Declining Memberships During an Economic Downturn in U.S. Private Clubs

Abstract

ABSTRACT Surveys were sent to managers at one thousand private clubs, who were members of the Club Managers Association of America (CMAA) to determine what membership changes clubs have experienced during the economic downturn from 2000 to 2003. The majority of respondents managed country clubs, member-owned clubs, and represented different areas of the United States. An overall response rate of 50% was achieved. Most clubs experienced a decline in the overall number of members and a higher annual attrition rate. Fewer clubs reported having a waitlist of members wanting to join and the clubs having a waitlist reported a smaller number of individuals on the waitlist. The clubs without a waitlist reported a higher number of openings in their club. The results of this study suggest that clubs need to implement membership marketing strategies in order to increase the number of candidates for membership during economic downturns. Key Words: Economyprivate clubsmembershipattritionUnited States