“BNP Paribas Open at Indian Wells Bringing Professional Tennis Back to Life”
T
he middle weekend of the BNP Paribas Open at Indian Wells, California normally has a zoo of spectators and sold-out ticket sales, unfortunately that hasn’t been the case in it’s first fall debut this October 4th to 17th. These dates only came together in June, which gave this event a short runway of time to get the word out, making the promotion much tougher for the 87% of people who come from far and wide in what many call a “destination tournament.” This was the first time this event has taken place since COVID interrupted the tennis world, forcing the cancelation of this event in March of 2020 and 2021. Most professional tennis the past two years has been cancelled, or tournaments held without spectators and players quarantined for safety reasons. Just like the rest of us, they’ve been trying to figure out the right way to bring spectators back to the pro tennis tournaments without taking big health risks for all. Purchasing tickets also means adding an app or two to your phone, showing proof of full vaccination - that is called a digital health pass (you’ll have scanned) and signing a waiver and release of the risk you are taking by coming on the site.
December 2021
Between a shorter time, frame to plan this tennis get-a-way, being out of the loop of traveling much, getting the vaccinations needed, missing many “Big Name” players like Roger Federer, Rafa Nadal, Novak Djokovic, Serena Williams, Naomi Osaka, Ash Barty, Stan Wawrinka and Dominic Thiem...and it’s just going to take some time getting tennis fans back in seats anywhere after a 2 year hiatus. This was a known factor and owner Larry Ellison and tournament director Tommy Haas still decided to kick this event back in gear, which shows their enthusiasm to return to as close to normal as possible. As the old guard of tennis slowly exits the game and new players make their way to the top it’s not only a learning curve for them, but for us to learn their names, their games, and find out who they are personality-wise, what they’re made of and their overall appeal. I’m not too crazy about virtual interviews. I didn’t and don’t like that the media has been slowly but surely separated from the players where we used to be able to hang out and develop relationships that are wanted and needed as we write interesting pieces on them year in and out. We as a sport need to collectively come together, players, media, fans and all related entities in creating an interesting atmosphere where the game can be nurtured and continue to grow and prosper. The tour players need to do more
to help promote the game - just like the old days when their living depended on ticket sales. It’s one developed relationship at a time, one new player, a smile, a positive word, an hour of talking to a group here and there, stopping by a high school workout for kids, dropping by a club and visiting a clinic, playing group and just maybe hitting a few balls without expecting some type of pay. Hopefully some of the barriers that COVID has caused can be removed and a simpler method be put back in place as it subsides, the airlines settle down, needed supplies get to their destinations in a timely manner and inflation flattens out or better yet declines. Life can get so hectic, and we need good, healthy, distractions to watch and attend - especially great tennis events like at Indian Wells with the best tennis players in the world showcasing their special skills. This tournament just finished up yet and I want you all to think about the BNP Paribas Open at Indian Wells March 7th - 20th of 2022. By then God-willing we’ll be comfortably “Back to Normal!” Chris Howard is a USPTA Tennis Professional with over 50 years in the racquet and fitness industry. He can be reached at 928642-6775 or choward4541@gmail.com.
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