200505 racquet sports industry

8/8/2019 200505 Racquet Sports Industry

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May 2005

Volume 33 Number 5 $5.00


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omething came up at the last TIA board meeting in

March, held during the USTAs Annual Meeting in La

Quinta, Calif., that got me a little concerned. As TIA Pres-

ident Jim Baugh was updating members about some key

programs to increase tennis participation, it was noted

that among the general tennis industry, there was some

confusion about whether the Tennis Welcome Center ini-

tiative was still a priority.As all of you probably know, the TWC program was started last year to give

lapsed and potential players a welcoming introduction to the sport, in an

effort to turn around stagnant participation numbers. Since its inception, andcontinuing to this day, the program garnered unprecedented support and

cooperation from all parts of the industry. (Over 4,000 facilities signed up ini-

tially, but since then, the more stringent renewal process has brought that

number down to about 2,600 TWCs for 2005which is actually a good thing.)

To try to put to rest any lingering doubts you may have, the Tennis Wel-

come Center program is still a priority in the industry. It is not last years pro-

gram, and it is not over. And, more importantly, it most likely will continue

for many years.

Growing this sport is a long-term commitment. No program, no matter

how well conceived and executed, is going to solve all of tenniss participation

problems overnight. Plenty of organizations, companies, teaching pros, and

facilities have committed time, money, and effort into making the TWC pro-

gram successful. But its going to take time.

And the new programs that are under way this yearsuch as Cardio Ten-

nis and the Tennis in the Parks Initiative spearheaded by USTA President

Franklin Johnsonare also going to take some time before results start to

show. Baugh and Kurt Kamperman, the current USTA chief executive of Com-

munity Tennis (and former TIA president), along with dozens of other leaders

in this business understand that these programs need to be given time to

work.

It seems like things in this industry are beginning to pick up. In 2004, ballsales were up in units 3.6 percent, racquet sales in units were up 16 percent

and in dollars up 7.7 percent, junior racquet unit sales were up 27 percent,

and racquets under $99 were up nearly 20 percent. I think weve hit bottom

and are starting to move up again, Baugh told the TIA members.

But keep in mind, it will be a long haul, with no quick fixes.

Peter Francesconi

Editorial Director

Our Serve

Dont Expect A Magic Bullet(Incorporating Racquet Tech and Tennis Industry)

Publishers

David Bone Jeff Williams

Editor-in-Chief

Crawford Lindsey

Editorial DirectorPeter Francesconi

Associate Editor

Greg Raven

Design/Art Director

Kristine Thom

Assistant to the Publisher

Cari Feliciano

Contributing Editors

Cynthia Cantrell

Rod Cross

Kristen DaleyJoe Dinoffer

Liza Horan

Andrew Lavallee

James Martin

Mark Mason

Chris Nicholson

Mitch Rustad

Drew Sunderlin

Jonathan Whitbourne

RACQUET SPORTS INDUSTRY

Corporate Offices

330 Main St., Vista, CA 92084

Phone: 760-536-1177 Fax: 760-536-1171

Email: [email protected]

Website: www.racquetTECH.com

Office Hours: Mon.-Fri.,8 a.m.-5 p.m. Pacific Time

Advertising Director

John Hanna

770-650-1102, x.125

[email protected]

Apparel Advertising

Cynthia Sherman

203-263-5243

[email protected]

Racquet Sports Industry (USPS 347-8300. ISSN 0191-

5851) is published 10 times per year: monthly January

through August and combined issues in Septem-

ber/October and November/December by Tennis

Industry and USRSA, 330 Main St., Vista, CA 92084.

Periodicals postage paid at Hurley, NY 12443 and addi-

tional mailing offices. May 2005, Volume 33, Number

5 2005 by USRSA and Tennis Industry. All rights

reserved. Racquet Sports Industry, RSI and logo are

trademarks of USRSA. Printed in the U.S.A. Phone

advertising: 770-650-1102 x.125. Phone circulation and

editorial: 760-536-1177. Yearly subscriptions $25 in the

U.S., $40 elsewhere. POSTMASTER: Send address

changes to Racquet Sports Industry, 330 Main St.,Vista, CA 92084.

4 RACQUET SPORTS INDUSTRY May 2005

S


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he industry-wide Tennis Welcome Center initiative is still going strong, says

Tennis Industry Association President Jim Baugh and USTA Com-

munity Tennis Chief Executive Kurt Kamperman.

Speaking at the TIA board meeting in March during the USTAs

Annual Meeting at La Quinta, Calif., Baugh told the group, We have

to be united in our front to make sure the Tennis Welcome Center ini-

tiative does not get lost in the shuffle. We all have to be committed to

make sure we keep pushing Tennis Welcome Centers. We cant lose sight of that.

Some at the meeting expressed concern at comments from USTA section personnel that the TWC

program was last years program. But Kamperman said that the TWC

program, which began in 2004, was never intended to be just a one-year

initiative. You need long-term programs, he said.

The first year of the TWC program was overall positive, said Baugh,

adding that the program created unprecedented cooperation within the

industry and exposed issues with tenniss delivery system and customer

service that need to be addressed.

More than 4,000 facilities, clubs and parks signed up to be TWCs ini-

tially, but in the 2005 renewal process, that number was whittled down to

2,600. But importantly, the quality of these TWCs has improved signifi-

cantly, says Kamperman.

Also, the TIA and the USTA have put out a nifty, free Marketing & Cus-tomer Service Kit for Tennis Welcome Centers (left) that includes all mar-

keting materials, ads, logos and much more, in both hard copy and on a CD.

For more on the TWC program, and to download information in the marketing kit or to receive one,

visit www.partners.tenniswelcomecenter.com or call 843-686-3036.

I N D U S T R Y N E W SI N D U S T R Y N E W S

R S I M A Y 2 0 0 5

T

May 2005 RACQUET SPORTS INDUSTRY 7

TTC Signs

Multiyear Deal

with Comcast

CableThe Tennis Channel has

signed a multiyear affili-

ation agreement withComcast Cable, the lead-

ing cable operator in the

U.S. The arrangement

provides for carriage

opportunities for the tra-

ditional, linear network,

as well as video on

demand (VOD) content.

Were excited to have

the opportunity to work

with Comcast to bring

The Tennis Channelsprogramming to more

customers, says David

Meister, CEO and chair-

man of TTC. Its great

to be offering viewers

Tennis Channel video-

on-demand content, tak-

ing fullest advantage of

rapidly evolving distribu-

tion technology.

A number of tennis

hotbeds are served byComcast systems, says

Randy Brown, senior

vice president of distri-

bution for TTC. Were

looking forward to the

opportunity to bring our

top-tier tournaments,

lifestyle programming

and instructional series

to Comcast customers

around the country.

I N F O R M A T I O N T O H E L P Y O U R U N Y O U R B U S I N E S S

he USTA announced that it will commit $10 million over the course of 2005-2006

to develop new programs to increase player participation and raise the profile of

tennis in the U.S. The USTA will fund these new initiatives as part of a board-

approved planned deficit totaling $10 million over the next two years.

This incremental funding initiative follows a year of operating income and invest-

ment portfolio performance that resulted in a $26.1 million excess in income over

expenses, according to the recently published 2004 USTA financial statements audit-

ed by Ernst & Young. USTA operating revenues were up for the fifth consecutive year, led largely by

the continued growth of the US Open. The USTA will announce plans for specific spending in the near

future.

The USTA has never been in a stronger financial position to make an investment of this kind, says

Franklin Johnson (right), USTA chairman of the board and president. Our operating performance

based largely on the success of the US Openand returns on our investments have resulted in

unprecedented reserves for the association. As a not-for-profit organization, we have the obligation

and responsibility to spend these funds to better carry out our mission.

In related news, the USTA reported at its annual meeting in March that total operating revenues in

2004 was $221 million, up from $205 million in 2003. Total operating expenses for 2004 was $187 mil-

lion, vs. $179 million in 03. Total net assets at the end of 04 were $269 million, vs. $243 million in 03.

TUSTA Adds $10 Million to New Grow the Game Fund

Tennis Welcome Center Program Alive and Well


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M A Y 2 0 0 5

INDUSTRYNEW

S


Playmate IntroducesTotally UpgradeableBall Machine

T

he Smash, by Playmate Tennis

Machines, is the industrys first com-

pletely upgradeable ball machine, says

the company. The Smash allows users to

purchase a base model machine, and to

upgrade it to a top-of-the-line model by pur-

chasing various control boxes, with no com-

plicated installation or unwieldy equipment.

