AGENDA
• Welcome – Jim Clayton • Hurricane Damage & Recovery – Don Hunter • Future Direction – Hedy Whitney • Membership Challenge – Elaine Christian • Q & A - Please hold your questions until the end of the presentations.
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UPDATE ON THE PAST YEAR Don Hunter
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NEW STAFF
• Zack Wygant
Assistant General Manager
• Wendy Felsinger
Communications & Marketing Director
• Melanie Dorcy
Events & Catering Director
• Jon Balyeat
Head Golf Professional
Beginning November 15
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MEMBERSHIP
• Nick Gray
Membership Director
• Joan Bilson
Consultant
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EFFECTS OF HURRICANE IRMA AND THE RECOVERY EFFORTS Don Hunter
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HURRIC ANE IRMA
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PLANNING
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BEFORE THE STORM
• Began our Emergency Plan • Began Communications Plan • Purchased saws and services • Protected the agriculture • Locked down the assets • Coordinated shelter for Staff
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No. 4 Creek Course
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THEN SHE CAME TO TOWN
• A small staff volunteered to be first on site and made plans to cut their way into the property • Memorized evidence for claims • Prepared and filed claims
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FROM THE ENTRANCE OF QUAIL CREEK ESTATES
• Every road was blocked • Fuel was a major concern • No power • No fresh food
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WHAT HAPPENED
• Tennis Courts and Building
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FITNESS
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FITNESS ROOF
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FITNESS ROOF
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POOL
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CLUBHOUSE
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C ARPET AND CEILINGS
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MOST CEILINGS
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THE COURSE
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GOLF COURSE DAMAGE
• 92
10 foot trees
• 111
20 foot trees
• 32
30 foot trees
• 58
40 foot trees
• 39
50 foot trees
• 11
60 foot trees
• 1,535
61+ foot trees
• 15,000 plants and shrubs, 3 to 7 gallon sizes
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WATER
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ALL HANDS ON DECK
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DEBRIS REMOVAL
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DAY 9 - USGA DEADLINE APPROACHES
Todd Lowe, USGA Official on site
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CHAMPIONSHIP C ANCELATION
• We had ten days to decide to cancel • The USGA was very understanding • USGA gifts $35,000 toward storm damages and recovery efforts • Renee closing out the funding this month • The Club’s operational budget will not suffer due to the cancelation • We are one of only four clubs to ever cancel a championship with the USGA
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POST-IRMA PRIORITIES
• Retaining and protecting our entire Staff • With your help, providing relief to staff where it’s needed • Hired the best private insurance adjuster to leverage the greatest claim • Documentation of losses for insurance claim • Preserved as much evidence as possible for insurance claim
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STORM ASSESSMENT Lost F&B Revenue (Sept 9-Nov 30)
$255,000
Lost Golf Revenue (Sept 9-Nov 30)
$180,000
Lost Tennis and Spa Revenue (Sept 9-Nov 30)
$40,000
Lost new member revenue (17 members x 1/2 year)
$130,000
Out of pocket debris and tree removal and course repair
$400,000
Building deductible
$540,000
Total estimated out of pocket Lost income insurance Debris, Tree, repair insurance
$1,545,000 -$100,000 -$1,000,000
Out of pocket
$445,000
Assessment
$550,000
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WHEN WILL EVERYTHING RETURN TO NORMAL?
• 18 holes are open • All 36 holes will open by the end of the month • Clubhouse will receive patch work to get through the season • Tennis building repair will most likely start after season • Pool is now open • Cypress Room will be patched for season; major work will begin after Mother’s Day.
