Winchester Country Club Membership Survey Results 2023

MEMBERSHIP SURVEY RESULTS February 2023

Membership Survey Results

Dear Member:

• For younger and less-tenured members, a focus on social programming and family-focused activities is important. • The satisfaction with pace of play and its enforcement is split among age demographics, with older members more dissatisfied. • There was strong consensus that the Club’s Mission should identify WCC as a year-round, full-service, family-focused country club with year-round activities, great golf, good dining and facilities, and as one that is known for its camaraderie and social interaction. • There are high levels of dissatisfaction in all areas and venues related to dining, other than staff friendliness and staff appearance. • The racquets program is well-received overall. • Accessing the golf course is perceived as being difficult. • The Club is doing a good job communicating with members in most areas. • Members would like to see better representation on the Board as well as improved communication of business and financial matters. • Members would like to see updating of some aspects of fitness. • The pool is more important to younger members in the Social category, notably the amount of shade, kiddie pool and snack bar. The survey provided significant input on the member experience at WCC. The Board, Committees and management will use the information in the survey to identify and prioritize short- and long-term goals that will ultimately improve and enhance the membership’s experience at the Club. McMahon Group thanks all those who took the time to be a part of this process.

The survey conducted this fall provided the members of Winchester CC with an opportunity to rate their satisfaction with all elements of the Club and provide input on future initiatives that are important to them. While the goal of this research

exercise was initially to gauge member support for potential future improvements, the Board and Management agreed that this was also an opportune time to be more proactive and gain quality input and feedback from members on all areas of the Club, to help guide future decisions regarding Winchester CC. There was particularly good participation in the survey, with 639 of 1,050 surveys submitted for a 56% response rate. The results represent the attitudes of all members within a small range of error. For percentage responses, chances are 19 in 20 (95% confidence) that if all members had participated, it is likely that the values would not vary by more than ±3%. For mean values, the margin of error is ±.2. With this valuable feedback, the Club’s leadership can study and use the results to address current deficiencies and develop short and long-range strategies for the future of WCC. Top Takeaways • With the exception of dining and clubhouse facilities, WCC members expressed consistent satisfaction with all other services and amenities offered by the Club. • There are some specific/targeted areas of dissatisfaction within each discipline, from varying demographics of membership. • Despite changing demographics within the Club, golf remains the most important reason for joining WCC among the majority of members • Member dining is the most important activity to all constituencies of the Club. • Management is very well-received with strong level of satisfaction. • The clubhouse facilities drew high levels of dissatisfaction in all areas other than security and safety. • Members showed dedicated support for development of a Master Facilities Plan as well as a Golf Course Improvement Plan.

Respectfully submitted,

Christian W. Coulter, ECM, CCM Vice President of Club Consulting

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Winchester Country Club

Overall Club Satisfaction Overall Club Satisfaction Overall member satisfaction at Winchester Country Club is below average compared to other clubs. Seventy- seven percent (77%) of respondents are satisfied or very satisfied with the Club, compared to an average of 89% at other clubs. Only 21% of respondents are very satisfied with the Club, which is well below the average of 40% at other clubs.

0% 10% 20% 30% 40% 50% 60%

56%

49%

Winchester Country Club Other Clubs*

40%

21%

15%

8%

7%

2%

1%

1%

Very Satisfied Satisfied

Neutral

Dissatisfied Very Dissatisfied

* Other private clubs surveyed by McMahon Group

Receive Good Value for Cost of Membership Receive Good Value for Cost of Membership Fifty-three percent (53%) of respondents agree or strongly agree they receive good value for the cost of their membership in the Club, which is well below the average of 71% at other clubs. Among members who joined the Club within the last 5 years, 33% agree they receive good value and 39% disagree, compared to those who have been a member over 20 years, with 59% agreeing and 11% disagreeing.

0% 10% 20% 30% 40% 50% 60%

Winchester Country Club Other Clubs*

49%

40%

30%

22%

21%

14%

13%

7%

3%

1%

Strongly Agree

Agree

Neutral

Disagree Strongly Disagree

* Other private clubs surveyed by McMahon Group

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Membership Survey Results

Satisfaction and Importance of Club Activities/Facilities Using a rating scale from 5 (very important/very satisfied) to 1 (very unimportant/very dissatisfied), respondents were asked to rate the importance of the existing Club activities/facilities and how satisfied they are with each of them.