The advantage of the Smash is its versatility, says Tina Yarur,

marketing director of Playmate. Customers can buy the Smash

now, and should they later decide they want a machine with more

options, they can get the control boxes that will allow them to

upgrade it to have the features of all of our higher-level models,

including the Deuce, the Genie or the Playmate PC.

The Smash holds 300 balls, can be set for topspin and backspin,

has electronic height and direction to seven lines, remote on/offcontrols and a three-year limited warranty. It is compatible with

Playmates patented Serve Lift, a mechanism that allows ball

machines to approximate a serve.

The Smash is available from Playmate and from its authorized

dealers. For more information, call 800-776-6770 or 919-544-0344,

or go to www.playmatetennismachines.com.

USTA Honors Seattle Facility

The Amy Yee Tennis Center in Seattle has been

named the 2005 USTA Member Organization of

the Year. The facility was recognized at the recent

USTA Annual Meeting for providing outstanding serv-

ice to its members and the local community.

In 2004, the Amy Yee Tennis Center was home to

more than 100,000 players, making it the largest pub-

lic indoor facility in the Puget Sound area. The tennis

center, which is owned and operated by the Seattle

Parks & Recreation Department, has supported more

than 50 USA League Tennis Adult, Senior, Super Sen-

ior, and Mixed Doubles teams. One of the centers

more successful programs is its USA Tennis NJTL pro-

gram, which had more than 450 children participate

in summer camps and junior group lessons. It also

serves as the home of the Garfield High School boys

and girls varsity teams practices and matches.

The Amy Yee Tennis Center is the embodiment of

the USTAs mission to promote and develop the

growth of tennis by making the game more accessible

through public parks and facilities, says Franklin R.

Johnson, USTA chairman of the board and president.

Polo Ralph Lauren is NewUS Open Apparel Sponsor

T

he USTA and Polo Ralph Lauren signed a new global

partnership designating Polo Ralph Lauren the Offi-

cial Apparel Sponsor of the US Open through 2008.The four-year landmark partnership will include the cre-

ation of an official shirt designed by Ralph Lauren, which

will outfit all on-court officials including ballpersons and

line judges.

Polo Ralph Lauren and the USTA will create a major

retail presence for the duration of the tournament. Initial

plans call for co-branded US Open/Polo Ralph Lauren

merchandise to be sold at select retail stores. Other on-

site visibility will include ring signage in Arthur Ashe Sta-

dium as well as a presence on the video and electronic

message boards throughout the grounds. Also, PoloRalph Lauren will have a major online presence on

USOpen.org and will feature US Open apparel at

Polo.com and USOpen.org.

We are very excited to be partnering with the USTA

and to play such a key role in one of the most celebrat-

ed global sporting events, says Ralph Lauren, chairman

and CEO of Polo Ralph Lauren Corp.

Tail Website Gets Facelift

Tail Inc. has updated its website, www.tailinc.com, offering a new

look and easier navigation. The revised site offers a view of the

entire family of Tail brands including the new Tail Tech Golf, links

to Tail2 and Cha-Ching sites, and core golf and tennis brands. The

site also has a business-to-business link for customers who are inter-

ested in placing orders over the internet.

The new website is more in tune with our image, says Bill

Evans, Tails vice president of sales and marketing. We wanted to

create a showcase for our merchandise and this site does an excel-

lent job of that.

Penn Offers Free BlackBerry

I

n a unique promotion, cans of Penn tennis balls will include an

offer for a free BlackBerry 7280 (after mail-in rebate and with

a two-year service agreement).The promotion will allow us to provide our retail partners

and consumers with added value for each can of Penn tennis

balls and offer them a free state-of-the-art BlackBerry that nor-

mally costs hundreds of dollars, says Jennifer Parker, Penns busi-

ness manager.

More than 2 million Penn tennis ball cans will offer the free

BlackBerry with a sticker on the outside of the can providing infor-

mation on redemption. Consumers will need to sign up for a stan-

dard cell phone plan with redemption, but the retail price of the

BlackBerry is refunded to the consumer through a mail-in rebate.

For more information, visit www.pennracquet.com.


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I N D U S T R Y N E W S


TTCs Bellamy Honored ByIndiana Business School

Steve Bellamy, the

president and

founder of The

Tennis Channel, was

honored in March bythe Kelley School of

Business at Indiana

University in Bloom-

ington. Bellamy, of Santa Monica, Calif.,

received the business schools 2005

Distinguished Entrepreneur Award.

A longtime fan of and cheerleader

for the sport, Bellamy has been inte-

grally involved in every facet of the

industry, including facility owner, pro-

moter, coach, tournament director and

marketer.

USPTA Presents TennisAcross America

Throughout the spring, more than

1,500 USPTA pros and developmen-

tal coaches, along with volunteers,

will offer free clinics to the public in more

than 350 cities nationwide as part of the

USTPAs Tennis Across America,

which is now in its 16th year.

With help from a

knowledgeable instructor,

new players can quickly gain the

skills they need to keep the ball in

play, which is the key to having the most

fun and getting the best workout in ten-

nis, says USPTA CEO Tim Heckler.

USPTA members can provide a great

first tennis experience, which translates

into more players playing more often.

Thats what Tennis Across America hasalways been about.

While the USPTAs Tennis Across

America Day is May 14, activities will

take place nationwide throughout the

spring months. Clinics can be for adults,

children, or both, or may include play-

ers returning to the game or in need of

a spring tuneup. Professionals usually

schedule clinics to coincide with the

start of entry-level lesson programs.

Clinics are held at clubs, public parks,

schools, and other facilities.

A list of public Tennis Across Ameri-

ca clinics, organized by city and state,

can be found at www.uspta.com or by

calling (800) USPTA-4U.


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USPTA raises $3.1 million for charity

In 2004, USPTA members were instrumental in raising more than

$3.1 million for charities in the U.S. In the past three years, they have

helped raise more than $10.6 million.

Through the USPTAs Lessons for Life, an umbrella program for

members charitable events, the association encourages tennis pros to

take the lead in organizing fund-raising events.Among the charities that have received donations from Lessons for

Life events are the American Cancer Society, Special Olympics, Juvenile

Diabetes Research Foundation, Tim & Tom Gullikson Foundation,

churches, scholarship funds and many smaller, local charities.

Wilson Racquet Sports ExpandsCustomer Service Hours

Wilson Racquet Sports has expanded its customer-

service call center to now include Saturdays and

expanded weekday hours for the upcoming

spring and summer seasons, which generally marks the

peak of tennis participation throughout the U.S.Wilson accounts can now call the toll-free customer-

service line800-272-6060on Saturdays from 9 a.m.

to 2 p.m. CST and with expanded weekday hours from

8 a.m. to 6 p.m. CST.


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M A Y 2 0 0 5

INDUSTRYNEW

S


L E T T E R S

Support for a Tennis & Golf ShowTo the Editor:

In your April issue (page 14), Gene Niksich pleaded the case to

combine a tennis show with the PGA show in Orlando. What a

fantastic idea!I, too, have witnessed the stunning and disappointing decline

of the Tennis Show at the Super Show despite efforts to revive it

by changing locations from Atlanta to Las Vegas to Orlando.

Somehow, tennis apparel, equipment, and court products don't

have much in common with canoes, camping equipment, and

logo gear.

But countless country clubs have golf and tennis. Add swim-

ming pools to the mix, and all bases are covered. The most

thrilled constituency might be the superintendents and club man-

agers who must oversee all three parts of the facility.

This hearty endorsement comes from someone who has

invested over 35 years in the tennis construction industry.

David Marsden

Boston Tennis Court Construction Co. Inc.

Hanover, Mass.

We welcome your letters and comments. Please email them to

[email protected] or fax them to 760-536-1171.

Grand Slam StringersLaunches Website

Grand Slam Stringers has launched its website,

www.GrandSlamStringers.com, which provides a

variety of links for racquet technicians of all lev-

els, an interactive message board, and an e-commerce

shopping mall offering professional stringing tools and

accessories.

I wanted to create a one-stop environment where

stringers could get just about anything they needed

to do a professional string job, says founder and

website developer Tim Strawn. There are a lot of

unique tools and products that are exclusive to the

GSS website.

