Business of Tennis Forum Public sector challenges, aka Swimming against the tide…
27th April 2016
© Sportsworld Group Ltd 2009 Some days? Some days? Some days? Overview
1. 2. 3.
Our story Some lessons Discussion so far learned time Overview
1. 2. 3.
Our story Some lessons Discussion so far learned time Our story so far: Introduction to Parks Tennis CIC
Mission Improving lives through tennis Values Excellence Passion Teamwork Respect Fun
Strategic Increase tennis Develop sustainable objectives participation economics
1. Secure long-term Council contracts to deliver city/borough wide, coach led programmes
2. Acquire parks tennis courts and manage bookings/customer enquiries for Councils
3. Recruit, train and mentor Community Tennis Managers and their local coaching teams Key 4. Build fund-raising capability to kick start programmes and improve local facilities actions 5. Develop café/kiosk management expertise (own & operate, sub-contract, partner)
6. Complement Council contracts with additional coaching opportunities (schools, clubs, camps)
7. Develop customer offer/incentives to stay in tennis (player pathway, competitions, social events, discounts, BTM)
8. Consolidate back office processes & policies (parks tennis operating manual, Tennismark+)
7 Our story so far: Introduction to Parks Tennis CIC
Courts Coaching Café
• A few taps to find, book and • Multiple venues across a borough • Community hub pay for your nearest court • Mix of sessions for all ages/abilities • Point of sale for tennis • Potential to link to new court • Pathways to stay in tennis/sport • Additional income stream access control solution • ‘Eyes and ears’ Our story so far: Managing courts
4 long-term Council contracts Schools 74 courts under management Clubs In discussions with several Councils Our story so far: Co-ordinating coaching Our story so far: Running a community café
11 Our story so far: Running a community café
12 Our story so far: Running a community café
13 Our story so far: Running a community café
14 Our story so far: Participation outcomes
Participation sessions (hours) to date
113,000
Playing 9,200 18,700 41,300 113,000(e) hours (total)
of which 0 100 5,000 52,000(e) parks
Profile 5 camps 6 camps 8 camps 6 camps 41,300 venues venues venues venues 1 school 3 schools 12 15 schools 1 club schools 3 clubs 18,700 1 park 3 clubs 17 parks 9,200 6 parks
2012/3 2103/4 2014/5 2015/6
15 Overview
1. 2. 3.
Our story Some lessons Discussion so far learned time Some lessons learned
Listen to the Invest in customer technology
Build your Get the team product right Some lessons learned
Listen to the Invest in customer technology
Build your Get the team product right Listen to the customer: Considerations
Needs, problems?
Segmentation? Targeting? Positioning? Listen to the customer: Court booking and access control – user experience
1. Find court 2. Book court 3. Pay 4. Get access code (and/or coaching) Listen to the customer: Court booking and access control – Council benefits
• Booking data across all parks • Search engine optimised in one place • Nearest court finder • Player/community insights 6. 1. • Easy, mobile friendly experience • Inform facility investment Provide Drive • Online, offline and onsite Council participation promotion insights & parks usage
• Simple pricing, incl. concessions • Capture income (fair pricing) 5. parks 2. • Remove customer confusion • Contribute to maintenance Promote fairness tennis Raise income • Reduce court hogging • No booking attendant .co.uk • Quick response to enquiries & customer clarity & reduce costs • No Council office staff
4. 3. Support Protect existing assets • Pre-book club matches and stakeholders • Cost effective access control practice sessions • Access code confirmed on booking • Accredit coaches • Easy-to-use keypad on arrival • Book through kiosk/café or • Safe auto-closing gate leisure centre Some lessons learned
Listen to the Invest in customer technology
Build your Get the team product right Invest in technology: Considerations
SEO?
Project Supply chain? Accounting? management? Invest in technology: Tennis management system
Customer database Programme management
Reporting 180 Coach app 160 140 120 100 80 60 40 20
0
2015-06-20 2015-07-10 2015-06-03 2015-06-12 2015-06-16 2015-06-24 2015-06-28 2015-07-02 2015-07-06 2015-07-14 2015-07-18 2015-07-22 2015-07-26 2015-07-30 2015-08-03 2015-08-07 2015-08-11 2015-08-15 2015-08-19 2015-08-23 2015-08-27 2015-08-31 2015-09-04 2015-09-08 2015-09-12 2015-09-16 2015-09-20 2015-09-24
24 Some lessons learned
Listen to the Invest in customer technology
Build your Get the team product right Get the product right: Considerations
Design?
