12 minute read
More Than Marketing
Thousands of players participate in Racquet War tournaments each year. 2019 Amelia Island Racquet War group pictured above.
Finally, so many tournaments have draws not make because of not enough players. We don’t have that problem with the waterfall because they always make.”
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By creating divisions based upon results, Racquet War becomes an option for all players to enjoy success right away. In traditional tournaments, if drawn against a tough opponent and suffering a loss, a player or teams chance to succeed is gone right away. At the same time, there is very much a competitive edge to these events, as the winners advance in their division and earn opportunities to qualify for higher ranking Racquet Wars tournaments, such as the national championship.
The next element that separates Racquet War from many of tennis’ competitive alternatives is location and setting. Foy has partnered with tennis resorts and clubs around the country to provide bucket list destinations for his tournaments. Another emphasis on the experience, Racquet War offers discounted lodging options on site, as well as a kick-off clinic for all tournament participants. Finally, Racquet War has an on-site photographer at each event that provides photos for players to take home. These little details have elevated Racquet War to be at the front of mind for any active adult tennis player. Tournament packages have allowed for couples, doubles partners, and large groups to attend these events and enjoy a trip that includes first class tennis. This, Foy says, is where the social aspect of Racquet War has been crucial in it’s growth.
“The social part of our tournaments is just as important as the actual tennis tournament,” said Foy. “People are looking for an experience, a weekend getaway, to not only play tennis, but have a good time.”
Racquet War tournaments have been hosted at a handful of Cliff Drysdale Tennis locations, including Omni Amelia Island Resort and Plantation, Omni Rancho Las Palmas Resort and Spa and Weston Tennis Center. 2020 events are also scheduled for Walden Racquet Center, Bluewater Bay Tennis Center, and The Ritz-Carlton Key Biscayne, Miami.
“Oakley looks at every aspect of the tournament from the eyes of a player, and what the player would want, which makes sense because Oakley is a player himself,” said Scott Colebourne, COO of Cliff Drysdale Tennis. “I think that’s the major difference between Racquet War and other tournaments is that these events really put the players first. I’m proud that CDT has played a small role in Racquet War expansion and continued growth.”
(Illustrated CDT CARRYALL Tote)
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over 50 years of giving tennis players an advantage
JUNIOR CAMPS YEAR-ROUND ACADEMY GENEROUS SCHOLARSHIPS AVAILABLE ADULT GETAWAYS SUMMER ACADEMY
NET GENERATION: By Joey Hanf More than Marketing
Launched in August of 2017, Net Generation was the newest USTA initiative aimed at growing the game of tennis with kids aged 5-18. With the U.S. Open’s large audience in line, there was clearly going to be a lot of eyes on this new campaign.
Net Generation’s goal at announcement was to provide American tennis with one unified youth brand for children to get into the sport, making it easier for children and their parents to learn about tennis and get into the game in schools, parks and tennis clubs across the country.
“Net Generation is a bold approach to empower kids to play the game while elevating and setting new standards on how we deliver and engage children in our sport,” said Craig Morris, General Manager, USTA Community Tennis and Youth Tennis. “These efforts will make a lasting impact to help drive youth participation throughout the country.” Excitement and intrigue were met with skepticism, however. Many believed that this was simply a new marketing slogan that would end up with the same old results. Over two years later with clear progress in view, it’s clear that Net Generation has been a big win for both youth players and tennis providers alike.
Primarily, the experience that children have with tennis has been more clearly refined and made consistent, regardless of where you’re located. Resources such as drills, games and lesson plans have allowed coaches of various experience levels to be able to deliver an excellent experience across the board. And the more providers that have registered for Net Generation, the easier it is for parents to find tennis programs and locations near them.
and offer an array of programs for all levels and ages. One of the most valuable assets for coaches is the equipment and access to help provide after-school programs at schools. Net Generation certified coaches can help out in a number of ways, including physical education substitutes as well as after-school programs on and off site.
Rob Lowe, Director of Tennis at Walden Racquet Center and the USTA Texas Net Gen Provider of the Year, said that Net Generation had allowed him to introduce tennis to hundreds of new players that he previously had trouble reaching.
“Our progress in the schools was remarkable in 2019, thanks in large part to the help of Net Generation,” Lowe said. “These relationships are creating new and lifelong tennis players.
Physical Education and organized athletics was a big component Net Generation offered to expand my vision as a professional.”
Of course, there’s more work to be done. Clearly defining and strengthening the player pathway remains a top priority, with play options for players of all levels being piloted at CDT managed locations across the country. There is more competition than ever for youth activities and sports, as well as the attention grabbing screens at children’s disposal.
Net Generation, however, has unified junior tennis across the nation, a key first step to ensuring increased participation and player retention. While it might have sounded like another nice slogan, Net Generation is proving to be much more than just a marketing campaign.
