REPORT FROM JAY BAUM, ACBL CEO – NOVEMBER 2003
MEMBERSHIP: The membership report ending October 31, 2003 shows a net gain of 830 members for the year. Current vs. same time last year comparison shows an increase of 471.
An encouraging note in the trend report: The number of new members was more than the number of losses for the month. This is a great trend. It is difficult to determine exactly what is driving this increase, but we believe improved beginner lessons by teachers, the new “Bulletin” format, and improved customer service are the primary factors.
ACBL ONLINE: Tournaments continue to produce counts exceeding 10,000 tables per month. Through October, the ACBL Online table count was up almost 11% year-to-date. The anticipated tournament table count for 2003 will be approximately 127,000.
MARKETING: Co-op Advertising through August had 262 subsides totaling $39,395. This compares to 2002 which 163 subsidies totaling $21,964. Management believe this expanded program, coupled with club and teacher incentives will be the most important key in marketing for 2004.
Club Director courses were attended by 66 individuals at four different sites in the first nine months. In total, 313 people passed the Club Director test during these nine months.
138 Club Directors attended the ACBL Club Director Update Course at eight different locations. Both of these courses have been reworked and were very well received.
We expect to continue these courses and increase the availability. We also plan to begin a program for Tournament Managers and volunteers in the first quarter of 2004.
Media Relations and Publicity: Robin Monsky has been retained to assist ACBL with media placement at NABCs and in major media markets.
ACBL will be featured on “Pat Summeralls Champions of Industry” segment on CNN Headline News. Filming for this will take place in New Orleans during the NABC. (This program will probably be aired in April 2004---we will keep you informed.) As an additional benefit, ACBL will also be provided a five-minute video to be used for other purposes including sponsorship presentations by ACBL, Districts, and Units.
Most of the footage for a new Audrey Grant Bridge Series for television will be shot in New Orleans. This will be an updated program that will be available on DVD.
INFORMATION TECHNOLOGY: The IT department is now fully staffed and is operating with greater efficiency. Data entry personnel are being utilized for document imaging in addition to their input duties. Website development redesign continues with assistance from Oden Marketing.
“Learn to Play Bridge” downloads remain very strong and show no sign of slowing down. From August to October we realized a 25% increase to a monthly total in October of 3,182 of which 2,815 were non-members We are able to track these non-members to verify conversion to membership.
YEAR-END COMMENTS: 2003 has proven to be an up year for ACBL. We believe that “Bridge is Back” and on the rise with financial stability, increasing tournament participation, an increase in new member retention and membership is moving upward. ACBL members, the Board of Directors, the Board of Governors, and ACBL employees have reason to be proud and to continue spreading the word about “The Greatest Game”.