Properties that invest in their tennis facilities are netting positive results from surging interest in the sport among players of all ages.
Several years ago, the Sporting Goods Manufacturers Association named tennis the fastest-growing traditional sport in America. Clubs and resorts across the country have seen proof of this through mounting interest in the game among their members and guests. Today, tennis has become—or has been restored as—an integral recreational activity at many properties.
SUMMING IT UP
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To keep up with the renewed interest in tennis, many properties have focused heavily on building stronger tennis programs. As part of this, they’ve recognized the need to invest in their tennis facilities and bring them up to par with more amenity-rich programs like golf. Updated courts, equipment and complementary facilities—including tennis-oriented snack bars, social areas, practice and instructional areas, and retail shops—can help a property stand out from the competition and attract a bigger share of the game’s growing player pool.
Going Green
The goal for the tennis facility renovation at Travis Pointe Country Club in Ann Arbor, Mich., was to improve the overall tennis experience and increase tennis memberships at the club. “Most new members at the club are younger families with children, and tennis is popular with these families,” notes General Manager Guy Guarino.
But to achieve those goals, Travis Pointe’s 35-year-old tennis facility needed a head-to-toe makeover. Completed in October, the $450,000 renovation included college tournament-style indirect lighting, infrared heat and resurfaced courts. The facility also has a new roof, insulation and ventilation.
“When we embarked on this, we started looking at more energy-efficient lighting, heating and insulation for the building,” says Guarino. “We thought this was a great opportunity to update the facility, be more energy-conscious, and conserve more.”
Going green started with the lighting. “Lighting is really important for tennis players,” says Guarino. “We looked at various lighting options. We had [the lighting vendor] produce an LED light specifically designed for sports arenas. This offered us tournament lighting that mimics natural light.”
While the lighting was more expensive than traditional lighting, the club earned substantial rebates. “It became a win-win,” says Guarino. “We couldn’t have designed a better light—and it is more efficient than the most efficient lighting available.”
The club also installed energy-efficient infrared heating; replaced and painted the tennis building’s roof and siding; and added new insulation. All of these steps greatly improved energy efficiency by retaining the heat and air conditioning throughout the facility.
“Whenever we have the opportunity to become more energy-efficient, we take that into consideration,” Guarino says. “Our facility is truly state of the art.”
The club also updated its tennis facility aesthetically. The entire interior and exterior were painted, the courts were resurfaced, and all of the nets were replaced. The pro shop also got a facelift, with new paint, flooring, furniture, fixtures and lighting.
“The renovation adds value to our members,” says Guarino. “We have a very active tennis schedule throughout the year, and we do United States Tennis Association [USTA] tournaments here. This renovation will improve all of these experiences.”
Secrets of Tennis SuccessQuality tennis programs need more than just full-service amenities. These tennis professionals offer insight into what it takes to make your tennis program soar: Hire a good team. “You depend on the effectiveness of your people because we are in a service business,” says Billy Freer, Director of Tennis, Brookhaven Country Club. “I spend a lot of time making sure my team has proper training, the right qualifications and the right personality.” Invest in your facilities. “It is all about providing high-quality member service. If you don’t have the facilities and quality of facilities, then you won’t be able to provide the service to members,” says Dave Moyer, Director of Tennis, The Country Club at DC Ranch. Make it convenient. “We recently updated our website to allow for a more enhanced member experience,” reports David Scott, Director of Tennis, The Lakes at Castle Hills. “Our members can conveniently register for tennis activities and events and also book a court, ball machine or lesson via personal login.” |
Creating an Experience
While The Lakes at Castle Hills in Lewisville, Texas, was originally a golf-only club, it recently added a full-service tennis facility. “Tennis is growing in popularity at the club,” says David Scott, Director of Tennis. “Members who previously only played golf are realizing the health benefits of playing tennis. Members equally enjoy the social aspect of the game as well.”
To cater to members’ newfound interest in tennis, the club didn’t simply add courts and nets. Rather, it created a service-driven tennis experience.
Located adjacent to the golf course’s scenic fairways in a relaxed setting, the club’s courts feature “U.S. Open blue” surfaces. There are currently four outdoor hard courts with lighting, and the club plans to add two more outdoor courts and two indoor courts down the road.
“We recently added high-quality, energy-efficient court lighting,” says Scott. “We also added towel service, cold bottled water and refreshing ice-chilled, scented towels on the courts.”
The new lights allow the club to offer expanded programming, such as classes, clinics, leagues and special events. “We want to pamper our members through distinctive amenities and exceptional service,” says Scott.
The club’s dedicated tennis shop further emphasizes this commitment to a comprehensive tennis experience. The shop has a country-style feel with a covered porch and rustic rocking chairs, which help to immediately establish a sense of comfort and camaraderie.
