The McMahon Report December 2023

New Survey Takes Pulse of Key Future Trends for Club Industry by Joe Barks - Director of Club Communications McMahon Group conducted another of its proprietary Pulse Surveys in November, this time to measure the current state of the club industry and gauge its outlook for 2024 and beyond. A wide range of questions was asked, covering everything from clubs’ plans for upcoming capital expenditures and the areas that will be given operational emphasis, to expectations for membership growth, dues and initiation-fee increases, golf rounds and food-and-beverage revenues. Input on the outside forces (economy, upcoming election, global conflict) that are most expected to affect club operations, and the potential impact of artificial intelligence technology and energy initiatives, was also gathered. More than 400 responses were received, representing a good cross-section of industry leadership, including club General Managers, Board Presidents and owners. A full report on the survey results will be presented in the “Outlook 2024” issue of Club Trends that will be published shortly after the first of the year. An “Outlook 2024” webinar based on the survey and interpretations/projections from McMahon and its partners from the Club Leadership Alliance and National Club Association will also be presented in February 2024. Here’s just a sampling of some of the interesting findings from the survey: PULSE SURVEY The McMahon Report® 9 Howwould you rate 2023 for your club? What expectation do you have for facility improvements in 2024? Will Spend More Will Spend Less Will Spend the Same 21% 53% 26% What do you expect your membership situation to be at the end of 2024? Which of these outside factors are the greatest source of concern when thinking about how 2024 and the remainder of the decade will affect your club? (Check all that apply) Still full with a waiting list 48.5% Will reach full capacity and start a waiting list 12.7% Will add members but still be short of full 33.3% Will have attrition and fewer members 5.4% Workforce issues 64.8% Inflation 57.2% Recession 50.7% Elections 26.3% International conflicts 16.3% Societal issues/unrest 15.6%