Tennis Block Parties (Clearwater, FL)
Goal: Introduce tennis to residents and turn them into frequent players
Leader/Advocate Organization: City of Clearwater, Florida Parks and Recreation Department
Introduction: Tennis Block Parties are true to their name: They’re remarkably fun and festive events that use tennis to bring people together by showcasing the sport’s many social benefits. The good times were in full swing recently when the City of Clearwater, Florida held its second annual Tennis Block Party on May 12, 2007. The event—held in conjunction with National Tennis Month, an industry-wide initiative to grow the game of tennis—was free and open to players of all ages and abilities.
The Clearwater Tennis Block Party featured a variety of tennis-based activities, including skills games involving foam balls and targets for younger kids, mini-tennis with less-pressurized balls for intermediate youth, and round-robin play for teenagers and adults. Adults were also encouraged to play with one of the twelve USPTA teaching pros who were on hand to offer instruction and give each participant an unofficial NTRP assessment (a total of 40 assessments were completed by day’s end.)
The event also featured six sponsored demo courts where players could learn about and try out the latest racquets and tennis accessories. Manufacturers in attendance included Wilson, Babolat, Volkl, Prince, Dunlop, Yonex, and K-Swiss shoes. In a unique twist, the teaching pro running the demo courts—Kim Cashman, community tennis director for the City of Clearwater Parks and Recreation Department—gave out "prescription cards" that equipment reps could use to write down the make and model of a racquet that a player tried and liked. That way, those looking to buy a new racquet can go to their local tennis shop with a written record of exactly what they want.
"It’s one thing to throw a great Tennis Block Party, which we did, but it’s another to provide participants with future opportunities to play and get excited about tennis," says Cashman. "’The tennis racquet ’prescription cards’ are all about telling people, ’hey, this isn’t a one-and-done deal. ’ We have lots of great follow-up programs where you’ll meet wonderful people and enjoy the many benefits of tennis. "’
How true. The City of Clearwater has more than 40 public tennis courts spread out over nine recreational facilities. The largest facility is the Henry L. McMullen Tennis Complex, a tennis nirvana boasting eight state-of-the-art hydro-clay courts and seven recently refurbished hard courts (painted in U.S. Open colors, no less) nestled amid a beautiful park setting with giant palm trees dotting the landscape. The complex offers a variety of adult and youth tennis programming, including the USTA Tennis 1-2-3 program, USTA Leagues, Cardio Tennis (a tennis-meets-cross-training class), and Dynamic Doubles (a doubles strategy clinic for adults). There’s also the wildly popular Flex Ladder for juniors and adults (singles and doubles), where players can challenge others and move up the standings ladder with each successive win.
"The programs are in place, now it’s a matter of making everyone in the community aware of them," says Cashman. "The Tennis Block Party is an excellent introduction; it’s a way to show off both the sport of tennis and the public parks where you can play it. Plus, it’s just so much fun to interact with new people and watch them fall in love with tennis. That’s the real reward!"
Nearly 300 people (including young children) showed up for the 2007 Clearwater Tennis Block Party. Organizers estimate the number would’ve been higher had it not been for wildfires in the area that caused smoky conditions the day before the event. Nevertheless, the event still achieved its primary goal: Introduce tennis to residents and turn them into frequent players.
"The Tennis Block Party was successful in every way," says Bob Carpenter, supervisor of youth sports for the City of Clearwater Parks and Recreation Department. "The McMullen Tennis Complex (the public facility where the event was held) obtained over $2,500 in one day in memberships and youth summer camp fees. Even more important is the fact that over one-half of these people were brand new to tennis. That’s what growing the game is all about."
History: Tennis Block Parties are grassroots events that are equal parts entertainment and interaction. Here’s how they work: A tennis-themed party is set up at a public parks facility—complete with games, prizes, music, food, and on-court demonstrations—to show newcomers to tennis why the sport is such a tremendous form of family-friendly recreation. Tennis Block Parties are held in May as part of National Tennis Month. Given the carnival-like atmosphere of these parties, it’s no surprise that those running the show have a little bit of P.T. Barnum in their blood.
