TennisGrandStand

Millions of dollars have been spent to grow tennis. An ex-Disney executive hired by the ATP, marketing experts consulted, and player meetings called.

But what important element is missing from the equation?

The answer: the fans.

It never ceases to amaze me how the tennis establishment seems to have no idea what fans really want. So keeping the fan in mind, here are ten free suggestions for tennis’s governing bodies on keeping the fans happy in order to grow the sport. Free, with my compliments.

1.Fan Friendly Tournaments. Tennis is different from most other sports. Fans often spend an entire day and/or evening on the tournament grounds. Given the long day, the event needs to be as fan friendly as possible. Unfortunately, it is obvious that the men and women who run the game rarely tread the same paths as the fans during tournaments. From special entrances to reserved seats, they are in their own insular world.

Tennis executives must remember that we live in an era with multiple entertainment choices – many of which are far less expensive than tennis – and show their appreciation for the fans who come through the turnstiles. And that includes all fans, not just the box seat holders in the main stadium.

My first suggestion is that everyone who works in the upper echelons of the ITF, ATP, WTA, and all the various tennis federations must hang up their badges and spend at least one day as an average fan.

One of the first problems they will encounter is the hassle merely to enter the tournament. Obviously, there are security concerns, but fans shouldn’t have to endure long, slow moving lines just to get into a tournament. Hire more security to go through the bags. Fans shouldn’t feel as if they are going to get their drivers license renewed at the DMV; a tennis tournament is supposed to be fun.

Second, let people bring in food. Yes, tournaments earn a pretty penny from the food courts. But a bag of grapes or a juice box for the kids isn’t going to break the tournament budget.

Lastly, how about some substantial giveaways for fans? Given the outrageous ticket prices at events like the US Open, a magnet or cardboard fan attached to a popsicle stick holder doesn’t seem appropriate. Particularly, considering across the way in Shea Stadium, promotional fan giveaways include baseball caps, towels, gift cards, and tote bags.

2.A Family Affair. Tennis can get one step ahead of the competition if they promoted the sport as a family affair. Compared to other sports, tennis is extremely expensive. Why not drastically lower ticket prices during the first couple days of the tournament. (Not only would that give the sport a family appeal but it would also take care of another embarrassing problem – the 90% empty look of the main stadium on television).

One of my favorite family friendly sports venues is Turner Field, home of the Atlanta Braves. Walk through the main gates, and you’ll find jugglers, games for kids, and all sorts of free items being given away. During the games, t-shirts are shot into the crowds and balloons given away to kids in the crowd.

3.Player Accessibility. Until recently, one of the fastest growing sports in the U.S. over the past couple of decades has been NASCAR. Why? Because fans had an illusion that the drivers were no different from the average middle class fan in the stands. NASCAR is struggling now, and one of the reasons why is that the illusion is gone. Drivers became celebrities rather than regular guys who love to drive fast.

Tennis players need to be more accessible, or at least give fans the illusion of accessibility. Of course, players have never been considered accessible. As I wrote in “Once Upon A Time,” the illusion is that the sport is for the wealthy. In order to overcome this negative image, tennis executives need to get the players out into the public eye. They can do this is a number of ways, including marketing, use of media outlets, and sponsors. Recently Novak Djokovic was a big hit on the Tonight Show with Jay Leno. Feliciano Lopez’s cameo appearance on “Los Serrano,” a Spanish soap opera, is a fun way to reach new fans. But the players can do even more things like this. Using Rafael Nadal to reach out to the Spanish speaking audience on shows like “Cristina” or “Don Francisco Presenta” on Univision is a no brainer. Or sign up Andy Roddick with new fiancée Brooklyn Decker for a late night date with David Letterman.

At tournaments, practice sessions are an incredibly easy way to promote player accessibility as well as toting the sport as fan friendly. Fans can watch their favorites up close and personal, and fill their memory cards with pictures. Kids can more easily get autographs. Oddly, most tournaments refuse to post practice times and a few tournaments don’t even allow fans to attend practice sessions. Unfortunately, but not surprisingly, many players schedule their practice sessions before fans are allowed on to the grounds in order to keep the fans at a distance.

4.Tennis Chic? Does Maria Sharapova in an evening dress on the brochure cover of the Sony Ericsson Open actually sell tickets? Do more people flock to their televisions to catch sight of Owen Wilson watching in the stands? That seems to be the theory. Everyone loves Hollywood gossip, but tennis is trying far too hard to sell the chic and celebrity connection.

5.Live Streaming. I’ve said it all before. The quality of the live streaming is excellent, and the international feed commentary team of Jason Goodall, Robbie Koenig, and Doug Adler are some of the best. But tennis needs more live streaming that includes all tournaments and more court coverage. The price needs to be lowered, and completed matches should be available on demand.

6.Video Gaming. Kids (and some adults) today prefer video games even to movies. So why not bring that video game look to tennis? Some may think that it is far fetched idea, but NASCAR has done just that. Race fans who buy NASCAR’s online TrackPass can follow drivers during a race with an interactive 3D application that animates the cars. TrackPass holders can also listen to drivers communicating with their crew chiefs as well as watch the action in the pit area.

Tennis can use this same technology to animate spectacular points in its live streaming. And why not put microphones the players and chair umpires? I’d take it a step further: allowing coaching and mic the entire team. Fans will no longer be mere spectators; they will feel as if they are part of their favorite’s team.

Another free suggestion: kids like video games because they are in control of the action. The technology experts in the ATP and WTA might consider offering video gaming to fans on their official web sites allowing them to square off against other fans from all over the world.

7.Diversify. Tennis is a very white sport. The world is not. If the game wants to grow, they’ve got to figure out a way to diversify the sport.

8.Stop Messing With The Game. Tennis fans have heard a lot about changes in the game since Etienne de Villiers took over the helm of the ATP in 2006. But there was nothing wrong with the actual game to begin with. Tense five-setters are one of the best parts of the game, and round robins are for club players. Are fans actually going to watch more doubles because there are no-ad games? And last but not least, the Monte Carlo tournament is not only a player favorite, it’s a fan favorite too.

There are changes to be made, but messing with the game isn’t one of them.

9.Too Much Information. Even in the best of economic times, sports fans lose patience with hearing the complaints of athletes. Fans don’t care about player’s travel fatigue; most fans would love to travel the world but don’t have the money to do so. Fans don’t care that prize money has increased over the last couple of years; fans are lucky to get a 3% raise every year where they work. And fans don’t care about the long schedule; they’re lucky to get three weeks of vacation. Quiet please!

10.Hire A Tennis Commissioner. This is an old topic and one that more than likely will never be implemented. But just because it’s old doesn’t mean that it still isn’t necessary. Little League is run better than professional tennis. The idea that a sport in today’s competitive atmosphere can run efficiently with no clear leader and competing governing bodies is frankly ludicrous. Hire a tennis commissioner, one who preferably understands what the fans want.

Of course, if all else fails with plans to grow the sport, Mikhail Youzhny can yet again hit himself in the head with his racquet multiple times. According to Sports Illustrated, the Youtube video of Youzhny’s bloody self-inflicted rampage has resulted in over a half million hits.

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