With the increase in professional women, the days of mom staying home and tending to the kids while dad played 18 holes has forever changed. Expectations of equal opportunity leisure time and activity are a factor in estimates of 85 percent of discretionary decisions being made by the female.
With children in the household, the equation simply gets more complicated; time more scarce and the need for total household relevance in the offering of the club more important. Family time has become a priority and leisure time a commodity.
There are simply too many differences in today’s member pool, including lack of leisure time, cultural differentiation, family centricity and the general need for a “total” lifestyle experience for the future to look much like the past. Obviously, there are exceptions, but for the majority of clubs today the paradigm must shift and a new emphasis be placed on relevance to the club’s very finite and definable marketplace.
The Demographic Data Reports (DDR's) provide a full overview of family characteristics, size and the number and ages of children.