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CMAA Survey 2015

CMAA Member Food & Beverage Survey
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Welcome and thank you for participating in this confidential and anonymous research study among CMAA members and club managers regarding food and beverage services in private clubs.

It should take you approximately 10 minutes to complete the survey, and we think you’ll enjoy the variety of questions.

These results will be shared in aggregate at the upcoming CMAA conference.

Please answer each question in order and as presented. Enjoy!
 
 
 
In what state is your club located?

 
Alabama
 
Alaska
 
Arizona
 
Arkansas
 
California
 
Colorado
 
Connecticut
 
Delaware
 
District of Columbia
 
Florida
 
Georgia
 
Hawaii
 
Idaho
 
Illinois
 
Indiana
 
Iowa
 
Kansas
 
Kentucky
 
Louisiana
 
Maine
 
Maryland
 
Massachusetts
 
Michigan
 
Minnesota
 
Mississippi
 
Missouri
 
Montana
 
Nebraska
 
Nevada
 
New Hampshire
 
New Jersey
 
New Mexico
 
New York
 
North Carolina
 
North Dakota
 
Ohio
 
Oklahoma
 
Oregon
 
Pennsylvania
 
Rhode Island
 
South Carolina
 
South Dakota
 
Tennessee
 
Texas
 
Utah
 
Vermont
 
Virginia
 
Washington
 
West Virginia
 
Wisconsin
 
Wyoming
 
 
 
What type of club do you manage?  Please select all that apply.

 
Athletic club
 
Beach club
 
City club
 
Country club
 
Fraternal club
 
Golf club
 
Military club
 
University/faculty club
 
Yacht club
 
Other

 
 
 
How long has your club been in operation?
 
Less than 1 year
 
1-9 years
 
10-19 years
 
20-49 years
 
50-99 years
 
100+ years
 
Not sure
 
 
 
And, how long have you been in your current position as club manager of your club?

 
Less than 1 year
 
1-2 years
 
3-5 years
 
6-10 years
 
11-15 years
 
16-20 years
 
21+ years
 
Not sure
 
 
 
And, how many members does your club have?
 
<100
 
100-499
 
500-999
 
1,000-4,999
 
5,000-9,999
 
10,000-14,999
 
15,000-19,999
 
20,000 or more
 
Not sure
 
 
The following is a list of services provided by clubs. Some of these are also specific to food and beverage, and we’d like your detailed input on those as well. Please rate each on how important it is that your club provides that service. Even if your club does not currently provide that service, we would still like to know how important you think it is to provide that service:

Not Important Somewhat Important Very Important Extremely Important
Family Activities
Alcoholic Beverages (Beer, Wine, etc.)
Fitness
Swimming
Healthy or Alternative Beverages
Golf
Club Social Functions
Filtered or Bottle Water Services
Iced Tea Beverages
Espresso Coffee
Not Important Somewhat Important Very Important Extremely Important
Tennis
Fine Dining
Iced Coffee Beverages (not bottled)
Casual Dining
Business Services
Hot Coffee and Hot Tea Beverages
Children’s Activities
 
 
And, thinking of this same list, how would you rate your club’s performance meeting the needs of your members on that service. If you do not offer that service today, please just indicate that is the case.
Poor Fair Good Excellent We do not currently offer that service
Tennis
Club Social Functions
Espresso Coffee
Iced Coffee Beverages (not bottled)
Family Activities
Fine Dining
Hot Coffee and Hot Tea Beverages
Golf
Alcoholic Beverages (Beer, Wine, etc.)
Casual Dining
Poor Fair Good Excellent We do not currently offer that service
Children’s Activities
Fitness
Swimming
Filtered or Bottle Water Services
Healthy or Alternative Beverages
Business Services
Iced Tea Beverages
 
 
 
To the best of your knowledge, how are coffee, tea and/or water beverages supplied to your club location?
 
A beverage service provider is responsible for delivering the coffee, tea and/or water to my location as well as providing for and servicing the brewing equipment.
 
Someone in my club is personally responsible for picking up and delivering beverage supplies to my location or ordering beverage supplies directly from the Internet or by phone.
 
Not sure
 
Other
 
 
 
 
Please tell us if your club offers each of the following coffee services to your members.  Please select all that apply.

 
Drip regular coffee or tea service in a dining area
 
Drip specialty/gourmet or flavored coffee
 
Espresso/cappuccino
 
Iced coffee (not bottled)
 
A coffee/tea bar or coffee trolley that is staffed and serves members
 
A standalone and self serve coffee or tea service area or coffee/tea bar
 
A standalone area with available water through a dispenser or water container (not a water fountain)
 
Our club does not offer any of these

 
 
 
Now thinking specifically about tea, what types of tea are available from your club’s coffee, tea and/or water service?  Please select all that apply.