Take Judy Foster, for instance. The Executive Director of the Suncoast Tennis Foundation (STF)—a not-for-profit Florida-based community tennis association committed to developing character, self-esteem, and discipline in both youth and adults through the sport of tennis—Judy is referred to by many of her colleagues as a "big ball of energy." "It’s an appropriate name. In addition to helping launch and coordinate a host of tennis tournaments, kids’s events, and leagues, Judy is also the marketing guru behind the Clearwater Tennis Block Party.
In 2006, thanks in large part to Judy, the STF and the City of Clearwater Parks and Recreation Department joined forces to throw the area’s first-ever Tennis Block Party. The division of labor was simple: the STF would secure sponsors, provide volunteer help, and market the event; the Clearwater Parks and Recreation Department would host the party and spearhead on-court events. It was the perfect union that played to both organizations’ strengths.
"When putting together an event like a Tennis Block Party, which involves so many components, it’s important to have the right partnerships and the right people in place," says Foster. "Everyone involved is so passionate about tennis, and the success of these parties shows that."
Foster and the STF used a wealth of contacts and ingenuity to promote the Clearwater Tennis Block Party. Just some of the ways they spread the word include: flyers distributed to Boys & Girls Clubs as well as local Big Brothers and Big Sisters programs, paid ads in local newspapers, e-mail blasts to area league players and shoppers at local sporting goods stores, banners posted throughout local parks, and television coverage on local morning shows. Their efforts worked—between 250 and 300 people showed up for the inaugural Clearwater Tennis Party.
"We were happy with the turnout and quickly realized that Tennis Block Parties need to be an annual event in Clearwater," says Foster. "After all, every year you find new ways to improve the experience and attract more people. That’s what it’s all about—getting more people excited about tennis."
Funding:
- $5,000 grant from the USTA to hire a community tennis director. The City of Clearwater Parks and Recreation Department was one of six facilities to receive such a grant in 2006. The money was used to hire certified teaching pro Kim Cashman, who has launched several new tennis programs since joining the City of Clearwater Parks and Recreation Department in September 2006.
- $500 grant from the USTA to market Clearwater’s Tennis Block Party. The money was used to place three paid advertisements in The Tampa Bay Times, print flyers, and create promotional signage that was hung in local parks and the windows of local businesses.
- The USTA arranged for the Clearwater Tennis Block Party to receive live TV coverage. Local morning show ’Fox Channel 13 Good Day’ broadcasted live from the event (three live interviews, each two to three minutes in length) and ran six teasers the day before the event.
Lesson/Words of Wisdom:
From Kim Cashman, community tennis director for the City of Clearwater Parks and Recreation Department: "Treat tennis like a business. Create a marketing plan that gets people interested and excited about the game and the programs you’re offering. And don’t forget that the USTA is a wonderful resource that’s eager to help and supply you with the materials you need to create a successful program. In our case, the USTA supplied us with funding, training, and printed materials that showed us how to develop events like the Tennis Block Party. I learned that you don’t have to reinvent the wheel; simply take USTA program manuals and customize them to fit your situation."
From Bob Carpenter, supervisor of youth sports for the City of Clearwater Parks and Recreation Department: "Aggressively promote tennis to the senior management within your local parks and recreation department. Convince them that tennis is a viable sport that will energize and benefit the community. And then petition the local government and find out if there’s any money that can be allocated to public tennis programs in the name of civic improvement. Once you have the local government and the parks and recreation department on board with tennis, there’s no limit to what you can do. The possibilities are endless!"
Contact Information:
Bob Carpenter
City of Clearwater Parks and Recreation Department
1501 North Belcher Road
Clearwater, FL 33761
Telephone: (727) 224-7529
E-mail: Robert.Carpenter@myclearwater.com
Judy Foster
Suncoast Tennis Foundation
E-mail: judybfoster@mindspring.com
Web: www.ourtennis.net