Three Essential Practices for Marketing Events & Programs

One of the most valuable skills a racquets professional can bring to a team is the ability to create, market and run a new racquets program or event. I have found there are three essential practices for doing this: creating program ambassadors, knowing your audience and ensuring the program or event fits within the mission of the organization. This approach has worked for me across racquets events, including adult and junior tennis and pickleball socials, tournaments and programs.

Create Program Ambassadors
I have found the best promoters of a new program or event are your members or customers. While having a strong, concise pitch (two minutes or less) is important, racquets programs rarely reach participation goals without member support. Creating buy-in is key. When a member feels a program is meaningful and valuable, they are more likely to invite friends and family. This ability to inspire advocacy is both a rewarding and essential soft skill.

For example, when we began hosting pickleball socials at Belle Haven, participation grew significantly when members from private or small-group lessons began encouraging others to attend. One suggestion from members was to include a brief, 15-minute “quick-start” introduction at the beginning of the Friday night social. This session covered basics such as dinking, serving and scoring, allowing beginners to transition into match play. Implementing this idea helped bridge the gap between new and experienced players. It also provided an accessible entry point for those unable to learn during the day, creating a fun and welcoming first experience. As a result, participants were more likely to invite others.

Know Your Audience
One of the most important aspects of marketing a new event is understanding how its purpose aligns with the motivations of your members or their children. Simply put, the goals of the program must match the goals of the participant.

One effective strategy is to keep a journal of member feedback and event ideas. I have found this approach especially useful when promoting tennis and pickleball events, particularly in the 10-and-under category. Incorporating member input into event descriptions, especially when explaining the “why” behind the program, can significantly improve registration numbers.

This practice also strengthens leadership skills. By actively listening and applying feedback, you improve emotional intelligence while modeling strong habits for your team. In my experience, this approach fosters collaboration and trust among racquets professionals. It creates an environment where team members are better prepared to communicate member needs and preferences.

For example, this strategy helped guide a team I led in developing quarterly Adult Grand Slam Super Clinics, which offered a unique alternative to our weekly Friday Night Mixers.

Ensure the Program Fits the Organization’s Mission
The purpose and structure of any program or event should align with the organization’s mission and culture. This alignment is critical to long-term success. For example, when organizing Orange Ball Junior Game Nights or USTA Team Challenges in both country club and commercial settings, adjusting the format to fit the organization’s culture made a significant difference. Programs that reflected member expectations generated stronger engagement from both parents and juniors.

In contrast, when events failed to meet participation goals, it was often because, even though the idea seemed strong, it did not fully align with the organization’s mission. Being innovative and creating new programs is essential for growth and long-term success in the racquets industry. Equally important is having a clear process for implementing those ideas. This is a concept I developed through the Director of Racquet Sports certification and my master’s program in sport management at the University of Florida.

I am grateful to the directors and mentors who encouraged me to step outside my comfort zone and develop a thoughtful approach to innovation. In summary, three key practices for creating sustainable racquets programs are: developing program ambassadors, understanding your audience and ensuring alignment with the organization’s mission.