Importance

Satisfaction

Mean Rating

% Rating Important

% Rating Unimportant

Mean Rating

% Satisfied

% Dissatisfied

Club Facilities and Activities

Member dining

4.7 4.6

96% 1%

3.3

51% 25% 50% 27% 90% 4% 81% 5% 83% 2% 52% 5% 67% 4% 72% 4% 59% 2% 63% 5% 64% 1% 62% 3% 40% 9% 42% 2% 49% 3%

Clubhouse facilities

96% 0% 3.3 90% 5% 4.3 82% 5% 4.1 75% 8% 4.2 65% 11% 3.8 62% 13% 4.0 54% 12% 3.7 53% 20% 3.7 48% 17% 3.8 37% 33% 3.8 34% 31% 3.4 33% 33% 3.5 29% 41% 3.6 64% 7% 3.6

Golf course – Championship Course 4.5

Golf practice facilities Golf Learning Center Club social functions

4.2 4.0 3.8 3.7 3.7 3.6 3.4 3.4

Fitness

Golf course – Wee Course

Private parties

Pool

Simulators

Paddle tennis

3.1

Pickleball

3.0 3.0 2.8

Youth/children’s activities

Tennis

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Winchester Country Club

Activity/Facility Importance The most important Club activities or facilities to members are member dining (important to 96%), clubhouse facilities (important to 96%), the Championship Golf Course (important to 90%), golf practice facilities (important to 82%) and the Golf Learning Center (important to 75%). All other activities, with the exception of tennis and youth/children’s activities, are important to at least a majority of respondents. As might be expected, the Wee Course, pool, simulators, paddle tennis and youth/children’s activities are more important to younger respondents, to those who have been a member at least five years and to those with children living at home than they are to the entire group of respondents:

% Rating Important by Group

Member 5 Years or Less

Children Living at Home

Activity

All Respondents Under Age 56

Golf course – Wee Course

62% 53% 48% 37% 33%

74% 65% 58% 52% 46%

83% 68% 65% 51% 47%

74% 66% 54% 53% 43%

Pool

Simulators

Paddle tennis

Youth/children’s activities

Activity/Facility Satisfaction For activities or facilities of highest importance to respondents, McMahon Group recommends that clubs achieve satisfaction ratings of 4.0 or higher, with at least 75% of respondents satisfied and no more than 10% dissatisfied. Winchester Country Club achieves this level of member satisfaction for the Championship Golf Course, Golf Learning Center and golf practice facilities. However, satisfaction with the two most important activities, member dining (3.3 mean rating, 51% satisfied and 25% dissatisfied) and clubhouse facilities (3.3 mean rating, 50% satisfied and 27% dissatisfied), falls well below the recommended levels for activities/facilities of such high importance to members.

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Membership Survey Results

Importance & Satisfaction Matrix The matrix below plots the importance and satisfaction ratings for the various Club activities, with the following explanations of the four areas of the matrix and the Value Boundary™ Curve. 1. Quality Drivers. Upper right area. Activities/facilities in this area are key drivers of the membership experience. These activities/facilities are highly important to members, and they also achieve high satisfaction ratings. Practice facilities, the Championship Course and the Learning Center are the Quality Drivers at Winchester Country Club. 2. Priority Improvements. Lower right area. Activities/facilities in this area are highly important to members, but lower satisfaction ratings place them below the Value Boundary™. These activities/facilities should be targeted for improvement to move them to the Quality Drivers area. Clubhouse facilities and member dining are Priority Improvements. 3. Significant Enhancers. Upper left area. Activities/facilities in this area are of moderate importance to members, but have relatively high satisfaction ratings, which allow them to contribute positively to the overall membership experience. The Wee Course, simulators, paddle tennis and tennis are Significant Enhancers. 4. Missed Opportunities . Lower left area. Activities/facilities in this area are of lower or moderate importance to members, but have satisfaction ratings that place them below the Value Boundary™. Improvements to activities/ facilities in this area would increase member satisfaction and cause them to become Significant Enhancers to the membership experience. Improvements to activities/facilities in this area are lower priority than making improvements to activities or facilities that fall in the Priority Improvements area. Missed Opportunities include fitness, private parties, club social functions, pool, children’s activities and pickleball.

