Member Survey Results 2016

AGENDA

Review High Level Survey Results Compared to PY

Implications + Recommendations

Executive Summary

Oakmont Golf Club conducted an online member survey December 1, 2015-

December 31, 2015. Paper surveys were made available at the club for those

members without an email address on file.

A complimentary Guest Pass was offered as an incentive to complete survey.

A total of 149 response were collected.

The following pages are the results of the survey.

Overall results were positive with areas identified for improvement.

Responses Compared to Previous Years’ Surveys:

December 2015 149 total member responses

March 2015 195 total member responses*

2014 217 total member responses*

*There was not an incentive provided for completing these surveys.

Implications: Possible reasons for decline in survey participation:

• Too recent. Last survey was done less than 9 months ago. Recommend not

sending another survey for at least 12 months.

• Sending a survey in December/Holiday Season could have impacted response

rate. Recommend sending in a month without major holidays.

• If members are more satisfied with club they may be less likely to fill out a

survey. No news is good news.

• Incentive offer did not seem to increase participation rates. Recommend not

offering incentive on future survey based on redemption rates.

Please indicate how often you use the following aspects

of the club on average

Implications:

Reported significant increases in

Respondents’ Usage in Following Areas:

• East and West Golf Courses

• Snack Bar

• Quail Inn Restaurant

On a Scale of 1 to 10 with 10 being the Best, please rate the

overall (property-wide) customer service

At Oakmont Golf Club.

8.33

0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00

8.23

0.00 5.00 10.00

8.32

0.00 5.00 10.00

2015 2014

Implications:

• With an average rating of 8.33

customer service, the club is trending

flat to previous survey. Although

slightly higher than 2014.

• Recommend GM to implement and

complete all Modules of TrueService

Training – Starting in April

• Starting with F&B staff as this area

indicated most area of improvement

How you aware of the club’s existing Membership

Referral Program?

Top 3 Recommend Referral Incentives

1. Guest Passes

2. Discount on dues for referring member + new

members

3. Credit in Pro Shop, Snack Bar or Quail Inn

8.51

0.00 2.00 4.00 6.00 8.00 10.00

How likely are you to recommend Oakmont Golf Club to a friend, co-worker or family member?

Implications:

• With an average recommend rating of

more than 8, it’s likely that

respondents are willing to recommend

however only half of them have

insight into membership referral

program.

Recommendation:

• Improved communication of existing

program to members on on-going

basis i.e statement stuffers, e-blasts,

member website updates, member

newsletter & posters/cart signs and

table tents around club.

How likely are you to recommend Oakmont Golf Club to a

friend or family member?

8.51

0.00 2.00 4.00 6.00 8.00 10.00

How likely are you to recommend Oakmont Golf Club to a friend, co-worker or family member?

2014: Net Promoter Score 69 = Promoters (90) – Detractors (29)

2015: Net Promoter Score 76 = Promoters (96) – Detractors (20)

2016: Net Promoter Score 68 = Promoters (85) – Detractors (17)

Implications: Although 2014’s score of 69 is considered above average for the hospitality industry; 76

is above the KemperSports recommended benchmark of 70. In 2016 at 68, this is not acceptable and

is below our recommended benchmark of 70.

Median Average 76 / Average 71.

Biggest reasons for NOT recommending Oakmont Golf Club to a

friend or family member?

KemperSports will continue to implement and improve several new programs to address

Member Satisfaction and Value in 2016 including:

• Improve Customer Service by completing all 4 modules of TrueService training in 2016

• Offer Membership Incentives such as Pick your Perks, Realtor Referrals and other

Best-Practice Member Referral programs.

• Add Value by enhance Existing Membership Referral Program & Launch Referral Drive

• Continue to Communicate with Membership regularly on programs and offerings

• Research and Host an Open House

Most Common Verbatim Responses:

Course Conditions

Value of Membership

Customer Service

Please rate the following aspects of your overall restaurant

dining experience at the club.

Implications:

• The F&B experience

continues to be challenging

with overall lower ratings in

the Excellent Category

across the board and

increase in Good or Fair

ratings compared to 2015.

• However, compared to

2015, there are fewer

Unacceptable ratings

• Largest Areas of Concern:

Speed of Service

• Meanwhile, Quality of Food

and Overall Atmosphere

remain relatively flat.

Verbatim Responses to overall restaurant

dining experience at the club

service in the Quail Inn bar is woefully

lacking. Bartender is often talking sports

while other customers wait and sometimes

when food sets in window

Better train employees, especially in

restaurant/bar

quicker response when sitting at the table,

most of the time when we use the

condiments they are always not clean,ie

dried mustard or mayo and ect. during the

warmer days the patio doors are left open,

e\welcome flies. The snack bar cooks

handle money and food without washing

hands, or wearing plastic gloves or

whatever

Get some supervision in the restaurant

and bar. The employees are running the

place!

“Recommendations:

• Revisit TrueService Training from 2015 with Primary

focus on all F&B Employees, Graduating by end of

Q1;

• Review FoodServSafe Handling Guidelines

• Institute Employee; Performance Reviews and

Improvement Plans if needed

• Cleaning schedule for employees/outside company

• Newly hired F&B Manager hired should help with

supervision and training issues

KemperSports is already in the process of addressing all of the above.

The wait staff in the bar and grill sometimes seem they are not

trained, service is slow. I also think that the bartender should NOT

be waiting tables. If you sit at one of his tables your service is

friendly but very slow or your drink orders take time because he is

waiting on tables. He is a Bartender.

”

Please rate the following aspects of your overall WEST GOLF

COURSE experience at the club.

Implications:

• Pace of Play and

Friendliness/attentiveness of staff

was rated highest levels of

satisfaction.

