Tennis Economy: US Open merchants happy, TIA launches new economic index
As efforts to reverse the global recession continue and tennis retailers keep their fingers crossed that players will start buying expensive racquets again, one thing is clear: Tennis fans at the U.S. Open spent money. Now the Tennis Industry Association is working to make sure tennis players do the same.
Official tournament merchandise sales were boosted by the redesign of the "octagon," which lies between Arthur Ashe Stadium and Louis Armstrong Stadium. More cash registers, more display space, more revenue, according to a retail spokeswoman for the USTA's retail operation. There was a line at every retail spot at the USTA Billie Jean King National Tennis Center and for brick-and-mortar shops that had a door, there was a bouncer, too. The head of US Open retail said the velvet rope treatment was to ensure that shoppers had a pleasant experience—enough room to move around the shops and try on apparel.
Elsewhere around the tournament site, Lacoste reported selling out of merchandise (T-shirts and a purple tennis dress) multiple times. Nike reported that the 'most popular item' was "everything," and Wilson reported that sales of jumbo tennis balls ($40) quadrupled over last year.
Laura Lualhati, Wilson's communications manager chalks up the strong sales performance to a total redesign of the US Open retail shop.
"I took inspiration from the reception-room floor of our global headquarters and worked with Tim McCaffrey of the graphics department, which designs all our racquets and other products," said Lualhati, adding that the Fall 2010 line arrived direct from the factory in Asia, bypassing the U.S. warehouse. "Sales are through the roof. I can't keep enough product on the shelves."
While no merchant reported actual sales figures as an indicator of performance, the Tennis Industry Association is bent of quantifying performance with a new "economic index."
This index will draw on financial reports in eight areas: participation; facilities; court construction; program delivery; player equipment; media; tournaments/events; and tourism/vacations/academies. Sourcing this info requires input from business in each of this areas, and the TIA is counting on cooperation.
The trade association, which has extended Jon Muir's presidency for another two-year term, already produces a Tennis Health Index. It gauges participation through activity on courts and ball sales, among other variables. The most recent report most recent report showed an increase of 18.1 percent in this "health index" from 2003 to 2008.
Muir, who is general manager of Wilson Racquet Sports, addressed this at the TIA Tennis Forum during the Open. He said the organization is working to expand the tennis economy by increasing the number of frequent players, boosting economic growth, and delivering clear messaging to get people to play the game.
Reports so far this year have shown that ball sales are flat. The TIA's retail report for 2010 typically is released in February.
Another steady number is the economic impact of the U.S. Open on New York City. It's been reported around $420 million for several years.
The tournament had some sponsor losses and gains, and overall prize money increased $1 million to $22.6 million overall. Champions Kim Clijsters and Rafael Nadal each took home $1.7 million for their singles victories.
The U.S. Open generates $200 million in revenue with $45 million going toward grassroots development, according to community tennis chief Kurt Kamperman.
Here is the email we discussed,
My comment is in the form of a question.
Is the data from "Tennis Measurements" being forwarded to the Heads of Parks and Recreation throughout the US? I recently had a discussion with the head of parks and recreation of Westminster, Colorado one of the largest municipalities in the Denver area; inquiring about the fact that the City Park currently had no tennis courts and why? His comment and I quote "ISN'T TENNIS DEAD". This is an individual who is obviously out of touch in their role to inform and assist this person and others on a national level relative to Tennis?
Past: President of the Thornton Tennis Association, association circa 1972 and currently on the board of USTA Colorado
My comment is in the form of a question.
Is the data from "Tennis Measurements" being forwarded to the Heads of Parks and Recreation throughout the US? I recently had a discussion with the head of parks and recreation of Westminster, Colorado one of the largest muspalletes in Denver area; inquiring about the fact that the City Park currently had know tennis courts and why? His comment and I quote "ISN'T TENNIS DEAD". Here is a person obvious completely out of touch not knowing what he should know, in the position he currently hold, that aside is their efforts in place to inform and assist this person, etc. on a national level?
Past: President of The Thornton Tennis Association, association circa 1972, also, currently on the board of the USTA Colorado.
James Selak
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THe US OPEN is frequented by millions and many of those are not even tennis players, so how do the sales numbers equate to being meaningful, also how does racket stringing play into the mix of tennis numbers, obviously at the us open this would not be indicated
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