What We Learned from our Past Club Census
By Richard Weinstein, Senior Vice President of Membership
Next month we will embark on the Club’s third Census of all Members. This important information has helped guide Club Management and the Board of Directors in determining where to invest for capital projects and what experiences, services and offerings are most important to the majority of Members. But we also learn so much more. The Census questions are divided into five main areas seeking to answer the following questions:
1. Who we are and how is that changing
2. How do Members use the Club
3. Specific thoughts regarding topical key issues
4. The future of the Club
5. Information for other organizations within the Club (ORCA, Medical Center, Foundation etc.)
We have already capitalized on what was revealed for each of these areas in our past Census. For example, in the very first section we learned that there were many more Legacy eligible children than we had as Legacy Members. This understanding led to the creation of a more robust Legacy program and we saw the introduction of our Jr. and Sr. Legacy categories or membership. From the time we first learned about this opportunity to today, Legacy membership has increased from 700 to more than 1,200.
A better understanding of how Members used the Fitness Center and areas like Buccaneer Island led to improved facilities in both areas. Members confirmed that they wanted to see their Club and the related facilities maintained in the best possible condition. They also defined the importance of many areas as they related to the value of membership and real estate. This helped drive improvements that included the Marina, Golf, Tennis Center and most recently, the Airport.
Next month will again be your opportunity to share your information, your thoughts, your view of the future. We are striving to achieve the highest ever response from all Members; in turn, providing us with the most accurate view of the Club and the preferred tool for making decisions to benefit the majority of the membership.
Next month when you receive your invitation to the Census, be sure to Stand Up and Be Counted!