despite having a lot going on, can still provide a place of serenity from the chaos."
-
-
"This might be surprising, but probably my favorite rooms in the space are the bathrooms. I may have been scarred from Covid, but we were very intentional to have small toilets and small sinks in each restroom to allow little ones just a bit more independence. There are even small kids doors cut out, so going potty can be a little bit more exciting."
"I think it's important to think of their perspective and what engages them at their eye level. There are circular windows in the booths that peer into the treehouse so parents and kids can see one another while they are both enjoying themselves. In our studio, we have a window cut out at the top of the door at adult height, but with a complimentary smaller one down below and every now and then you might catch a little head checking in on mom or dad while they're in an exercise class."
"I think these small details promote this safe feeling of independence for both parents and kids that is fleeting today."
-
-
"It's been quite a journey to take the Grove from a wild idea in my mind to a physical place that touches so many. Our members serve as our best marketing and hearing from them the difference The Grove has made in their lives is so rewarding."
"The Grove team that makes everyday fun, exciting and stress-free. I love employing professionals with such a wide range of experience—from teachers, artists, and baristas, the only commonality is sometimes their passion for this concept."
"Partnerships are another pinch-me moment in this journey. We work with SO many partners, brands, specialists, etc. If there is a business that brings convenience, education, or just plain joy to this stage of life, we find a way to work with one another."
"When I walk in the cafe and there is a mom sipping on an afternoon latte with a newborn in a Doona while their toddler has speech therapy in one of our offices and grabs a Grovemade Family Meal on their way out, my heart is SO full."
-
-
"Right now I'm really trying to fine-tune what programs, services, and offerings resonate most with our members. Whenever we're at a standstill, I return to the mission to support and empower families. I think that for Charlotte, The Grove CLT does exactly that. There's always room to improve, always new programs, new events, new products to introduce. Committing to the idea that we will always grow and adapt with what our members want will keep us pushing ourselves organically."
"I definitely have my eye on a few other places that I think this hyperlocal model would resonate and support the community, but for now I’m trying to keep the blinders on and figure out at the core what it is that makes this work. I am passionate about prioritizing kids having the time and place to be kids. When we as parents get to peek in and watch those fleeting moments, I know I’m watching something special."
Write a Comment
Share this story
How lucky for this generation of families and especially Moms to have such a safe and enriching environment.