• Overall Satisfaction was positive

with 85% rated Good/Excellent

• However, quality of the Bunkers

continues to be the main area of

immediate concern

• Followed next by conditions of

fairways and tee boxes.

Please rate the following aspects of your overall EAST GOLF

COURSE experience at the club.

Implications:

Quality of Bunkers continues to be

the main issue for the East Golf

Course.

Recommendation:

• Possible Refinance

• Develop Short-Range/Long

Range Bunker Plan with

Superintendent

• Bunker Removal

How would you rate each individual department?

How would you rate each individual department? (Most Common Verbatim Responses – Key Learnings)

Department Key Learnings

Membership Good but definitely deed more, new members

Clubhouse Appearance /

Maintenance

East clubhouse needs updating as well as bathrooms

More attentiveness to the club’s overall cleanliness.

Golf Course Maintenance Needs Improvement, Conditions are rated higher overall however but

bunkers still need major improvement

F&B Operations Poor to Not Acceptable Service Levels in the Quail Inn and other F&B

outlets. Improvements in this area will improve value of membership

Banquets & Catering Good experience overall.

General Admin/ Accounting Good. Experienced has greatly improved compared to prior survey

results. Continue to monitor and make improvements as necessary.

Golf Shop Okay, Need Improvement, Appears to be still be inconsistent, mixed

reviews, many members very happy, others not so much.

Overall Marketing/

Communication

Good Experience. Improvements to Calendar of Events and improved

communication with members.

General Manager Good Experience, For those Members that have met Mike, he’s doing a

great job

KemperSports is already in the process of addressing all of the above.

What type of activities would you be interested in

participating in at Oakmont Golf Club?

Ve ry

Inte re ste d

So me wha t

Inte re ste dNe utra l

No t Ve ry

Inte re ste d

Ra ting

Ave ra g e

29 57 27 27 2.63

35 51 28 24 2.7013 20 35 72 1.81

10 18 33 76 1.72

8 11 37 84 1.59

25 51 29 35 2.47

13 20 36 71 1.82

25 43 37 36 2.40

14 24 36 63 1.92

35 26 34 46 2.35

12 19 43 67 1.83

13 33 37 57 2.01

14 41 41 46 2.16

10 23 37 70 1.81

22 33 38 48 2.21

26 50 34 32 2.49

5 3 42 91 1.45

10 15 42 73 1.73

13 28 44 53 2.01

19 34 31 55 2.12

11 17 37 75 1.74

54 52 22 15 3.0115 22 32 69 1.88

6 5 39 87 1.49

13 33 32 62 1.98

22 47 35 33 2.42

29 31 34 46 2.31

35 53 33 18 2.76

Cooking Classes

Family Golf

Live Music

Answe r Op tio ns

Happy Hour(s)

Karaoke

Wine Tasting/Winemaker Dinners

Trunk Shows/Fashion Previews

Holiday Brunches

Comedy Night

Gingerbread House Workshop

Chip & Sip

Halloween Costume Party

Themed Dinners (seafood night, I talian

Poker Night

Bunco

Craft Beer Tastings

Junior Golf Lessons

Casino Night

Glow Ball Golf Tournament

Couples Golf

Valentine's Day Dinner

Bridge or other card nights

Group Golf Lessons

BBQ Bootcamp

Golf Equipment Demo Days

Breakfast with Santa

Bring a Guest Events

Member Only Events

Implications:

• Consistent with March

2015 survey, respondents

continue to express

increased interested in

same 8-10 types of

events.

Recommendation:

• Focus on main members

events in these categories

• Consider replacing or

dropping unpopular events

based on feedback

• Partner with local winery,

develop Wine Club

• Create Themed Dinners

with Live Music aspect

• Contact Vendor Reps to

Schedule Multiple Demo

Days or one Super Day,

include raffle for attendees

to win prize i.e putter,

• Develop Happy Hour

Days/ Times/ Menu

Additional Demographic Info

Please indicate your category of Golf

Membership in 2015.

Implications:

• Only 1 Response from

Young Executive.

• Roughly half of

respondents are on either

on a limited or pay as you

go membership compared

to the Unlimited Plan

Recommendation:

• Add Survey Questions next

time about why members

prefer to be on Limited

versus Unlimited.

• Review Local Market

Demographics on age

ranges within local market

to determine demand.

• Review Current Junior

Membership and adjust to

appeal to younger

demographic if warranted.

• Add Programming to attract

younger demographic.

Please Indicate your age

category

Implications:

• With Majority – 81% of

respondents are age 66 or

older, there exists a high

potential for attrition due to

age related injury, illness

and death.

Recommendation:

• Review and adjust existing

Super Senior Membership

and/or Medical Leave

Policies to curb attrition.

• Highly target new members

between the ages ranges

46-65, review club events

to appeal to this age

demographic

• Review Local Market

Demographics on age

ranges within local market

to determine demand

How long have you been a Member

at Oakmont Golf Club?

Implications:

• 39% of respondents have

been members for 10 or

more years.

• 43% of respondents are

new members (0 to 5

years)

• As current member’s age

out of the club, the

percentage of new

members should continue

to increase

Recommendation:

• Review new club

programming to continue to

appeal to new and

prospective members

• Continue to stay on top of

club trends to stay relevant,

competitive and attractive

to prospective members

Resident StatusImplications:

• With 77% of respondents being

Oakmont Residents, opportunity

exists to attract new members from

outside immediate area.

Recommendation:

• Research membership mailer and

outreach to non-Oakmont residents to

increase awareness and drive new,

non-resident memberships.

• Review current memberships and

adjust or create limited-promotion to

encourage Non-Residents to join.

• Continue to remain visible and a

“community gathering” for residents of

Oakmont thru HOA newsletters and

other outlets that reach immediate

residents.

QUESTIONS?

COMMENTS?

Thank you!