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2020 Census Booklet

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2020 Census Booklet OCEAN REEF CLUB CENSUS 2020 OCEAN REEF CLUB CENSUS 2020 FINAL RESULTS The 2020 Ocean Reef Club Census WHY WAS A CLUB CENSUS SO IMPORTANT… 10 YEARS AGO ORIGINS {2009} ORIGINS {2009} ORIGINS {2009} WHY IS THE CENSUS SO IMPORTANT? 2010 2020 FIRST ORC CENSUS THIRD ORC CENSUS Became a fact based “guiding After a decade of learning .. Is light” to the Board and to the the nature of our Membership Management bringing real cred- the same or different than 5 and ibility to decisions … and to our 10 years ago? Now we have the members … answers… 2015 SESCOND ORC CENSUS Based on learning, benchmarks and insights…trends emerged offering the ability to project future behavior CENSUS RESPONSE A GREAT RESPONSE ... OVER 50% OF OUR TOTAL MEMBERSHIP. Data was compiled via online survey between JANUARY 8 AND FEBRUARY 26, 2020. 2430 FAMILIES representing 5311 MEMBERS have responded. Significance tests were run at a95% CONFIDENCE LEVEL for extrapolating to the full Membership. AREAS OF DISCOVERY THE WAY WE WERE AND THE WAY WE ARE SHARED BELIEFS AND CULTURE HOW WE VALUE OUR LIFESTYLE THE FUTURE THE WAY WE WERE & THE WAY WE ARE A LOOK AT THE MEMBERSHIP OVER A DECADE WHO TOTAL CHILDREN ALL MEMBERS Total Children All Members WE ARE 14000 NOW… 12000 11517 10000 10356 8000 9490 6000 4000 2000 0 CENSUS 2010 2015 2020 2020 TAKEAWAY We are still very much a family Club. …AND MEMBERS WITH GRANDCHILDREN FAMILIES ARE GROWING Members with Grandchildren Equity Members with Grandchildren 100% 90% 80% 70% 60% 67% 64% 50% 61% 40% 47% 43% 30% 40% 20% 10% 0% CENSUS 2010 2015 2020 2020 OUR LEGACY MEMBERS LEGACY Potential Legacy Legacy Members CONTINUES 2000 76% ARE NOW LEGACY 1800 1600 428 57% WERE LEGACY 1400 461 1200 607 1000 800 1390 600 1144 400 779 CENSUS 200 0 2020 2010 2015 2020 *Under 50 TAKEAWAY In 2010 Legacy Members were all Under 50 years of age and we had 57% of the potential. In comparison looking at the potential Legacy Members under 50 today we have almost 80% of that potential population. Further testament to the family nature of the Club and value of this Equity Member benefit. PETS REPORTED AT ORC: CATS ARE NICE BUT WE LOVE OUR Dogs Cats Birds 600 DOGS 560 NOW MORE 500 515 THAN EVER! 400 387 300 200 170 143 116 100 7 18 0 7 2010 2015 2020 CENSUS 2020 TAKEAWAY Dogs are truly our best friends and the numbers continue to grow. MEDIAN AGE IS SAME AS 10 YEARS AGO 70 2010 2015 2020 65 60 55 50 45 40 35 30 Equity Legacy Social NewestNewest(all (all types)types) THE OVERALL MEDIAN AGE OF ALL MEMBERS IS 58.7 UP FROM 56 WHAT WE USE THE MOST TOP 5 REGULAR USE BY ALL MEMBERS #1 #2 #3 #4 #5 Fishing Village Shops Member Fitness Center Buccaneer Island Buccaneer Island The Spa 79% 71% Pool Deck & Chairs Beach Area 57% 69% 69% CLUBS WITHIN THE CLUB Rod & Gun Club 30% Art League 28% Ocean Reef Yacht Club 22% Key Largo Anglers Club 19% Card Sound Golf Club 18% Bonefish Bonnies 16% Racquet Club 12% Flying Club 9% Any Bridge Group 9% Card Sound Sailing Club 6% Ocean Reef Presidents Organization 5% Garden Group 4% Questers Chapter: Reef Seekers 3% Questers Chapter: Choose and Cherish 3% Croquet Club 3% Questers Chapter: Key Searchers 2% Coast Guard Auxiliary 2% Ocean Reef Historical Society 1% Card Sound Model Yacht Club 1% 0% 5% 10% 15% 20% 25% 30% 35% Participation continues strong over the last 10 years and is a big part of what makes this a unique Club. CARS, CARTS AND MORE MORE GOLF CARTS ON THE ROAD 3930 4000 3532 3500 3132 3000 2010 2015 2020 2500 2000 1500 1000 500 TAKEAWAY The increase in carts and cars since 2010 led 0 to the development of an Associate Parking Cars Golf Carts Airplanes Motor Garage. This opens up more space for Members Scooters and their guests throughout the Club. MEMBERSHIPMembership Development DEVELOPMENT and AND THEThe IMPORTANCE Importance of Social OF SOCIAL Members MEMBERS 20 00 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 10 10 11 11 12 12 13 13 14 14 15 15 16 16 17 17 18 18 19 19 20+ + 0 years LEARNED about Ocean Reef Club 1.6 years slightly longer than 2015 VISITED Ocean Reef Club for the first time 10.7 years .7 more than 2015 JOINED Ocean Reef Club 14.9 years 2 years longer than 2015 AVERAGE LENGTH of current membership Social Membership accounts for 73% of today’s Equity Members Legacy accounts for 8% of Equity Members TAKEAWAY Social Membership accounts for of today’s Equity Members The journey to Membership still takes about 10 years from the first73% time someone learns about Ocean Reef Club. Current length of Membership has increased.Legacy The vastaccounts majority offor Equity 8% Members of Equity started Members with the Club as a Social Member. HOW WE LEARNED ABOUT OCEAN REEF 70% The 60% The Ocean Reef Club Newsletter • Summer 2020 Celebrating Nature Through Art 1-800-741-REEF • 305-367-2611 • OceanReef.com 35 Ocean Reef Drive, Suite 200 • Key Largo, Florida 33037 Located in the heart of the rich and diverse environment of the 1-800-741-REEF • 305-367-2611 • OceanReef.com Florida Keys, there is nature to behold at every turn. Because life 35 Ocean Reef Drive, Suite 200 • Key Largo, Florida 33037 at Ocean Reef is tied so closely with nature, timeless treasures and sculptures of some of the creatures that share this fragile environment with us are sprinkled about The Reef. Tucked along cart paths and near the water garden and lagoon, sit the dolphin, panther and crocodile statues, paying homage to the native wildlife that also call the Keys home. There are plenty Ocean Reef Club Newsletter • Summer 2020 more hidden treasures to be found that add an extra touch of 50% charm to the already vibrant Ocean Reef Club landscape. Celebrating Nature Through Art Located in the heart of the rich and diverse environment of the An Outdoor Oasis Florida Keys, there is nature to behold at every turn. Because life Members use the idyllic Ocean Reef setting to enjoy their favorite outdoor activities any at Ocean Reef is tied so closely with nature, timeless treasures time of the year. Members are just steps away from experiencing the joys and natural and sculptures of some of the creatures that share this fragile beauty of the Florida Keys at every turn. With open surroundings and expanse of environment with us are sprinkled about The Reef. nature, you need no convincing to engage in the outdoor amenities of our private club Tucked along cart paths and near the water garden and lagoon, community. sit the dolphin, panther and crocodile statues, paying homage to the native wildlife that also call the Keys home. There are plenty The natural environment surrounding Ocean Reef, coupled will everything the Club has more hidden treasures to be found that add an extra touch of to offer, keeps Members coming back year after year. Picturesque waters on all three charm to the already vibrant Ocean Reef Club landscape. their favorite Club restaurants, including the sides encourage frequent boating and fishing – favorite pastimes of many at The Reef. addition of take-out BBQ, Easter Dinner and 40% As a private gated enclave tucked away on Extraordinary fish await nearby in the deep seas, saltwater flats, back country waters, and more. a hidden peninsula in the Upper Keys, Ocean An Outdoor Oasis As a private gated enclave tucked away on reefs. For those looking to dive deeper, many nearby reefs, including the breathtaking a hidden peninsula in the Upper Keys, Ocean Frequent communication with the Reef continues to be one of the safest Members use the idyllic Ocean Reef setting to enjoy their favorite outdoor activities any A Breath of Fresh Air Surrounded by warm weather and ocean breezes, Ocean Reef Club’s safe and secure Carysfort Reef and lighthouse, are just a short boat ride away offering the perfect place Reef continues to be one of the safest well-equipped Medical Center furthers communities. Members and their families live time of the year. Members are just steps away from experiencing the joys and natural a number one priority. Ensuring the to dive in with your snorkel or scuba gear to see stunning sea life in our warm waters communities. Members and their families live Members’ confidence in the safety and Ocean Reef is literally a breath of fresh air. and play in a secure environment knowing beauty of the Florida Keys at every turn. With open surroundings and expanse of health of Club Members, employees and location allows Members to enjoy the amazing outdoors while staying socially distant – from year-round. and play in a secure environment knowing security of their Ocean Reef home. they’re surrounded by skilled professionals nature, you need no convincing to engage in the outdoor amenities of our private club community members remains of utmost paddleboarding, boating and fishing, to tennis, golf, and relaxing oceanside. Spending time at they’re surrounded by skilled professionals and a highly-trained Ocean Reef Public community. importance throughout the duration of the and a highly-trained Ocean Reef Public Safety team certified as paramedics, pandemic and beyond. Taking the proper a number one priority. Ensuring the their favorite Club restaurants, including the Safety team certified as paramedics, emergency medical technicians (EMT), and The natural environment surrounding Ocean Reef, coupled will everything the Club has precautionary measures and following CDC health of Club Members, employees and addition of take-out BBQ, Easter Dinner and emergency medical technicians (EMT), and Follow @OceanReefClub on Instagram firefighters.
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