Through reference books, training videos and research surveys, CMAA’s Research and Development Department continued its mission to keep CMAA members on top of their profession in 2006. Through this department, CMAA continues to provide the widest range of club-specific resources available anywhere.

Information Referral and Resource Services

CMAA remains the leading resource in the club industry for club managers, the media, students, consultants and professionals associated with the industry. The department filled thousands of information requests concerning club operating statistics and trends in the club industry in 2006.

In addition to the information fulfillment service, the vast archives of the Research and Development Department are available to all CMAA members through the online Research Archives. Through the archives, members have immediate access to an electronic database of club-specific articles, industry research and management guidelines. The format allows members to browse by category or search by keyword to help better locate answers to some of the most common – and even not-so-common – questions on everything from job descriptions and performance evaluations to water conservation, “significant other” policies and service charges for food service. It is available online to CMAA members at www.cmaa.org/researcharchives.

Industry Research

In 2006, the Research and Development Department compiled the most extensive research available in the club industry. This research resulted in the release of the 2007 Operations and Financial Data Survey Report. The Operations Report is the largest collection of club operations and financial data in the club industry. This report will be available for members to purchase at the 2007 World Conference on Club Management in Anaheim, CA.

The study includes data from all aspects of operations, including income and expense figures for each department and club type, initiation fees and dues, labor costs, rounds of golf and cost-per-hole maintenance expenses and much more. Managers can find out what services and facilities other clubs offer, what renovation projects fellow managers are undertaking and how those projects are financed.

In addition to the 2007 Operations and Financial Data Survey, CMAA released the 2007 Economic Impact Report. The purpose of this survey was to define the impact of CMAA member managed clubs on the local, regional and national economies. The survey also identified employee benefits and trends affecting private clubs. An electronic version of this report is posted on the CMAA Web site and is available free of charge to CMAA members, the media and the general public.

As in years past, managers were provided with the opportunity to order customized versions of our reports. The tailored reports provided our members with national averages and a profile of data based on clubs with similar income, membership and number of employees. This report is presented in an easy-to-read format including charts and graphs for quick reference. It can be ordered by going to www.cmaa.org/bookmart/list.

Member Club Surveys

The department, in close cooperation with Public Opinion Research and Premier Club Services®, completed several customized membership surveys for CMAA club managers in 2006. As in previous years, a $1,000 discount was extended to clubs that subscribe to Premier Club Services®.

Survey issues included: Member satisfaction with food, beverage and athletic operations; attracting younger families to the club; member recruitment and retention, and; member support for club remodeling or renovation projects. Each survey conducted helped clubs gather the information needed to evaluate options for future operations and identify ways to maintain member satisfaction in the present.