TENNIS AUSTRALIA Places to Play & Community Tennis Tennis World 2013 2014 Overview [Year]
Contents Tennis World is a business unit of Tennis Australia with facility management responsibility for Melbourne Park tennis courts, National Tennis Centre and Albert Reserve. Tennis World manage the Court Hire, Coaching, Tournaments, Memberships, Gymnasiums, Pro Shops, Social Competitions and other activities relating to such throughout the year. As facility operators, Tennis World aims to grow participation and deliver first class tennis programs. Tennis World has achieved an average of 20% business growth every year for the last 4 years. Our Vision 1. Ensure we are consistently aligned with Tennis Australia s participation focus in having More players playing more tennis more often. 2. Continue to be one of the most popular tennis playing facilities in the world that offers end to end tennis products and services in a friendly and welcoming environment. 3. Continue the evolution of the Tennis World business model to that of a fully sustainable tennis focused business. Our Purpose To grow participation and create a sustainable business model through sound programming, affordable memberships and excellent service Our Objectives > Staff Development, training and skills > Operational innovation and efficiency > Link more strongly with AO Tournament > Retention of customer base through service excellence and delivery > Focus on core business strengths > Other Revenue Streams > Online and digital market presence > Business unit alignment with Company Strategy
2013/2014 Overview In 2013 the new National Tennis Centre was available to Tennis World customers increasing the number of courts at Melbourne Park to 45 (12 indoor Plexicushion courts, 25 outdoor Plexicushion courts and eight Italian clay excluding Rod Laver Arena, Hisense Arena, Margaret Court Arena and Show Court 2). There are more than 5500 patrons playing tennis at Tennis World venues weekly, utilising court hire in programs such as, Tennis Hot Shots, Cardio Tennis, Tennis Workouts, group and private coaching and Social Competitions. Tennis World s online booking system was released to all customers, members and non members, in February 2014 and more than half of all bookings are now made online. Tennis World at Albert Reserve and Melbourne Park recorded a combined overall revenue increase of 21%. Boot camps and Ladies Mornings were successfully introduced in 2013 2014 adding to the membership model offered by Tennis World. Tennis World entered into the Mens Asia-Pacific Tennis League with the Tennis World Taipans. The Tennis Victoria initiative was played by some of Victoria s best players who competed in short, fast paced matches. Tennis World hosted the Taipans home round and the ATL Mens and Womens finals at the National Tennis Centre. It was a big year for Tennis World overall as highlighted in the following 2013/14 report. 1500 Members 650 Coaching Students Tennis World 2016 Goal 60% Venue Occupancy
Messages from Management Glenn Kellett Manager of Tennis World The Tennis World business model has continued to evolve over the past 12 months and delivered strong revenue growth throughout the year. We have seen solid growth in weekly participation throughout all programs and maintained good customer retention. Our communications have undergone significant change with the assistance of Tennis Australia Media and IT Departments and we are seeing the benefits of much clearer, planned messaging to customers. The Australian Open period was again an incredible event to be involved with and many of Tennis World s full time and casual staff worked throughout the tournament. Tennis World were able to contribute to the Australian Open and were able to promote some of our own initiatives such as the Open Day held in early February 2014. Tennis World s full time team of staff grew to 12 in 2013/14 which has assisted the business to deliver revenues of over 3million dollars for the first time. This great achievement is a testament to all Tennis World staff, along with Tennis Australia business units who have helped us to grow the sport of tennis this year. Gareth Peck Manager of Tennis World Melbourne Park Tennis World Melbourne Park has seen significant growth in all major areas of the business with an overall increase in revenues of 20% across the 2013/14 financial year. Tennis World Coaching programs have seen the largest increase with 33% revenue growth, currently 480 group