A marketing analysis of the Western Section clubs of the United States Tennis Association
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The purpose o f this study was to survey private tennis clubs from the Western Tennis Association (WTA) to identify each club's current playing opportunities, promotional strategies, membership development, and relationship to the Western Section o f the United States Tennis Association (USTA). Clubs run by academic institutions and recreational associations were excluded. The 139 respondents o f the survey represented 26.4% o f the private clubs in the Western Tennis Section. Fifty-four clubs offered tennis only (TOC) and 85 were multiservice clubs (MSC). The findings were that a majority o f both TOC and MSC offered interclub adult leagues; however, fewer than 15% o f TOC and 35% o f MSC provided the USTA or United States Professional Tennis Association recreational programs and leagues which have been developed to increase tennis participation nationwide. It was found that most the annual TOC membership fees for families and adults were less than $400 and less than $200 for juniors. Overall, MSC fees tended to be higher. The majority o f both TOC and MSC replied that "word o f mouth" was very effective as a promotion strategy, while other strategies, such as "advertising" or "sales promotion," were not effective. The reason might be that over half o f TOC and MSC did not train their staff. Overall, according to the findings there is room for improvement in the training o f employees and staff, offering o f organized playing programs, and implementation o f marketing strategies for both TOC and MSC management in private clubs o f the WTA.