Targeted Club Survey, A McMahon Specialty – Customized For Each Club’s Needs

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McMahon is pleased to announce its newest club survey program that provides managers and boards targeted issues membership surveys to pin-point specific information. that  clubs need to quickly address challenges in our changing society, especially with the coronavirus impact.

The Targeted Surveys provide club leadership with the members’ input on the most important issues a club is facing, and they do so with quick development of questionnaires which get results back to leadership in a single month. 

Besides being timely, the Targeted Surveys now allows management to focus on the issues at-hand and not getting into unrelated issues which can confuse members or sidetrack boards.

The most prevalent “Targeted Surveys” we do for clubs primarily involve facility improvements/funding, dining and testing strategic issues for refreshing strategic plans. But the Targeted Surveys are also customized for each club’s own very specific issues.


There is no better way to begin a facility improvement program than by asking members what they want in a facility survey. All clubs have some facility deficiencies which grow over time to a point when something needs to be done. Various aspects of clubhouses, dining area capacities and casualness, size of kitchens, golf course conditions, outdated decors, and lack of recreation activities all involve issues needed to attract new and retain existing members.

The Facility Survey tests satisfaction with a club’s existing facilities, the importance of potential new facilities, the willingness of members to pay for improvements by payment methods and determines when and how a club should proceed with facility improvements.


Without a doubt, food and beverage issues are some of the most challenging for private clubs and their managers. Trying to serve food to members and their children/grandchildren from ages 4 to 104 is no easy task, especially when management needs better information on members’ dining preferences and club leadership is not clear on what is considered dining success (making a profit or achieving very satisfied club members). Making investments in dining staffing/management as well in dining rooms, outdoor terraces and kitchens requires good feedback from members, which the Targeted Food and Beverage Survey provides.


Retaining and attracting members is the lifeblood of every club. Club boards and managers need to know if their club is attractive enough to existing members of all ages and use groups, because “very satisfied existing members” are the key to club success and the primary source for attracting new members. Thus a membership growth survey tells boards and managers what must be done to have a strong membership of dedicated using members of all ages. The membership survey tests all aspects of club offerings, value received for cost, and things a club must do better to achieve higher membership satisfaction. Each club offering tested is broken down into demographic profiles so strategic initiatives can be implemented to grow and retain membership size based on knowing what each group values.


There are many specific issues a club management team may want to learn more about from its members, and the customized Targeted Survey is ideal for this purpose. Just call McMahon and tell us what your needs are.

And lest we forget, for comprehensive strategic and facility planning, there is still no substitute for McMahon’s hallmark, membership survey for achieving overall club success.

Remember, we are in the business of making our clubs the members’ favorite places and at this particular time we need to reconnect with the members to address how our clubs can serve them best.  

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About Bill McMahon, Sr. AIA, OAA

Bill is a strategic, financial and architectural planning consultant to clubs throughout North America. He established McMahon Group in 1983 as an affiliate of the family architectural firm his grandfather founded in 1906. Over the ensuing years, the firm has expanded its club consulting services beyond clubhouse improvement planning to a full range of services for all aspects of private club challenges. To date, the firm has assisted more than 2,000 private clubs across the United States, Canada, Asia, Europe and the Caribbean. McMahon Group provides a unique approach to developing club facility projects first establishing design and financial feasibility so membership approval is achieved. Thereafter final design and construction firms are selected to build the member approved project.

Mr. McMahon is unique among club consultants in providing an integrated strategic, financial and architectural approach to solving club problems. His personal involvement with his own clubs in St. Louis (serving in the roles of president, board member and committee member) has allowed him to bring unparalleled experience to each client. Mr. McMahon’s club memberships have included Bellerive Country Club (St. Louis), Racquet Club Ladue (St. Louis), University Club of St. Louis, Spring Lake Yacht Club (Michigan) and the Royal Yacht Club of Tasmania.

Mr. McMahon is a graduate of Washington University School of Architecture in St. Louis and holds architecture licenses in 44 U.S. states and in Ontario, Canada. He is a featured author in industry publications and a featured speaker at the annual conferences of the Club Managers Association of America, the Canadian Society of Club Managers, the National Club Association and the Hospitality, Financial and Technology Professionals. He serves as a visiting lecturer at continuing education sessions offered by regional CMAA chapters and at Michigan State University. Bill is a co-author of McMahon Club Trends®, the comprehensive research reports on strategic issues facing private clubs published with the National Club Association. He is also founder of the Excellence in Club Management Award.

Mr. McMahon is a member of the American Institute of Architects, and the National Club Association. He is a former president of the Missouri Council of Architects, AIA and has served on various charitable boards in the St. Louis area.

More articles by Bill McMahon, Sr. AIA, OAA
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