coaching students and 99 private lesson students. Tennis World Memberships have increased by 15% and there are currently 751 members enjoying TW programs and facilities at Melbourne Park. Court hire revenue has increased by 10% and there was a total of 84209 hours of courts booked over the 2013/14 year. All of these program areas have contributed to Tennis World retail and café areas increasing revenues by 20%. During the last 12 months Tennis World has introduced a new dynamic website and Online Bookings system for court hire, program bookings and Online Memberships. The Online Bookings System has had a very positive impact with all customers. On average 600 bookings per week are now made online by TW members and casuals. Tennis World continues to offer more programs, more often with a view to keep getting more people court. Clint Austin Manager of Tennis World Albert Reserve Tennis World Albert Reserve has had a positive year on and off the court seeing growth in some key areas of the business and overall revenue increasing by 5% for the financial year. The Albert Reserves coaching program has grown by 20% and finished the year with a $247K income. There are currently 145 students enrolled in either Group coaching or private lessons. Membership numbers at Albert Reserve have increased by 23% with a focus on getting more customers engaged in our programs. Participation in weekend competition for both Senior and Junior players over the past 12 months have been very pleasing with numerous teams in both the Victorian Pennant competition an the Bayside Regional competition. Occupancy of courts has been consistently high all year with an overall figure above 50% being maintained
New Appointments Front of House Staff Gemma Harper Senior Duty Manager at the National Tennis Centre Julian Murphy Senior Duty Manager at Rod Laver Arena Back of House Staff Jindi Ambrose Business Development and Pro Shop Coordinator Alan Webb Albert Reserve Assistant Manager Coaching Staff Aymeric Mara Senior Tennis Coach Valerio Sarno Senior Tennis Coach Cory Phillips Senior Tennis Coach & Workout Coordinator Enrique Moya Senior Tennis Coach
2013 2014 Key Achievements and Milestones August 2013 Introduction of Boot Camps The Tennis World Taipans competed in the Tennis Victoria run Asia-Pacific Tennis League. The Tennis World Taipans team consisted of Luke Saville, Richard Fromber and Scott Draper with John McCurdy as the team Captain. The final was played at the NTC and saw over 400 spectators attend the event January 2014 Australian Open Corporate Challenge The Tennis World Open Day had a huge lead up this year leveraging off many Australian Open Activities (Kids Tennis Day, Get Court Up Early activations at NTC and Federation Sq. Activations). With more registrations than ever, the day lead to the highest ever coaching numbers in 2014. February 2014 Online Bookings for all Customers The New website was released with over 1800 visitors to the site within the first day of its launch. The website is more dynamic and much easier to navigate. With brighter colours and up to date photographs and information. It is predicted the website will have a positive impact on the business. May 2014 Tennis World Memberships available online Boot Camps were added to the program offerings at Melbourne Park which members can use their visit passes on. With 2 qualified fitness trainers running the 2 morning sessions per week there are now approximately 10 participants in each session. November 2013 Asia Pacific Tennis League Finals held at NTC The first Australian Open Corporate Challenge was held at the NTC on the last Friday of the Australian Open. 16 Corporate teams competed in the event, Solinco winning the perpetual trophy. Sam Groth presented the trophies and teams enjoyed some food and beverages to finish the day. January 2014 Tennis World Open Day Online bookings were made available to all Members and Casuals. When booking online Gold and Silver members can now book 1 day in advance and Platinum members can book 3 days in advance. Casual online bookings receive 10% off when booking online. March 2014 Launch of the New Tennis World Website Tennis World Memberships were made available for online purchase in May 2014. New customers can now access all necessary information via the website and register to be a Tennis World Member from home. At the end of 2013/14, over 20 memberships were sold online with many more expected over the next 12 month period.