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Newly redesigned, the completely reimagined Troon App will allow custom personalization, giving users the option to select their home course from a list of Troon facilities. Additional features will include the ability to book tee times, manage Troon Rewards and Troon Card accounts, enhanced GPS experiences, video-on-demand, the latest Troon News, and instant notifications on special offers, activities and events. NEW TROON APP I S C O M I N G S O O N !
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The Troon Rewards program was founded on a simple premise - the more you play, the more you save. Through golf’s largest loyalty program, golfers can earn one point for every dollar they spend on their golf fees, golf instruction fees, club sponsored clinics and golf shop merchandise at participating Troon-managed and brand-affiliated daily-fee courses.
Troon Rewards is free to register by visiting www.TroonRewards.com. Troon has expanded its popular Troon Card frequent player program for 2020 to include more golf courses. Troon Cards are offered for specific states and regions of the country and provide preferred Troon Card golf fees of up to 50 percent at participating Troon-managed and brand-affiliated courses. For more information, visit TroonCard.com. POPULAR TROON CARD PROGRAM E X P A N D S
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Troon-managed golf facilities around the world will host a total of 15 professional golf events across eight professional tours in 2020. Events and properties hosting PGA TOUR tournaments include the Sentry Tournament of Champions at Kapalua in Maui, the Safeway Open at Silverado Resort and Spa in Napa, and the QBE Shootout at Tiburón Golf Club in Naples, Florida. On the European Tour, Abu Dhabi Golf Club in the UAE will host the Abu Dhabi HSBC Championship and Royal Greens Golf & Country Club in Saudi Arabia will host the Saudi International. Three LPGA Tour tournaments will be played at Troon-managed facilities, including the ShopRite LPGA Classic at Seaview Hotel and Golf Club in New Jersey, the CME Group Tour Championship at Tiburón, and the Kia Classic at Aviara in Carlsbad, California.
GOLFWEEK HONORS TROONM A N A G E D F A C I L I T E S I N 2 0 2 0 BEST COURSES RANKING
Golfweek’s “Ultimate Guide” of “Best Courses” for 2020 features more than 40 Troon-managed and brand-affiliated facilities. Among the courses featured by Golfweek, Gamble Sands in Washington state and Kapalua’s Plantation Course on Maui are the two highest ranked courses. Other Troon-affiliated courses appearing on the publication’s Best Resort Courses list include Cascata Golf Club in Las Vegas, Nevada; Pronghorn’s Nicklaus Course in Bend, Oregon; and Princeville Makai Golf Club on Kauai. Best Residential Courses include Pronghorn’s Fazio Course in Bend; Quintero Golf Club in Peoria, Arizona; Champion Hills in Hendersonville, North Carolina; Troon Country Club in Scottsdale, Arizona; and Wickenburg Ranch Golf & Social Club in Wickenburg, Arizona.
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T R O O N C E L E B R A T E S 3 0 T H A N N I V E R S A R Y IN 2020
2020 marks Troon’s 30-year anniversary. Since its beginnings in 1990 with the management of the iconic Troon North Golf Club, Troon has grown to become the world’s largest club management company with more than 465 locations around the globe, including overseeing 510 18-hole equivalent golf courses. Troon is more than golf, as the company also specializes in homeowner association management, private residence clubs, estate management and associated hospitality venues.
Troon’s award-winning food and beverage division operates and manages more than 400 food and beverage operations located at golf resorts, private clubs, daily fee golf courses and recreational facilities. With properties located in 45 states and 33 countries, Troon’s family of brands has grown to include Troon Golf,® Troon Privé,® Troon International,® Honours Golf,® OB Sports, Green Golf Partners, CADDIEMASTER,® True Club Solutions, Cliff Drysdale Tennis and RealFood Consulting.
Above (left to right) The first ever Cliff Drysdale Tennis camps on grass were held in July and August at Sand Valley Resort.
Side Scott Colebourne and Michael Topp hit volleys at 7,000 feet in Red Ledges, Utah
Below (clockwise left to right) The Cliff Drysdale Touring Camp made a summer stop at Red Ledges, Utah. Cliff Drysdale Tennis employees enjoy labor day action at the U.S. Open. Rob Lowe, Director of Tennis at Walden Racquet Center, was named the Net Gen Provider of the year by USTA Texas. Cliff Drysdale Tennis pros competing in a pro exhibition on the stunning grass courts at Belfair. The Touring Team hosted a fantastic member event at Belfair Club in Bluffton, South Carolina.
Above & Side (left to right) A fantastic group enjoyed our Ladies Retreat at the Omni Amelia Island Plantation. The “Hot Swingers” on court at the Ladies Retreat at The Ritz-Carlton Key Biscayne, Miami. Matchplay at the Miami Ladies Retreat
Below (clockwise left to right) One of the unique features of the Ladies Retreat are the fine dining experiences. The “Ball Busters” were crowned champions of Week 2 in Miami. Junior tennis at Weston Tennis Center. Max Mangones, Director of Tennis at The Ritz-Carlton Key Biscayne, Miami.
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