Cashing in on the U.S. Open
by Joe Dinoffer, USPTA, USPTR, ITA, USTWA -
August 01, 1997
Imagine a world where everyone is talking about tennis.
Every day it’s on the front pages of newspapers and magazines, and for hours on end televised matches are watched by millions. If you’re in the tennis business you’d be in second heaven, right? Well, don’t try to wake up because it’s not a dream. For two weeks this year, from Monday August 25th through Sunday September 7th an event called the U.S. Open makes this dream come true. Millions of sporadic fans will enthusiastically come out of their closets to play during this fortnight event, and millions more will watch it on television and read about it on the front pages of the newspapers. It’s the time of year when play becomes more than a button on a VCR. People become crazy about tennis overnight! This article is about taking advantage of this tennis feeding frenzy from the counter top of your pro shop. There is no better opportunity each year to increase both the number of your tennis playing clientele and the numbers on your bottom line. Here are some ideas to make it happen that will surcharge you and everyone around you.
- Become a local Mecca for the Open: Use bulletin boards, bathroom mirrors, voice mail greetings, court reservations staff, club newsletters, flyers, TV, VCR, and PA system announcements to broadcast the play by play of the Open. For weeks leading up to the event show highlights from previous great US Open matches in public areas throughout your club. An easy to reach source for 5 individual videos featuring US Open highlights is Tennis Direct. Each 60-minute tape retails for $24.95, but mention you are a retailer for a 40% discount. During the event, daily draw sheets and results can be pulled off the World Wide Web in seconds (http://www.usopen.org), faster than people will catch it on the news. Just print out the results and your facility becomes a local Mecca for the Open. Advertise your intentions with local press releases and radio PSAs weeks ahead of the event. Set up a temporary phone line with up-dated messages on voice mail bringing fans the latest results and human interest stories. You’ll probably even become an expert interviewed in local press, radio and television. The sort of exposure this effort can bring will attract players to your doorstep throughout the year.
- Become the local source for US Open fan merchandise: US Open T-shirts, hats, sweatshirts, and tennis balls are only some of the possibilities. If you didn’t do this for the ’97 Open, plan it for next year. There’s even a basketball size US Open tennis ball available from one of the major ball manufacturers.
- Organize events leading up to and during the Open: How about a dinner event with films highlighting the best matches from previous US Open tournaments, or even bringing in a tennis legend speaker who is prepared to play in a weekend mixer with your members?
- How do tickets for two plus round trip airfare sound? An airline based in your city will probably donate the tickets for the right kind of exposure, or if a percentage of revenues goes towards a good cause in your area.
The halo effect of the Open creates dozens of profitable possibilities. The US Open is not only a cash cow for the USTA, you can turn it into an income producing event for yourself as well. Like other grand slam events, it’s a great time to take advantage of the high visibility of tennis.
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