September 2013 Academy Trip to China In September 2013 Tennis World Manager Glenn Kellett and Tennis World Head Coach John McCurdy accompanied 11 Academy students to China to play tennis and train with different Chinese Academies whilst exploring the beautiful country. The aim for the Tennis World China tour was to provide a unique tennis experience for the Academy players involved that would contribute to the development of their game complemented with a really special cultural experience it turned out to be everything we hoped for. The Academy students played in 7 Challenge Matches, attended the China Open and were lucky enough to meet Lleyton Hewitt. There were numerous sightseeing/activities including a visit to the Huang Lane in Fuzhou, the Great Wall of China (and the toboggan ride down), Tiananmen Square and the Forbidden City, the Silk Markets, eating traditional Peking duck in a famous restaurant in Beijing and much more. I think overall one of the most satisfying aspects of the tour was the cultural exchange between our players and the players they met from China. John McCurdy, Tennis World Head Coach
Improved Communications The introduction of the NEW Tennis World website has made it easier for customers and members to navigate and in return utilise the Tennis World facilities and programs on offer. Tennis World is also using a new newsletter template which again is more user-friendly and is linked to the new website. The past year has seen the Tennis World Facebook Page increase its interaction with current and potential customers by 60%. Now with over 2600 followers Facebook can be used as a great communication tool to connect with customers.
Marketing Efforts/Events Open Day The 2014 Tennis World Open Day was held on Sunday 2 nd February 2015. Promotion through The Kids Tennis Day, the MX newspaper, email communications, during the early activations during the Australian Open at the Eastern Plaza and at the AO Blitz Fed Square activations during the Australian Open lead to over 300 registrations. Australian Open Corporate Challenge Asia Pacific Tennis League Tennis World hosted the Victorian Asia Pacific Tennis League Finals inviting all of the tennis community along. Platinum members were invited as VIPs along with Tennis Vic officials. The 2014 Australian Open Corporate Challenge was promoted to many Australian open Sponsors and surrounding businesses in Melbourne Club Championships The Tennis World Club Championships were run for all Members and promoted to them via email communication, word of mouth and flyers. French Open Switch Tournament The French Open Switch Tournament was held on the Melbourne Park Clay courts and promoted to all Tennis World members and casuals through email, flyers and by word of mouth leading to full entries of 32 pairs. Ladies Tennis Open Day The first Ladies Tennis Open Day was held in July and was promoted through Tennis World communications, the Tennis Vic Newsletter and TA Public Relations. 55 ladies registered for the Open Day Other...
Business Performance Coaching The Tennis World coaching program experienced the largest number of student bookings in February 2014. Currently the group coaching program is catering to around 600 coaching students across both Melbourne Park and Albert Reserve. These coaching students attend classes on a weekly basis and are involved in Hot Shots, JDS, High Performance Program and Adult Group coaching program. This number is up from 400 at the same time last year showing an increase of 50% within the last 12 months. The influx of coaching students has allowed Tennis World to hire 6 new senior coaches to cater to the demand, the coaching team now consisting of 12 full time and 10 part time coaches and growing quickly. As a result of this, Tennis World now offer 85 group classes every week, up from 60 last year, with the main increases coming through in Hot Shots and Adult Group Classes. Community Play and the Hot Shots League have both become very popular with Hot Shots players with up to 50 players attending these sessions every Sunday. Match Play and Fitness has become a big part of the Tennis World High Performance Program as a FREE addition to the on court lessons offered on a weekly basis with up to 30 players in attendance each week. Memberships & Programs Across both venues, Tennis World now has over 900 members holding either Silver, Gold or Platinum Memberships and accessing court hire and programs each week. With the introduction of the online booking system, members have been able to better manage their tennis schedules and book courts and programs online. The reciprocal rights program has seen an increase in use with all participating venues assisting to increase court occupancy at Tennis World and throughout the reciprocal rights venues, assisting in getting more people playing tennis more often. Boot Camps and Ladies Mornings have had positive responses from those participating in these new program offerings. Member events such as the Tennis World Christmas Party, the French Open themed Switch Tournament and Friday Night at Albert were all successful. The National Tennis Centre high performance and RLA Players gyms now have greater access for members and users to compliment the total tennis enthusiast. Tennis World now offers over 100 classes during the week with over 500 players participating each week across Melbourne Park and Albert Reserve venues which have increased by 20% since 2012/2013.