Value Boundary™ Curve.

This curved line displays the satisfaction excellence threshold separating the

upper and lower quadrants. This line is curved to reflect the higher satisfaction threshold attributed to activities or facilities of higher importance to the membership, and is derived based on the McMahon Group’s experience

at over 1,000 private clubs.

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Winchester Country Club

Governance & Management Satisfaction Overall, 57% of respondents are satisfied with the performance of the Board of Directors and 15% are dissatisfied. Eighty-one percent (81%) of respondents are satisfied with the effectiveness of the Club’s management and 5% are dissatisfied. All aspects of the Board and Committees received low satisfaction ratings, with 15% to 33% dissatisfied. As shown in the chart below, the satisfaction ratings for management effectiveness and responsiveness are in line with the average ratings from other clubs. All other aspects of governance are well below the ratings from other clubs.

Gov Man Sati

4.0 4.0

Management - Effectiveness

3.8 3.8

Management - Responsiveness

3.6

Board - Communication

3.8

3.5

Board - Overall Performance

3.9

3.5

Board - Financial Oversight

3.8

3.3

Committees - Effectiveness

3.7

3.2

Committees - Opportunity to Serve

3.5

3.0

Board - Responsiveness

3.5

3.0

Board - Representative

3.5

1

2

3

4

5

Winchester Country Club Other Clubs*

Mean Rating (5=Very Satisfied, 1=Very Dissatisfied)

* Other private clubs surveyed by McMahon Group

Communications Members are well-satisfied with almost all aspects of Club communications, with the exception of communication of Club business/financial information and the ability to provide feedback. Among members who joined the Club in the last five years, only 30% are satisfied (29% are dissatisfied) with the ability to provide feedback.

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Membership Survey Results

Reasons for Joining The most important factors to members when making their original decisions to join the Club were the main golf course, the location of the Club in relation to home, the friendliness of the membership and member dining. Factors of somewhat higher importance to members who have joined the Club in the last five years include the golf practice facilities, the Wee Golf Course and paddle tennis. Several factors are more important to members who joined more than five years ago than to the recent joiners; they include the friendliness of the membership, reputation, Club social activities, initiation fee to join, prestige of membership, Club’s history/traditions, location in relation to work and the availability of the Club for hosting private parties.

% Rating Important

Original Decision to Join

Member 5 Years Or Less Member More Than 5 Years

Golf course – Main Course

93% 89% 88% 83% 83% 73% 73% 72% 63% 61% 59% 56% 55% 53% 51% 43% 40% 38% 37% 35% 33% 28% 25%

93% 74% 90% 92% 84% 79% 78% 39% 57% 67% 79% 63% 58% 65% 61% 25% 52% 62% 38% 43% 45% 54% 20%

Golf practice facilities

Location of Club in relation to home The friendliness of the membership

Member dining

Friends were members

Appearance of clubhouse facilities

Golf course – Wee Course

Fitness

The monthly cost of membership

Reputation Swimming

Youth/children’s activities

Club social activities

The initiation fee to join the Club

Paddle tennis

Prestige of membership

The Club’s history/traditions

Tennis

Family were members

Location of Club in relation to work

Availability of Club for hosting private parties

Pickleball

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Winchester Country Club

Membership Size

Statement

% Agree

The existing size of the Club’s membership is fine as it is.

54%

The Club should reduce the size of the membership over time, and I would be willing to pay a meaningful increase in dues to support a smaller membership and improved access to Club facilities, programs and activities.

36%

The Club should moderately increase the size of the membership.

10%

Just over half of respondents believe the size of the membership is fine as it is, while 36% feel it should be reduced and the remaining 10% feel it should be increased.

Dining Member dining is the most important Club activity to the membership. While all aspects of service are good, all aspects of food (quality, value, consistency, menu) have high member dissatisfaction ratings, with levels of dissatisfaction from 19% to 30%.

