A Thematic Review of Australia's Club Management Magazine

ABSTRACT

This analysis of articles from 1993 to 2003 in Australia's premier club management trade magazine, Club Management in Australia (CMA), the publication of the Club Managers' Association Australia (CMAA), highlights a number of recurring key themes. These are: taxation legislation; employment relations and human resources; gambling, alcohol, smoking, and related social issues; club expansion, innovation and growth; and contribution to the community. This article analyses these themes and discusses the key forces driving change in these areas, while also identifying the viewpoints of club managers. It is concluded that empirical academic research into these themes and the issues pertaining to them is needed. This is especially true of gambling, smoking, and social issues, the effectiveness of new gambling and club-related legislation, and the contribution of clubs to the community. Further research will be required to test the validity of several of the arguments put forward by the CMAA in the articles reviewed.     

Strategic Management of External Change in NSW Registered Clubs

ABSTRACT

This research examines how clubs strategically manage change resulting from alterations in their external environment. Specifically, this paper aims to investigate the marketing implications of recent legislative change arising from restrictions imposed on advertising and promotion of club gaming in one Australian state, the most populous state of New South Wales (NSW). Managers of three northern NSW clubs situated adjacent to the southern Queensland (QLD) border were interviewed to obtain primary data for this investigation. Results show that legislation restricting gaming advertising, promotion and external signage has caused difficulties in marketing these three clubs whose core product is gaming machines. Short-term results of revised marketing strategies indicate that club member numbers are steady but spending is unpredictable. Visitors are harder to attract, particularly new visitors.     

Clubs and Hallmark Events

ABSTRACT

In Australia, clubs have long been viewed by some sections of the hospitality industry as the “poor cousins” of the more glamorous end of the market, such as four- and five-star hotels and resorts. Despite this perception, clubs are continuing to experience growth both in terms of membership and revenues collected and many play significant roles within the communities in which they operate. With regard to special events, much of the economic and social impact work published to date has focused upon the impact of such events in terms of accommodation and restaurant use, as well as visitor numbers and economic multipliers. The club industry in Australia, and in New South Wales (NSW) in particular, is a vibrant and thriving industry, but little work has been carried out to quantify the impact upon clubs of “outside” or external special events. Using in-depth interviews and discussions with marketing staff within two clubs in NSW (one rural and one metropolitan), this article examines their relationships to hallmark events that were conducted within each club's region. Analysis is made of the clubs' involvement with these events and the extent to which they were aggressively proactive in acquiring linkages to the event in question.     

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

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.     

Gambling: The misunderstood sport— a problem in social definition

Abstract

The prevailing social science perspective views gambling as a socially deviant activity with detrimental consequences for the individual and society. This paper presents an alternative perspective which views gambling as human play sharing much of the structural and functional components of acceptable sport activity. Gambling has conventional rules for defining participation, for determining legitimate winning and losing, and for judging expert performance. It also has regulatory commissions, standardized equipment, symbols, an element of sociability, and it promotes a collective validation of the basic values of society. This perspective allows the social scientist to examine gambling behavior in a theoretical framework which focuses on the features of gambling shared in common with other legitimate sport activity. This paper explores two popular forms of social gambling, race track and casino, showing how they reflect contemporary American culture while they provide recreation for players. We have found among recreational gamblers a well developed subculture that places their form of play directly in the mainstream of American values, despite the moral critics who proclaim gambling to be a major social problem. In fact, the gambling problem may be better understood as an ideological conflict between gamblers and the moral judges of the proprietary limits and functions of sports.     

An Exploratory Study of Waiting Lists in Private Clubs

ABSTRACT

To understand the status of waiting lists within the private club industry, 1,000 members of the Club Managers Association of America were randomly selected to receive mail questionnaires. The analysis of 163 completed questionnaires indicated that 69% of the responding clubs did not have waiting lists. The majority of clubs with waiting lists were over 50 years old, member-owned, tax-exempt, and had 500 to 1,000 members and gross revenues minus initiation deposits of between five and ten million dollars per year. Logistic regression revealed that the odds of having a waiting list were 10.68 times greater for a club that had a Membership Committee than for a club that did not have such a committee. Two other factors found to predict the existence of a waiting list were a general membership that understands the importance of sponsoring members, and members that sponsor new members at a rate sufficient to overcome attrition. The following waiting list trends do not bode well for club membership in general: (1) the number of clubs with waiting lists is declining, (2) waiting lists are getting progressively shorter, and (3) members-in-waiting stay on lists for a shorter period of time.     

