20142014Membership Survey Results

March 18, 2014

Presented by Erik KlanderudDirector of Member Services

2013 EVENT HIGHLIGHTS

Cit f A L hBusiness After Hours

City of Aspen Luncheon

Food & Wine LuncheonEconomic Forum

Overview• Member Services Committee  reconstituted; grew from 6 to 11 members 

representing categories within the Chamber.  Committee met 3 times, reviewed past survey in order to update 2014 survey.

• On February 24, 2014, a survey was sent by email to 715 ACRA members to assist us in gathering information about the quality of our work and to identify better ways to serve our members. 

• A total of 151 completed surveys were returned – a 21% response rate. 

• The sample reflects a representative distribution of businesses across categories of Chamber membership including lodges real estate professionalcategories of Chamber membership, including lodges, real estate, professional services, non‐profit organizations, retailers and restaurants.

Respondent Profile• Fourteen percent of businesses have been a member of ACRA for less than 

one year, 48 percent for 2‐10 years, and 38 percent for more than ten years. 

• Sixty‐three percent of responding businesses have ten or fewer employees 25 percent have 11 49 employees and 11 percent have 50 oremployees, 25 percent have 11‐49 employees , and 11 percent have 50 or more.

Membership Expectations• Ninety‐one percent of respondents report that ACRA membership has 

met or exceeded their expectations. 

fi h k h b h ff ll b• Seventy‐five percent think that  ACRA is both effective in collaborating with community groups and that ACRA’s communication is consistent and timely.

• Seventy‐one percent feel well‐informed about ACRA activities and events.

• Sixty‐eight percent of respondents said their membership is “valuable” orSixty eight percent of respondents said their membership is  valuable  or “very valuable.”

• However, 22 percent do not believe they understand all of the different p yways to be engaged as an ACRA member. 

ACRA CommunicationACRA members almost always or frequently:

• Refer to the ACRA’s Community Calendar: 56 percent

R d th ACRA t W k E 44 t• Read the ACRA at Work Enews: 44 percent

• Refer to the lodging occupancy reports or City of Aspen consumption reports: 42 percent

• Use the Aspen Business Directory: 24 percent

How Members Are Learning About Discounts & Services

ACRA Website 49%

About Discounts & Services

ACRA Employee(s) 43%

Word of Mouth 41%

This survey alerted me 29%

ACRA Newsletter 27%

Other 6%

Important Reasons for ACRA Membershipp

Tourism marketing & initiatives 

d fDiscounts and benefits 

81%

79%

%Receive news and information Business growth 

ACRA’s economic sustainability efforts 

74%

72%

70%

Marketing to community 

To market my business to dest. visitor

Network with business professionals  69%

66%

61%

Learn best business practicesTo sponsor events

Staff education and training

52%

49%

35%

% 0 20 40 60 80 100

gLeadership opportunities for employees

*Percent indicating very or somewhat important 

30%

Value of ACRA Employee Discount BenefitsDiscount Benefits

ASC Season Pass 81%ASC Season Pass  

l

RFTA Zone Pass 51%

43%Aspen Music Festival passes

Aspen Club & Spa

43%

30%

The Art of Fitness

JR’s Gym 21%

18%

% 0 20 40 60 80 100

*Percent indicating very or somewhat valuable 

Value of ACRA Business Benefits

Pinnacol Assurance Comp Program 26%

Print advertising discount

C t B i Cl

22%

20%

Saturday market booth

Comcast Business Class 20%

15%

0 10 20 30

Radio advertising discount 10%

% 0 10 20 30

*Percent indicating very or somewhat valuable 

Interest in Potential Group Business BenefitsGroup Business Benefits

Shipping (FedEx, UPS, etc.)  57%

Game tickets

Cell Phone Plans 48%

45%Game tickets

Credit Card Processing 34%

%

Payroll Processing

0 20 40 60

25%

“Other” group discounts that respondents are most interested in are health insurance (7%) and travel discounts (3%) .

% 0 20 40 60

*Percent very or somewhat interested

Programs & Projects ParticipationBusiness After Hours 65%

Quarterly Membership Luncheons 57%Quarterly Membership Luncheons 57%

Awards and Recognition Events 51%

Quarterly Seminars 38%Quarterly Seminars 38%

Educational Forums 24%

Pre‐election Forums 23%Pre election Forums  23%

Committees and Task Forces 22%

Information Centers and Referrals 20%Information Centers and Referrals  20%

Interest in ACRA Member‐Only dAdvertising Opportunities

Web link 47%

Additional business directory listing

Website banner

Online marketing 38%

29%

28%

Mailing labels

Business directory advertising

Website banner25%

21%

16%

Sponsorship‐Winterskol

E‐News advertisingSponsorship‐Grassroots TV

16%

16%

13%

%

Aspen Tweet Tracker

0 20 40 60

9%

*Percent very or somewhat interested

ACRA’s Issues/ChallengesRequires some or a great deal of attention

Effective or highly effective

Attracting visitors in non‐winter months 95% 81%

Attracting visitors in the shoulder season 91% 53%

Working with elected officials 88% 57%

Creating business networking opportunities 85% 76%

Marketing individual businesses 82% 47%

Improving airline access 77% 33%Improving airline access 77% 33%

Best business practices educational opportunities

77% 55%

Improving member benefits program 74% 44%

Aiding businesses in the hiring process 55% 19%

Member Feedback“I wish the membership cost included some free events. My small budget hardly 

afforded membership, but due to event costs I cannot participate in much.”

“I find that one needs to work to find out what's available through the chamber. I am a brand new member and have no idea what's available to me.”

“We just joined a committee and hope to get more involved, which will help our awareness of what you do, and hopefully bring value to ACRA and the community.”

“The only ‘helpful’ comment I can provide is possibly have a new business packet with all of the details of signage, permits, etc. possibly co‐sponsored by 

f h Ci b h ‘G T ’ f ll ”someone from the City to be the ‘Go‐To’ person for all newcomers.”

Seminar Series: Content is king2014 EVENTS

Seminar Series: Content is King ~ 3.11.14

Winterskol Awards Dinner  ~ 1.8.14

Honored Members

UPCOMING 2014 NETWORKING EVENTS

Business After Hours ~ 3 20 14

Food & Wine Luncheon ~ 6.19.14

Business After Hours   3.20.14

City of Aspen Breakfast ~ 4.8.14

2014 NEXT STEPSReconvening with Member Services Committee on April 1st

• Analyze survey results; find potential new member benefits• Apply membership feedback to the Retention Plan

Formalize Retention Plan• Establish goals objectives and strategies for Retention Plan• Establish goals, objectives and strategies for Retention Plan• Establish timeline for implementation of plan

May 1st Membership Campaigny p p g• Largest invoice cycle sent out• Meet & Greets / Membership orientation