Stringing professionals from across the globe staff

the sites interactive message board, and GSS created

an expert stringing panel to give visitors direct access

to professionals who frequently work at tour-level

events. Panel members include Richard Parnell, MRTand tester for the USRSA & ERSA, based in Malaga,

Spain; Albert Lee, MRT based in Potomac, Md.; Sam

Chan, MRT and ERSA certification tester from Lon-

don; Toru Yusuki, director of the Japanese Racquet

Stringers Association; and Strawn, MRT from

Roanoke, Va., and a member of the Bow Brand team.


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USTA volunteer Elaine Viebranz ofGreenwich, Conn., was presented with the prestigious

Samuel Hardy Award for long and outstanding service to

tennis by the International Tennis Hall of Fame. Shes served at

the community, sectional, and national levels since the 1960s, and

was one of the founders of the USA League Tennis program.

Ann Valentine of Provo, Utah, and Allen Fox of San Luis Obispo, Calif., havereceived 2004 Tennis Educational Merit Awards, presented by the International Tennis

Hall of Fame. The awards are presented annually to individuals who are U.S. citizens or

residents that have made notable contributions in the tennis education field at the nation-

al level.

Paola Suarez of Argentina switched to Princes new O3 Tour just prior to the PacificLife Open in March and won the womens doubles championship. At the same time,

Davide Sanguinetti of Italy reached the final of the ATP Pro Tennis World Open in Sun-

rise, Fla., after switching to the O3 Tour the week before. Suarez and Sanguinetti join

world No. 5 Guillermo Coria, who has played with the O3 Tour since last November

Southern California-based tennis apparel manufacturer Blle de Mtch has addedtwo new sales reps. Erik Dorsey will be taking on the states of Missouri, Kansas,

Iowa and Nebraska from Kansas City. Mark Gonzalez, based in Austin, Texas,

takes over Louisiana, Oklahoma and Texas. For info, call 800-356-1021.

Tennis legend John McEnroe, playing with the new DunlopMaxply McEnroe racquet, won in his debut at the first

Delta Tour of Champions event of 2005, in

Greenville, S.C.

PEO P L EWATCH


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USRSA MEMBER CLASSIFIEDS

M A Y 2 0 0 5

INDUSTRYNEW

S


Tennis Mag Awards Editors Choice

Tennis magazines Spring Gear Guide (April 2005 issue) designat-

ed two racquets and one tennis shoe as Editors Choice picks.

The magazine said the Prince O3 Silver offers an outstanding

blend of power and control for a super-oversize racquet. The Babo-

lat Aeropro Drive, meanwhile, gives strong tournament players the

ability to swing harder for more power without losing command oftheir shots. Two racquets also received honorable mention by the

magazine: The Wilson nTour 95 and the Head Flexpoint Radical.

On the shoe front, Tennis said the K-Swiss Defier RS is the total

package, with outstanding durability, stability, and comfort.

Lansdorp Wins USTA Presidents Award

Renowned tennis coach Robert Lansdorp of

Rolling Hills Estates, Calif., was awarded the

2005 USTA Presidents Award at the USTAs

Annual Meeting in March in La Quinta, Calif. Estab-

lished in 1999, the Presidents Award annually hon-ors an individual who has given unusual and

extraordinary service to tennis.

"Over the last 30 years, Robert has coached

some of tenniss greatest players and is one of our

sport's most distinguished coaches," said Franklin

R. Johnson, the USTA chairman of the board and

president. "I selected Robert for this honor based on his extraordinary

legacy and all that he continues to do to enhance our great game and

help develop players of exceptional talent."

Lansdorp has coached five different Grand Slam championsTracy

Austin, Pete Sampras, Lindsay Davenport, Anastasia Myskina, and Maria

Sharapova. Combined, they have won a total of 21 Grand Slam titles.Florida Rooftop Installation

The rooftop tennis court at the Waverly, a luxury condominium

complex in the South Beach section of Miami Beach, Fla., was

rehabilitated recently through the efforts of Sheldon Westervelt

of Global Sports & Tennis Design Group of Boynton Beach, Fla.,

and the Classic Turf System Sport Surfaces cushioned sheet-goods

product by Classic Turf Co. of Woodbury, Conn.Although only

recently constructed using conventional techniques, the surface

had failed, said Westervelt, adding that the new Classic Turf sur-

face is waterproof, cushioned, and solves buckling and erosion

problems. For more information, contact Classic Turf at 203-263-

0800 or www.classicturf.org, or Global Sports & Tennis Design

Group at 561-733-1633 or www.globaltennisdesign.com.

Welch Schedules Clay Court Seminars

Welch Tennis Courts is offering four clay court main-

tenance seminars in May and October in Florida.

The seminars, designed to give participants a work-

ing knowledge of Har-Tru courts, include an explanation

and demonstration of the latest procedures in mainte-

nance, with an emphasis on solving court maintenance

problems and how recent innovations can be used to pro-tect and enhance the investment you have in your courts.

The seminars cost $159 per person, and $125 for

each additional person from the same facility, and

includes breakfast, lunch, refreshments and a wrap-up

happy hour. USPTA members can earn 3 credits for con-

tinuing education for attending. The schedule:Q May 6: Tampa Palms Golf & Country Club

Q May 13: The Oaks of Boca Raton

Q Oct. 7: The Ocean Club, Daytona Beach

Q Oct. 14: Gulf Harbor Yacht & Tennis Club, Fort Myers

For information or to sign up, contact Deb Carlson at

800-282-4415.

BEFORE

AFT ER

FOR SALE: Gamma 8500 Els, one year

old, excellent condition. Original cost

$3500 (plus shipping), selling for

$2500 firm (plus shipping). If living in

New England, willing to meet halfway.

Contact: [email protected]

FOR SALE: Gamma 7000 ES stringing

machine (electric), in excellent condi-

tion. Includes tools, cover, manual, and

clamps. Photos upon request.Asking:

$1200 + shipping, OBO. Contact:

George Tompkins, Grand Junction, CO

81506 970/241-9043 or email:

[email protected]

FOR SALE: Gamma Progression ESII

electronic stringing machine. Great

condition: new clamps, new tension

head, floor stand, cover. Complete and

ready to start stringing! Asking: $500.

Call Deven for details 602/672-0189

or email: [email protected]

COLLECTORS: Wilson T-2, 3, 4, 5000 + one Con-

nors T. All great shape. Asking: $100 plus S&H

$20. Contact: Frank Inamorati, Lecanto, FL

352/746-4063 or email: [email protected]

WANTED: Prince Precision 730 MP longbody

racquets, size 4-l/2. Contact: Bill Miller

903/534-0217 or [email protected]

WANTED: Prince Precision 730 MP bumper kits.

Contact: Bill Miller 903/534-0217 [email protected]

WANTED: Grommet strip and bumper guard for

a Prince Catalyst Ti Oversize tennis racquet.

Contact: David Thomas @ Raise A Racquet

405/247-2759 or email: [email protected]

WANTED: Old/new tools for stringing all racquet

sports; tennis, etc. Single tools or complete tool

sets from Babolat, Wilson, Prince, etc. Must be

in very good condition or new. Also looking for

a Gosen 7000 stringing machine. Contact:War-

ren 408-398-6632


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F O C U S O N apparel

Tenniswear to Handle Sun and Heat

/

ore and more tennis apparel companies are

recognizing the need to supply tenniswear that

helps players deal with the sun, heat andhumidity. As the northern part of the country enters

the outdoor season, here are some of the latest fash-

ions, incorporating the latest in moisture-managing

fabrics that will help keep your players comfortable

and cool. Cynthia Sherman

M


MARCIAThis fabric is so lightweight,

weve done a reversible line

with it, called San Tropez, says

Patrice Brayer of Marcia. Screen-

printed colors on this technical

fabric also come out crisper and

wont wash out because the sci-

ence is woven into the fiber of

the material. A topical applica-

tion called Dri-Fx permanentlysets the moisture-wicking and

heat-preventive qualities. (800-

423-5208;

www.marciagolfand-

tennis.com)

TAIL

Bill Evans, Tails vice presi-dent of sales and marketing,

says the tennis industry has

evolved into a performance

fabric mecca. Tails popular

Meryl spandex pique, a

moisture-management and

performance fabric, has

enabled Tail to do two

groups of clothing per sea-

son. Evans says tennis

consumers want both a

moisture-wicking perfor-mance fabric and sun

protection, and their

lines provide an SPF of

up to 30.

