Board strategy discussion- Membership Purpose of Review Identify - - PowerPoint PPT Presentation
Board strategy discussion- Membership Purpose of Review Identify and ensure alignment of the primary elements of a successful membership model in the future A model we would be proud to promote Reflects the ideals of Golf Canada
Identify and ensure alignment of the primary elements of a “successful” membership model in the future
Identify the next steps
Membership Program
Membership currently serves a number of purposes:
and course rating
The definition of “Membership” has changed:
Private Club Membership:
% of Market 95% Semi-Private Clubs
% of Market 80% Leagues/Public Players:
Public Courses:
$ of Market 30%
The % of private/semi-private clubs has remained fairly stable
Challenges: 1) Public player: growth has been slow 2) Public Golf Courses: revenue $100 so hard to justify investment in recruitment
2004: 391,000 members 2012: 331,000 members Projecting a continued decline a current rate: 2020: 281,000 members Revenue loss has been offset by dues increase: 2009: $3.00 2013: $2.00 2014: $1.00 Provincial and national combined dues vary by province (see following chart) between $25 - $33. Continued rate increases under current model will be challenging to implement.
CATEGORY I CATEGORY II CATEGORY III
Golf Club with Members and Real Estate (may be private or semi-private) Club with members but no real estate Golf Course without members CLUB RATE PUBLIC PLAYER PROV ADULT JUNIOR
FACILITY FEE MINIMUM MEMBERS Score Centre Fees ADULT
JUNIOR ADULT JUNIOR 9 H 18 H 27 H 36 H BC $32.00 $31.00 $125.00 15 $32.00 $31.00 $45.00 $45.00 $300.00 $600.00 $900.00 $1200.00 ON $27.50 $18.00 60 $3.50 $27.50 $18.00 $31.00 $31.00 $925.00 $1,445.0 0 $1,445.00 $1,445.00 QC $29.00 $15.00 60 $29.00 $15.00 $39.99 $19.99 $500.00 $1,000.0 0 $1,500.00 $2,000.00 AB $25.00 $19.00 120 $25.00 $19.00 $45.00 $45.00 $1,250.00 $3,000.0 0 $3,500.00 $4,000.00 SK $26.00 $20.00 25 $26.00 $20.00 $40.00 $30.00 $400.00 $600.00 $600.00 $600.00 PE N/A N/A N/A N/A N/A N/A $1,980.00 $3,960.0 0 $5,940.00 $7,920.00 MB $25.00 $18.50 10 $25.00 $18.50 $29.95 $29.95 $700.00 $900.00 $1,400.00 NL $25.35 $19.16 $39.95 $39.95 $300.00 NB $27.00 $19.00 $27.00 $19.00 $44.95 $44.95 $250.00 $250.00 $250.00 $250.00 NS $24.00 $18.00 $24.00 $18.00 $34.74 $34.74 $500.00 $500.00 $500.00 $500.00 AVG $26.76 $19.74 $26.94 $19.81 $38.95 $35.62 $695.50 $1,311.67 $1,698.33 $2,108.13
ON GAO adds a $3.50 charge for access to the Golf Canada Score Centre SK As of 2012 GS charges $200 sand green, $400 for 9 hole grass, $600 for 18 hole (or more) grass green NS Minimum amount for any club is $500 annually for membership PE Flat fee of $220 per hole for every club – no public player memberships available QC Cat III fee is for public courses only. Private and semi-private pay by the member -
NL Only one $300 Facility Fee in province AB All Categories have a minimum fee of $3,000 regardless of the number of members (equivalent of minimum 120 members) MB Re-Instatement fee of $500 BC Initiation fee of $100 / Facility Fee on top of membership fees
PROVINCIAL ASSOCIATIONS:
*varies by province
GOLF CANADA:
manuals
should contribute.
facility 1/2 km away - $1445.00)
level: Either they don’t have members or not all members are interested in maintaining a handicap or participating in events.
billing through to members or not
effort to explain membership and many do not take advantage of the services available to them.
than proactive activities.
