Club @ web sites: the latest from club managers.

Interactive websites for clubs are the hottest technology to hit this industry since POS in the late '80s. On Feb. 3 we had the pleasure of hosting an education session dedicated to websites at the CMAA World Conference in Miami Beach. The session included a panel of experienced club managers--all of whom had implemented websites at two or more private clubs. The panelists addressed such topics as the true value of club websites, features most popular with members, member usage levels, and the costs versus benefits of these sites. More than 300 club managers attended the session and contributed their experiences during an open forum portion of the program. Here were some of the highlights:

Websites improve member communications--and member retention.

The club managers were in agreement that web technology adds a significant new channel for member communications. Posting the club's calendar of events, providing e-mail addresses of key club staff, offering news coverage and photos of club activities, keeping members appraised of course conditions, providing secure electronic access to member billing account information--these and other features were cited as significant improvements to overall member communications.

A not-so-obvious benefit of these features was brought home by one of the managers from a Midwestern club, who pointed out that his club's website was the primary means of communication with its members during the winter season. Like many club managers, he is worried about members giving up their membership as the economy continues to drag. And his experience has been that members often make the decision to resign while they are away from the club for an extended period.

To help counteract such resignations, he uses the website to "keep the club in front of the members" while they are down south for the winter. So far, usage of the website by out-of-town members has been brisk, as reported by all of the managers on the panel--a positive sign that a club's website can serve as an important tool to "help keep members in the fold."

Members do use the website.

The managers were enthusiastic about member usage. While there was a wide range of usage levels at the clubs represented (from a low of 20 percent to a high of 50 percent of their members with Internet access), they were excited that such a high percentage of their membership was involved at all. When asked about an "acceptable level" of member usage, the managers suggested that, as long as the site was experiencing a continual increase in usage over time, its success was assured.

Member site usage can be tough to quantify. Should usage be defined by the total number of members accessing the site each month? Each week? Each day? Or should it be evaluated by the length of time spent by each visitor on the site? Or the number of pages accessed? Or simply, should usage be measured by the total number of "hits" on the site--no matter how many members account for those hits? There is no pat answer. But here are some of our suggestions.

You know your club has a successful website when ...

* A majority of the members accessing the site log in more than once each month;

* The total number of members accessing the site at least once each month is growing over time;

* You and your staff receive one or two comments a week from members about the site (hopefully all positive, but constructive suggestions are also a good sign);

* Your club's staff is interested in the site and (with a little encouragement) provides regular content from each club department;

* Your members are interested in contributing content to the site;

* Your out-of-town members access the site more often than the in-town members.

Members prefer certain website features.

The panelists offered their experience on which features of their club websites are most popular with their members. Although there is quite a bit of variation among different clubs, the following features are at or near the top of the list for most:

Member Roster--Often receives the most use of any of the features, since it allows members to communicate among themselves. Member e-mail addresses, phone numbers, activities, and interests are all available (if authorized by the member) to make contacts between members a breeze. A popular variation of the member roster is the employee roster, which provides email and telephone contacts for key club employees.

Billing Account Inquiry--A new feature for websites, allows members to view their own past month's billing statements, with a drill-down to check detail from F&B and the pro shops. Also available is the member's minimum spend balance, which comes in handy when the spending cycle is winding down and the member needs to know right away where they stand with their minimum commitment.

Club Event Reservations--Used by many clubs to take reservations for club-wide events. Members sign-up on the website and receive a confirmation e-mail of their reservation. This feature makes reservations easy for members and staff alike.

Club Calendar--A staple of club websites, the calendar can be updated daily to reflect last minute additions and changes.

Club News and Photos--Always a favorite with members, coverage of club events attracts a large percentage of website visitors. Photo galleries allow an unlimited number of photos to be stored, and many members are fond of browsing through past events as they would with an old photo album. The more photos the better.

Special Interest Pages--Allow smaller segments of the club population to enjoy news and information about specific topics (i.e. bridge, theater, intra-clubs, etc.). Some clubs allow members to maintain the content for these pages (reviewed and approved by management) which adds to the allegiance that these members have toward the club's website.

First impressions are lasting.

The managers agreed that "starting off slow" with a club website is a mistake. "Make a big splash--and keep it going" was the theme for success. Several managers related stories of starting with limited content, which turned into disappointments as the members lost interest in sites that had little to offer. All agreed that the site roll-out has to offer lots of content right from the beginning--and continue to deliver day in and day out.

Several managers also stressed the importance of a "controlled roll-out." They described a process which begins with the formation of a website committee comprised of staff and members, tasked with the initial site design and review responsibility. The roll-out process then expands to include a selected group of members (25 or so) asked to review and comment on the design and content. Finally, the introduction to the full membership is made, and includes a "kick-off party" at the clubhouse, where the site is demonstrated and members are encouraged to participate. By employing a structured roll-out, clubs increase their chances of making a better first--and lasting--impression with their members.

Club websites are worth the cost.

The club managers on the panel were adamant that the cost was well-justified. They gave example after example of how their website benefited their memberships, and how web technology offered a unique way to enhance member service. Compared to other methods of reaching members (mailings, cable TV channel, flyers/bulletin boards), the club's website was seen as more effective and personal. And the cost was really not considered much of a factor.

However, the managers were quick to point out that a good website needs a strong staff behind it. The "hidden cost" to maintain a vibrant site involves an on-going time commitment from key club personnel. On the average, the clubs represented were dedicating 8-12 hours per week--and more at start-up--to keep the club's site fresh with new stories, photos, tips from the pro, recipes, dining specials, and the club calendar. All agreed that the key to member acceptance and usage was enough new content to entice members to return to the site frequently.

The bottom line.

The overriding message from the managers on the panel, as well as those in the audience, was this: A website will increase member communications and improve service, and for most clubs, it's a worthwhile investment.

Bill Boothe is director of club technology consulting for RSM McGladrey, Inc., one of the nation's largest business services providers. He has assisted more than 300 private clubs with the planning, evaluation, selection, and implementation of computer technology in all facets of their operations. Bill has published numerous articles, is a frequent speaker at hospitality conferences, and is the author of the national newsletter Private Club Technology Update. He can be reached at bill. [e-mail], [phone], or at www.rsmmcgladrey.com/privateclubs.