(800-678-8245;

www.tailinc.com)


19/52May 2005 RACQUET SPORTS INDUSTRY 17

DIADORASara Cruthers from Diadora

says its team tennis lines,

which account for 80 percent

of their business, uses the

DiaDry fabric, another light-

weight, keep-you-dry, mois-

ture-wicking fabric. It not only

incorporates UV protection,

but also contains anti-bacteri-

al fiber containing silver ions

designed to neutralize body

odor. (253-520-8868;

www.diadoraamerica.com)

BLLE DE MTCHBlle de Mtchs tennis line uses its high

tech yip-dry fabric, which also sports

UV protection. BDMs John Embree says

this quality has to be woven into the

thread, so there is no yellowing effect

over time, which can occur in similar

types of material. This kind of fabric is no

longer tennis-specific. As its versatility

suggests, says Embree, Courtwear

everywhere. (847-729-2497)

LEJAYLejay uses Le Dry, its mois-

ture-management fabric, as its

core fabrication not only in the

fashion groups, but also in cus-

tom team uniforms, which

come in 13 colors. Trish

Levin, Lejays vice presi-

dent of merchandising,

says the fabrics fluid feel

and lightweight, quick-

drying moisture-wick-

ing ability are major

selling points.

(800-932-7535;

www.lejay.com)

LBH GROUPLBH and Lilys of Beverly Hills

showcases a number of separates

featuring CoolMax, which

enables the player to keep cool

as they heat up. DuPonts Cool-

Max started the trend in breath-

able, moisture-wicking fabrics that

allow the wearer a greater

degree of comfort and dry-

ness during exercise and

sports. Its the fiber

that gives the fabric its

cooling qualities, says

Katie Curry, LBHs

vice president of

marketing.

(800-421-4474;

www.lbhgroup.com)


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olor affects our lives in almost every

way. It can be pleasant and sooth-

ing, such as a sky blue or seafoam green;

it can signal warning or danger, like a

yellow or red light; and different colors

can be used to distinguish among a

group of items, such as color-coded fold-

ers in a file cabinet. Colors can indicate

events (red and green at Christmas, black

and orange at Halloween), can be a sign

of tradition (wearing white for a wedding

or black for a funeral), or can describe

your emotions (red hot, blue mood,

green with envy). Colors are even used to

indicate economic levels (a blue-collar

worker, a white-collar job).

Most industries, from automotive and

home goods to graphic design and fashion,

employ color experts to help them with their

products. These color experts come from var-

ied backgroundsfine arts and design, mar-

keting, sciences such as chemistry, and more.

Color experts interpret, create, forecast, and

select colors to enhance function, salability,

and quality of a product.

At California Products, we take color seri-

ously: Although we are best known in the

sports industry for our DecoTurf and Plexipave

tennis courts, we also have a third division,

California Paints, which manufactures paints,

stains and other coatings. Our chemists are

not only experts in the formulation of perfor-

mance materials, they are also experts in color

as a result of our varied product offerings.


Showing the ColorsTheres a scienceand a fine artbehind the choices for colors incourt surfaces. B Y A I M E E D E S R O SI E R S

COURT construction

Indian Wells Tennis Garden in California, by Plexipave.

C

Additionally, I am an official member of the

Color Marketing Group (CMG), which is an

international, not-for-profit association of

1,400 color experts. Having a CMG color

expert is not necessarily a unique criteria

for a paint company. Most paint compa-

nies employ color experts to identify the

direction of color trends and work to devel-

op annual color forecasts.

But over the last several years, color has

become an increasingly important compo-

nent of our recreational products divisions:DecoTurf and Plexipave. We consult with

tournaments and facilities on sports surfac-

ing and facility color, such as at the USTAs

National Tennis Center, home of the US

Open; the 2004 Olympic Tennis Center in

Greece; and the Indian Wells Tennis Gar-

den in California.

Why the increased interest in color? The

reasons to apply color to tennis courtsor

any other manufactured product, for that

matterare much more than aesthetic.

Many strategic marketing initiatives can beenhanced through the educated applica-

tion of color, such as:

Q Improve Product Performance: Manu-

facturers can use color to enhance the

performance of a product, such as

extending the life of the material,

improve visibility of a feature, make the

product more lightfast, etc. When Cali-

fornia Products started manufacturing

purple tennis courts, we knew there was

a science behind this color choice, which

goes all the way back to Sir Isaac New-

tons original color wheel. Color theory

states that colors opposite each other on

the wheel have the greatest contrast

when viewed simultaneously. Thus, the

complementary color to the yellow tennis

ball is purple. It may seem like an unusual

choice for a surface that by tradition has

been green, but if considered scientifical-

ly, a purple court allows you to see the

ball better.

Q Build Market Share: Color is a strong

distinguishing feature in the marketplace.

For example, when Apple introduced the


21/52

iMac computer in 1998, it was a teal color,

when all that had been available previously

was a neutral putty. A year later Apple

came out with other colors: blueberry,

grape, tangerine, lime, strawberry. Using

color grabbed consumers attention and

boosted the companys reputation for

innovation. For tennis facilities, or tourna-

ment directors, using consistent color com-

binations can help brand your location

or event.

Q Make a Statement, Wordlessly:

Humans learn non-verbal color meaning

and associate certain colors and color com-

binations with certain types of messages,

such as wearing a yellow or pink ribbon.

When applying color to any material,

whether it is acrylic coatings, cloth, plas-

tics, or even glass, we are bound by the

laws of chemistry and physics. In the case

of tennis courts, the courts are colored

using pigments that are very small, rela-

tively insoluble particles. While we can for-

mulate nearly any color, certain pigments

(and therefore colors) are better suited to

horizontal, outdoor surfacesparticularly

those with better UV resistance and color

fastness.In addition to ensuring a color-resist

fade, it is important to be certain that you

can produce consistent color. The manu-

facturing process is highly monitored to

make sure that the pigment is evenly dis-

persed throughout the entire coating. It is

vital that the recipe is measured and

reproduced exactly so that there are no

inconsistencies in color.

Color can also have an effect on the

performance of an acrylic tennis court. For

instance, California Paints has been askedto produce a fire-engine red court. In

order to achieve that color, we need to

lose much of the opacity of the mixture,

and when you lose opacity, you have to

increase the number of coats of material

needed to cover the surfaces underneath.

Changing the manufacturers recom-

mended coats for an acrylic system may

alter the speed of play, and it could even

have an adverse affect on dry-time. Con-

versely, there are other colors that compli-

ment the nature of the surface and are

recommended by the manufacturer.

When its time to re-coat your courts,

you should consider both the science, and

the art, behind choosing the right colors

for your facility. Q

Aimee Desrosiers joined California ProductsCorp. in April 2000 to spearhead marketing andadvertising efforts. Based in Andover, Mass.,California Paints is a division of California Prod-ucts, manufacturer of quality paints, coatings,and sports surfacing systems since 1926. Formore information, contact [email protected] or

[email protected].


The 2004 Olympic tennis venue in Athens, Greece, by DecoTurf.

Choosing the RightColor for Your CourtsThere are many criteria to consider when

choosing which colors will work at your facili-

ty, but these tips can help the process along.

Use the standard colors: These colors are

proven formulations that have been applied

in a multitude of locations.

If you require a custom color, partner with an

expert. Be sure the company can address your

concerns about material physics and charac-

teristics, TV broadcasting, lighting, indoor vs.

outdoor application, performance etc.

Custom colors may be higher in cost. For

example, this may be due to increased raw

materials (pigments, etc).

If time allows, test your custom color before

applying. Look at the color under the condi-

tions in which it will be used. One color willappear differently when viewed in an office

under fluorescent lights than when it is

viewed outdoors. Put some material down

and expose it to the sun, snow, and rain.

Try a variation of a standard color. A small

tweak of a standard color carries less risk

than a completely new formulation.


22/52

YOUR Players


If tennis activity must take place in such

conditions, there are preventative measures

that coaches can suggest to help their players

avoid heat-related illnesses. Acclimatization to

physical exertion in the heat is among the

most useful.

Its a gradual transition of increasing the

intensity and duration of exercise in the

heat, Casa says. This can be accomplished in

a week to 10 days, with the athlete exercising

for an hour or two each day in the same

heat. Physiological changes such as an

increased sweat rate may occur during heat

acclimatization, emphasizing the need to stay

properly hydrated.

When they head to the court, players

should wear lightweight clothing during their

matches or practices and keep themselves

well-hydrated. Casa recommends that they

match fluid losses with fluid intake ounce for

ounce during competition. Players should

weigh themselves before and after the match

to help them determine the appropriate

amount of fluid consumption. After tennis,

they should drink about 20 to 24 ounces of

fluid for each pound of body weight they lost.