Participation in sport and membership of traditional sports clubs: a case study of gymnastics in The Netherlands (with British comparisons)

In the Netherlands, gymnastics is a major participation sport. Historically a high proportion of gymnasts have been members of clubs affiliated to the national governing body, the Koninklijke Nederlandse Gymnastiek Bond (KNGB). Over recent years there has been a steady decline in the membership of the KNGB. This paper reports the results of an investigation into this decline in membership. Prior to the study it was suggested that the cause of declining membership was an increase in the rate at which people were leaving the KNGB and one part of the investigation concentrated on identifying former members and analysing their reasons for leaving. However, on the basis of our evidence, it appeared that no more people are leaving than normal. The research indicated that the problem is that less people, in particular young people, are joining gymnastics clubs. The problem is not one of exit but one of entry.

Although the empirical results relate only to gymnastics in the Netherlands, the paper broadens the discussion to the international context by comparing the situation in the Netherlands with that in Britain. The Dutch structure of sport, and the position of the sports club in it, is similar to that in other northern European countries such as Denmark and Germany but the British situation is substantially different. Weisbrod's theory of the voluntary sector is used to investigate the broader question of the role of the sports club in the changing market for sport.     

Understanding Changing Patron Expectations of Club Offerings

ABSTRACT

This article adopts a consumer behavioural approach to investigating the needs, wants, and expectations of club patrons and reviews the differing requirements of three existing segments of club patrons and two demographic sub-groups. The article applies a consumer behavioural framework and suggests that demographics, culture, values, reference groups, and attitudes underpin the differing needs, wants, and expectations of patrons. The article suggests that attitude is the specific determinant of consumer behaviour that may be of most interest to club marketers and suggests the application of the Theory of Reasoned Action in order to change sub-group attitudes and increase patronage. This suggestion is illustrated through the presentation of a case study. The article concludes by suggesting that further research be conducted to determine how clubs may be able to remain true to their historical roots and traditional membership base, whilst actively catering to the market orientation of current and future generations of potential members.     

The perceived impacts of casino gambling on a community

Proposals have been made to legalize a single hotel casino in each of the towns of Adams and Hull, Massachusetts. A telephone survey of a systematic sample of 400 respondents in the Adams and Hull area was conducted in order to assess the perceived impacts of a hotel-casino in each of these locations. The findings show little consensus as to the positive impacts, but much greater agreement over the negative impacts that a hotel casino might have in the respondents' towns. The major factor in predicting respondents' attitudes toward legalization was found to be their perception of the impact a hotel-casino would have on the character of their town. Other major factors were the impact of the hotel-casino on crimes involving drugs and prostitution, the effectiveness of the State government at regulating casino gambling, the respondent's age, the impact of the hotel-casino on the overall standard of living, and the impact of the hotel-casino on jobs for local residents.     

Environmental Forecasting and Strategic Planning Practices in Country Clubs

ABSTRACT

This study was designed to determine the extent to which private country clubs utilize environmental forecasting in their strategic planning activities. Also identified were key environmental issues that affect the country clubs' ability to plan strategically within the constraints imposed by their boards and general memberships. General managers from four country clubs in North and South Carolina were queried using a combination of personal interviews and survey questionnaires. Three of the four clubs surveyed practiced strategic planning to some extent, utilizing a variety of influences and participants in the process. Human resource issues were a major concern faced by all of the clubs surveyed. Each club also rated economic, technological, and ecological issues as most important to their clubs' success.     

EDITORIAL

Abstract

This study examines the use of environmental forecasting during the strategic planning process in private city clubs. Key internal and external environmental factors were identified that impact city clubs and the club industry. Strategic planning practices and influencing factors were studied in four city clubs, in North Carolina and South Carolina, utilizing the qualitative research method of structured personal interviews, and the survey method of quantitative research. Numerous factors influenced the strategic planning process of three clubs, including consultants, employees, board members, trade associations and trade reports. One club, which did not conduct strategic planning, is struggling to survive. Environmental issues influencing these clubs were: technological, social, and economic. Each club's business was significantly affected by the business climate of the city in which it resides.     

