Executive Summary Report

Transcription

1 Executive Summary Report 2014 Future Direction Planning Survey November Report prepared by: Barry Morgan, FPCM, Managing Consultant Canadian Club Management Information Service

2 Table of Contents Table of Contents i Executive Summary - Introduction 1 Vision Statement 2 Frequency of Use of Facilities 3 Lower Level Improvements 4 Reasons for Joining 5 Family Orientation 6 Contact Information A 0010 i

3 Membership List and Survey Statistics Cohort / Peer Grouping Total # Male Female Full Play Limited Play Social Other Before 2006 After 2006 Age <= 50 Age 51 to 60 Age 61 to 70 Age > 70 # in List % at Club 79% 21% 70% 30% % Executive Summary - Introduction Survey % % 100% 77% 23% 67% 33% 27% % 28% % 29% % 16% # in Survey % 60% % 26% % 9% % 5% 30 50% of the 1119 Vancouver Golf Club Members surveyed completed a response to the survey Typically, surveys to which over 30% of the Membership have responded are representative. In this case, the results of this survey are considered accurate to within +/- 2.9 %, nineteen times out of twenty. The chart to the right shows the similarity of makeup between the Membership and survey response and further 88 The purpose of this survey was to provide the Club's Long Range Planning Committee with direction and statistical support with respect to the wishes of the Membership for future planning considerations. The areas of primary focus included: Lower level food and beverage service areas: The results indicate most members would likely support some sort of redesign, renovation, or redecoration of the Lower Level Food and Beverage facilities. Less than one in 5 considered the Lower Level Facilities "Fine as Is". A traditional theme, modern contemporary and pub atmosphere were most popular design themes. A strong desire exists for a more functional use of space and a larger Mixed Lounge Lower level fitness and spa facilities: Less than 12% of the Members use these facilities weekly or more. However there is reasonably strong indication that if more extensive/upgraded facilities were provided they would be used more frequently. Those interested would support a steam room The The practice area east of of the driveway coming in: In general, Members were supportive of this concept and felt that this would be a good addition to the Club for both existing and new members Additional permanent Permanent on On course Course washroom: Washroom: The Ladies have indicated strong support for the construction of a permanent washroom facility on the golf course. 5. Families as Future Marketing Potential 5. Families as future marketing potential: Members with families represent a substantial portion of the Membership. The survey indicated a need to explore the possibility of developing more family friendly policies and facilities that would both benefit families and encourage new Members T222_ 1-1

4 Vision Statement VGC mission: "To continually provide a superior golf club experience to a full roster of engaged and satisfied Members." Agreement that VGC is Fulfilling its Mission Strongly Disagree Disagree 1% 6% Strongly Agree 11% Neutral 19% Agree 63% 74% of the Members agree that the Club is fulfilling its mission " Less than 8% disagree. This suggests that the Members are relatively happy with the Club's overall operation. Achieving and maintaining general membership satisfaction is critical when planning future improvements for the Club. If significant operational issues exist, these distract the Membership's focus and often undermine any support that might otherwise exist for proposals brought forth by the Committee. The results of this survey suggest that the Membership is generally ready to proceed with planning future improvements for the Club 1005 T222_ 2-1

5 Frequency of Use of Facilities The Lower Level Food and Beverage Facilities are most likely to be frequented ("Weekly or More") by Playing Members, Members over 70, Members who tend to spend more, and couples without children. The Lower Level Ladies Lounge is significantly more likely to be frequented ("Weekly or More") by Members who joined prior to 2006 and Members who are over 70, Members who tend to spend more, and couples without children. Less than 12% of the Members use the Fitness Facilities "Weekly or More". Social Members and Member 51 to 60 seem most likely to use it. 7% use the Jacuzzi / Sauna. Most frequent users are 51 to 60 year olds. 34.5% of the Members use the Practice area "Weekly or More". Most likely to be frequent users are Members Aged 61 to 70 and Couples with no Children. 80% of the Members indicate they would use an upgraded practice facility. See sections 7 & 19 of the Demographic Summary Analysis for more detailed breakdown T22 3-1

