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Good News and Bad News!... By Jim Reffkin
November 2002
The "good news" is a record 101 million people watched some part of the 2002
US Open on television, up 10% from last year. And with total attendance of
628,738 at Flushing Meadows this year, the US Open maintains the status as
the highest-attended annual sporting event in the world.
The "bad news" is we may be increasing spectator interest, which we all agree
is extremely important, but we must continue to maintain growth in
participation at the recreation level. Incidentally, the International Tennis
Federation describes a "recreation player" as anyone who does not compete for
prize money as a full time professional.
And in our own Southwest section, there are mixed signs of good and bad news.
On the positive side, USA Adult League tennis has increased our overall
participation, but that is mostly thanks to senior and mixed doubles leagues
- a fairly recent phenomenon. Junior tennis, on the other hand, appears
strong at the higher levels but still struggling to establish an all
important entry level league program.
The bad news is "USTA Adult Ranking" tournaments, once the backbone of tennis
participation are dying a slow death, not only here in the Southwest, but
everywhere in the country as well. Unfortunately, because of a lack of
participation by our better players, Southwest age group rankings are not
credible. And to make it worse, not only are the older age groups dwindling -
injuries and golf - but the real depressing statistic is the young adults,
ages eighteen to thirty-five, where participation is pathetic. This should
send a clear message to our local tennis communities; we need to grow the
entire NTRP market which eventually become our "age group" sanction
tournament participants. Tournament directors everywhere are forever asked
why the draws are so small, and yet we still continue to direct our section
and local resources to these same unpopular events, failing to make them more
popular.
We just don't get it! But the message is clear to almost everyone in the
Tennis Industry, our future growth of the game will not be in the shrinking
market share of traditional sanctioned tournaments, but in the attraction of
the young adults and over fifty seniors. It is obvious that the time-poor
lifestyle of young parents does not match what USTA ranking tournaments offer
them in prolonged weekend events. And this can get worse, because if young
parents are not participating, children are less likely to play the game as
well.
Now if you are a club owner or manager, a teaching professional or coach, the
statistics should get your attention and you should be asking - what are we
doing about it? It's very simple, I suggest we enrich the menu of USTA
sanctioned events by initiating attractive activities/programs that will
increase play and bring in new participants. In other words, do not eliminate
our traditional sanctioned events but add time definable, non-elimination
tournaments that are competitive and can be offered in a half or one day time
period. Current adult players are telling us "national not local ranking" is
important, so lets initiate and promote a section ranking system where it's
needed and wanted to support a variety of NTRP events, events that enrich our
USTA menu. I think they call this "product development" in the business
world.
Product development may happen, because Alan Schwartz, the incoming USTA
President, is not only the owner of one Tennis Club, but many of them. This
"good news" should mean his livelihood is based on promoting and growing the
game - the same goal and mission statement of the United States Tennis
Association. There is even more good news: Kurt Kamperman, the current
director of the Tennis Industry Association and Jim Baugh, President of
Wilson Sporting Goods, are both new to the National USTA Board and should
have the same sense of urgency our new president will have. And you know
what, these guys don't need surveys, they are responsive to why people play
and what they do with their leisure time. The good news is, for the first
time ever, we have career tennis industry people in charge of our USTA
governing body.
However the bad news will come quickly when USTA National initiates
innovative programs to increase participation and is confronted with the
quicksand of section and district politics. Unfortunately, there is a
labrynth of local and sectional committees (eg. sanction/scheduling and
junior/adult/senior competition) that still believe that USTA ranking
tournaments are the dominant venue in the growth of our game, and insist that
national committees must gain the approval of their group before an event
becomes sanctioned or promoted at their respective section or district.
However, we know change is difficult, and the good news is, it is beginning
to happen. Our own Southwest section Board of Directors, after much
discussion and an extremely close vote (Phoenix District was against the
change) recently allowed section tournament directors to use what the
International Tennis Federation and National USTA has encouraged for the last
five years - innovative scoring formats and events that enrich the menu of
sanctioned USTA events that ultimately will increase participation.
But this is only scratching the surface, the bad news is, it may not make any
difference. Because, unless the Southwest USTA aggressively promotes and
implements - with enthusiasm and conviction - the marketing of innovative
national programs, nothing will change. If we are going to be successful,
staff resources and financial incentives will be critical to educate tennis
directors, club owners and teaching professionals. There will be hard work
ahead, remember, our USA League program was an innovative change and it took
relentless persistence from our paid staff and volunteers to make it
successful.
And the last bit of "good news." Just think how confident our last two USTA
National Presidents must feel. Judy Levering introduced a "National Plan for
Growth" and Merv Heller wanted to bring "Tennis to the People." I am certain
Alan Schwartz will continue both their presidential goals, add his, and take
our great game even further in popularity. So lets roll up our sleeves,
refocus and give our new USTA President our full support.
Editor's note: Jim Reffkin is Chairman of the National USTA Tennis Innovation
Committee and welcomes comments and suggestions. jreffkin@aol.com
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