• This is your Club and you have much to decide… 35
THE WORK OF THE STRATEGIC PLANNING COMMITTEE Elaine Christian, Jim Clayton, Jim Forte, Stu Hodgson, Don Hunter, Pete Kloet, Rita Kozic, Jorie Senter, Jerry Westwood, Hedy Whitney, Chair
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PROGRESS IN 2016
• Member Survey gave us valuable insight into Member satisfaction and areas for improvement • Evaluation of current conditions of our 35-year old Club facilities by engineering firm found much deferred maintenance (approximately $3 M or more over 5-8 years)
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PROGRESS IN 2017
• Consultant Bill McMahon conducted a market assessment and found potential for an additional 1,600 golfing households, within a 6 mile radius, through 2021 • Study also showed that 9 of 10 member-owned clubs near our price point have already or are doing major renovations • He found that other than our golf courses and Greenside Grille, our facilities are dated compared to our competition 38
SPRING 2017 FOCUS GROUPS
• Conducted focus groups in April to provide Member input on their Club experience and where the Club should be headed in the future • Potential facility improvements were prioritized by the Members – top of the list included enhancing the Fitness Center, improving food service in GG, upgrading Clubhouse interior and exterior, enhancing the Driving Range 39
SPRING 2017 FOCUS GROUPS
• Support for completing improvements to stay competitive and attract new Members • Support for paying for improvements through longterm monthly capital dues increase vs. assessment • This is consistent with the responses in the Member Survey from 2016
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PROGRESS IN 2017 • SPC reviewed several design schemes which led to the unique concept of an integrated sports center where tennis and fitness currently are located • Location of GG kitchen, pool, bocce, pickle ball, and cart barn are being evaluated • Last week we met with a well-regarded local architect and two local contractors to discuss facility improvements, process and timing • We are exploring design-build concept where the Club, architect and contractor agree up front on design and cost of facility plans • We will use an owner’s representative for oversight of project plans, timelines and costs 41
TIMELINE • Hurricane Irma damage requires immediate action • January – more focus groups, including with Committees (House, Golf, Membership, etc.) to refine facility plans • SPC plans to complete recommendations for a facility plan, costs, financing options and timetable for the February 2018 Board meeting • If approved by Board, plan to make detailed presentation in March to the Members at a Town Hall meeting • Will ask for member approval at Annual Meeting (or by proxy) in late March 2018 • Insurance settlement timing uncertain. 42
MEMBERSHIP CHALLENGE Elaine Christian
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DATA AND TRENDS • Traditionally, 80% of new Members were referred by existing Members. That number has dropped to less than 20% • From 2012/13 to 2016/17 – decline of 63 Full Class A Golf Members (from 481 to 418) • Result: Dues shortfall of >$900,000 in 2016/17 • Unprecedented resignations by Social/Sports Members in August 2017, totaling 29. (Most ever had been 16) • These Membership losses were partially offset by adding Associate Members • Dues are the lifeblood of the Club for cash flow
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STATISTICS
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COMPETITIVE POSITION
• Competition with other clubs making significant capital improvements • Weak Membership position with a 5-year Membership decline • Current market in flux - real estate market is down; fewer potential Members looking • Recovery from Irma - Club not showing its best face
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MARKETING ACTION PLAN FOR THE FALL • Target marketing focus:
Valewood Communities & Pelican Bay • Advertising & Direct Mail Invitation to Pelican Bay • Personalized invitation to all Valewood residents • Open House on November 12 • Development of Realtor Relationship outreach • Launch of Membership ‘Challenge Circle’ 47
LIMITED-TIME PRICING STRATEGY • Unique Reduction in Joining Fees through 1/31/2018 • Limited-Time Joining Fee -- $25,000 for Full Class A Golf through January 31, 2018 (No Preview) • Zero Initiation Fee for Social/Sports for the first 30 Members • Position our Club to have the Best Opportunity for Success
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RESULTS SINCE SPECIAL PROGRAMS WERE OFFERED & NEW TEAM BEGAN TRANSITION
• 10 new Full Class A Golf • 10 new Social/Sports • New Membership Management team • Joan Bilson, Consultant • Nick Gray, Membership Director • Follow-up is critical 49
AMBASSADOR PROGRAM
• Julie and Frank Mann, Chairs • Average of 72% retention with Preview Members over the last 4 years. Thanks to all involved! • Signup sheets available or see Julie and Frank
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MEMBERSHIP CHALLENGE INITIATIVE
• Historically, 80% of new Members were referred by existing Members. • If every current Member referred one potential Member to QCCC … and only 10% of those referrals converted to Membership … we would be at capacity within two years! • Membership engagement is crucial to our success.
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HOW DOES THE ‘CHALLENGE CIRCLE’ WORK?
• Who qualifies for the Challenge Circle: Any QCCC Member who successfully recruits a potential Member • Please advise our Membership Director, Nick Gray, or Joan Bilson • A gift certificate with a value of $250 • Invitation to a monthly Wine & Cheese mixer • Recognition in Quail Trails, e-Minder and on a special ‘Challenge Circle’ listing 52
CHALLENGE CIRCLE INAUGURAL MEMBERS • Beverly & Bob Cobuzzi
• Linda & Bob Magrann
• Peggy & Gary Cuozzo
• Tiffany McQuaid
• Gail DeFrancesca
• Ann & Tom Patsiga
• Kim & Bill Dillon
• Denise & Mike Reilly
• Tina & Pat Dennis
• Jorie & Bill Senter
• Marilyn & Bob Dietz
• Pam & Walt Walmsley
• Missy & Gary Evans
• Marcia Hawken & Jack Wardell
• Donna & Joseph Giasi
• Karen & Richard Whitney
• Sis Van Dorn & George Jacobs 53
C ALL TO ACTION! WE NEED YOU – OUR MEMBERS!! • We – the Board - challenge you to help us reverse the trend of Membership decline • Reach out to your friends and neighbors • Invite them to the November 12 Open House • Introduce them to Nick and Joan • If a successful referral, your name will be added to the ‘Challenge Circle’ and you will receive a $250 Club credit
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Today is about “rebirth and renewal.� We are all in this Club together. Thank you!! 55