The Sporting Goods Manufacturers Association or SGMA shared some statistics to consider about the baby boomer generation at the 1998 Super Show. By the year 2030, 62 percent of the total population in the United States will be in the 55 plus age group. This tells us a lot about what we need to do in tennis over the next three decades. It is very obvious that the court surfaces need to gradually become softer and softer and the equipment needs to become user-friendlier to decrease the chance of injury. As part of the baby boomer generation myself, I know that would make a difference in the amount of years that I would be able to spend on tennis court. In fact, I remember a presentation by Peter Burwash a few years back in which he spoke about the future of tennis. He expressed his strong conviction that more and more tennis courts should be clay instead of hard surfaces if we are to keep people playing tennis as they grow older. Are any tennis court surface manufacturers or club owners reading this article?
Apples, apple trees, and marketing
What do apples and apple trees have to do with marketing and programming tennis? Think about this. There are only certain times of the year when it makes sense to shake an apple tree and expect ripe apples to fall. Similarly, in promoting and marketing tennis activities, it is critical to keep in mind the best times of the year, month, week, or even day to promote a certain activity. Otherwise you may just be shaking up your players and no apples will fall.
Music and Tennis
Lou Dimock is an up-state New York club owner and USTA Eastern Section leader with a lot to say about marketing and programming. I was able to interview Lou earlier this year and here are a few highlights:
- Regarding music and tennis, Lou shared that 65% of 400 children in his tennis programs who he has surveyed play various musical instruments. Conclusion? In his opinion, adding music to tennis classes is not only a good idea, it is almost essential.
- Regarding free tennis lessons, Lou has a somewhat radical view. He feels that the first introductory lesson should be discounted but not free. Then, he says, make the second lesson free to keep them going. The obvious way to analyze the merit of this idea is to try it and compare new tennis student retention statistics.
- Regarding creating excitement for high school and college tennis, Lou suggests that the men’s and women’s teams play together, sort of like Billie Jean King’s World Team Tennis.
Multi-sport your summer program
In a recent USPTA Midwest Division newsletter, there was an article I would like to share by Mike Graff out of Michigan. He has enjoyed tremendous success by expanding his basic summer tennis program into a multi-sports camp. Years ago, I remember being personally very resistant to this type of program – we thought of ourselves as purists – and focused exclusively on tennis. However, according to Mike, the benefits of this approach far outweigh anything you might give up. Besides the obvious benefits of increased participation, Mike points out that this type of camp set-up also can introduce tennis to many children whose primary interest may be basketball or soccer. What’s needed for a camp like this? According to Mike, nearby facilities and an ability to contact some high school coaches who specialize in different sports and who may be looking for a part-time summer job. As far as facilities are concerned, remember that tennis courts do easily convert to volleyball, soccer, or even basketball courts with the right equipment. Another advantage of this type of program is that the student to coach ratio goes way up as compared to a program exclusively offering tennis classes.
Tennis Camps – Flexible a Key to Success
In yet another article in the USPTA Midwest newsletter by Phil Norton out of Indianapolis, Phil proposed another unique summer camp idea. He suggests that instead of requiring participants to sign up for the entire program – whether it is 8 or 10 weeks, why not introduce a flexible enrollment program with a flexible price schedule. He admitted that although having children only attend for 1, 2, or 4 weeks may pose scheduling and instructional challenges, the advantages for his program have far outweighed the problems. He reports that there are so many families in his area who travel over the summer, and that the response has been very strong. In other words, for his program, the benefits have made the effort greatly worthwhile.
Fall Team Tennis Tournament
One of the entertaining aspects of the fall season is the national obsession in the U.S. about football. Well, how about tapping into that mindset with a Fall Team Tennis Tournament which features the teaching staff assigned to each team? Give each team a name of a local college team or a pro football team and have the staff member wear the jersey of that team to create extra atmosphere for the event.
Kathy Spangler of the ARPA speaks out
Let’s finish this issue with Kathy Spangler, national programs director for the American Recreation and Parks Association or ARPA, who spoke with me earlier this year at the Eastern USTA and USPTA conference in White Plains, New York. As a reference, you may know that the USTA and ARPA have a newly formed working relationship to promote tennis at the local parks level across the United States. As a leader of a huge organization, she shared her five steps to success which certainly apply to almost anything all of us may encounter.
- Clearly articulate the plan and goals to others.
- Make sure to properly create your programs according to your customers’ interests and communicate it well to them.
- Understand the importance of partners. Then share your goals with other groups and organizations.
- Understand your role as a partner to those you work with by clearly understanding your own assets as well as theirs. To properly empower people you must cultivate them, empower them, and finally guide them by thinking of yourself as a navigator, rather than a controller. Sounds like a good tennis teacher, doesn’t it?
- Successful people and leaders need to collaborate well with others by finding "teachable moments" and then communicate to them by documenting incremental success. She went on to add that successful people are creative and open, but still vigilant in a nice way, always concerned with helping others to have their own place in the process. To grow into this successful model, she finished her description by saying successful leaders are always "spreading their wings."