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In a research collaboration with the National Club Association, we surveyed over 230 club leaders and board members across the globe on how their clubs are governed, the use of strategic plans to guide decision making, and the methods and effectiveness of their brand communications. The data collected through this survey provides club leaders the ability to compare their governance, strategy and communications operating model and methods. The survey also identifies the challenges private club leaders anticipate in the changing economy as they navigate the challenges and opportunities ahead.
Private club boards are becoming more sophisticated, employing a corporate approach of focusing on strategic issues and delegating authority to the General Manager to manage operations. Although traditions die hard in the club community, the benefits of smaller boards, flexible terms and more efficient election processes have helped private club boards to do more by doing less. As clubs move from contested election processes, their pool of members willing to serve on their boards increases as does the quality of their board members, who are elected on their ability to serve as effective governors.
Seven in ten (71.3%) of respondent clubs rely on strategic plans to .guide their decision making. The top two strategic initiatives are improving member satisfaction, and the means to generate capital for improvements
Brand and Communications
Private clubs employ a variety of methods to stay abreast of member sentiment, including focus groups, surveys, listening sessions and polls. Board communications appear to be increasing, with more than 30% issuing updates on a monthly basis. Seven of ten respondents rate their members communications efforts as effective, while just over one in ten (12%) believe they could do a better job.
Education & Resources
Continuing education related to trends, best practices and policies related to governance, labor, legal and operations are the desired intelligence NCA and GGA Partners can provide to help Board Members and club managers operate their facilities more effectively and efficiently.