Derek Jeter has an extensive business and investment portfolio. He founded a successful multimedia company (The Players’ Tribune) and launched Jeter Publishing in 2013 under the umbrella of publishing powerhouse Simon & Schuster. He also serves on the board of directors of numerous business ventures. The list goes on and on for the former New York Yankees captain.
The overarching theme in Jeter’s approach is familiar to those who watched and admired his legendary career: Whatever he attaches his name to, there’s undoubtedly a clear vision. He surrounds himself with smart, driven people and groups, which explains his success on and off the diamond.
Jeter’s latest business venture appears to be an early home run, too. Captain Clutch has joined ALUM as brand ambassador, board advisor, and investor. ALUM tugs at Jeter’s heartstrings: it’s a luxury hospitality group catering to college sports fans. With all apologies to one Tom Brady, Mr. November is arguably the University of Michigan’s most famous alum in sports. So, what’s ALUM?
Think Ritz-Carlton meets Soho House meets alma mater pride. ALUM, alongside the global premium experiences company, Legends, offers accommodations to private members in search of luxury comfort when traveling to their favorite college sports town. According to ALUM, it’s targeting 30 to 40 developments, the first of which will be in Tuscaloosa for Crimson Tide fans. That development will be a 116,000-square-foot property with 68 condo and hotel units, a private members’ club, rooftop lounge, and chef-curated dining. ALUM will break ground in the coming weeks.
ALUM is eyeing developments at Oregon, Michigan, Ohio State, Oklahoma, Kentucky, and Notre Dame.
Jeter jumping on board is a match made in heaven. He bleeds maize and blue.
“Growing up in Michigan shaped who I am — the pride, the community, the way that connection never leaves you,” said Jeter. “ALUM gets that and is focused on creating a place that honors what these towns already mean to millions of people and giving them somewhere to celebrate it year-round.”
ALUM’s concept isn’t exactly new. There have been other companies who have targeted college towns across America to bring hospitality and curated experiences. But ALUM aims to change the game with an elevated experience rooted in deep knowledge of this exact kind of space.
“Throughout my career, I’ve contributed to hospitality brands centered on creating a sense of belonging, but couldn’t ignore the gap in college towns across America. These communities already owned the identity, tradition, loyalty, and connection that great hospitality brands spend years trying to cultivate, yet there wasn’t a worthy destination that reflected the strength of that passion,” said David Vialli, CEO and Co-Founder of ALUM. “That core truth inspired ALUM. We’re creating a home for alumni, fans, families and locals to come together year-round through exceptional hospitality and shared experiences, giving these communities a place and expression as meaningful as the traditions and legacy that unite them.”
What to Expect From ALUM
According to ALUM, each property is anchored by a members’ Clubhouse “that will serve as the premier gathering place in each market. Every Clubhouse features a food and beverage program curated by top local chefs, elevated interiors, and year-round programming that keeps the spirit and energy of game day alive.”
As for membership, it’ll be curated per market, with the aim to foster “an intimate community bound together by a shared love for their university and traditions.”
As a college football fan who has rooted for UCLA since I was 5 years old, I sure can’t wait to see ALUM get to work in the Los Angeles area. As a diehard sports fan who travels to watch his teams, it’s always been a ton of fun being surrounded by, for example, Dodgers fans when I’ve traveled to watch them play in Toronto, Boston, Houston, or Dallas.
But the idea of having a space specifically created and curated for that town’s specific fan base while embracing college traditions is enticing and exciting. Suffice it to say, ALUM better get those shovels ready and get to work, stat.
