growing the game through innovative programming sponsored by usta tennis innovation committee

Growing the Game through Innovative Programming

Sponsored by

USTA Tennis Innovation Committee

Panelists

• Jeff Brack – Tournament Director, Randolph Tennis Center, AZ

• Ron Woods – President, USPTA

• Anne Davis – National Manager, Tennis Organizers, USTA

The value of one-day tournaments

and how to implement them

Jeff BrackTournament Director

Randolph Tennis Center

Tucson, AZ

Taking advantage of

website innovations

Ron WoodsPresident, USPTA

Corpus Christi, TX

How

Welcome Back to Tennis™

can work in your community.

Anne DavisNational Manager, Tennis Organizers

(and WBTT guru)

USTA

Organized Participation PathwaysOrganized Participation Pathways

“Transitional” Programming“Transitional” Programming

New Programming

Infrastructure

Instruction

Tournaments

Leagues

New Programming

Infrastructure

Instruction

Tournaments

Leagues

One-Day “Hybrid” EventsOne-Day “Hybrid” Events

Singles & Singles & MandatoryMandatoryDoublesDoubles

3 Singles &2 Doubles

One Set perMatch

5 ½ Hours

Singles & Singles & MandatoryMandatoryDoublesDoubles

3 Singles &2 Doubles

One Set perMatch

5 ½ Hours

Google 1,000 tennis sites out of 305,000,000 possibilities on the

world wide net.

Ask.com pages of sites (960) of 61,690,00 sites

Yahoo.com 1,000 sites of 335,000,00 possibilities.

Web Site Possibilities“Mind Boggling”

Tennis Sites Available on the Web

Tennis Associations ITF - USTA – TIA – USPTA – PTR – ATP – WTT – WTA - Coaches Associations USTA Sectional Tennis Associations, Local Tennis Associations, USPTA Divisions

ManufacturersRetailersClubs and FacilitiesPlayer Sites: Flex Tennis – Cardio Tennis – Welcome Centers – Individuals Sites: Find-a-Pro, Google a name. EX: Vic Braden, Nick Bolletieri

• USPTA Find-a-Pro – http://usptafindapro.com/ ** Personal Web Site

• High School Coaches Resource Center - http://hsc.uspta.com/index.cfm/MenuItemID/136.htm

• Flex Tennis - http://www.flextennis.com/flextennis_new/mainpage/default.php

• Tennis Recruiting .net - http://www.tennisrecruiting.net/

Players – Teachers – Employers

Welcome Back to Tennis™

Remember when?

Candy cigarettes

45 RPM records

All the girls had ugly gym uniforms?

When a quarter was a decent allowance?

It was considered a great privilege to be taken out to dinner at a real restaurant with your parents?

Playing baseball with no adults to help kids with the rules of the game?

When being sent to the principal's office was nothing compared to the fate that awaited the student at home?

Everywhere we look!

The 18-49 age segment will increase by 856,379 over the next 10 years

The 50+ segment will grow by 22 million!

Frequent player base

8%

11%

13%

24%

% Age 50+

% Age 50+FREQUENT PLAYERS (21+)

FREQUENT PLAYERS (21+)

ALL PLAYERS

ALL PLAYERS

2004

1995

The player population has aged considerably over time—especially the frequent player base

Represents 24% of frequent tennis players – 1 in 4

WBTTWBTT

24 million people who once played tennis regularly –

Lapsed Players

19 million of them are over 35

28% of U.S. Population (74 million)

Every 7 seconds someone in the U.S.

turns 50

Life expectancy is over 80 years old

Almost ½ of the adult population will be over 50 in

less than 15 years

Financially speaking

The net worth of seniors is 5 times that of average Americans

50+ control 70% of all wealth in America

Spend over $29 Billion yearly on grandchildren

Account for over 79% of all leisure travel spending

Will spend over $3 trillion in 2006

50+ Consumers

Most powerful consumers of

Leisure offerings

Home remodeling

Luxury cars

Beauty products

Mutual funds, stocks, bonds

Tennis????

