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Enhanced Brand Visibility and Engagement

The mobile retail trailer, designed to resemble the USTA’s Orlando Campus pro shop, serves as a moving brand ambassador at key tour stops. It provides fans, parents, and players a chance to engage directly with the USTA through merchandise, gear, and equipment, creating a strong brand presence at high-traffic events. By offering USTA-branded apparel, racquets, and tennis accessories, the trailer serves as a valuable touchpoint that deepens the connection between the USTA and tennis enthusiasts across the country.

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A Moving Mission Through Strategic Benefits

The miniature tennis court adds a highly interactive and engaging element to the tour stops, allowing fans, especially young players, to experience the sport firsthand in a fun and casual environment. This creates an entry point for new players to fall in love with tennis and allows the USTA to showcase its youth programs, such as Red Ball, in an accessible and entertaining way. Demonstrations by coaches, quick matches, and skill-based games can keep the energy high and excitement alive, particularly for younger audiences.

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RED BALL League Promotion & Player Retention

By utilizing the miniature tennis court, the USTA can promote its Red Ball programs and youth development pathways at each stop. Red Ball coaches and parents will be incentivized to participate in these events, where they can receive tips, resources, and rewards for their involvement. The hands-on experience for kids and the ability for parents to see the joy of tennis in action is critical in building long-term engagement and retention. This system offers valuable incentives such as discounted equipment, coaching certifications, and exclusive access to youth programs, which will encourage further participation in USTA programs.

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Sustained System of Involvement

This initiative helps create a sustained and scalable model of engagement that goes beyond the US Open Series stops. By offering ongoing incentives and rewards for Red Ball coaches, parents, and players, the USTA fosters a network that encourages continual participation in youth programs. Red Ball players, often the youngest participants, benefit from a consistent pathway that promotes regular play and skill development, thus supporting retention and long-term involvement in tennis.

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Revenue Generation and Support for Local Programs

The mobile retail trailer not only serves as a promotional tool but also generates revenue that can be reinvested into grassroots tennis programs. This revenue stream could support scholarships, equipment donations, and community programs that directly benefit local tennis communities at each tour stop. Additionally, proceeds could be used to fund regional tournaments or support underrepresented groups in tennis, further strengthening the USTA's community outreach efforts.

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Direct Feedback and
Market Research

Each US Open Series tour stop presents an opportunity to gather valuable on-the-ground feedback from players, parents, and coaches. The mobile pro shop trailer and miniature court setup allow the USTA to collect insights into what products and programs resonate most with their audience, ensuring that future programming and retail offerings are tailored to meet the needs of their diverse customer base.

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Increased Accessibility
and Inclusivity

This initiative can help address accessibility issues in tennis, particularly for communities where tennis facilities are less prevalent. The mobile nature of the trailer and court makes tennis approachable for those who may not have access to a full-sized court, introducing the sport to new demographics and helping break down barriers to entry. The USTA can host pop-up clinics and beginner-friendly sessions, expanding its reach and fostering inclusivity across the country.

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A Marquee Event

Arthur Ashe Kids' Day is already established as a marquee event that attracts tens of thousands of children and their families, with its blend of top tennis pros, celebrities, and entertainment. Incorporating the top two youth teams into the festivities during this event puts the Red Ball pathway players on a grand stage, giving them an opportunity to shine in front of a massive audience. This visibility not only creates unforgettable experiences for the young players but also serves as aspirational marketing, showing kids nationwide that they can make it to this prestigious event through USTA’s Youth Pathway.

 

By culminating the Youth Pathway at Arthur Ashe Kids' Day, the USTA reinforces its commitment to nurturing young talent and making the sport accessible to children from all backgrounds. This serves as a powerful testament to USTA’s mission of inclusion and expansion of the game.

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Community Building and National Recognition

As the final stop in the pathway, Arthur Ashe Kids' Day unites players, coaches, and parents who have engaged with the mobile pro shop and miniature court during the US Open Series. Bringing together the two top teams at this event celebrates the hard work of the entire tennis community while providing a sense of accomplishment and recognition on a national stage. This creates a sense of camaraderie and community, motivating not just the players and coaches involved but also inspiring future participants to join the USTA Youth Pathway.

Additionally, as the campaign concludes with a high-profile event, it signals the USTA's dedication to long-term player retention. Families that attend Arthur Ashe Kids' Day are more likely to stay engaged with tennis after witnessing how it can be both fun and competitive at the highest level of visibility.

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Direct Alignment with USTA’s Mission

USTA's goal to reach 35 million players by 2035 requires not only attracting new players but also retaining them. Arthur Ashe Kids' Day serves as a catalyst for retention, offering a unique opportunity for red ball players and their families to experience tennis as part of a larger community. The Youth Pathway nurtures involvement from the grassroots level, and by showcasing these players at this national event, the USTA demonstrates the inclusive, rewarding, and long-term opportunities available to youth who stay committed to the game.

The structure of the pathway—starting from building a community at the local level, engaging through US Open Series stops, and culminating in a national showcase—helps USTA create a sustained system of involvement. This not only encourages the growth of the player base but also ensures that coaches and parents are equally invested in the journey, fostering an environment that keeps children playing and improving.

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ARTHUR ASHE

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Incentive for Coaches, Players, and Parents

Incentivizing coaches and players to follow the Youth Pathway through to Arthur Ashe Kids' Day adds an element of healthy competition and goal-setting. Knowing that they could participate in such a prestigious event will push coaches to invest more deeply in their players, parents to remain involved, and players to strive for improvement. It turns the pathway into a tangible goal, giving families and communities something to look forward to and work toward.

This sense of accomplishment for reaching Arthur Ashe Kids' Day creates positive reinforcement that resonates with all levels of involvement, making the journey just as important as the destination. Players will not only build tennis skills but also learn valuable lessons about perseverance, sportsmanship, and teamwork along the way.

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Legacy of Arthur Ashe and USTA’s Values

Incentivizing coaches and players to follow the Youth Pathway through to Arthur Ashe Kids' Day adds an element of healthy competition and goal-setting. Knowing that they could participate in such a prestigious event will push coaches to invest more deeply in their players, parents to remain involved, and players to strive for improvement. It turns the pathway into a tangible goal, giving families and communities something to look forward to and work toward.

This sense of accomplishment for reaching Arthur Ashe Kids' Day creates positive reinforcement that resonates with all levels of involvement, making the journey just as important as the destination. Players will not only build tennis skills but also learn valuable lessons about perseverance, sportsmanship, and teamwork along the way.

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ARTHUR ASHE

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by

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A Moving Mission
Sustained System
Red Ball
revenue
feedback
access
marquee
community build
direct align
incentive
legacy ashe
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Click Icon to Download Presentation

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Thank You!

Presentation by Rocky Oliver Warner

Prospective Youth Pathway Manager, USTA

678.207.9444 - rwarner@yourata.org

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