Dining Aspects

Mean Rating

% Satisfied

% Dissatisfied

Service Friendliness of service staff

4.6

97%

1%

Staff appearance

4.4 4.2 3.9 3.6 3.5 3.3 3.3 3.2 3.0

93%

2%

Staff professionalism/training

83%

4%

Speed of service

74% 60%

7%

Consistent meal-to-meal service quality

19%

Food Food quality (food well-prepared)

58% 47% 44% 46% 37%

19% 20% 19% 30% 32%

Food value for the price

Availability of healthy menu selections Consistent meal-to-meal food quality

Menu variety

Other Draft and bottled beer value for price

3.9

72%

4% 8% 7% 7%

Hours of operation Wine list/selection

3.8 3.8

74% 72% 67%

Wine value for the price

3.7

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Membership Survey Results

Golf Overall satisfaction with the condition of the golf course is very high, with 96% satisfied and 1% dissatisfied. Members are also very satisfied with the condition of the greens, fairways, tees, rough/fescue and course landscaping. The only aspects with low satisfaction ratings include the availability of water stations (15% dissatisfied) and the condition of bunkers (37% dissatisfied). Overall, members are well-satisfied with many aspects of the golf operations including the Golf Shop, with satisfaction ratings ranging from 73% to 97%, and Programs and Services, with satisfaction ratings ranging from 67% to 89%. The aspects with lower satisfaction ratings include the registration process for Club tournaments (19% dissatisfied), parking availability at the Golf Learning Center (22% dissatisfied), pace of play (dissatisfaction ranging from 20% to 33%) and all aspects of course access/accessibility (dissatisfaction ranging from 22% to 38%).

Golf Course Satisfaction

Golf Cour Satisfactio

4.5 4.5 4.5

Condition of Bunkers Condition of Cart Paths Condition of Rough Availability of Restrooms Condition of Restrooms Course Landscaping Condition of Tees Condition of Fairways Condition of Greens Overall Course Condition

4.4

4.5

4.4

4.3

4.4

4.2

4.3

4.2

4.0

4.2

4.0 4.0

4.2

3.8

4.0

3.2

4.0

1

2

3

4

5

Winchester Country Club Other Clubs*

Mean Rating (5=Very Satisfied, 1=Very Dissatisfied)

* Other private clubs surveyed by McMahon Group

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Winchester Country Club

On the issue of pace of play enforcement and access to the course on weekends and weekdays, the results vary by tenure of membership as shown below:

Pace of Play Enforcement Weekend Access to Course Weekday Access to Course % Satisfied % Dissatisfied % Satisfied % Dissatisfied % Satisfied % Dissatisfied

Member 5 years or less Member 6 to 10 years Member 11 to 20 years Member over 20 years

64%

8%

30% 51% 40% 40%

51% 29% 48% 37% 56% 29% 39% 33% 40% 32% 63% 14% 33% 42% 41% 38% 63% 20%

Golf Operations Satisfaction

4.6

Individual Lessons Golf Shop Service

4.5 4.5

Op Sat

4.3 4.3 4.3 4.3 4.3 4.3 4.3

Pace of Play Enforcement Pace of Play Caddie Availability Tournaments - Value for Price Men's Programs Tournaments - Variety Women's Programs Bag Storage/Club Cleaning Golf Shop Prices Caddie Appearance Putting Green Junior Programs Short Game Practice Area Tournaments - Organization Bag Drop Service Merchandise Selection Cart Service Clinics Junior Instruction Golf Shop Interior Appearance

3.8

3.9

4.2 4.2 4.2

4.0

4.1 4.1 4.1 4.1 4.1

3.7

4.0 4.0

4.2

4.1

3.9 3.9

4.0

4.2

3.8

3.9

3.8

4.0

3.8

4.1

3.7

3.9

3.6

4.2

3.5

3.9

3.0

3.4

1

2

3

4

5

Winchester Country Club Other Clubs*

Mean Rating (5=Very Satisfied, 1=Very Dissatisfied)

* Other private clubs surveyed by McMahon Group

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Membership Survey Results

Clubhouse Facilities Respondents were asked which of the following best describes their perception of the clubhouse facilities.

Winchester Country Club Other Clubs*

Clubhouse Facilities

The clubhouse facilities are great. I like everything just the way it is.

11%

31%

The clubhouse facilities are good – some improvements are needed.

45%

54%

The clubhouse facilities are fair – significant improvements are needed.

29%

12%

The clubhouse facilities are poor – major improvements are needed.