Did you know?

89% of seniors rate "being active" as critical to enjoying life

People 50+ want an active social lifestyle

74% of Seniors use the Internet to find health information

Account for over 40% of total consumer demand

The enormous demographic shift in the number of older adults and the buying power of the Baby Boomers (over $3 trillion in North America) offers unprecedented opportunities for those who meet and exceed their needs.

AAIA2005

… product and service companies that start now to assess, adjust and update their offerings to best serve this evolving and increasingly influential 50+ market will be far more likely to grow their consumer base and to reap great rewards. Those that ignore this massive demographic shift and its global impact are likely to miss a significant opportunity.“

Deloitte Research

What Are The Possibilities For Us?

Largest transfer of wealth, in history.

Almost ½ of the adult population will be over 50 in less than 15 years.

Think about how it effects you and what you do.

What opportunities for selling does this give us?

10.3 million –fitness walking8.8 million –treadmill exercise8.2 million –stretching4.9 million –golf 4.6 million –fresh water fishing3.7 million –day hiking 3.6 million –weight training 3.4 million –stationary cycling –upright3.3 million –bowling 2.6 million –exercise to music

2006 American Sports Data –SGMA’s Super study of Sports

10 most popular activities for the 55+ age group

Where’s Tennis??

Characteristics of 50+ audience important to us.

They:

Remember tennis from the 70’s

Available time & resource$

Looking to increase physical activity

Want active and social lifestyle

Want to learn new things

Comfortable with physical activities from their past

Why not WBTT?

They will have time and money.

They will fight aging and stay active.

The polling data says they intend to exercise more and socialize more in retirement.

Their spending habits are different from their parents

Tennis could be a perfect fit ?

The Opportunity

The market is clearly there.

Can you afford to ignore ½ the adult population?

The market is easy to target and reach.

We just need to develop “specific” programs targeted to this segment.

What is Welcome Back to Tennis™ ?

A promotions & marketing tool

A trademarked program

A opportunity to get a stake in the 50+ market

A party with four components:Fitness

Technology

Social

On-court Program

Welcome Back to Tennis

Mission

To offer a healthier lifestyle through tennis to people 50+ through a Welcome Back to Tennis™ event and register them into follow-up programs.

Target Audience

50+ Active Adults

Those who previously played tennis and stopped – returning players.

Those who have never played – new players.

How We Define Success

Event participants

Fun atmosphere, group spirit & enjoyment

Sign-ups for continuing programs – 70%

Match up potential playing partners

Program History

2003 AARP & USTASandy, Ron, Kirk & Glen

2004Program expansionCD DevelopmentICAA Partnership5 events

2005Staff TrainingProgram TrackingAccountabilityRCW Coaches50 events

2006Wilson Sponsorship60 EventsUpdate materialsEvent assistance application

2007 75 eventProgram relevance RCW Model

??????2008

Tennis Organizer

Organized play opportunities

Deliver time efficient scheduled programming

Managing peoples tennis

Unlimited potential

Recruitment, retention and recovery

Why are organizers so important ?

• To continue increasing…

• Recruitment

• Retention

• Recovery• To help manage people’s tennis

• To compete with online services

More Organizers, More players, More Play

Tennis Organizer

26%

30%

38%

44%

Could play in organized groups

Club called to arrange matches

Could play in an hour or less andstill get a great workout

Had regularly scheduled matches

Players would play a lot more tennis if…

Tennis Organizer

Tennis Organizer Workshop

Business Development Workshop

Format guide

Southern TO Pilot/Tennis Ambassadors

Community Development Workshops

School Tennis Organizers/Jr. Team Tennis Organizer

Spread the word

E-learning

Tennis Organizer E-learning

http://ustauniversityonline.learn.com/tows

Your turn….We welcome your questions and ideas!