HEAT EXHAUSTION

If any symptoms of heat exhaustion or heat

stroke are recognized during play, the player

should cease activity immediately. If you dont

have medical staff or a certified athletic train-

er on site to treat a player, get him or her to

an emergency facility.

A tennis player suffering from heat

exhaustion should be moved from the court

Taking the HeatTo help your players avoid heat-related illnesses on court,

you need to take some precautions.B Y K R I S T E N D A L E Y

With summer quickly approaching, it is

important for tennis coaches, teach-

ing pros and facility operators to help

their players prepare for the possibility of

practice and competition outdoors in hot

and humid weather. If a player is unaccus-

tomed to and unprepared for intense physi-

cal activity in such conditions, he is at an

increased risk of suffering heat-related ill-

nesses like heat exhaustion and heat stroke.

Heat exhaustion is a moderate illnesscaused by intense effort in a hot and humid

environment and is characterized by an

inability to continue exercising. It can result

in excessive fatigue and decreased perfor-

mance, and symptoms include loss of coor-

dination, dizziness, fainting, stomach/

intestinal cramps, persistent muscle cramps,

headache, nausea, vomiting, and diarrhea.

Heat stroke is an emergency, occurring

when the body can no longer cool itself and

heat production exceeds heat dissipation.

The condition is characterized by centralnervous system (CNS) abnormalities and

potential tissue damage due to elevated

body temperatures. The most serious symp-

toms of heat stroke include a core body

temperature usually above 104 degrees F

and CNS dysfunction, including altered con-

sciousness, seizures, confusion, irrational

behavior, or decreased mental acuity. Other

symptoms include nausea, vomiting, diar-

rhea, headache, dizziness, weakness, hot

and wet or dry skin, increased heart rate,

decreased blood pressure, fast breathing,

dehydration, and combativeness.

If the forecast calls for hot and humid

days, schedule practices and competition for

early morning or late afternoon, if possible.

If its hot and dry out, your body can deal

with that much better because sweat is

more likely to evaporate, explains Dr. Dou-

glas Casa, Ph.D., director of athletic training

education at the University of Connecticut.

In contrast, high humidity levels can

decrease a players rate of sweat evapora-

tion, keeping their body from cooling as

efficiently.

to a shaded or air-conditioned area, and

excess clothing should be removed. A quali-

fied individual (i.e., a certified athletic train-

er) should cool the players body with ice

bags or cold towels. The athlete should lie

comfortably with his or her legs propped

above heart level.

If there is no nausea, vomiting or central

nervous system dysfunction, the athlete can

be rehydrated orally with chilled water or

sports drinks. If nausea or vomiting makes it

impossible for the player to drink, intra-

venous infusion of normal saline may be

necessary. A players heart rate, blood pres-

sure, respiratory rate, core temperature and

central nervous system status should be

monitored, and the player should be trans-

ported to an emergency facility if there is no

rapid improvement.

HEAT STROKE

To treat a player suffering from heat stroke,

aggressive whole-body cooling measures,

such as cold-water immersion, should begin

immediately. In the 2003 Inter-Association

Task Force on Exertional Heat Illnesses Con-

sensus Statement, the National Athletic

Trainers Association (NATA) recommends

that if onsite rapid cooling and medical

supervision is available, the individual should

be cooled first and transported to an emer-

gency facility second.

A player who suffers heat exhaustion

should avoid intense practice in the heat

until the next day at least. A careful return-

to-play strategy should be implemented fora player who has suffered heat stroke. Both

conditions warrant medical supervision in

the return-to-play process.

Preparation is key to avoiding heat-relat-

ed illness, and educating players in some

precautionary measures should be a focus

for coaches as temperatures begin to rise.

It is very important that coaches

become active participants in the process of

maximizing the health and performance for

their athletes who must train and compete

in hot environments, says Casa. Q


23/52


24/52

SINGLES GROUPS

Large segments of our society sign up

for classes in order to potentially meet

someone to date. Promote beginner

and intermediate singles groups, but be

strictno married people allowed!

SENIORS GROUPS

Seniors have special needs and want

you to address those needs. Just modify

your movement and keep a special eye

on the pace of your activity. And, ofcourse, get a signed waiver or doctors

release if you want to be extra careful.

COMPETITIVE

PLAYER GROUPS

Go past the promotional aspect of Car-

dio Tennis and realize that this is a seri-

ous concept with serious benefits to

everyone, including competitive players.

If you dont have enough courts

to keep everyone playing at all

times, rotate people throughother activities such as agility lad-

ders, jump ropes, etc.

OPPORTUNITIES TO

ADVANCE FROM

GROUP TO GROUP

Dont forget that everyone wants to

improve. The potential to move up from

one group to the next can be a great

motivator.

Here are some general suggestionsto consider in trying out any of these

ideas:

Q Set a minimum required number for

any class to be conducted. Set your

fees based on the local market for

group tennis lessons and also for

group fitness classes at your local gym.

Q Treat this concept as a business with-

in a business. It is a serious opportu-

nity to build your customer base and

enhance your bottom line. Remember

that every committed tennis player you

gain is literally worth thousands of dol-

SUCCESSmarketing&

Cardio Tennis:Big Time for Your Bottom Line B Y J O E D I N O F F E R


hink of some of the fitness fads over

the past few decades: aerobics, jog-

ging, home exercise equipment, spin-

ning, Pilates, even kickboxing. People are

signing up for these activities by the mil-

lions. Yes, the millions. So, why not Cardio

Tennis?

If youre not that familiar with it, here

is what happens in a Cardio Tennis pro-

gram, according to the information posted

at www.partners.cardiotennis.com:

Taught by a Certified Tennis Professional, atypical Cardio Tennis program includes a

short dynamic warm-up, a cardio workout,

and a cool-down phase. The majority of the

Cardio Tennis program is the "workout"

phase, which should last 30-50 minutes.

Most of this portion will include fast-paced

drills where the professional feeds balls to

players based on their ability and fitness

level. Pros will find ways to keep players

moving and challenged all while

having fun!

Picture a dozen people on twocourts running through drills and

stations, including hitting balls, quick-

stepping through agility ladders, and

more, all to the beat of dance music that

would get anyones foot tapping. Best of

all, properly run Cardio Tennis programs

adapt for all levels of play, even beginners.

Instead of normal tennis balls, beginners

will have quick success with high-bouncing

foam tennis balls or slow-bouncing regular

tennis balls in short-court areas, and even

trying junior racquets to ensure greater

fun and control.

Compare Cardio Tennis to the boring

option of riding a stationary bicycle in a

sweaty fitness center, and youll quickly

realize that the buzz and excitement for

Cardio is justified. Participants will get a

great cardio workout, burn a lot of calo-

ries, hit a lot of tennis balls and do a lot

of running.

Cardio Tennis was recently introduced

to tennis teaching pros in February at the

USTAs Community Tennis Development

Workshop in Destin, Fla., and at the PTR

Symposium on Hilton Head. There were

also well-attended Cardio workouts at the

USTA Annual Meeting in Palm Springs in

March. Currently, the push is on to sign

up facilities as Cardio Tennis sites, and the

program will be rolled out to consumers

around the US Open this summer.

So, how can you get more people on

the court to give Cardio a try? Here are a

few suggestions to help you market the

program:

NO EXPERIENCE

NEEDED GROUPS

This is one of the greatest things about

Cardio Tennis. You leverage the appeal of

fitness but add the benefits of fun that

tennis offers. After all, everyone loves strik-

ing something. Make sure to offer classes

for players with little or no experience.

T

Cardio TennisDrill IdeasHeres a drill for beginners that can even

work well for tournament players: Start

players on the baseline with a ball in hand.

Blow a whistle. Have them run toward the

net and self-feed a short overhead once

they are inside the service box. Let them

smash it. They will get exercise, have fun,

and even start building tennis skills, all at

the same time.

For competitive players, try this drill: Play

no-ad running games, where the server

has to run at the end of each point to set

up and serve the next ball. The server does-

nt have to wait for the receiver to be

ready. This should get the receiver moving

fast as well.


25/52May 2005 RACQUET SPORTS INDUSTRY 23

Joe Dinoffer is a Master Professional

for both the PTR and USPTA. He

speaks frequently at national and inter-

national tennis teacher workshops as a

member of both the Head/Penn and

Reebok National Speakers Bureaus. He is president

of Oncourt Offcourt Inc. and has written 16 books

and produced more than 30 instructional videos.

lars in revenue over the life of his or her

tennis career.