6 Lower Level Improvements Upper Level Renovation redecoration definitely needed 6% 1% 13% 37% 43% Facilities are fine as they are Some work nice but would not improve my enjoyment Some minor improvements needed in specific areas Renovation redecoration definitely needed Comprehensive redesign renovation redecoration needed 5% 16% 41% 21% Lower Level Renovation redecoration definitely needed 17% See sections 6 & 14 to 18 of the demographic summary for more detail. The desire for renovations in the Lower Level Food and Beverage facilities is significantly greater than for the Upper Level facilities. Over 1/3 of the Members think that the Upper Level facilities are fine as is. Less than half as many Members feel this way about the Lower Level facilities. Those who consider renovation or redecoration to be nice although not essential are about the same for both Levels. However, when considering those who desire renovations, more than twice as many Members felt renovations were needed downstairs as compared to upstairs and five times as many felt that the Lower Level need a comprehensive redesign and renovation or redecoration. In short, approximately 84% of the Membership see value in or the need for some improvement to the Lower Level. More than one third of the Members consider the need for these improvements to be important T22 4-1

7 Lower Level Improvements A significant % of Members are less than satisfied with these facilities (40% - 48%). Over 60% of the Members indicated that addressing issues in these areas was important to them T22 4-2

8 Lower Level Improvements Consideration should be given to converting the entire front area of Lower Level of the club to a multifunctional mixed facility. Incorporated in this area would be two or three mixed private card rooms which might be linked to form a single private space on occasion. A mixed sports bar area should be incorporated into this design and might include various games, and televisions. Visual separation of these areas should be considered. A larger mixed dining area should be designed to accommodate singles, couples, and families with children. This area should take advantage of the view and provide access to the outdoors to accomodate patio dining during the warm season. A large feature bar which might incorporate single seating / stand up area should included. The layout should also provide for prompt casual food and beverage service indoors and take out service for the turn. Consideration should be given to establishing and enforcing an appropriate casual dress code for the lower level of the clubhouse and relaxing of the access policies in order to encourage use by families. The decor of the lower level should incorporate a traditional design theme that takes advantage of the history of the Club. The number of members using the fitness facility and the Sauna and Jacuzzi in the Men's locker room suggest careful consideration should be given with respect to the expenditure of funds for these areas 70% of the Members rarely use this area. Of those that do only 10% are dissatisfied. Elimination of the Jacuzzi / Sauna would not be an issue for 83% of the Membership. The addition of a steam room might receive support but consideration should be given to the possiblity / feasibility of providing mixed or separate access at different times to such a facility and whether or not this sort of facility would actually serve to increase Member satisfaction overall T22 4-3

9 Reasons for Joining The Club's reputation and the quality of the golf course is cited as the main reason for joining by members who have joined since Proximity of the Club to home was also a key factor in their decision as were relatives and friends. Other factors, that the Club might consider in their marketing plans for new members include new Members desire to meet others and network, gain access to the tee, and have the ability to practice. Factors such as cost of joining ranked significantly down the list for new Members See sections 8, 9, &10 of the Demographic Summary Analysis for more detailed breakdown and section 3 of the Categorized Comments Report for other suggestions T22 5-1

10 Family Orientation This is what we are currently... Currently 65% of the Members consider the Club to be adult oriented while only 1/3 consider it to be family friendly or oriented. In the future almost 3/4 of the Membership sees value in encouraging families to join and use the Club's facilities. This is what we should be in the future... Those who believe the club should remain adult oriented tend to be Men who joined prior to 2006, are over 60 years of age, and whose spouse is not a Member. Members who joined since 2006 and who are under the age of 50 are most supportive of changing reorienting the Club to meet the needs of families. See sections 12 of the Demographic Summary Analysis for more detailed breakdown T22 6-1

11 Contact Information Canadian Club Management Information Service # th Avenue Surrey BC V3R 0T9 Our Associates Gord Sarkissian, Consultant Larry McKenzie, Consultant Barry Morgan, Managing Consultant Canadian Club Management Information Service provides benchmarking and survey services to the club industry in Canada: Our Strengths: Professional Diversity Insiders' Knowledge Practical Experience Our services: Member Research and Analysis Strategic Planning Operational Benchmarking Member Satisfaction Builder Service Club Information Resource and Reporting Services Comment Card Tracking and Reporting Services Report Reference #: 9999 Rep Prepared for A Published: 12-Nov-14