Price? Competitors? Promotion? Get the product right: Design
Orange, green LTAand Advantage Teen
Disability tennis Get the product right: Positioning
Welcome card
A5 Flier A4 poster
Website Banner Get the product right: Experience
29 Some lessons learned
Listen to the Invest in customer technology
Build your Get the team product right Build your team: Considerations
Customers? Partners?
Competitors? Build your team: Management, colleagues, partners
Partners Outcomes
• Increased participation
STRATEGY & • Sustainable economics MANAGEMENT • Committed managers LOCAL AUTHORITIES • Supportive colleagues Community • Engaged partners LEISURE TRUSTS Tennis Manager SCHOOLS CLUBS LOCAL COMMUNITY DELIVERY
People Place Programme Promotion
INFRASTRUCTURE SUPPORT
Local website, Court & coaching Customer service & branding & collateral booking system office admin
32 Some lessons learned
INSIGHT INNOVATION “Make it relevant” Listen to the Invest in “Make it easy” customer technology
Build your Get the PARTNERSHIP team product right COMMUNITY “Make it together” “Make it fun” What’s the destination? What’s the destination? What’s the destination? Overview
1. 2. 3.
Our story Some lessons Discussion so far learned time Discussion time Contact
Jeff Hunter Managing Director, Parks Tennis [email protected] 07798 650400
premiertennis.co.uk parkstennis.co.uk tennisoxford.com tennisnorthampton.co.uk tennissheffield.com thecoffeeshed.com
Case study – Oxford
Participation data – whether casual pay and play, coaching sessions or organised social tennis – is captured at source and complemented by user surveys to inform Council decision making.
Daily Oxford parks participation, 2nd April – 29th Sept, 2015 • Booking data across all parks 100 in one place 90 80 • Player/community insights via 70 online surveys 60 50 • Track impact of customer 40 promotions 30 20 • Safeguard and enhance 10 Council reputation through 0
evidence gathering
2015-05-12 2015-06-01 2015-06-21 2015-04-12 2015-04-17 2015-04-22 2015-04-27 2015-05-02 2015-05-07 2015-05-17 2015-05-22 2015-05-27 2015-06-06 2015-06-11 2015-06-16 2015-06-26 2015-07-01 2015-07-06 2015-07-11 2015-07-16 2015-07-21 2015-07-26 2015-07-31 2015-08-05 2015-08-10 2015-08-15 2015-08-20 2015-08-25 2015-08-30 2015-09-04 2015-09-09 2015-09-14 2015-09-19 2015-09-24 2015-09-29 • Agreed reporting schedule to 2015-04-02 Councils • Inform facility investment
12-19 55+ 5-11 20-34 35-54 6% 13.5% 19% 23.5% 38% 45% 55%
Source: parkstennis database & player survey (2015 data) 40 Case study – Oxford
Oxford participation sessions, split by park, 2nd April – 29th Sept 2015 Participation drivers Total Total Total Unique courts + 77% Play with family/friends courts coaching bookers coaching 95% Enjoy an active hobby Alexandra Park 2,325 236 2,561 166 4% Affordable, well-maintained facilities Botley Park 1,253 191 1,444 109 93% Convenient locations 87% No membership fee Bury Knowle Park 2,165 1,327 3,492 266 66% Able to check & book courts Cutteslowe Park 405 42 447 40 60% Friendly & safe atmosphere Florence Park 2,610 1,416 4,026 286 Ease of Well- Hinksey Park 4,588 448 5,036 264 Low cost access being TOTAL 13,346 3,660 17,006 1,131
Parks Tennis has delivered a community programme across Customer testimonials Oxford for the past 18 months, co-ordinating a team of On the whole, the scheme is coaches and managing court bookings online and by an It’s easy and affordable, a real
“ amazing - I feel my game has really improvement to booking courts administrative back office team. To date, they have captured improved and I have met so many
details of over 1,600 people and have worked in close new people who I now regularly 35-54 year old female player
partnership with Oxford City Council and the LTA. Their play with and think of as friends; at Bury Knowle Park
passion for community tennis and innovative approach has “ there is a real community/ family resulted in a significant increase in the number of people feel where everyone is welcomed Works well but I don't understand why and accepted. some courts cost and others don't. playing tennis on park courts in the city along with increasing satisfaction. It is a pleasure to work in partnership with them. 35-54 year old female player 35-54 year old male player at Florence Park at Alexandra & Botley Park Hagan Lewisman Active Communities Manager Source: parkstennis database Oxford City Council & player survey (2015 data) 41 Tennis ROI (Oxford): 17,006 participation sessions took place in Oxford’s parks in April-September 2015, with 1,131 unique customers.