15%

3%

* Other private clubs surveyed by McMahon Group

Eighty-nine percent (89%) of respondents feel that at least some clubhouse improvements are needed, compared to an average of 69% at other clubs. Forty-four percent (44%) feel significant to major clubhouse improvements are needed, which is well above the average of 15% at other clubs. Using a rating scale from 5 (very satisfied) to 1 (very dissatisfied), respondents were asked to rate the satisfaction with the following aspects of the Club grounds and the clubhouse facilities.

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Winchester Country Club

Aspects of Club Grounds and Clubhouse Facilities

Mean Rating % Satisfied % Dissatisfied

Club Site Overall safety and security on Club grounds

4.2 3.4 3.3

88% 55% 48%

2%

Parking availability – clubhouse lot

20% 24%

Parking availability – golf lot

Clubhouse – General Clubhouse exterior appearance (curb appeal) General clubhouse interior appearance

4.0 3.0

82% 41%

7%

36%

Clubhouse Areas Porch Bar

3.8 3.8 3.7 3.7 3.6 3.4 3.3 3.2 3.2

74% 72% 72% 69% 62% 57% 49% 49% 49% 43% 32%

12% 11% 13% 12% 17% 24% 29% 34% 29% 31% 40%

Pergola Bar Restrooms

Terrace

Grill Room Front Parlor

Main Dining Room

Main Lounge

Tea Room

President’s Room Arlington Room

3.1

2.8

Women’s Locker Room Locker area appearance

3.2 3.0

47% 39%

32% 34%

Shower/Wet area appearance Men’s Locker Room Shower/Wet area appearance

3.5 3.4

56% 52%

20% 24%

Locker area appearance

As noted earlier in the report, the clubhouse facilities are one of the most important aspects of Winchester Country Club to the members, but several areas within the clubhouse have low satisfaction. The Grill Room, Front Parlor, Main Dining Room, Main Lounge, Tea Room, President’s Room and Arlington Room received dissatisfaction ratings ranging from 17% to 40%. All aspects of the Women’s Locker Room received low satisfaction ratings, with the mean ratings ranging from 3.0 to 3.2. The aspects of the clubhouse with good satisfaction ratings are the clubhouse exterior appearance, Porch Bar, Pergola Bar and Terrace.

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Membership Survey Results

Swimming Satisfaction Seventy-seven percent (77%) of respondents are satisfied with the overall pool area appearance, with 11% dissatisfied. Most aspects of the pool area and operations received good satisfaction ratings. The aspects with low satisfaction include the amount of shade (16% dissatisfied), condition of the kiddie pool (20% dissatisfied), pool locker rooms (dissatisfaction ranging from 26% to 31%), menu variety in the Snack Bar (19% dissatisfied) and the availability of healthy menu selections in the Snack Bar (27% dissatisfied). The chart below shows that all aspects tested regarding swimming are at or below the average ratings from other clubs.

Locker Rooms Condition Locker Rooms Cleanliness Condition of Kiddie Pool Snack Bar Menu Variety Amount of Shade Pool Furniture Condition Pool Furniture Quantity Snack Bar Food Quality Snack Bar Service Condition of Deck Pool Area Cleanliness Swim Lessons Lifeguards' Performance Overall Pool Area Appearance Pool Area Landscaping Size of Deck Swim Team Program Condition of Main Pool

3.9

4.1

3.8 3.8 3.8 3.8 3.8

4.0

3.9

4.0

4.1

4.0

3.7 3.7 3.7

3.9

4.1

4.0

3.6 3.6 3.6

3.8

3.7 3.7 3.7

3.6

3.5 3.5 3.5

3.3 3.3

3.8

3.1

3.4

3.0

3.3

1

2

3

4

5

Winchester Country Club Other Clubs*

Mean Rating (5=Very Satisfied, 1=Very Dissatisfied)

* Other private clubs surveyed by McMahon Group

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Winchester Country Club

Fitness Satisfaction Overall, members are satisfied with the Fitness Center facilities and operations. The only aspects with lower levels of satisfaction include the amount of floor space for stretching (66% satisfied/17% dissatisfied) and the availability of group exercise classes (37% satisfied/30% dissatisfied). As shown in the chart on the following page, most aspects of fitness are below the average ratings from other clubs.

