Germantown-2016-MSL-v2

2016 Membership SurveyResults SummaryThe Germantown Cricket ClubNovember 2016Profile of Respondents INTRODUCTION Membership Category Dear Member: • Family Athletic.................................. 55% Earlier this fall, a membership survey was sent to the Club’s 695 members and 583 • Individual Athletic............................ 29% spouses. A total of 345 members completed surveys for a member response rate of • Family Pool......................................... 9% 50%. A total of 100 spouses completed surveys for a spouse response rate of 17%. • Other.................................................. 8% In total, 445 members and spouses completed surveys for an overall response rate of 35%. These response rates provide a 95% level of confidence that the results provideAge Category an accurate representation of the opinions of the entire membership. • Under 36............................................ 3% The survey tested satisfaction with existing Club facilities, programs and services; • 36 to 45............................................ 20% while also obtaining input on issues related to future improvements the Club • 46 to 55............................................ 22% might consider. • 56 to 65............................................ 26% The following is a summary of the key survey results. The full Membership Survey • 66 to 75............................................ 23% Report is available for your review in the Club’s office. Where applicable, the results • Over 75............................................... 6% are compared to McMahon Group’s national database of other similar clubs that have been surveyed over the last several years.Gender • Male................................................. 50% 800.365.2498 www.mcmahongroup.com |1 • Female.............................................. 50%Children at Home • 42% have children age 21 or younger living in their homeDistance from Home to Club • Less than 4 miles.............................. 23% • 4 to 7 miles....................................... 41% • 8 to 15 miles..................................... 31% • More than 15 miles............................ 5%Other Area Club Memberships • None................................................. 49% • Health/Fitness.................................. 39% • Swim/Tennis....................................... 7% • City/Dining......................................... 7% • Golf/Country...................................... 5%

2016 MEMBERSHIP SURVEY RESULTS SUMMARY EXISTING FACILITIES, OPERATIONS & SERVICES Overall Club Satisfaction Receive Value for Cost of MembershipOverall satisfaction at Germantown Cricket is below average Sixty-six percent (66%) of respondents agree or strongly agreecompared to other clubs. Eighty-two percent (82%) of they receive good value for the cost of their memberships inrespondents are satisfied or very satisfied with the Club, the Club, which is very close to the average of 68% at othercompared to an average of 87% at other clubs. However, clubs across the country.only 18% of respondents are very satisfied with the Club,compared to an average of 35% at other clubs. Overall Club Sa�sfac�on Receive Value for Cost70% 64% Germantown 60% Germantown Other Clubs*60% 50% 48% 49% Other Clubs* 52% 40%50%40% 35% 30% 20% 18% 19%30% 25% 22%20% 18% 13% 5% 3% 10% 8% 8%10% 9% 0% 0% 1% 0% 1% 2% Very Sa�sfied Neutral Dissa�sfied Very Strongly Agree Neutral Disagree Strongly Agree Disagree Sa�sfied Dissa�sfied *99 other clubs surveyed by McMahon Group *99 other clubs surveyed by McMahon Group2 | 800.365.2498 www.mcmahongroup.com

