CMAA Field Study

Description

This idea introduces a CMAA Field Study course (AESHM 3800D/5800D) that formally integrates the CMAA World Conference & Club Business Expo into the academic curriculum, transforming conference participation from a passive attendance experience into a high-impact, structured learning pathway aligned with CMAA’s mission of preparing future club management professionals.

This field study is intentionally designed as a seamless extension of the existing course (HSPM 2890: Contemporary Club Management), offered during the fall semester. In HSPM 2890, students develop foundational knowledge of the club industry while completing applied assignments, including a Shark Tank–style industry project and structured CMAA Conference engagement activities conducted across three progressive rounds. Through these activities, students learn how to identify relevant conference sessions, analyze industry trends, engage with professionals, and reflect on required competencies—well before attending the conference itself.

The CMAA Field Study operationalizes and deepens this learning by allowing students to apply their classroom-based preparation in a real-world CMAA Conference setting. Rather than encountering the conference as a standalone event, students arrive academically prepared, professionally confident, and strategically focused. This scaffolded design strengthens curriculum alignment, enhances learning outcomes, and reinforces sustained engagement with CMAA.

Importantly, enrollment in the Field Study requires students to hold active membership in both CMAA and the local CMAA Student Chapter. This intentional requirement positions the Student Chapter as an integral component of the academic experience rather than a parallel extracurricular activity. As a result, the course directly contributes to membership growth, consistent participation, and leadership pipeline development within the chapter, strengthening its operational capacity and long-term sustainability.

A distinguishing feature of this initiative is the integration of curated site visits to two private clubs located in the conference host region. These visits provide students with exclusive, behind-the-scenes exposure to club operations, leadership teams, and organizational culture—experiences not typically available through conference attendance alone. These close interactions foster meaningful professional relationships and create direct pathways to internships and employment.

Overall, this initiative represents a cohesive, scalable, and sustainable model that embeds CMAA engagement directly into academic programming—enhancing the curriculum while strengthening CMAA Student Chapter operations and advancing CMAA’s commitment to education, leadership development, and industry connection.

Implementation

The CMAA Field Study was implemented through a deliberate, multi-stage strategy that aligned curriculum design, student recruitment, chapter operations, institutional support, and industry partnership.

First, the Field Study was formally developed and approved as a credit-bearing course for the 2026 academic year, designed as a direct extension of the fall HSPM 2890 course. To ensure meaningful engagement with CMAA, enrollment in the Field Study requires active membership in both CMAA and the local CMAA Student Chapter, intentionally embedding chapter participation into the academic experience rather than positioning it as an optional extracurricular activity.

Second, targeted recruitment efforts were conducted across undergraduate and graduate programs, emphasizing the Field Study’s integrated structure—pre-conference academic preparation, structured CMAA Conference engagement, and exclusive club site visits. These efforts, combined with the membership requirement, resulted in the recruitment of four new undergraduate students and two graduate students, all of whom joined CMAA and the Student Chapter, directly strengthening chapter membership and participation.

Third, institutional and external support were secured to remove financial barriers and ensure accessibility. The department committed $5,000 to support student conference attendance, while outreach to local and regional club industry professionals generated an additional $2,000 in external funding. This collaborative funding model reinforced the value of the initiative to both academic and industry stakeholders and positioned the Student Chapter as a credible partner in workforce development.

Throughout implementation, close coordination with Student Chapter leadership ensured alignment between course expectations and chapter activities, reinforcing the chapter’s role in professional development, peer mentoring, and industry engagement.

Chapter members’ reactions have been overwhelmingly positive. Students reported that the structured, course-based approach increased their confidence in navigating the CMAA Conference, engaging with professionals, and articulating career goals. Many expressed that the Field Study clarified potential career paths within the club industry and strengthened their commitment to CMAA involvement. Importantly, students viewed the required CMAA membership not as a barrier, but as a meaningful investment in their professional identity and long-term career development.

Overall, this initiative has enhanced chapter operations by increasing membership, deepening engagement, strengthening leadership pipelines, and positioning the CMAA Student Chapter as an essential bridge between academic preparation and industry success.