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“IF YOU BUILD IT…THEY
WILL COME”
Suggestions for associate and club members to promote
Squash
BY HOWIE SNYDER
Promoting the sport of Squash in a municipal facility
is not unlike the promotion of any other service or program –
the more time and effort you put into it, the more success you will
have. Program Coordinators often have portfolios that include “racquet
services” as a “throw in” component of their job.
With a little effort the level of service and customer satisfaction
received by the patrons can be greatly enhanced – which will
translate into regulars playing more often and new patrons finding
out about the sport and how to access it. The following have proved
effective in meeting the needs of Squash patrons, while at the same
time, provide the Coordinator with the resources and direction necessary
to adequately perform their role as “Squash Services Coordinator”.
If any additional assistance is required, please contact Squash
B.C.
The Personal Touch
- Get to know as many players as possible.
- Use your regulars as sounding boards for your ideas
- Be a visible presence – wear a nametag, don’t
“hide” in your office.
- Anytime you coordinate an event, have prize draws for
those who fill out evaluations.
- Go to sanctioned squash tournaments in your area to see
what’s happening at other clubs and how tournaments
are managed.
- Take up the sport if you are not currently playing.
- Develop a communication link with Squash BC staff to
benefit from the resources and wealth of information available
through the office.
- Contact your Squash BC zone representative.
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Getting the Word Out
- Utilize seasonal Parks & Recreation Leisure guides,
brochures and newsletters to promote your squash services
- Use local newspapers and take advantage of Community
Service announcement space and/or place advertisements promoting
your facilities/services. Find out the name of the reporter
responsible for covering local sports and harass them until
they come out and do a story.
- Develop flyers directed at local businesses and schools
to try and increase your day (non-prime time) court usage.
- Take advantage of the facilities website/internet access.
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| Program Ideas
- Offer fun, mini, in-house tournaments on a regular basis.
- Promote the coordination of tournaments to the business
sector for staff socials
- Get equipment distributors in to help promote products
at “Demo Nights”.
- Coordinate exhibition matches between top BC players
(contact Squash BC).
- Open House concept for courts.
- Develop a variety of in-house services that offer your
patrons choices and flexibility (i.e. in-house leagues,
challenge ladders, rules clinics, pick n’ play lists
and drop-in nights).
- Focus on beginner lesson packages that act as a feeder
to beginner/social play.
- Create incentive packages for play during slow times
(i.e. summer pass, discounts on group purchases of court
times/passes).
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Keeping Them in the Know
- Dedicate ample display space to promote your service
and make sure it’s neat and current.
- Utilize high traffic areas to assist in promotion.
- Place posters on court doors for that in-your-face promo.
- Make sure there is signage advising players whom they
contact for information, questions and concerns.
- Host Squash Forums as a way to keep your patrons in touch
with your ideas and solicit ideas from them.
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