THE GERMANTOWN CRICKET CLUBActivity/Facility Importance & SatisfactionUsing a rating scale from 5 (very important/very satisfied) to 1 (very unimportant/very dissatisfied), respondents were asked torate the importance of various Club activities and facilities as well as their satisfaction with each.Activity/Facility Mean % Important % Unimportant Mean % Satisfied % DissatisfiedClubhouse Facilities 4.2 92% 2% 3.3 50% 29%Tennis 4.4 84% 8% 4.1 80% 7%Member Dining 4.1 84% 4% 2.7 30% 45%Swimming 3.9 69% 15% 3.9 74% 4%Fitness 3.6 59% 17% 3.3 47% 16%Squash 3.2 43% 34% 3.9 61% 3%Youth/Children’s Activities 3.0 40% 40% 3.3 39% 13%Club Social Functions 3.1 37% 26% 3.3 36% 11%Private Parties 2.7 18% 42% 3.3 37% 7%Bowling 2.3 12% 61% 3.0 18% 13%Activity/Facility Importance Activity/Facility SatisfactionThe three most important activities or facilities are the For activities or facilities of highest importance toClubhouse Facilities (important to 92%), Tennis (important respondents, McMahon Group recommends that clubsto 84%) and Member Dining (important to 84%). achieve satisfaction ratings of 4.0 or higher with at least 75%Swimming, Youth/Children’s Activities and Club Social of all respondents satisfied and no more than 10% dissatisfied.Functions are more important to younger respondents and Thus, it is a positive survey result that Germantown Cricketthose with children living at home than they are to the entire achieves this level of satisfaction for Tennis. However,group of respondents as shown below. satisfaction with the Clubhouse Facilities and Member Dining are well below the recommended level for this activity % IMPORTANT and facility of such high importance. Under ChildrenActivity Activity/Facility Mean % Satisfied % DissatisfiedSwimming All Age 46 at Home Tennis 4.1 80% 7%Youth/Children’s Activities 69% 90% 85% Clubhouse Facilities 3.3 50% 29%Club Social Functions Member Dining 2.7 30% 45% 40% 80% 69% 37% 64% 48% |3

2016 MEMBERSHIP SURVEY RESULTS SUMMARYEXISTING FACILITIES, OPERATIONS & SERVICES Club Activity/Facility Satisfaction Sa�sfac�on with Club Ac�vi�es & Facili�esThe chart on the right provides Tennis 4.1comparisons of the various activity/ 3.6facility satisfaction ratings to averageratings from other clubs. As this chart Swimming 3.9shows, the ratings for Tennis and 3.6Swimming are both above the averageratings from other clubs, but all other Clubhouse Facili�es 3.3ratings are below the private club 3.9industry benchmarks. Children's Ac�vi�es 3.3 3.4 Fitness 3.3 Germantown Private Par�es 3.6 Other Clubs* 3.3 3.6 Club Social Func�ons 3.3 3.6 Member Dining 2.7 3.8 12345 Mean Ra�ng (5=Very Satisfied, 1=Very Dissatisfied) *99 other clubs surveyed by McMahon GroupValue Boundary™ Chart Squash SwimmTienngnisThe chart on the right plots the Private Par�esimportance and satisfaction ratings for YouthABco�wvil�inegsCFulunbc�SooFnciitsanless MCFealmucbiblih�eoreusDsieningvarious Club activities and facilities. Thegoal is for all activities and facilities tobe above the Value Boundary™ Curve,especially those to the far right whichare most important to respondents.Activities and facilities below the ValueBoundary™ Curve need improvementin satisfaction based on their relativeimportance to respondents.4 | 800.365.2498 www.mcmahongroup.com

THE GERMANTOWN CRICKET CLUBClubhouse Facilities Favorite Place StatusNinety-six percent (96%) of respondents feel that at least Respondents were asked to respond to statements regardingsome clubhouse improvements are needed, and 43% feel dining at the Club. As shown in the table below, two-thirdsthat significant or major improvements are needed. While of respondents agree the Club should be one of their favoriterespondents are very satisfied with the exterior appearance places to dine in the area. However, only 8% agree that theof the clubhouse (89% satisfied, 4% dissatisfied), they are Club currently is one of their favorite places to dine andmuch less satisfied with the general interior appearance (49% 77% disagree.satisfied, 30% dissatisfied). Statement % Agree % Neutral % Disagree The Club should be one of 66% 20% 14% my favorite places to dine in the area 8% 15% 77% The Club currently is one of my favorite places to dine in the areaDining Satisfaction Member Dining Sa�sfac�onThe chart on the right shows Staff Friendliness 4.3respondent satisfaction with various Staff Appearance 4.5dining aspects of the Club. As shown, Staff Professionalismall of the dining satisfaction ratings are Wine Value for Price 3.9below the average ratings from other Wine List/Selec�on 4.3clubs, and most are well below theprivate club industry benchmarks. Food Quality 3.4 Food Value for Price 4.0 Speed of Service 3.3 Food Consistency 3.7 Menu Variety 3.2 1 3.8 3.0 4.0 2.9 Germantown 3.7 Other Clubs* 2.9 3.8 2.7 3.8 2.7 3.7 234 5 Mean Ra�ng (5=Very Satisfied, 1=Very Dissatisfied) *99 other clubs surveyed by McMahon Group |5

