Growing Hispanic Tennis Participation: A Report from the Hispanic Subcommittee September 1, 2012

MARK REVERMANN Vice Chair Chicago, IL ANGEL LOPEZ Committee Volunteer San Diego, CA ENID WEBER Committee Volunteer Fairfax, VA KEN MCALISTER Committee Volunteer Austin, Texas RENÉE TIRADO USTA Staff Liaison White Plains, New York Diversity & Inclusion: Hispanic Subcommittee

Introduction Minorities make up nearly half the children born in the United States, part of a historic trend in which the multicultural “minority” is expected to become the country’s majority over the next 40 years. When you consider that 1 in 5 schoolchildren and 1 in 4 newborns is Hispanic it’s no wonder why the USTA has placed a determined focus on how to engage this blossoming community. With 51 million U.S. residing Hispanics controlling a buying power totaling 1.3 trillion dollars annually; it’s also of no surprise that this ethnic group has become the second largest consumer market in the United States.

U.S. Hispanic At-A-Glance

U.S. Hispanic Barriers To Entry In Our Sport ECONOMICENVIRONMENTALCULTURAL High cost of professional instruction High cost of indoor tennis (membership, court fees, instruction) Perception that the sport is an upper class activity Perception that equipment is expensive Lack of community programs in Hispanic neighborhoods Indoor clubs are usually far in distance from Hispanic neighborhoods Historical lack of specialized outreach by local tennis programs to the Hispanic community Limited mass coverage on network TV (non-cable) or Spanish networks Limited community programming in LatAm; under-resourced tennis associations Exclusive “country club” presence of the sport in LatAm Lack of public courts in LatAm neighborhoods Absence of visible, top Hispanic professionals that could be culturally relevant role models

Purpose The subcommittee’s primary charge was to develop a CTA outreach strategy to drive more participation by Hispanics. Localized Grassroots Strategy At the core of our strategy is the establishment of new, scalable program extensions that CTAs implement by leveraging their existing resources and knowledge of their market’s Hispanic community. Education & Outreach The Hispanic Toolkit is a concise narrative that walks CTAs through a step process to build a junior program marketed to Hispanic families. Tips and recommended tactics were provided in order to be appropriately tailored for their market’s Hispanic community and CTA operational model.

Introduction & Goals Purpose & Scope of Work Understanding the Target Audience Outreach Strategies Public Relations Marketing Partnerships Best Practices Characteristics of Highly Effective CTAs and Programs Additional Resources Conclusion & Next Steps Toolkit Content

Hispanic Development Timeline Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4 1. Hispanic Subcommittee formed 3. CTA discussions and pre-planning 2. Hispanic Work Plan developed DISCOVERY & ASSESSMENT STRATEGIC DEVELOPMENT EXECUTION & OUTREACH 4. Hispanic Toolkit Submitted milestones phase POST ANALYSIS & OPTIMIZATION 5. CTA recruitment & program coordination 6. First report on CTA recruitment and incremental participation In 2012/13 we will create 8-10 new junior program extensions focused on Hispanics By 2013/14 we will create new junior program extensions focused on Hispanics OUR GOALS:

Thank You.