Membership and Club
Development
Bob Lunnon
National 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
CLUBS
TOTAL
MEMBERS
ACT
1
16
NSW
3
147
NT
1
50
QLD
8
363
SA
1
75
TAS
2
106
VIC
1
94
WA
5
214
TOTAL
22
1065
PERCENTAGE
1.5%
14%
4.7%
34%
7%
10%
8.8%
20%
100%
DISTRIBUTION OF CLUBS AND MEMBERS
AT 31 JULY 2014
CLUB
ADELAIDE
ALBANY
ALICE SPRINGS
BRISBANE
BROOME
BUNBURY/MARG RIVER
CAIRNS
CAPRICORNIA
CANBERRA
DARWIN
GOLD COAST
HOBART
ILLAWARRA
KUNUNURRA
LAUNCESTON
MELBOURNE
NEWCASTLE
PERTH
SOUTHERN GOLD COAST
SUNSHINE COAST
SYDNEY CITY
SYDNEY NORTH
SYDNEY SOUTH
TOWNSVILLE
WHITSUNDAYS
TOTAL
2001
31/12/2001
88
N/A
35
88
32
N/A
80
N/A
37
46
85
48
Suspended
29
39
157
27
80
N/A
47
286
65
41
26
20
1375
MEMBERSHIP
2012
2013
31/12/2012
31/12/2013
84
87
24
24
Suspended
N/A
84
85
58
53
15
15
95
96
18
18
21
23
41
44
88
88
73
74
N/A
N/A
26
24
36
37
91
94
Suspended
N/A
77
78
N/A
N/A
47
47
122
124
52
52
18
18
42
39
21
21
1133
1141
2014
31/07/2014
75
25
N/A
79
76
16
91
16
16
50
48
73
N/A
22
33
94
N/A
75
35
37
84
49
14
36
21
1065
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-Laws
March 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-Laws
March 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 Wales
Primary:
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 Springs
Secondary: Katherine
• Queensland
Primary:
Mackay, Outback Queensland, Port Douglas, Noosa
Secondary: Granite Belt
New Club Development 2014-2019
(Strategic Plan 2013-2018)
•
•
•
South Australia
Primary:
Port Augusta, Port Lincoln, Fleurieu Peninsula,
Barossa Valley
Secondary: 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:
Geraldton
Secondary: 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
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SIA Albany VP PPT Presentation Bob Lunnon With New Website