2016 MEMBERSHIP SURVEY RESULTS SUMMARYEXISTING FACILITIES, OPERATIONS & SERVICES Squash Tennis Court PreferenceWith the exception of the women’s programs, respondents The table below shows respondents’ preference for the type ofare very satisfied with all aspects of the squash facilities and court they like to play on.programs. In regards to the women’s programs, 56% of allrespondents are satisfied and 32% are dissatisfied. Among Type % Preferwomen, 64% are satisfied with the women’s programs and Har-Tru Courts 45%32% are dissatisfied. Grass Courts 42% Red Clay Courts 11% Hard Courts 2%Tennis Courts Satisfaction Tennis Court Sa�sfac�on 4.5 4.0Respondents are well satisfied with Germantown Other Clubs*the availability of all types of courts.As shown in the chart on the right, Availability of Har-Tru Courtswith the exception of the grass courts,respondents are satisfied with the Availability of Red Clay Courts 4.4condition of the courts. Forty-six 4.0percent (46%) of respondents aresatisfied with the condition of the grass Condi�on of Har-Tru Courts 4.4courts and 40% are dissatisfied. 4.0 Condi�on of Indoor Courts 4.3 4.0 Condi�on of Hard Courts 4.2 4.0 Availability of Hard Courts 4.1 4.0 Condi�on of Red Clay Courts 4.1 4.0 Availability of Indoor Courts 3.9 4.0 Availability of Grass Courts 3.9 4.0 Condi�on of Grass Courts 3.1 4.0 12345 Mean Ra�ng (5=Very Satisfied, 1=Very Dissatisfied) *99 other clubs surveyed by McMahon Group6 | 800.365.2498 www.mcmahongroup.com

THE GERMANTOWN CRICKET CLUBSwimming Satisfaction Aspect % DissatisfiedRespondents are very satisfied with the overall appearance Condition of the pool locker rooms/restrooms 62%of the pool area, condition of the main pool and pool arealandscaping. They also provided relatively high satisfaction Cleanliness of the pool locker rooms/restrooms 61%ratings for various aspects of the pool and swimming such asthe performance of the lifeguards, swim team program and Amount of shade 42%appearance of the snack bar facility. However, as shown in thetable on the right, they expressed considerable dissatisfaction Availability of healthy menu options 35%with several aspects of the pool facilities and operationsincluding the condition of the pool furniture, amount of Snack bar food quality 30%shade, condition and cleanliness of the locker room facilitiesand all operational aspects of the snack bar. Snack bar menu variety 29% Snack bar service 29% Pool furniture condition 22%Fitness Satisfaction Fitness Sa�sfac�onAs shown in the chart on the right, the Hours of Opera�on 44..11only fitness satisfaction rating above 3.7 Availability of Free Weights 3.73.9is for the hours of operation. Twenty- Availability of Cardio Equipment 3.73.9eight percent (28%) of respondents Condi�on of Cardio Equipment 3.6 3.9are satisfied with the size of the facilitywhich, no doubt, has an impact on Condi�on of Strength Machines 3.6 3.9the amount of space for stretching and Condi�on of Free Weights 3.6 3.9personal use (36% dissatisfied) and the 3.63.8availability of equipment (14% to 17% Availability of Strength Machinesdissatisfied). The lowest rated aspects arefor the personal training services: • Availability • Quality • Value for the price Facility Cleanliness 3.6 4.0 Facility Appearance 3.4 3.8 3.3 3.8 Ven�la�on Size of Facility 3.33.5 Germantown Space for Stretching/Personal Use 3.13.3 Other Clubs* 2.8 3.9 Quality of Service 12345 Mean Ra�ng (5=Very Satisfied, 1=Very Dissatisfied) *99 other clubs surveyed by McMahon Group |7