stigma both from the money in the bank and “old approach”
post scores
Course Search 25,000 visits YTD/average time 2 minutes
programs)
golf clubs/other services in town)
benefits
used
choices regarding communications
(as of Sept. 24, 2013)
in addition to our official supplier
connect GGGolf to the Score Centre (approx. 100 clubs and 25000 members)
* Clubs in Ontario are rebelling against the $3.50 fee charged by GAO for
access to the Score Centre
responded to YTD (January and July: topics included card inquiries,
score centre questions, credential requests, renewals, transfer/merger requests, scandicap, app, manual entry handicap, rules, tournament registrations)
Score Posting: 6,150,000 (to date) Home Delivery Golf Canada magazine (80,000) Global Golf Post: delivered weekly to 98,833 Member Pricing on Merchandise ($53,741/663 members) Ticket Offers RBC Insurance ($14,200 in policy commissions, 500 quotes) IHG Hotel Rooms (401) International Golf Network: Introduced this year, excellent response from members and member club (connecting members
accounts at non-Canadian clubs)
(golf course specific app including scoring, GPS, push notifications, and connects Golf Canada Score Centre)
score centre data)
the Regional Directors
membership at over 30 clubs through communications and data on services at clubs
Conditions issues
43 Member Club Communications issued by email.
2014 Dues increase communication in process:
Manitoba, Quebec, New Brunswick, Nova Scotia
Communication includes details of member accessing services of membership Communication via email and hard copy mailing
As the golf season begins to wind down we would like to thank you for your continued support and commitment to the future of golf in Nova Scotia and Canada. In an effort to keep you up to date on the many programs and services provided to both clubs and members, we are pleased to share the following statistics that highlight just a few of the member benefits to your club and its members:
Golf Canada and the NSGA continue to work to grow our core services such as:
(60 Elementary and 5 High School)
Our associations are committed to investing in the growth and overall health
a new generation of golfers to contribute to the vitality of the game.
Base Fee for Golf Facilities:
Objective:
Golf Canada support levels
YTD: 2450 people on the Score Centre 1056 Cards produced and delivered GC Revenue: $20,790 (2012 $24,300)
Purpose: Engage the green fee player Work with Golf Courses to reach green fee players Reinforce membership values at club level Outcome: 10 courses initially “signed up” Materials were developed in consultation with facilities Various levels of implementation 1256 individuals were registered 1500 scores posted 11% posted multiple scores (more than 1) Upgrades to membership: Learning: Conflicting objectives of golf courses Minimal feedback on materials or implementation Six courses implemented Materials need to be targeted better Feedback: 91% enjoyed posting scores 53% consider upgrading to full membership
Build on 2013 successes:
members for confirmation (not mandatory)
connected to Score Centre to maximize our contact to players
Expanded service to clubs
Individuals:
Established a sub-committee to review current model
No resolution or direction finalized Other Steps: Public Player Segmentation Level 5 Focus Groups: Membership
membership models
GC might benefit from sponsorship, funding and revenue. Contact via card activation. Contact via handicap system for some. Increased direct linkage to a broader membership. Program and marketing
Individuals All individuals who pay dues are voting members. X ? X X All individuals who pay dues and activate their cards are voting members. X X X X All individuals who pay dues are non-voting members. X ? ? ? ? All individuals who pay dues and activate their cards are non-voting members. X X X X Individuals are only members of PSO/TSO’s, not Golf Canada. ? ? ? ? ? Only Directors, Governors and Provincial Council Representatives are voting members. ? ? ? ? ? Only Directors, Governors and Provincial Council Representatives are members. ? ? ? ? ? Facilities Any golf facility (course, range, mini golf, par 3, etc.) that pays a fee is a voting member. X X X Golf facilities become members of PSO/TSO’s. ? ? ? Status quo with clubs of individuals who pay dues as members. ? ? ? Organizations Any organization that pays a fee is a voting member. X X X Any organization that pays a fee is a non-voting member. X X X Any national organization that pays a fee is a voting member. X X X Any national organization that pays a fee is a non-voting member. X X
Forced membership High Engagement Base Value Proposition Optimal Value Proposition
Traditional club membership Public Player Program Where do other stakeholders and player segments fit into our model?