Business Performance Social Competitions The 2013/14 Tennis World Social Competitions have enabled over 600 player s access to social tennis opportunities every week across both Melbourne Park and Albert Reserve venues. Filling 29 courts each evening, players of varying ages and abilities have been competing against one another in exciting and innovative singles and doubles competition formats. Tennis World Social Competitions continue to provide an avenue for players who are looking for a fun and social way to develop their game and improve their fitness. Tennis World is looking to reach 800 competitors within the next 12 months and expand the competition offerings (times and grades), increasing the opportunity for players to play more often. Looking ahead, Tennis World will endeavour to facilitate growth in tennis participation and continue to be an industry leader in program development. Tournaments 2013/14 has been a big year for tournaments at Tennis World: Australian Money Tournaments 1 Platinum level, 9 White level events 1400 entrants, averaging 140 per event Junior Tournaments 4 events held (2 White, 1 Bronze, 1 Gold) 740 entrants, averaging 185 per event In 2014 Tennis World introduced two exciting new series of tournaments with the aim to provide a tournament for the social player. The Tennis World Junior Classic and Tennis World Open series are based on the popular format being used around the world by events such as the Asia-Pacific Tennis League (ATL) and the upcoming International Premier Tennis League (IPTL). They are held monthly over two half days on the weekend. Match formats are shortened to the first to 5 games with no-ad deuce. Players generally play a minimum of 3-4 matches. These tournaments provide a structured way for players to get competitive match practice in a fun and relaxed atmosphere at the new National Tennis Centre. Both the Junior and Open tournaments are building in popularity and Tennis World is excited to continue to run such events.
Business Performance Rod Laver Arena Guided Tours The redevelopment of Melbourne Park continues to provide new opportunities to grow the guided tour business unit. The redevelopment video, now incorporated into the tour route showcases the future growth of the Melbourne Park precinct. The completion of Margaret Court Arena in late 2014 will further enhance the tour experience and allow visitors to see the continued transformation of the world class facility. 2014 has seen a large increase in school group Tour and Tennis bookings and general group bookings at Rod Laver Arena. By providing the best experience for these customers there has been an increase in repeat business from group bookings - most notably secondary and tertiary school groups. Tennis World have also linked with various Deal websites (Groupon, Living Social, etc) promoting Tour and Tennis offers in order to keep tour numbers up during the colder months. The past 12 months Tennis World have built a strong relationship with Destination Melbourne and other tour operators in order to promote and gain ideas to continue to improve the guided tour experience. Pro Shop & Cafe The Tennis World Pro Shop has seen significant growth this financial year with an increase in Merchandise sales of 22% and other Pro Shop sales of 35%. Now with three stores (Melbourne Park NTC, RLA and Albert Reserve) Tennis World have been able to offer more tennis racquets, apparel, footwear and accessory options to all players who come to the facilities. Tennis World s restring business has also seen a steady increase, the restring team having completed 400 more restrings in 2013/14 financial year than in the previous year. The Tennis World Cafe at the National Tennis Centre has experienced significant growth in 2014 with new offerings of sandwiches, muffins, ice creams and sushi as well as coffee and many varieties of flavoured tea. The last 12 months have seen Cafe revenue increase in comparison to the previous year. Both the Pro Shop and Cafe will continue to look at ways to drive sales and offer customers the best products and service available over the next 12 months.
Looking Ahead Tennis World will be looking to build upon the strong growth of 2013/14. Providing products and services that consumers enjoy and keep coming back for is what we will continue to focus on. Products and services such as social competitions, tennis workouts and tennis coaching are continuing to grow and draw new customers to Tennis World Venues. Many of the successful events and initiatives you have seen in this overview we will look to deliver upon bigger and better in 2014/15. As always, all of this is only possible with our great staff at Tennis World venues and all of the assistance and support we receive from our fellow Tennis Australia team members as well. Growing and supporting our team is a key part of growing our business enabling more people to more play tennis more often!