Q Make sure you become an approved

Cardio Tennis site. Then you will get a

kit of tools to help you market your

Cardio Tennis program. Go to

www.partners.cardiotennis.com for

more information. Keep in mind that

only approved sites can receive these

tools.

Q The bandwagon is already there. You

just need to jump on it. A national

media campaign will be launched

around the 2005 US Open. In addition

to promotional information available

when you become an official Cardio

Tennis site, you can also reprint copies

of magazine ads, put links on your own

website, scan and send exciting stories

about Cardio Tennis as attachments on

group emails, or use available graphics

and logos to create your own fliers.

Above all, have fun. Fitness and fun

go hand-in-hand and thats what Cardio

Tennis is all about. Q


26/52


27/52

65 KEYS TO

SUCCESSFUL

RETAILING

Q Presentation is very important to the first impression. If

a customer walks in and you have a poster of Jimmy

Connors on the wall, it limits your ability to connect with

today's consumer. The store needs have a 2008 look to

it. Today's tennis is technical and so you need to look as

if you know exactly what youre talking about.

Dustin Perry, Prince Sports

Q Every time you get a new line, print up a flier or email

everyone and tell your customers about new arrivals.

You need to advertise you have new products and createa sense of urgency. Jon Muir, Wilson Sporting Goods

Q With every restring job, we give away a free can of balls,

and weve built up our stringing business.

Pam Ponwith, All About Tennis, Scottsdale, Ariz.

Q Whether it be customization, stringing, or pure product

knowledge, the more you know, the more you can do

for your customer, and the more reason for that con-

sumer to continue to go to your store.

Sarah Maynard, Director of Marketing & Promotions,

Vlkl Tennis


Q Change up your merchandise by moving things around

every two or three weeks. Youll be amazed at how things

will get noticed by just moving it from a wall display to a

floor rack or vice versa.

Bob Patterson, Players Choice Tennis,

Birmingham, Ala.

Q Try to offer a wide range of apparel, so some lines are

geared toward a younger, hip look, and some are classic

for more mature customers. Its important to understand

the different technical fabrics, and know what different

customers are looking for in terms of fit.

Steve Vorhaus, Rocky Mountain Racquet Specialists,

Boulder, Colo.

Q In apparel, carry a mix of the big-name brands and small-

er lines, to offer your customers the best variety possible.

Chris Gaudreau, Racquet Koop,

New Haven, Conn.

Q Display your merchandise in the most appealing way pos-

sible. A great display seduces the customer into spending

more time in your shopand eventually buying more as

well. Mark Mason, Masons Tennis Mart, New York

R E T A I L S E C R E T S

65 KEYS TO

SUCCESSFUL

RETAILINGWe asked leading specialty retailers and others inthe tennis sales business to share their hottest tipsfor success so you, too, can increase your profits.

C O M P I L E D B Y M I T C H R U S T A D


28/5226 RACQUET SPORTS INDUSTRY May 2005

Q Forty-percent of any apparel buy is color-driven. Include

luscious colors, like mangos and teals, to your selection.

Maria Stefan, president, Ellesse USA

Q Closeouts (especially shoes) should be displayed right on

the sales floor, which lets customers personally pick and

choose and serve themselves, saving your staff time in the

process.

Dale Queen, Your Serve, Atlanta

Q Sponsor a local tennis league so that all the members get

a shop discount. That promotes tennis and your shop.


Q Make an extra effort to give customers the right shoe the

first time. If you get them fitted properly the first time,

that gives them a good first impression, and theyll be

back.

Betsy Bromley, Advantage Yours, Clearwater, Fla.

Q Carrying as a wide selection of footwear brands as possi-

ble is definitely the way to go.

Dan Oh, Dans Sports Racquets, Simi Valley, Calif.

Q Negotiating a sponsorship with an individual vendor and

becoming a partner could make sense for some retailers.

Many manufacturers are in the mood to consider a variety

of partnerships in todays competitive retail environment.

Kim Lutian, Van der Meer Shipyard Tennis Resort,

Hilton Head Island, S.C.

Q Make sure your customers demo several modelsbased

on their style of play, tastes, etc.and then help them

make the best decision. Rather than making the quick sale

of the latest racquet, by allowing the customer to be part

of the decision, you will gain a long-term customer instead

of a one-time sale.

Bob Patterson, Players Choice Tennis, Birmingham, Ala.

Q Closeouts can sometimes help you sell the new stuff,

because a lot of the people who come in looking for half-

price merchandise end up buying things at full price.

Dale Queen, Your Serve, Atlanta

Q Make sure youve got compatible replacement shoe mod-

els in stock when old favorites are phased out. Let yourstaff know exactly whats going away and what is going to

be replacing it.

Greg Wolf, Midwest Sports, Cincinnati

Q Dont forget to cross-merchandise. Put your bags near

your racquet wall, and socks next to footwear, so when

they buy one, they buy the other that supports it.

Jon Muir, Wilson Sporting Goods

Q Always stock the latest racquets and be up on the newest

technology. Thats why youre considered a specialty

store. Leon Echavarria, Racquet World, Miami

Q For better inventory turnover, keep your model stock

on the low side. Its better for cash flow and avoids

product obsolescence. You should turn your stock at

least four times a year.

Mark Mason, Masons Tennis Mart, New York

Q Knowledge of the game is everything.

Dee Langford, Tom & Dees Tennis Shop, Louisville, Ky.

Q Engage company reps as much as possible. Our reps

are a wonderful source of information and guidance

when it comes to what products to stock and what

items are hot. They can also help tremendously with

advertising dollars and co-op in-store promotions.

Kim Cashman, Advantage Yours, Clearwater, Fla.

Q Focus your apparel buying on what is selling well and

what your customer is requesting. Youll end up with

increased sales and happier customers.


Q Have a strong demo program. Our demo program

costs $30 for 30 days, and a customer can test two

racquets at a time, and test as many as theyd like in

that time.


Q Keep a close eye on the big three expensesrent,

advertising and salarieswhich should represent

about one-third of your overhead. If you keep those in

line, profits will follow.


Q Bring in one or more local ladies to help you pick your

apparel inventory. Men will buy anything, but women

are much more selective. My sales have gone up since

Ive had women select my inventory. I give them a

free outfit for their time.

Chris Gaudreau, Racquet Koop, New Haven, Conn.

Q Learn everything you can about racquet service. Get

certified as a USRSA Certified Stringer or Master Rac-

quet Technician, and then promote your status as a

certifiedexpert.


Q You should have three to four demos for every hot

racquet in your shop, in a variety of grip sizes.

Restring and regrip demos every two months so the

racquet will keep playing like new.


Q Set up an information bulletin board or kiosk in your

shop to display local tennis information. Provide a

place for local tournament entry forms and league

information, and provide tournament T-shirts (dont

forget to add your logo) or other gifts to participants.



29/52

Q Use point-of-purchase materials offered by manufactur-

ers to make your store an exciting place to visit.

Kim Cashman, Advantage Yours, Clearwater, Fla.

Q Try creating boutiques for your products by brand. If

you have a very small shop, try cross-merchandising.

Put the junior racquets, junior apparel and junior shoes

all together in one area. If a mom comes in for a junior

racquet for her little one, she may end up buying anoutfit and new shoes, as well as the racquet.


Birmingham, Ala.

Q Work very closely with your local teaching pros. They

have a great influence in the local community.

Leon Echavarria, Racquet World, Miami

Q Create a blowout section, so if a customer is looking

for a deal, not whats hot, they know to go to that sec-

tion of the store, because theres always a new deal or

special or value buy there.


Q Dont hassle anyone over return merchandise, even

though some may take advantage of it. Mostly, cus-

tomers really appreciate it.

Leon Echavarria, Racquet World, Miami

Q Try to be a shop that has everything. We specialize all

the time. We even have bumper guards and grommets

for every racquet we stock.


Q We always try to have something on closeout, so

theres always something on sale for people. There are

always people that dont have or arent willing to

spend the money, so youll lose them if you dont offer

a sale or closeout.


Q Create a great demo program. If you offer back what

you charge people as a credit, it allows the customer to

invest in your store. Its super-valuable.


Boulder, Colo.

Q Dont take 15 minutes before you say hello to a cus-

tomer. Get to know them. Thats the first step to

increasing any sale, but especially in footwearits

more hands-on than any other category.

