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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!