 
Hot tea
 
Iced tea
 
High tea service
 
Flavored tea
 
Tropical tea
 
Healthy iced teas
 
Herbal tea
 
Our club does not offer any of these

 
 
 
If your club offers a dedicated coffee/espresso bar, how successful would you say it is?
 
Not successful at all, never used
 
Not very successful, used every once in a while
 
Somewhat successful, used fairly often
 
Very successful, extremely popular
 
Our club does not offer a dedicated coffee/espresso bar
 
 
 
Does your club offer any seasonal non-alcoholic beverages that are available only for a limited time, either through your club’s coffee, tea and/or filtered water service or in other areas of your club?  Please select all that apply.

 
Hot seasonal coffee varieties
 
Cold seasonal coffee varieties
 
Hot seasonal tea varieties
 
Cold seasonal tea varieties
 
Hot Chocolate/Cocoa
 
Hot Apple Cider
 
Other seasonal drink
 
None, we do not have any seasonal limited time offerings

 
 
 
Do you charge club members and guests for coffee and tea in any or all areas of the club?
 
Yes – all areas of the club
 
Yes – only in some areas of the club
 
No – club members and guests are not charged for coffee or tea
 
 
 
If you could, would you choose to keep your current coffee, tea and/or filtered water beverage service provider or would you consider someone new?
 
Definitely consider someone new
 
Probably consider someone new
 
Probably keep my current beverage service provider
 
Definitely keep my current beverage service provider
 
Do not have a coffee, tea and/or filtered water beverage service provider
 
 
 
Compared to other service providers that you contract with at your club, would you say your club’s coffee, tea and/or filtered water service representative …
 
Provides worse customer service than most
 
Provides about the same level of customer service as most
 
Provides better customer service than most
 
 
 
Thinking about the last 12 months, what is the one program or activity related to food and beverage that you have implemented at your club that has been the most successful?

   
 
 
 
And in the last 12 months, what is the one program or activity related to food and beverage that you have implemented that has caused you the most concern and that you wouldn’t do again?

   
 
 
Here are some potential beverage based offerings that club managers may try. Looking at these, how appealing do you think each solution would be in your club?

Not appealing Somewhat appealing Very appealing Extremely appealing
Offering a dedicated juice and smoothie bar at the club with a variety of healthy non-soda beverage options.
Creating events at the club where members can come to learn about coffee and tea, try new beverages, meet coffee experts, and hear the stories of the coffee farmers, roasters, and beverage makers.
Creating a unique coffee and tea pairing for different parts of the day to appeal to a wider variety of members.
Offering unique coffee and tea programs for seasonal club events (Easter Brunch, Mother’s Day and Father’s Day, Thanksgiving buffet, etc.).
Offering unique coffee and tea programs for various member driven occasions, celebrations, events that might take place at the club (weddings, bar mitzvahs, retirement parties, etc.).
Offering a line of “specialty, sustainable, organic” coffee and tea products that would appeal more to younger age groups (organic, fair trade, etc.)
 
 
 
What do you think could be some potential beverage based offerings that you would like to try and would be appealing?

   
 
 
 
Thinking about club membership ...

Compared to last year, would you say that membership in your club has grown, declined, or stayed the same?
 
Grown
 
Stayed the same
 
Declined
 
 
 
And, looking ahead one year from now, do you expect that membership in your club will grow, decline, or stay the same?
 
Grow
 
Stay the same
 
Decline
 
 
 
What about revenues?  Compared to last year, would you say that your overall club revenue has grown, declined, or stayed the same?
 
Grown
 
Stayed the same
 
Declined
 
 
 
And, looking ahead one year from now, do you expect that your club revenue will grow, decline, or stay the same?
 
Grow
 
Stay the same
 
Decline
 
 
If you had to allocate 100% to the following general profiles of your club, what percentage would you allocate to each?  Your total must add to 100%.


% .... of members run the club and show up for almost every event
% .... of members regularly participate
% .... of members occasionally participate
% .... of members never show up for anything!
 
 
 
Just three last questions for classification purposes ...

What is your gender?
 
Male
 
Female
 
 
 
What is your age?
   
 
 
Now thinking about the age of your club membership, using your best guess, allocate 100% across the following age groups, indicating what percentage of your club membership falls into each age group.  Your total must add up to 100%.


% .... of members are Millennials (18-33 yrs old)
% .... of members are Generation X (34-49 yrs old)
% .... of members are Baby Boomers (50-68 yrs old)
% .... of members are Mature (69+ yrs old)