Category: Associations & Organizations - Company: Tennis Industry Association |
First-year Report on Tennis Welcome Centers Shows Growth
FOR IMMEDIATE RELEASE
Contact: Jolyn deBoer
PO Box 7845
Hilton Head Island,
843-686-3036
Jolyn@TennisIndustry.org
09/17/04 - TENNIS WELCOME CENTERS AND WELCOME NEWS FOR TENNIS
In 2004, under Alan Schwartz’s leadership, the USTA in conjunction with the Tennis Industry Association and all factions of the tennis industry came together to promote “the brand of tennis” with the new Tennis Welcome Center (TWC) initiative, announced a year ago at the U.S. Open and rolled out in the spring of 2004. What resulted? Over 4000 facilities – 10% of them IHRSA clubs – signed on as Welcome Centers and offered beginner programs to attract new players. The impact on the number of new players nationwide will be clear later, but the reviews from clubs and over 6500 secret shoppers tell a very promising story for a first-year effort:
• 76% of facilities used some of the marketing materials in their own promotion of their beginner tennis programs
• 62% of the facilities which did some community marketing saw an increase in tennis inquiries
• 51% of the 4000 facilities saw an increase in new players
IHRSA member Dale Miller, at ClubSport Valley Vista in Walnut Creek, CA, said that “a fantastic job was done with the follow up marketing materials and seminars to help Tennis Welcome Centers provide strong entry level programs.” He reported that after marketing with email blasts, flyers and direct mails, they:
• received 40 TWC inquiries, and got 38 into programs
• retained 25 of 38 in follow-up programs
• generated $6000 In revenue from the 38
This good news is on top of the first positive news in years about tennis ball and racquet sales. In the first six months of 2004, balls sales increased 8% in unit shipments, racquet unit shipments were up 19%, and consumer sales through pro and specialty shops increased 11% in units.
In August, the USTA rolled out a $3 million national advertising push on ESPN and CBS with Dr. Phil and Jimmy Connors – ads which clubs can customize to use in their own local marketing. Ads next year will launch in April and May, National Tennis Month.
In order to build on this momentum, along with plans to improve the TWC next year, the industry plans to launch two more major initiatives next year based on the findings from the largest research sport research project ever completed. First, the TIA already has TENNISCONNECT.ORG up to enroll individuals in a free game finding/arranging service. Second, the TIA will launch CARDIO TENNIS, a new program aimed at making group tennis activities meet desirable fitness targets. What was learned to prompt these initiatives? Among former players surveyed:
• 60% said they would play again if they had a regularly scheduled game
• 36% said they would play if called or invited to play
• 51% said they played tennis for exercise (women rated exercise more important even than fun)
There seems to be consensus and signs of some ebullience even among the tennis industry long-suffering that the years of decreases in frequent play (down 25% in the first four years of 2000) may be ending, and a recovery finally coming. Stay tuned to the post-Schwartz era at the USTA – and to developments on this exciting Cardio Tennis front.
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IHRSA Tennis Forum to Showcase NEW Cardio Tennis Programs
On Wednesday, March 16 in San Francisco at the annual IHRSA Tennis Forum, from 8:30am – noon, tennis club operators and professionals will be treated to a fast-paced morning with immediately useable information on the latest data and promotional ideas to grow tennis revenues and profits at their clubs:
• Sandy Coffman will kick off the day on what it takes to re-capture the important 50+ market in tennis.
• Rick Ferman and Bev Raws (Boston Athletic Club) will talk about what clubs can do with the latest IHRSA research on tennis operations [look for an online survey this fall].
• Round table talks on pro compensation (based on more IHRSA data), program promotional successes, profitable corporate event planning, growing tennis revenue in non-payroll events, and more.
• Kurt Kamperman (USTA) and Jim Baugh (TIA) will present the latest on CARDIO Tennis and other useful industry programs
More round table discussions will assure you walk away with all you need on tennis from the convention – and 3.5 days to enjoy the rest of the events.
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