2016 MEMBERSHIP SURVEY RESULTS SUMMARYFUTURE & STRATEGIC ISSUES Potential Future ImprovementsRespondents were asked to rate the importance of a variety of potential future improvements. Shown below are the potentialimprovements and the percentages of respondents rating each as important and unimportant. Please note that neutralresponses are not shown. Potential improvements rated important by majorities of all respondents are in bold print and shadedin gray. Those important to 33% to 49% of respondents are in bold print, but not shaded.Potential Improvement % Important % UnimportantClubhouse/Dining 68% 13% Upgrade the Women’s Locker Room 56% 16% Update the Grille Room and Manheim Room for a la carte dining 55% 19% Upgrade the interior décor throughout the clubhouse 49% 16% Expand the patio seating area 48% 23% Upgrade the Men’s Locker Room 44% 26% Provide a separate bar/lounge space for member socializing 33% 26% Move the kitchen to the main floor of the clubhouse 19% 51% Add a member business centerTennis 44% 24% Rebuild the grass courts 41% 27% Add more indoor courts 40% 31% Provide a restroom facility for the outdoor courts 37% 33% Provide a waiting area for the indoor courts 15% 54% Convert some red clay courts to another surfaceSquash 25% 31% Add more squash courts 25% 40% Provide a squash lounge with a bar 11% 45% Move the squash offices/pro shop to the main floor of the Athletic BuildingPool 67% 13% Upgrade the pool restroom facilities 48% 27% Provide a bar/socializing area at the pool 40% 35% Enclose the pool during the off-season for year-round access 38% 29% Upgrade the swimming complex 34% 33% Upgrade the playground area 28% 33% Convert the existing chlorine system to a non-chlorine system 26% 44% Add an adult-only lap pool 21% 42% Upgrade the baby pool with zero depth entry and splash areaFitness 52% 22% Provide an exercise studio for group classes such as Pilates, yoga, spinning, etc. 42% 25% Update/Replace the fitness center equipment 40% 31% Expand the fitness center 30% 39% Provide massage services8 | 800.365.2498 www.mcmahongroup.com

THE GERMANTOWN CRICKET CLUBPotential Improvement % Important % UnimportantOther 39% 32% Provide a dedicated room for children 38% 36% Provide paddle tennis courts and support facilities Provide a “grab & go”/cyber lounge dining outlet for members wanting a quick meal or cup 38% 34% of coffee Consolidate the Tennis Pro Shop and Squash Pro Shop into one pro shop 27% 36% Provide pickleball courts 20% 45% Upgrade the parking lot appearance 10% 56% Upgrade the bowling facilities 15% 56% Provide a cricket program for members 9% 60% |9

2016 MEMBERSHIP SURVEY RESULTS SUMMARY FUTURE & STRATEGIC ISSUES Why Members Joined Funding Potential ImprovementsThe most important reasons to respondents for joining the Most respondents (66%) would prefer to pay for neededClub were: improvements by making a monthly capital payment, while 34% would prefer that all or a portion of any funding • Tennis program include a one-time assessment. • Location of the Club in relation to home • Friendliness of the membership Capital Improvement Endowment Fund • Swimming • Monthly cost of membership Forty-six percent (46%) of respondents would be likely or • Appearance of the clubhouse facilities very likely to donate to an endowment fund specifically for capital improvements to the Club’s facilities.Recommend Membership to OthersEighty-seven percent (87%) of respondents agree or stronglyagree they would recommend membership in the Clubto others, compared to an average of 88% at other clubs.However, only 37% of respondents strongly agree they wouldrecommend membership in the Club to others, which is wellbelow the average of 53% at other clubs.10 | 800.365.2498 www.mcmahongroup.com

THE GERMANTOWN CRICKET CLUBCONCLUSION The Membership Survey was successful in identifying opinions regarding existing facilities, operations and strategic issuesconsidered important for the Club’s future. This information will be a valuable resource to the Club’s leadership andmanagement as they make short-term, operational improvements and develop long-range plans. McMahon Group thanks allwho participated in the survey process.Respectfully submitted,Bill McMahon, Jr.Vice President, McMahon Group | 11

670 Mason Ridge Center Drive Suite 220 St. Louis, Missouri 63141 Ph: 314.744.5040 Toll Free: 800.365.2498 Fax: 314.744.5046 www.mcmahongroup.com