“The Club Member Index™ opened my eyes! It objectively measures individual member engagement up and down the golf, social and sport member spectrum and is a tool that should be in every Club Manager’s toolbox. - Rich Spurlin, General Manager
San Juan Capistrano, CA (PRWEB) March 28, 2014
In 2010, DRC Research, a 35 year old family owned survey company located in Bend Oregon, was approached by a Pacific Northwest Private Club to help them better understand their membership characteristics and evaluate how members utilize the club. Attrition was high, usage was down and they were having difficulty recruiting new members. So they turned to DRC.
DRC responded by developing the Club Member Index ™ or CMI, which is a unique method of collecting membership information from existing Point-of-Sale data and membership opinions. The CMI is a predictive index to understand member attrition and proactively identifies members who are at risk.
According to Rich Spurlin, CMAA Board Member and General Manager of Eugene Country Club, “The Club Member Index™ opened my eyes! It objectively measures individual member engagement up and down the golf, social and sport member spectrum and is a tool that should be in every Club Manager’s toolbox.”
Rick Ladendorf, founder of Prevo Health Solutions, adds, “DRC has developed a product and on-going service that provides management with easy access to data that helps to design and execute programming that meets the needs of the specific groups which in-turn increases usage and loyalty. I like to think of the CMI as a “Relevancy Index”.
Hugh Palcic, General Manager of Sunriver Resort explains, “DRC Research conducted a series of satisfaction surveys that lead to Sunriver constructing a 22 acre state-of-the-art facility featuring outdoor/indoor pools, lazy river, water slides, hot tub, splash and play areas, event space, amphitheater, cafe, park, picnic areas, playground, bocce ball court, basketball court, and a year-round tubing hill. The projects utilized satisfaction surveys to both build membership participation and support for a new facility but also provided guidelines for facility amenities.
JD Cornutt, founder of DRC Research, explains the CM validates programs and services, provides clarity for board or committee questions, identifies specific data driven areas for strategic planning objectives and is easy and simple to understand. According to JD, The Club Member Index™ is a unique method of collecting membership data from both management information and membership opinions. The process is designed to identify the areas where members derive value from their membership and continue to stay loyal to the club experience. Understanding membership characteristics and how members utilize their club is fundamental to improving club loyalty and retention.
Comparing Club Usage at the Chapter Level
To help spread the word, DRC Research is offering all Pacific Northwest private clubs (Oregon, Washington and Idaho) the opportunity to be a part of the Pacific Northwest Club Member Index™ (CMI) average. This program lends each participating club access to important information about their membership engagement as well as comparative information to other similar regional clubs. The primary objective of the project is to:
1. Demonstrate the value of the Club Member Index™ in monitoring and tracking membership use and spending to those clubs not familiar with the CMI.
2. Consolidate club membership information into a single database that allows GMs and staff to evaluate their club in relation to Pacific Northwest averages.
3. Provide a foundation for GMs to establish best practices among peer group clubs.
4. Additional analysis and information including more detailed cross-tabulations by membership characteristics such as age, length of membership, and distance from the club will be available for a fee.
About DRC Research
DRC Research, located in Bend Oregon, is a survey and data management company founded in 1976. DRC Research has developed long-term clients within the health/fitness club market and private club industry. Within those sectors, DRC Research has conducted a variety of satisfaction surveys, community surveys, data management software, and predictive data modeling algorithms including the Club Member Index™. For more information call 503-510-8236 or visit http://www.drcresearch.org.
About Prevo Health Solutions
Prevo Health Solutions, Inc. is the club industry’s premier wellness experts with expertise in workplace and member wellness. Or mission is to improve the overall health of the Private Club Industry through education and sharing of best practices. Our team consists of health professionals, certified nutrition & fitness experts, workplace wellness gurus and engagement specialists. We know what works in the workplace and we know the club industry. Prevo Health Solutions works with clubs of all sizes to develop and execute custom wellness strategies which maximize engagement and participation. For more information, call 888-321-1804 or visit http://www.prevohealth.com.