Parks attraction and retention
For tennis to thrive in park venues, it's vital that parks provide an opportunity to play that appeals to the players in their community.
Attracting and retaining players can be a challenge for Park Operators and Local Authorities, but as a registered park site, you have the support and benefits from the LTA to help you. Opening tennis up is the LTA’s vision and your park venue plays a huge part in making tennis accessible to all.
If you want to keep your members and visitors happy and coming back for more, you need to understand them and what they want from your club. This valuable knowledge can inform the creation of new playing opportunities as well as help retain and satisfy your existing members.
To do so, you'll need to:
- learn from successful clubs and the business world
- understand the customer journey
- offer flexible and modern membership playing opportunities
- organise a programme of activity to get people playing quickly
- see the bigger picture
Our parks attraction and retention guide explains how to successfully execute all of the above. Click the below button to explore the guide:
The first (and often overlooked) step when considering player attraction and retention at your park is to reflect on your park's current position.
Key questions you should start by asking are:
- how do you define your local catchment?
- how do you compare to others in your local tennis landscape?
- how well do you know your player base?
All of the above questions are covered in our parks attraction and retention guide below:
Building your marketing plan around the audience that you're trying to engage gives you a greater chance of success and maximises your budget, compared to a ‘scatter-gun’ approach. In addition to raising awareness and generating interest in the opportunities to play, you'll need to be prepared for an increase in queries and interest from potential players, and be able to respond in order to meet their expectations.
In our parks attraction and retention guide we outline the steps needed to launch your marketing campaign, including how to:
- define your catchment
- know your audience
- develop an appealing offer
- create a brand position, proposition and message
- select your marketing channels
- develop the creative and copy
- measure success
- engage and retain all types of park players
- create an experience exceeding expectations
You can read advice on all of the above in our parks attraction and retention guide below:
More information on how to attract and retain players at your park can be found in our self-service guide. You can find this guide by clicking below: