Annual Report 2018/19

AT THE HEART OF IT ALL Home is where the heart is, and our Members are without a doubt the heart of The Club. As redevelopment has shaped The Club into a home for Members new and old for the years to come, we have adapted to support the community which brings us together.

To cater to changing market needs, The Club moved to launch a Pathway membership for Americans and Canadians. Launched in the fall of 2016, the Pathway membership promotion drew to a strong close on June 30, 2018. A total of 148 applications boosted opening membership numbers for FY19. This year saw the launch of a new 4-year payment plan for Ordinary membership, modeled after the successful Pathway membership. While take-up rate fell below expectations, in spite of a 32% shortfall, the head start from the Pathway promotion enabled The Club to operate with an above budget membership level throughout the year. Closing membership was 3,276, +2% to budget.

PAY-AS-YOU-GO MEMBERSHIP FOR AMERICANS & CANADIANS Enjoy the benefits of lifetime membership with the flexibility of paying annually.

Upfront

Pay-As-You-Go

Ordinary Membership (Lifetime) $24,365 save over $3,000

Ordinary Membership (Lifetime) $6,875 /year x 4 years

Fees inclusive of Operations Surcharge and GST. Monthly dues apply.

For more information, call our Membership Office at 6737-3411 or email membership@amclub.org.sg.

Member engagement was also an important goal, developed through outlet promotions, more complimentary Club-wide events, giveaways, and small daily surprises. Giveaways and surprises enjoyed an average redemption rate of 40%, with more popular giveaways rising to a redemption rate of 65%-92%. New events included the:

a full weekend celebration of the new Club logo

Logo Launch Party

complimentary weekend BBQ events with pool games

Backyard BBQ Party

complimentary parents celebration with nibbles and nail polish

Back to School 1 + 2: Parents Edition

complimentary mixology course series

American Alchemist Series

complimentary series with Jim Baker, renown Member and historian, celebrating the history of The Club

A Walk Down Memory Lane Series

session with Vivian Pei, cook extraordinaire, to learn the history of various spices to celebrate Tradewinds

On a Spice Trail

beer, nachos, pizza, and the fabulous Phil as quizmaster

Quiz Night at Union Bar

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The American Club 2018/19 ANNUAL REPORT