“Most country clubs of old were designed for dad first, mom second, and kids last.”

Dawson Williams
Former head of real estate at Common Desk
.…on working with Common Desk Founder Nick Clark to develop a kids-first “boutique country club” in Dallas’ Lake Highlands, via LinkedIn.

Dawson Williams

Williams recently wrote on LinkedIn about working with his former Common Desk colleague, founder Nick Clark, to develop the “first boutique country club in the USA” in Dallas’ Lake Highlands neighborhood. The twist: Unlike traditional country clubs, where space and programming for kids is a relative afterthought, Eastside Country Club will be aimed at prioritizing kids over adults “when it comes to design, indoor space allocation, amenities, and programming.”

“I want my kids to have fun, make friends, and be in an environment that helps them truly flourish, not just be watched in smaller confined spaces” as in typical country clubs, Williams writes. “This will be a new type of club that only specializes in elevating the social membership experience for families.”

Williams says he and Clark have a 4-acre site under contract “in the heart of Lake Highlands” that currently includes a prairie-style 42,000-square-foot building. Based on the renderings and the address on the project’s website, the country club will be a redevelopment of the 1967-built Northlake Building, a three-story medical office building at 10405 E. Northwest Highway, between Ferndale and Plano Roads. (Earlier this year, the Javelin Group LLC applied for zoning to build up to 44 single-family homes on the same site.)

The Eastside Country Club project is slated for the site of the Northlake Building at 10405 E. Northwest Highway in Dallas’ Lake Highlands. [Rendering: Eastside Country Club]

The club is slated to have 18,000 square feet of indoor space for kids, family dining, adult dining, a “state-of-the-art” fitness and wellness facility, an outdoor playground, and a resort-style pool.

Currently pursuing rezoning for the project, the partners are hosting a community meeting at the Audelia Branch Library at 6:30 p.m. this Wednesday, October 9. Williams says the project’s supporters will get “exclusive invitations to early membership sign-up, happy hours, family meet-ups, and new swag drops.” More info on the project—including public “voting” on its desirability and an investment inquiry option—is available here.

For more of who said what about all things North Texas, check out Every Last Word.

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