When tradition meets the new technology: An examination of the antecedents of attitudes and intentions to use mobile devices in private clubs

Mobile technology increasingly permeates the social fabric of the contemporary society and the business models of hospitality organizations, including the private club industry. Using data from a nationwide sample of members of private clubs in the United States, this research examined the manner in which system beliefs (i.e., usefulness, ease of use), subjective norms, and facilitating conditions influence club members’ attitudes and intentions to use mobile devices to make reservations for activities/facilities in private clubs. It was found that usefulness and subjective norms have an impact in developing attitudes, which in turn influence club members’ intentions to use mobile devices in clubs. Being the first study to examine the development of attitudes and intentions toward mobile technology in a club context, this study brings important theoretical and practical contributions.     

‘The Trouble with Today's Young Ones…’

ABSTRACT

This article examines the challenges for Australian clubs in attracting and keeping the younger demographic. Using a case study approach written by a participant observer, and Waterman, Peters, and Phillips' Seven-S Framework, the issues and difficulties faced by one NSW coastal club are examined as they trialled two “youth market” specific products aimed at the under-18 segment. After less than 12 months, both products were cancelled and a decision was made by the board of directors to no longer target the “difficult” youth market. In examining the challenges faced by this club, it was found that the “troublesome youth” became a convenient scapegoat for the real contributors to the under-18's product failures. This article found that, while the initial strategy to target the youth market was sound, there was a lack of support from the other internal factors of structure, systems, skills, style, staff, and superordinate goals that contributed to the cancellation and thus failure of these youth-oriented products. It is useful to examine these failures from a strategic viewpoint as a means for other clubs to become more familiar with the pitfalls of targeting the youth market from the outset, instead of through the lens of hindsight.     

A Comparison of Wage Determination in New South Wales and Queensland (Australian) Clubs

ABSTRACT

Australia's industrial relations framework has undergone substantial change since the 1990s. This has involved federal and state governments attempting to replace the centralised system, based on awards, to a decentralised system based on formalised enterprise and individual bargaining. The move to a decentralised system will supposedly, according to critics of the centralised system, provide significant improvements in flexibility, especially for the hospitality industry. This article examines the results from two studies of registered clubs, one undertakenin New South Wales (NSW)in 1996 and the other in Queensland in 2003, to examine the impact of regulatory changes on wage determination and associated variables in the sector. The findings indicate that despite the rhetoric of proponents of decentralisation, very few clubs have moved from the centralised system to the decentralised one. However, within the centralised system, clubs have undertaken a high level of informal bargaining, both in 1996 and 2003. Despite the level of informal bargaining club managers felt relatively restricted by awards and trade unions.     

Gambling destinations and the effect of gambling results on tourist satisfaction and loyalty

ABSTRACT

Tourists visiting gambling destinations are likely to participate, to some or to a great extent, in gambling activities. Therefore, their gambling experience contributes to the evaluation of their experience at the destination. This study investigates the effect of gambling results on the overall satisfaction and loyalty of 7431 tourists visiting Macao by estimating a set of ordered probit models. The results indicate an asymmetric effect on the overall satisfaction: the negative effect of a losing outcome outweighs the positive effect of a winning outcome. Both winning and losing gambling outcomes have a positive and similar effect on the likelihood to recommend the destination, and the likelihood to revisit is affected in a positive way only by a winning outcome. The main determinants of tourist satisfaction and loyalty are further verified and the influence of tourist profile variables is also explored. Theoretical and managerial implications are outlined based on the results.     

