2026 AGM Member Survey Says…
By Jerry Rousseau
Solicited during our 2026 AGM, held February 11 at the 62nd Annual WCTA Conference and Trade Show, here are the results along with some analysis.
Stats:
17 questions
72 surveys returned
3 sections:
• WCTA AS AN INDUSTRY NOT-FOR-PROFIT ASSOCIATION Q1-3
• YOUR WCTA PROFILE Q4-9
• WCTA CONFERENCE AND TRADE SHOW Q10-17
________________________________________
1) Please rank the following 4 WCTA mandates in order of value to you:
(1 = most valuable, 4 = least valuable)
Overall Ranking (by Perceived Value) - Using the standard total points method (lower = better/more valuable): Rank 1 = 1 point, Rank 2 = 2 points, Rank 3 = 3 points, Rank 4 = 4 points
Rank Mandate Total Points
1 Education 91
2 Networking opportunities 154
3 Industry / Gov’t Advocacy 178
4 Turf Research funding 187
Clear hierarchy:
#1 - Education is overwhelmingly the top priority — nearly two-thirds gave it their #1 vote, and 90% placed it in their top 2. Only one person ranked it last.
#2 - Networking opportunities holds a solid second place with balanced support (most #2 votes and decent #1s).
Industry / Gov’t Advocacy and Turf Research funding compete for the bottom two spots, but Advocacy edges out slightly worse due to the highest number of #4 votes (39%).
________________________________________
2) Which WCTA member services do you use? (Select all that apply)
Key Insights:
The Annual conference and trade show is the clear flagship service — it's used by 100% of respondents. This is a huge win and suggests it's the single most unifying/value-adding offering.
Professional/educational services lead the pack: Pesticide CEC (63%) and Member Directory (62%) show strong demand for credentialing, networking, and reference tools.
Job-related services are split: Receiving (browsing) postings is popular (62%), but sending/posting jobs is niche (only 24%) — likely because not everyone is an employer/hiring manager.
Events (summer + conference) perform well overall, with summer events reaching half the base.
Research & regulatory items are mid-to-lower: Research solutions (44%) align with the earlier ranking where turf research funding was lower priority; regulatory updates are close behind.
This is a classic "select all" question, so percentages sum over 100% (total selections = 323 across 71 people, average ~4.5 services per person). No major skew concerns here since the counts are direct and the top item hit 100%.
________________________________________
3) Which communication platforms do you use? (Select all that apply)
Key Insights:
E-newsletter and Website are the undisputed leaders — 100% usage means these are essential touchpoints. They're your most reliable ways to reach every member.
The Turf Line News Magazine performs exceptionally well overall: Hardcopy edges out digital (98% vs. 78%), showing a strong preference for print among this audience (possibly older professionals or those who value tangible formats).
Social media posts lag significantly (only ~29%) — this aligns with many association surveys where members prefer direct, professional channels (email, website, print) over broader social platforms.
Average selections per person: ~4.06 out of 5 options — most respondents use 4–5 platforms, indicating broad engagement with WCTA communications overall.
No major "select all" skew issues here — the near-universal items (100% and 98%) suggest honest, high-relevance reporting.
________________________________________
4) How long have you been a WCTA member?
Key Insights:
The membership base is very mature and loyal — nearly half (45.8%) have been members for >10 years, and almost two-thirds (63.9%) have 6+ years of tenure.
Only ~15% are relatively new (0-5 years or less, combining New + 0-2 + part of 3-5), showing slow but steady influx of fresh members.
“Don't know" is low (4.2%), which is good data quality — most respondents know their history clearly.
This skew toward long-term members suggests high retention and satisfaction overall, but it also means survey results (especially on value/mandates/services) are heavily weighted by veteran perspectives. Newer members might have different priorities (e.g., more emphasis on digital tools or job postings).
________________________________________
5) Who pays for your WCTA membership?
Key Insights:
Employer-paid memberships are the overwhelming norm: 85% of respondents have their dues covered by their employer. This is typical for professional/trade associations in fields like turf management, where companies (golf courses, municipalities, landscape firms) often see membership as a professional development or industry benefit.
