Beginner Retention Remains High, Says New 'Cost of Doing Business' Report

The TIA's biennial "Cost of Doing Business: Tennis Facilities" report is now available for Associate Level and above members to download at TennisIndustry.org. The report is also available for purchase by non-members.
 
Among the highlights in this report, last released in 2009, is that 64% of beginners continue from introductory programs into follow-up tennis programs—continuing a 7-year trend of high retention among this segement.

Every two years the Cost of Doing Business: Tennis Facilities report is released to provide a valuable research and analytical resource for the tennis industry to utilize in identifying the latest trends impacting tennis facilities across the U.S.  This year's report covers facility trends, including: general facility trends (i.e. average membership dues, facility membership rates, court utilization, etc.), tennis programming, operational cost, and future outlook.
 
Facility managers, owners, and directors of tennis can use data contained in the 2011 Cost of Doing Business Report to help them make strategic business decisions for increased operational efficiency and profitability while also helping to “benchmark” their operations against industry averages.  The report also provides "cross-tabulated" responses, which break down survey responses based on facility type (i.e. public parks, college/school, commercial, private, and other), as well as number of courts. These cross-tabulations allow the reader to "drill down" into the data to match the profile of their tennis facility, providing an even more accurate benchmark for comparing the reader's operations to industry averages.
 
Highlights from the executive summary of the 2011 Cost of Doing Business: Tennis Facilities include:

  • Average tennis revenue per court decreased 6% from the 2009 survey period, likely on the heels of the slowly recovering economy.
  • The retention rate of beginners from introductory programs going into follow-up programs remains high across all survey periods, remaining above 61% since 2005.
  • Facilities seemed to manage their operations more efficiently amid the tough economy, as the profit/loss ratio for tennis operations in 2011 was 8% compared to 3% in 2009.
  • To potentially help drive play and combat the issue of economic constraints impacting play, facilities decreased peaked court time fees from $25 in 2009 to $21 in 2011.
  • The overall feeling regarding the future for the tennis industry remains between average and good, with an average rating of 3.7 on a scale of 1 to 5, with 5 being very good.

If you have questions about becoming a TIA Member at the Associate Level to receive the Cost of Doing Business Facilities Report, or have questions in regard to the report itself, please contact TIA Operations Manager, Ryan Melton, at (866) 686-3036 x702 or email research@tennisindustry.org.