Bruce Dayton, tennis sales manager, Diadora

Q Think margins all the time. I would rather make 50

percent margins on less volume than 35 percent mar-

gins on 50 percent more volume. The additional labor

and administrative costs can put you at a much lower

net profit.


Q Internet sales are certainly increasing, and some spe-

cialty retailers are selling on the net as well, so the

smart retailers will have an online presence.

Keith Storey, vice president, Sports Marketing Surveys

Q Model your presentation like a large department

storeincluding the signage, the lighting, the props,

even the way the merchandise is displayed. Does your

shop or store look like a department store on a smallerscale? The big guys spend a lot of money and research

on finding what works and what makes their products

sell. With a little effort and very little expense, you can

boost your sales.


Birmingham, Ala.

Q Keep talking to your rep constantly, to keep in touch

with the latest footwear trends. Its crucial to react

quickly to what the stars are wearing, and to adjust

futures accordingly.


Q Always remember to ask your customer if they need

grips, dampeners, etc., when theyre at the register,

because the afterthought products can be sold there.


Q Exceptional personal service and expertise will keep

customers coming back.

Dee Langford, Tom & Dees Tennis Shop, Louisville, Ky.

Q Most of the people buying shoes are repeat customers,

so its important to provide a comfortable area for

customers to try shoes on, ask questions and just take

their time.


Q Promote tennis in your community! If tennis participa-

tion is stagnant or declining, your business is likely to

follow that same dismal path.


Q Organizing your shoe wall by categoriesnew arrivals,

in-line, specials, and closeoutscan be a highly effec-

tive means of showcasing your inventory.


Q Buyers would be wise to focus their attention on per-

formance shoesnot entry-level brandsto keep

footwear customers coming back and to establish high-

er-end brand loyalty.


Q When you merchandise racquets on the wall, organize

them based on player types, so the consumer under-

stands which frames are geared toward power, control,

or player frames.





Q To keep the look of your store fresh, re-merchan-

dise every 30 days or so, especially your apparel.

Steve Vorhaus, Rocky Mountain

Racquet Specialists, Boulder, Colo.

Q If your shop is at a tennis facility, organize a ten-

nis carnival with some of your vendors. Have

racquet demos and skills contest for players and

beginner clinics for potential players. If yourstore doesnt have courts, make arrangements

with a nearby facility to host an event with you.


Birmingham, Ala.

Q Every time you sell a new racquet, offer a very

affordable string upgrade. This lets the customer

test something theyd normally not get, and

youve very likely created a higher end string

consumer and increased your profitability.


Q Think proactively. Instead of waiting for some-

one to walk into the store, drive retail sales into

your shop by sponsoring teaching pros to repre-

sent your products. Give them each a store

demo bag imprinted with your logo for product

placement out in the field, so the pro can help

influence the customer and drive business into

your store.

Sarah Maynard, Director of Marketing &

Promotions, Vlkl Tennis

Q To sell more footwear, let customers know they

can and should try things on in the store, and

spend more time with them.

Bruce Dayton, tennis sales manager, Diadora

Q Dont forget added-value programs. If a customer

buys a new racquet, offer them a bag at a dis-

count. Offer a free pair of socks with a shoe pur-

chase. Give them extra incentives, because cross

promotions are always very successful.


Q To sell more racquetslisten! Engage the cus-

tomer in a discussion about their game. Let themtell you what they like and dont like about their

current racquet.


Birmingham, Ala.

Q There are always people requesting different shoe

widths. Theres a real market for it, so I try to carry a

variety of widths for men and women.


Q Every specialty tennis shop should carry a low-end

product for tennis, squash, and racquetball. Take the

opportunity to service every level of customer; in time,

they will more than likely come back to buy that sec-ond racquet. Dustin Perry, Prince Sports

Q When you know you have a slew of new product com-

ing in, be sure to mark down your old inventorysoon-

er rather than laterto make enough room for the new

shipment.


Q For each seasons apparel, do a storyboard of all the

lines you want to carry. This helps you mix it up so you

dont end up duplicating colors from all the different

manufacturers.


Boulder, Colo.

Q Offering a wide range of strings and various grips will

give you an opportunity to create unique set-ups for

your customers. This helps you separate yourself from

the competition and establishes you as the expert in

your area.


Q Know your product and its technology so you can sell

any product based on its performance, and not just rely

on the fact that its used by a superstar pro player.

Sarah Maynard, Director of Marketing & Promotions,

Vlkl Tennis

Q If youve got five pairs of old shoes left, dont display

them next to the new, higher priced models.


Q A customer might take a closer look at a more expen-

sive shoe if it has a warranty.


Q The most successful retailers think outside the box. Toomany shop managers choose items based on their own

personal preferences rather than putting themselves in

the consumer's shoes.



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32/52

TENNISS

BOOM TIME

ed in good health, competition and social eventsperfect for

tennis.

More good news. Boomers have a lot to spend. In fact,

spending among the baby-boomers is upway up.

By 2010, spending by people 45 and older is projected to

be a trillion dollars greater than spending by people between

the ages of 18 and 39, says John Welborn of Lee Tennis in

Charlottesville, Va. Welborn, who cited the statistic in a recent

ASBA meeting, says that in order to keep boomers on the

court, it is important to help them visualize themselves get-

ting what they want through tennis.

Want to learn how to keep your boomers in the foldand

on the court? Youve come to the right place.

Court SurfacesThe first thing that comes to mind regarding an aging popula-

tion is the type of court your facility offers. Courts are classified

by surface, the most common being an all-weather surface or

so-called hard courtasphalt or concrete with a layer of

acrylic coloring. Its easy to take care of and unless its pouring

rain or covered with snow, its always ready for play. And gen-

erally speaking, it is also the fastest type of tennis surfaceone

that favors a serve-and-volley game.

The only downside of hard courts is, well, theyre hard. And

in tennis, which is, after all, a game of running, and of frequent

stops and starts, that adds up to impact on jointsespecially

ankles, knees, and hips.

Do you have fast courts and a boomer clientele? Heres

something you might not know: Hard courts can be tuned to

bring about a slightly slower game that is, in the long run, eas-

ier on joints. Ask a tennis court contractor for recommenda-

tions.

In play, an acrylic court is fast because the smooth surface

causes the ball to skid and come off the surface at a low angle,

making it harder to reach. Changing the texture of the surface


ont look now, but those weekend warriors who just a

few short years ago were drilling shots across the court

are now asking for recommendations on a sports medi-

cine specialist. Theyre talking to your pro about shoes that

offer a little more support, inserts that cushion their feet.

Theyre wearing (say it isnt so) sunscreen with SPF 45.

Kind of unsettling, isnt it? After all, these are the players

who used to tough out their injuries, rarely took water breaks,

and played for hours on end. And you as a club owner or

manager are left wondering how long the courts can hold

them before they head off to another pursuitsomething less

strenuous, lower-impact. Bocce, anyone?

The Random House Dictionary defines a baby-boomer as

a person born during a baby boom, especially one born in

the U.S. between 1946 and 1965. These days, the baby-

boomer market is gradually becoming the aging-baby-boomer

market, since the upper end of that generational curve is look-

ing straight at retirement. And while theyre not about to stop

being active, they are putting on the brakes. Or at least

theyre pumping the brakes. The injuries are catching up to

them, and the first worries of brittle bones and bad knees are

making themselves known.

The good news is that baby-boomers are the most active,

health-conscious demographic in history. And with a little

imagination and know-how, you can harness those qualities,

keeping the boomers on your courts. After all, the ground-

work has already been laid. Boomers are social animals who

resist the idea of being sedentary.

Instead of bridge or afternoon tea, it is now hiking,

canoeing, swimming, and tennis, says David Marsden, chair-

man of the American Sports Builders Association, the trade

association for sports facility contractors, designers and sup-

pliers. Marsden says that in his Massachusetts-based firm,

Boston Tennis Court Construction, Much of our new court

construction is geared to that age group, one that is interest-

D

C O U R T C O N S T R U C T I O N

TENNISS

BOOM TIMEKeeping your baby-boomers happy will lead to

more business for your facility.B Y M A R Y H E L E N S P R E C H ER


33/52

(even slightly) by making it rougher

through additives to the color coating

can help grab the ball and slow it

down. The rougher the texture, the

slower the game.

What does this do for your players?

It gives them more of a strategy game,

for one. Older players cant match the

twenty-somethings for speed. Helpthem replace slams and smashes with

longer rallies and a shot placement/spin

type of game. David Schobel, the

USTAs director of Community Tennis

Competitive Programs, calls tennis

moving chess, and its this image you

can keep in mind when addressing the

needs of your boomers.

