Membership and Club Development

Bob LunnonNational Vice President

Current Situation - 2014• 25 Clubs formed in 53 years since 1960 • 3 Clubs in suspension – Newcastle, Illawarra,

Alice Springs• Now 22 Clubs in 2014• 5 new Clubs in past 12 years – Capricornia,

Kununurra, Bunbury/Margaret River, Albany, Southern Gold Coast

• Declining membership, particularly since 2009

Current Situation - 2014• Peak membership was 1375 in 2001• Overall membership decline of 310 to 31 July 2014• Our biggest cities generally reflect the greatest

decline• Net loss of 68 members since December 2012, 76

since December 2013• Some regional areas have increased membership,

particularly WA and NT

BREAKDOWN OF TOTAL MEMBERSHIP BY STATE AT 31 JULY 2014

STATE CLUBSTOTAL

MEMBERS PERCENTAGE

ACT 1 161.5%

NSW 3 14714%

NT 1 504.7%

QLD 8 36334%

SA 1 757%

TAS 2 10610%

VIC 1 948.8%

WA 5 21420%

TOTAL 22 1065100%

DISTRIBUTION OF CLUBS AND MEMBERSAT 31 JULY 2014

Current Situation - 2014• City Clubs difficulty in retaining/developing new

members• Competitive environment: associations, luncheon

clubs, large company indifference (airlines, hotels)• Some regional Clubs retaining/developing new

members• Different environment, travel and tourism is key

industry, smaller company involvement• We are at a crossroads with overall membership

development

Forward Planning Opportunities 2014-2019

• Strategic Plan 2013-2018: Whitsundays 2013• Club Business and Financial Plans: Cairns 2012• Membership and Club development • Regional areas represent better opportunities than

cities for both Membership and Club development as SKAL is unique

• Target regional tourism body cooperation and membership to maximise opportunities

Membership and Club Development Opportunities Member Classifications – SKAL International By-Laws

March 2014

• Aviation: airlines, airports, IATA• Maritime: passenger shipping, sea ferries, sea ports• Inland Waterways: lake/river steamers, yachts,

sightseeing operations• Railways• Autocar and Coach Companies• Car Hire Companies

Member Classifications – SKAL International By-LawsMarch 2014

• Hotels, Motels, Tourist Accommodation: holiday villages, clubs and camps

• Hotel Chains: tourist apartments, camping sites• Travel Agents and Tour Operators• General Sales Agents• Official Tourist Organisations: tourism ministers, embassies,

consulates, government tourism organisations• Travel Media: publishers, editors, travel writers, TV/radio

producers/reporters/broadcasters

Member Classifications – SKAL International By-LawsMarch 2014

• Various Tourist Organisations: travel/tourism education, congress/convention centres/organisers, OTAs/reservations systems, hotel/travel agent/tour operator associations, tourist attractions

• Travel/Tourism Consultancies• Travel Insurance• Restaurants, Golf Clubs, Spas

Club Business and Financial Plans 2014-2015– Situation analysis, including current membership– New membership development plans and activities;

and funding requirements– Public and media relations strategies and activities– Goals, objectives and succession planning– Finance plan including income and expenditure – New Club development plans and activities; and

funding requirements– Template provided, due 31 October 2014

New Club Development 2014-2019(Strategic Plan 2013-2018)

• New South WalesPrimary: Possible reinstatement of Newcastle and Illawarra, Coffs

Harbour, Port Macquarie, Gosford/Central Coast, Blue Mountains, Port Stephens

Secondary: Hunter Valley, Dubbo• Northern Territory

Primary: Possible reinstatement of Alice SpringsSecondary: Katherine

• QueenslandPrimary: Mackay, Outback Queensland, Port Douglas, NoosaSecondary: Granite Belt

New Club Development 2014-2019 (Strategic Plan 2013-2018)

• South AustraliaPrimary: Port Augusta, Port Lincoln, Fleurieu Peninsula,

Barossa ValleySecondary: Whyalla, Glenelg, Mt Gambier, Kangaroo

Island• Victoria

Primary: Bendigo, Ballarat, Albury/Wodonga, Geelong, Mornington Peninsula

Secondary: Bairnsdale, Victorian High Country, Great Ocean Road• Western Australia

Primary: GeraldtonSecondary: Kalgoorlie

Member Retention and Development 2014-2019 (Strategic Plan 2013-2018)

• Position Descriptions for Committee members (Club Statutes)• Succession planning for Committees• Membership Development Officer on Committee (1 or 2)• Welcome/congratulatory letter for all new members with

SKAL information kit• Use of SKAL signatures in emails wherever possible• Regional tourism body cooperation and membership• Jobs Section on Club/SKAL websites (possible sensitivities)• Quality/quantity and member retention primary focus