Today’s private club members span three to four generations, each with varying needs and tolerances. Defining needs by gender, age, family dynamics, and other demographic variables are critical to capital planning, growth, retention, usage and satisfaction. Club Mark’s first step is to understand your existing member’s wants and needs, then looking to the next generation of potential members to keep your offerings attractive, relevant and sustainable.
To comprehensively understand your Club’s market, and properly position your Club within that market, there are five points of diagnostics Club Mark relies upon:
- Usage Trends & Member Profile Analysis
- Needs Based Market Specific Demographics (Population, Age, Gender, Income & Wealth)
- Brand Offering and Significance to Member & Non-Member Community
- Custom, Demographically Segregated, Member Survey
- Objective Competitive Strategy Analysis
Each specific data point can provide powerful insights into your Club’s market position, pointing specifically to areas that will improve member usage and satisfaction, simultaneously ensuring brand attractiveness to your Club’s next generation of member. It’s all about sustainability!
〉 Concept Design:
Armed with objective analysis of core issues and its cause and effect, Club Mark and your Club team collaborate on creating a model of what the Club must look like in the future to ensure continued prosperity and member engagement.
During the Concept Design Phase, Club Mark will help to determine your member’s wants and needs and uncover limiting market conditions. Club Mark will objectively review and evaluate survey, market and historical data before presenting findings to the Club’s decision makers. A presentation of findings and discussion of their meaning and implications is then facilitated to build a consensus on your Club’s strategic mission, market positioning, overall operational strategy, system and facility enhancements and the chronology and intensity of capital and programmatic needs.
Implementation is the facilitation of your philosophy. It is a shared vision driving each department and each stakeholder to a common purpose: operational excellence, membership stability, member engagement and increased satisfaction. Adaption of the concept design to an implementable strategy is simply not possible unless it has been embraced by Board Members and staff as the new way of doing business. Without a clear and distinct voice from leadership underlining the need for change and consensus for the direction chosen, consensus, support and participation will fall well short of goals. The Club Mark team works collaboratively from day one so that by the time implementation is ready, the collective teams are too!
Implementation is also where the concept design is driven into a detailed blueprint and execution process with a clear-cut matrix of responsibility, timelines and accountability. Club Mark works with your Club team to ensure that momentum of the plan is sustained through continual updates in all appropriate governance venues, from staff meetings, to Committees and to the monthly Board meeting.
Maintenance is the driver that keeps the process alive and accountable. It is the learning phase as the collaborative team facilitates the plan. Questions like, “What could we do better?” and “How might we refocus for next year’s goals and objectives?”, need to be asked regularly and documented into the following year’s goals and objectives. Club Mark’s team works collaboratively to collect these ideas and thoughts and facilitate them into a revised plan. Utilizing an annual Board and Team retreat to evaluate progress, Club Mark will help you adjust direction as may be necessary and to keep the process alive and vibrant.
The uniqueness of Club Mark’s approach is in the use of data to drive the process, collaboration throughout the process as well as driving facilitation and follow-through. Club Mark’s experienced team leads the process toward ongoing achievement of objectives, providing assistance when changes in plan might be required, and holding stakeholders accountable to consistent and objective facilitation.