Want to take it a step further? Ask

your court contractor about another senior-

friendly option: cushioned hard courts. Here,

the forgiving layer is added before the applicationof regular color coating. Cushion layers range from

factory manufactured sheet goods to poured-in-place liq-

uid products. The systems range in depth from 1/16-inch to

1/2-inch and vary in resiliency and durability. Cushioning

softens the effects of running on a hard surface and often,

can be combined with texture to create a slower, lower-

impact game.

One thing to note: Cushioned surfaces, in general, do not

provide slide. When a player runs and stops, the impact is still

absorbed by the joints. However, there are now systems on

the market in which a free-floating rubber sheet is attached

only at the perimeter of the court. When a player stops, the

rubber mat moves slightly, creating a small wrinkle in front

of the foot, and downplaying the impact.

Maintenance of textured and/or cushioned courts is the

same as that of hard courtssweeping or hosing the surface

to keep it clean. Resurfacing is necessary every three to five

years. The cushion can be damaged by improper footwear,

blows, sharp objects, or heavy loads, so make sure your users

are as nice to the court

as it is to their joints.

Another option

popular with aging

athletes is courts made

of granular material

clay or fast dry. These

have an earthen sub-

base, a layer of

crushed stone, a layer

of fine stone and a top

layer of natural clay

or, more commonly,

fast-dry material. The

fast-dry material is

made of crushed

stone, crushed tile, or

crushed burnt brick,

screened and mixed with a chemical binder. Because of their

highly textured surface, these courts provide medium to slow

play and offer slide. The fine material on the surface grabs the

ball, creating a higher, slower bounce, which gives players

more time and less bending. Its a marriage of characteristics

the older players love.

My first recommendation is for fast-dry courts, says

George Todd Jr. of Welch Tennis Courts Inc. in Sun City, Fla.

Todd admits, though, that what often gives court ownerspause is not so much cost of installation, but long-term spend-

ing prospects; in other words, the concern of maintenance

cost.

Maintenance of clay or fast-dry courts is a process, rather

than an event. Daily maintenance includes brooming, water-

ing, and rolling. The courts also require annual reconditioning

and theyre easily damaged (although easily repaired).

Soft courts wont work everywhere. Where temperatures

stay below freezing for long periods, the season is too short.

Where there is frequent freeze and thaw, the courts will alter-

nate between being hard and unplayable, and mushy and

unpleasant. And where there is not sufficient staff to main-tain soft courts, it is best to rule them out immediately.

The problem is, everyone wants the same thing. Ease of

maintenance, less wear and tear on the body, convenience,

says Marsden. And sometimes these are mutually exclusive,

so compromises are necessary. I only recommend a particu-

lar surface after I can gauge what the prospective buyer seeks.

For instance, if a player wants the softest surface available

with no regard for maintenance issues, I recommend a clay-

type surface. If maintenance is a concern, I recommend a

cushioned acrylic surface.

AmenitiesHard and fast courts can be tuned for slowness or convertedto cushioned courtseven to soft courtsby an experienced

contractor. But if youre serious about making your facility

boomer-friendly, dont stop at the surface. Think about the

overall ambience.

Older players are generally bothered by younger players

and would prefer that they play separately, says Todd. He


Woodfield Country Club, Boca Raton, FL



says that older players also enjoy a shaded viewing area

located some distance from the court so that people not

involved in the match have a comfortable area in which to

view the match. It generates more interest in the game, par-

ticularly in a public setting.

Unlike their go hard and go home days, many boomers

may be retiredor at least partially soand thus able to

enjoy the social aspects of tennis. Theyre more likely to play

doubles, and to sit in the shade and catch up with one anoth-

er after a match. If refreshments are available, theyll stay

even longer. Dont forget that more doubles players equalsmore efficient court use, in terms of programming.

You cant (and of course, you shouldnt) restrict court use

to youngsters, boomers, tweeners, or anyone else. But you

can carve out private areas through creative use of landscap-

ing and windscreens, even in places where courts are close

together. Making sure there are sources of chilled drinking

water, telephones in case of emergencies, trash cans (with

lids), and even stacks of clean towels can turn tennis facilities

into more inviting places for everyone.

ProgrammingThe older tennis population isnt a flukeits a fact. Accord-ing to Schobel, There are national age-group championships

for players from 30 to 90 for the men, in five-year incre-

ments, and women from 30 to 85.

Consider programming that will bring everyone together

without making older players feel self-conscious. Try a cen-

tury tournament, where the ages of the players (either two

players in a singles match, or each side of the net during a

doubles match) must equal 100. You could have 60-year-olds

playing 40-year-olds, 10-year-olds with 90-year-oldsyou

name it.

Take the time to ensure that your pro shops stock appeals

to your targeted age group. Not everyone wants to dress like

Serena Williams or Anna

Kournikova. And, try as

they might, not every-

one maintains a hard-

body as they age. While

older players want to

keep fit and look great,

few will opt for low-rise

skirts or shorts, midriff-

bearing tops, or edgy

outfits. Including some

attractive, fashionable

tenniswear that fits all

body types may well

increase sales.

Visual IssuesThere are other factors

at work. For example,

youve given a lot of

thought to your players

joints, but what about

their eyes? Ankles,

knees, and hips arent the only things that age.

Human eyes deteriorate throughout adult life, noticeably

after the age of 40, says Bruce Frasure of LSI Courtsider Light-

ing, a tennis court lighting manufacturer in Cincinnati. Less

light reaches the back of the eyes in older people. The result is

a reduction in contrast, sharpness of objects, and vividness of

colors. In general, higher light levels will help older adults see

more clearly.

Tennis balls are manufactured in a color known as optic

yellow, which is easy for the eye to track as it moves along.

Soft-court surfaces are either red or green, but hard surface

courts come in a variety of colors. For older players, a two-

tone court may make it easier to differentiate between in-play

and out-of-bounds shots. Darker colors allow for best visibility.

Windscreens, in addition to ensuring privacy, will cut glare.

In cooler weather, retired baby-boomers may keep your

courts full during the work week, given proper promotion and

programming. But when hot weather comes, older individuals

often prefer to play in the evenings or at night, after the heat

of the day. If your facility sees a lot of p.m. play, consult with

a lighting contractor who can evaluate your lighting levels and

make recommendations.

Softer, slower games. Better, brighter lighting. More com-fortable, inviting facilities. Social programming. Comfy

clothes. In many cases, getting up to speed with the baby-

boomer generation means knowing how to slow down.Q

The non-profit American Sports Builders Association helps

designers, builders, owners, operators, and users understand

quality sports facility construction. The ASBA offers informa-

tive meetings and publications on tennis courts and running

tracks. Available at no charge is a listing of all publications

offered by the ASBA, as well as the associations Membership

Directory. For more information, contact 866-501-ASBA

(2722) or www.sportsbuilders.org.

Mirasol Country Club Tennis Facility, Palm Beach Garden, FL


35/52


36/52

PRIVATE

RETREATS

surface. Only one of the seven (Lexington, Mass.) included a

backboard.

The most significant obstacles to construction appeared to be

in handling drainage and flooding problems. In some instances,

retaining walls and dry wells needed to be installed to keep

excess water off the courts.

As you can see from the photos, contractors, working with

owners, showed their creativity in creating landscaping, retaining

walls and fencing. In one instance, for the court in Palm Beach,

Fla., a 20-foot portion of the fence was installed on rollers, so it

can be slid out of the way to not impede the view from the house.But creating beautiful views is what its all about for these

sisters. Q Peter Francesconi


all them the seven sisters of residential courts. These

seven winners of the Racquet Sports Industry/American

Sports Builders Association 2004 Facility-of-the-Year Awards

are all gorgeous examples of the best of residential court

construction, all from seven different contractors.

All of these projects are new construction. Four of the

winners utilized acrylic hard-court surfaces; the other three

are soft courts, using Lee Tennis products. All three soft

courts have sub-surface irrigation systems, which keep the

surfaces watered properly and also help to conserve water.

The owners of five of the properties opted to installlights for night play, while three of the four hard-court pro-

jects added basketball hoops to get double-duty from the

C

R S I / A S B A O U T S T A N D I N G F A C I L I T Y - O F - T H E - Y E A R A W A R D S

PRIVATE

RETREATSThese residential court winners are examples

of great form and function.

For details on t

200505 racquet sports industry

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