Sa

3.9

Availability of Cardio Equipment Condition of Cardio Equipment Condition of Free Weights Condition of Strength Machines Facility Appearance Availability of Personal Training Services

4.0 4.0 4.0

3.9

4.1

3.9

4.1

3.9

4.1

3.9

4.0

3.8

Ventilation Floor Space for Stretching Group Exercise Size Availability of Free Weights Availability of Strength Machines Facility Size

3.7

3.8

4.0

3.8

3.9

3.7

3.5

3.6

3.4

3.5

3.9

1

2

3

4

5

Winchester Country Club Other Clubs*

Mean Rating (5=Very Satisfied, 1=Very Dissatisfied)

* Other private clubs surveyed by McMahon Group

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Membership Survey Results

Sports Center Fitness: Overall, members are satisfied with the Fitness Center facilities and operations. The only aspects with lower levels of satisfaction include the amount of floor space for stretching (66% satisfied/17% dissatisfied) and the availability of group exercise classes (37% satisfied/30% dissatisfied). Tennis: Members are well-satisfied with the tennis facilities and operations at the Club.

Tennis Satisfaction

4.2 4.2

Competitive Events Availability of Courts Junior Instruction Junior Programs Men's Programs Social Events Women's Programs Clinics Condition of Courts Individual Lessons

4.1

4.2

4.1

4.0

3.9 3.9

3.9

3.7

3.9

3.8

3.9

3.8

3.9 3.9 3.9

4.3

3.6

3.7

1

2

3

4

5

Winchester Country Club Other Clubs*

Mean Rating (5=Very Satisfied, 1=Very Dissatisfied)

* Other private clubs surveyed by McMahon Group

Paddle Tennis: Members are well-satisfied with all aspects of paddle tennis, with the exception of the restrooms in the Paddle Hut, with 65% dissatisfied. Pickleball: While members are satisfied with the pickleball instruction at the Club, they are less satisfied with the programs and operations with pickleball, with dissatisfaction ranging from 15% to 21%. In addition, 19% are dissatisfied with the condition of the pickleball courts.

16 |

Winchester Country Club

Potential Future Improvements Members were asked to rate examples of potential Club improvements and how important they feel each item is to the future of the Club. (Potential improvements rated important by at least half of all respondents are shaded and in bold print, and those rated important by 48% of respondents are in bold print but not shaded.)

% Rating Important

% Rating Unimportant

Potential Club Improvements

Mean Rating

General Develop a Facilities Master Plan to allow for orderly and cost-effective capital planning

4.5

93%

3%

Golf Develop Golf Course Drainage Plan

4.0

72%

3%

Develop comprehensive Golf Course Improvement Plan

4.0

68%

7%

Clubhouse Upgrade the kitchen to adequately serve member dining needs

4.2

81%

3%

Provide a casual pub/bar area for member socializing

4.0

74%

12%

Provide an upgraded casual dining area separate from bar Expand and upgrade the outdoor dining and socializing area Provide an after-golf socializing space for all members Provide a very casual family grill dining area with covered outdoor patio

3.8

65%

14%

3.8

63%

10%

3.6

56%

18%

3.4

48%

22%

Increase car parking capacity

3.4

48%

17%

Add intimate, upscale dining rooms

2.8

26%

44%

Sports Center/Tennis Provide dedicated pickleball courts

2.7

25%

43%

Add more paddle tennis courts

2.5

19%

49%

Provide a Starbucks-style lounge space for health/fitness users and those using the simulators

2.4

19%

53%

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Membership Survey Results

Profile of Respondents

Membership Category

Age Category

%

%

Full Family/Unrestricted Golf

56% 16% 12% 10%

Under 36 36 to 45 46 to 55 56 to 65 66 to 75

3% 6%

Social

Preferred Golf

30% 28% 19% 14%

Senior

Associate

3% 2% 1% 0%

Other

Over 75

Non-Resident

Children under 25

Leave-of-Absence

%

Member Tenure

Yes

49% 51%

No

%

Less than 3 years

5% 9%

3 to 5 years 6 to 10 years 11 to 20 years

12% 22% 52%

More than 20 years

Gender

Male Female

59%

Winchester Country Club

41%

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Winchester Country Club

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