Health club use and ‘lifestyle’: exploring the boundaries between work and leisure

In this article I investigate the relationship between work and leisure for professional employees. Drawing on qualitative research I explore the motivation behind premier club use – a sector within the wider health club industry – to show that rather than being an activity firmly located within the domain of ‘leisure’, it is a complex activity, influenced by a person's occupation and experience within the workplace. Through the empirical discussion I show that professionals working within the city are often committed to a ‘project of the self’, fuelled by a desire to create a professional identity whereby the development and maintenance of a fit and healthy body symbolises characteristics that are valued within the professional workplace. Accordingly I propose the concept of a ‘workstyle’ as opposed to ‘lifestyle’, to suggest that the motivation behind premier club use is defined according to the social and cultural experience of working in the city and in turn, certain individuals may be consuming premier club membership for the benefit of their overall career. To this end, premier club use is portrayed as an activity defined according to the principles of work rather than as a definitive ‘leisure’ pursuit, thus blurring and mediating the boundaries between work and leisure.     

Human resource management responsibilities in private clubs

ABSTRACT

Private clubs have long been considered a unique segment of the hospitality industry. Clubs are different than other types of hospitality enterprises in many respects, including their ownership, revenue sources, management, and specifically, in the management of human resources. This article focuses on how human resources are managed in one regional chapter of the national association of club managers (New England). First, a focus group of club managers in New England was conducted. Next, a survey was conducted of club managers belonging to the New England chapter of the Club Managers Association of America. Findings suggest that very few clubs have human resource directors; responsibilities tend to be delegated through the organization; clubs have certain human resource management challenges associated with not having a human resource director; and general managers are actively involved in the management of human resources.     

Select Performance Differences in Equity and Non-Equity Membership Structures Within Private Clubs

ABSTRACT

Managers at private clubs in the Greater Toronto Metropolitan area who are members of the Ontario Branch of the Canadian Society of Club Managers (CSCM) were surveyed to determine the membership structures at their clubs (equity or non-equity), along with the reasons, and advantages/disadvantages for those structures. Responses were received from 46 managers, 57% of the population. The managers were affiliated with golf-country clubs, yacht clubs, city-athletic clubs, and city clubs. Respondents of the survey most often represented: golf-country clubs (78%), member-owned clubs (84%), and clubs with non-equity membership structures (83%). Clubs with non-equity membership structures were more likely to have full memberships and waiting lists of candidates to join the clubs. Non-equity clubs also had lower entrance fees to join, but retained a higher proportion of the overall entrance fee paid by members when they joined compared to equity clubs.     

Doing femininity and respectability: social networks and social capital among female members of Dutch student organisations

This research explores the complexities that underlie the formation of women’s social networks at traditional social student organisations in the Netherlands, advancing theory on the intersectionality of gender and class in leisure space. Building on Pierre Bourdieu’s theory of social capital it investigates if these social networks are segregated, and to what extent their divisions depend on previously acquired economic, cultural and symbolic capital. It analyses the hierarchical structures and ‘ranking’ of women’s year clubs within student organisations, and examines how the enactment and achievement of femininity determines women’s ability to move through social space. Finally, it investigates the use of social capital for women’s career progression. Semi-structured interviews were held with 20 women who were current or former members of one of the most traditional Dutch student organisations, the corps. Their accounts were used to gather information about the meaning women gave to their membership, and shed light on the role of previously acquired capital in the formation of clubs. Our findings show that women’s previously acquired social capital allowed them easier access to corps’ space and advanced their ability to navigate it. The establishment and ranking of year clubs and their members demonstrate the power dynamics that operate within the corps and the way class underlines network formation. Femininity was deemed one of the important markers of respectability and the enactment and achievement of ‘proper’ femininity determined women’s recognition and position in corps space. Despite the hierarchies of placement in the corps, most women profit from the social capital they acquired during membership, and can use it in selective ways for career progression and acquisitions.     

A Case Study of Gambling Involvement and Its Consequences

Gambling has attracted minimal recent research in leisure studies. Focusing on Indigenous Australian gambling, this article draws on theoretical frameworks in leisure and gambling to develop gambling involvement profiles. Using qualitative methods, 169 Indigenous Australians were interviewed. Thematic analysis generated three typical gambler profiles—light, binge and heavy gamblers—distinguishable by different gambling behaviors, motivations and consequences. Analysis of the dimensions of leisure involvement revealed that light and heavy gamblers differed according to importance/interest, pleasure, centrality, self-expression, social bonding, risk probability, and risk consequence. The article demonstrates the application to gambling of certain leisure involvement constructs.