Daily Oxford parks participation, 2nd April – 29th Sept 2015 Oxford participation sessions, split by park, 2nd April – 29th Sept 2015
100 Total Total Total Unique courts + 90 courts coaching bookers 80 coaching 70 60 Alexandra Park 2,325 236 2,561 166 50 Botley Park 1,253 191 1,444 109 40 30 Bury Knowle Park 2,165 1,327 3,492 266 20 10 Cutteslowe Park 405 42 447 40 0 Florence Park 2,610 1,416 4,026 286
Hinksey Park 4,588 448 5,036 264
2015-07-21 2015-07-28 2015-08-04 2015-08-11 2015-08-18 2015-08-25 2015-09-01 2015-09-08 2015-04-14 2015-04-21 2015-04-28 2015-05-05 2015-05-12 2015-05-19 2015-05-26 2015-06-02 2015-06-09 2015-06-16 2015-06-23 2015-06-30 2015-07-07 2015-07-14 2015-09-15 2015-09-22 2015-09-29 2015-04-02 TOTAL 13,346 3,660 17,006 1,131
Customer testimonials Customer perception of value for money
On the whole, the scheme is It’s easy and affordable, a real amazing - I feel my game has improvement to booking courts • Adult coaching session: £6 really improved and I have met so many new people who I now 35-54 year old female player regularly play with and think of at Bury Knowle & Florence Park • Adult court: £6 as friends; there is a real community/ family feel where Works well but I don't understand why 92% • Social tennis: £4 (2 hours) everyone is welcomed and some courts cost and others don't. accepted. 35-54 year old male player • Junior coaching session: £5 35-54 year old female player at Alexandra & Botley Park at Bury Knowle & Florence Park • Junior court: £3
42 Tennis ROI (Sheffield): our parks pilot was well received, delivering 17,852 participation sessions and 1,504 unique customers.
Daily Sheffield parks participation, 10th June – 27th Sept, 2015 Sheffield participation sessions, split by park, 10th June – 27th Sept, 2015
Total Total Total Unique 180 courts + courts coaching bookers 160 coaching 140 120 Concord Park 755 8 763 88 100 Graves Park 60 11 71 20 80 60 High Hazels Park 1,765 106 1,871 118 40 20 Hillsborough Park 6,828 136 6,964 475 0 Millhouses Park 3,248 87 3,335 382
Weston Park 4,753 95 4,848 421
2015-08-15 2015-09-04 2015-09-24 2015-06-12 2015-06-16 2015-06-20 2015-06-24 2015-06-28 2015-07-02 2015-07-06 2015-07-10 2015-07-14 2015-07-18 2015-07-22 2015-07-26 2015-07-30 2015-08-03 2015-08-07 2015-08-11 2015-08-19 2015-08-23 2015-08-27 2015-08-31 2015-09-08 2015-09-12 2015-09-16 2015-09-20 2015-06-03 TOTAL 17,409 443 17,852 1,504
Customer testimonials Customer advocacy (Net Promoter Score)
How likely is it that you would recommend Sheffield Parks Tennis to another person? I found the coach patient, with My son has taken part in the 50 the right balance of coaching and he has been so enthusiasm and humour. As an enthusiastic about it, I hope you 40 adult newbie to tennis, this continue to run these sessions. 87% of players would recommend Sheffield Parks Tennis to others, with helped make us feel less self- 30 conscious and we really Mother of junior player a very strong Net Promoter Score of 46. enjoyed it. 20 I was very happy with the coach – he On behalf of 2 female players was helpful & made it very easy for my 10 (age 20-34) granddaughter to get going - she was wary initially. 0 1 2 3 4 5 6 7 8 9 10 Grandmother of mini player 43 parkstennis.co.uk
• 15,000 bookings
• 52% mobile access
• 35% conversion rate
• 98% satisfaction
• Café/kiosk interface
• Access control