Fitness, Family, Full-Service

So what happens when you ask a pretty tradition-steeped industry to take the restraints off and tell us what you think the future of the private club industry should be?  No bungee jumping, that’s what!

Okay, we didn’t expect that radical a departure.  In fact, your incredibly generous responses to Chambers’ Club ’22 – The Club of the Future survey will help us collectively shape and prepare for what’s to come.  Here’s a snapshot of some of your responses to our forward-looking questionnaire.  Look to CLUB ROAD in future months for more highlights and a deeper dive into many of the issues and opportunities facing the industry. We’d venture that the industry is at a pretty critical juncture in its evolution.  As Skip Avery comments in On the Road with…, it’s time to “embrace a tradition of flexibility.”

½ predict clubs will have centralized, technology-controlled infrastructure systems

43% envision a club with e-commerce options available for food & beverage, clothing, wine and more

46% expect to embrace more modern and contemporary design

32% predict a more transitional approach

8% will continue to embrace their wainscoting and hunter green walls

“The aspiring member doesn’t want to be stuck in a time warp.”

“ ‘This is how we’ve always done it’ just isn’t going to sustain the club of the future.”

46% predict the use of environmentally preferable technologies

65%:  “We do our part but we could do more.”

What You’re Doing

Current sustainability efforts largely comprise:

• recycling
• composting
• material selection
• energy efficiency
• water management
• solar power
• locally sourced food

And what you find will be most important for the future

“very important”:

• 93% energy efficient equipment
• 89% water management (recapture & reuse)

“very” or “somewhat important”:

• 85% LEED qualified
• 80% solar power
• 70% green roof
• 67% geothermal

“Old thinking and refusing to adapt will doom clubs.”

58% will hire classically trained chefs and encourage more creative menu selections and dining choices

“Chefs have to become marketers, too!”

91% think locally sourced food will likely be the way to go.

And where else you expect clubs will focus in the future:

• more outdoor dining
• more progressive and inventive menus
• carry-out dining
• more interesting dining room design

A resounding number suggest that DENIM will make it’s way into club dining spaces across the country.

93% expect marketing to become more important than ever — and expect to invest in it

The two biggest areas of focus:

• social media
• mobile websites

“People want access to information immediately.”

“It’s easier to get in touch with members with so much more available technology!”

• 50% GM or COO
• 16% Club board president, committee member
• 11% Club managers & directors

Location

• South:  41%
• North Central:  20%
• West:  20%
• Northeast:  18%
• Non-U.S.:  1%

Type of Club 

• Country:  50%
• Golf:  18%
• Gated Community Country:  16%
• City:  5%
• Yacht:  2%
• Athletic:  1%
• Other:  8%

Membership Size

• 1,500+:  9%
• 1,000-1,400:  10%
• 750-999:  12%
• 500-749:  28%
• 250-499:  30%
• <250:  11%

Initiation Fee (incl equity)
for Primary Membership Category

• none:  12%
• < $5,000:  22%
• $5,000-$9,999:  14%
• $10,000-$19,999:  13%
• $20,000-$49,999:  23%
• ≥$50,000:  16%

Clubhouse Size

• >10,000sf:  10%
• $10,000-$24,999:  26%
• $25,000-$39,999:  28%
• $40,000-$54,999:  17%
• $55,000-$69,999:  10%
• ≥$70,000:   10%