Along with the latest in merchandising, the shop is a social center for players. Before or after matches, players often meet up on the wrap-around outdoor pergola that overlooks the courts. Inside, the self-serve snack bar offers concessions and beverages, along with bistro-style seating. Another gathering area in the shop has leather couches, accent chairs and televisions. The courts themselves have covered seating where members and guests can watch matches and eat their lunches.
“Our tennis facility provides a complete country club atmosphere,” Scott says. “If members’ experiences are good, they will tell their friends and neighbors.”
Beyond the Courts
Brookhaven Country Club in Farmers Branch, Texas, outside of Dallas, offers an impressive tennis program, complete with a bustling tennis clubhouse and more than 40 tennis courts. The club has 17 lighted outdoor courts, eight climate-controlled courts, eight covered courts, six racquetball/handball courts, five lighted outdoor clay courts and two practice courts, plus an indoor ball-machine court.
“Dallas is a tennis hub, and we are a full-service tennis club,” says Billy Freer, Director of Tennis at Brookhaven, a ClubCorp property.
The club has courts on both sides of the street. Eight covered courts on the east side are adjacent to the main clubhouse. Across the street are the tennis clubhouse and the remaining courts.
The club’s expansive tennis clubhouse houses a 3,000-sq. ft. tennis pro shop; a courtside café; full-service locker rooms with steam rooms and Jacuzzis; climate-controlled indoor courts; five racquetball courts; a member conference room; offices, and stock rooms.
The upscale pro shop has oak paneling, high ceilings and large windows. An earth-toned color scheme and green and beige carpeting help to establish an upscale, yet comfortable setting.
The pro shop at Brookhaven offers tennis fashions, accessories, shoes and equipment for members and guests. There is also a small area with a round cocktail table and chairs where members and guests can gather.
The shop’s décor emphasizes the club’s rich tennis history. The walls are lined with plaques, awards and an impressive collection of historic tennis paraphernalia. “I have a collection of old tennis racquets—including an old Jack Kramer racquet—set in beautiful display boxes. I then put up photos of the people who used these racquets,” Freer says. “I also have a racquet that I used at Wimbledon in 1972 on the wall.” (A South African, Freer played professionally from 1969 to 1975 and was once ranked as his country’s number-two player, behind the legendary Cliff Drysdale.)
One of the shop’s most notable decorative pieces is Roger Federer’s jacket from the 2008 U.S. Open, which Federer himself gave to the club’s CEO. Freer framed and displayed the jacket next to a photo of Federer wearing it at the U.S. Open.
A staircase in the pro shop leads up to the courtside café, which has a lively sports bar setting with dining tables, televisions and viewing benches overlooking the indoor courts.
The café is divided into two sections—ensuring that members have a place of their own during the many USTA events held at the club. “First and foremost, we are a private tennis club,” says Freer. “The divider helps make sure our members don’t feel overwhelmed during the events, which are open to both members and non-members.”
Community Building
The Country Club at DC Ranch in Scottsdale, Ariz., hired Dave Moyer as Director of Tennis in 2011 to help grow the tennis program. And he’s done just that.
“In the last four years, we’ve gone from two ladies leagues to eight,” says Moyer. “Our junior program has grown from 10 to 12 kids per week to 50 kids per week. We also have a number of new men’s USTA teams and mixed-doubles teams.”
Everything Moyer has done to develop DC Ranch’s tennis program has revolved around building a tennis community. To do this, he focused on the club’s motto of “Fun, Family and Friendliness.” “We have a lot of young families who want to play tennis,” Moyer says. “We do many different tennis events.”
To keep up with this growth, DC Ranch needed to improve its tennis facilities. A key first step was resurfacing the courts and changing them from green to U.S. Open blue. “The U.S. Open blue is very popular right now, and we wanted to do something that stood out,” says Moyer. “They look really nice and brand new.”
DC Ranch currently has six outdoor courts, including a covered viewing area with chairs, a bar area, towels and a refrigerator with water. The next step will add a pro shop, with a goal of opening it by summer 2015. “It’s important for members to have a place to interact with our staff and other members,” Moyer says. “It will help us continue to build a sense of community within our tennis program.”
The new pro shop, located adjacent to the courts and parking lot, will be approximately 1,000 sq. ft. in size. It will have a lounge area with a flat-screen television and limited food-and-beverage service; merchandise, including racquets, balls, shoes, accessories and logoed clothing; a front desk for people to check in for their court time; and offices for the staff.
“The pro shop will provide us with a better tennis venue for our programming,” says Moyer. “It will also be a tremendous help from an organizational standpoint. With office space and a front desk within the pro shop, we’ll be able to offer even better service for our members.”
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