Only 12.5% pay out-of-pocket — these might be independents, consultants, retirees, students, or small-business owners without sponsorship.
Other is negligible (just 2 responses), so no major third category to worry about.
This high employer sponsorship rate is a positive signal for retention and perceived value — employers are investing in WCTA because they see ROI (e.g., through education, networking, advocacy). It also means your audience is largely professionals in employed roles, which could influence priorities (e.g., more focus on employer-relevant services like regulatory updates, CEC credits, or research solutions).
________________________________________
6) If your employer is currently paying your dues but stopped, would you continue with your membership, ie pay yourself?
________________________________________
7) Do you currently hold a valid pesticide applicator certificate?
________________________________________
8) If yes to #7, are your points being track by the WCTA?
________________________________________
9) Would you recommend the WCTA to a colleague?
________________________________________
10) How would you rank this year's conference out of 5?
Key Insights:
This year's conference was a major hit — over 91% rated it 4 or 5 stars, with nearly half giving it a perfect 5. That's outstanding for any event, especially in a niche association like WCTA.
The complete absence of 1s and 2s (and only a handful of 3s) shows virtually no serious complaints — feedback is overwhelmingly positive.
Ties directly to earlier survey highlights:
• Annual conference and trade show usage = 100% (Q2) — it's the flagship service everyone uses.
• Education as #1 mandate — the conference likely delivers a big chunk of that value (sessions, CEC credits, etc.).
• 100% would recommend WCTA overall (Q9) — the conference is probably a key driver of that advocacy.
• High employer-paid dues + certification focus → employers see ROI, and attendees value the professional development.
This reinforces the conference as a core strength to protect, promote, and potentially expand (e.g., more sessions, bigger trade show, hybrid options if not already).
________________________________________
11) Which conference locations would you attend (Select all that apply)
________________________________________
12) Yes or No to River Rock for the long haul, ie. 3 -5 years?
Key Insights:
71% Yes is a solid endorsement for committing to River Rock Casino Resort as the primary conference venue for the next 3–5 years. This reflects high satisfaction with recent events there (e.g., your 91%+ 4/5 rating from Q10) and its practical advantages (proximity to Vancouver airport/YVR, Skytrain access, large event spaces, waterfront location in Richmond).
Only 27% No — this group likely wants rotation for freshness, to different regions (e.g., Vancouver Island or Okanagan), or has concerns like cost, parking, or venue fatigue.
Don't know is negligible (just 1 person) — data is decisive and reliable.
Ties strongly to earlier questions:
• 100% would attend at River Rock (Q11) — unanimous short-term appeal.
• 91% rated the recent conference 4–5 stars (Q10) — likely held at River Rock, driving the long-term support.
• Overall, 100% recommendation rate (Q9) → venue loyalty is part of the positive experience.
This gives clear direction: River Rock has strong backing for multi-year commitment, but with ~1 in 4 preferring alternatives, a balanced strategy (e.g., 3 years at River Rock + occasional rotation to Victoria/Whistler/Vancouver downtown) could maintain broad support.
________________________________________
13) Which time of week do you prefer (Select all that apply)
________________________________________
14) Which time of year do you prefer (Select all that apply)
________________________________________
15) Should the trade show be held annually?
________________________________________
16) Have you ever attended a pre-conference seminar at the WCTA conference?
________________________________________
17) List any ideas you may have for speakers and/or topics:
- federal lobbying effort
- national association reform
- Ryan Walter (former NHL player)
- WorksafeBC pesticide regulations
- WorksafeBC issues
- AI future impacts pro's and cons
- Managing Turf in a Changing Climate
- Best Turf Management Practices
- sportsfield managers from professional sports complexes/stadiums
- product designer/spokesperson from a mower supplier
- turf science professionals from BC to offer more regional specific info
-gov't official to talk about getting turf mgmt and irrigation recognized as a trade
- education on current seed & turf health
-irrigation
-update on grub control
-update on work with gov't regulations
________________________________________
If you are a WCTA member who did not attend the AGM but would like to submit a survey, please CLICK HERE, download/fill-out/save the form and email to WCTA Executive Director Jerry Rousseau