The bang for your buck

It’s time to start making plans again to attend the USPTA World Conference on Tennis. If you’ve never been, you should know that it is the premier educational event for the tennis industry, designed to put you at the top of your game with seminars from the world's leading experts. It is the country's largest tennis gathering of teaching professionals, industry leaders and representatives, manufacturers, wholesalers and media. Also during the conference, USPTA hosts its International Tennis Championships, Board and Executive Committee meetings, nighttime entertainment, industry meetings, the nation's largest tennis-only buying show, silent auction, awards presentation and other exciting events.

But more than that, it’s just really cool.

Do you think this is a great opportunity, but are still concerned about the expense? You should know that this conference is not only worthwhile, but that it offers you some of the best profit-building opportunities around. You can’t afford to miss it.

First, with your registration fee, you receive the following:

• A selection of seminars, forums and general sessions
• Food and drink at the Wednesday night party
• Access to the buying show
• A meal at the buying show
• Access to the silent auction
• Limited-edition T-shirt
• Cardio Tennis and TennisCize clinics
• Division party
• Conference notebook, program and other giveaways

But wait, there’s more!

There are many potential benefits of attending the 2010 USPTA World Conference on Tennis. No vague promises here; we’re talking bottom-line, dollars-and-cents results. Take a few moments to consider each item on the list and mentally calculate the economic benefits the conference can give you. When you’re finished, you’ll agree: The World Conference is one of the best bargains around.

Advertising: How much profit can you generate for your facility through just one terrific advertising idea you pick up by talking with other pros at the conference? You’ll find plenty of time to mingle with the pros between seminars, during the tennis buying show and while attending the welcoming and division parties.

Barter: A popular practice these days! How many business expenses can you save by exchanging products or services with colleagues you meet during the conference? Join more than 1,200 speakers, guests and teaching professionals who attend the conference each year anticipating new ideas, connections and friends.

Consultation: What’s the economic value of picking the brains of top people in your industry, people you’re bound to meet in the hallways and forums of your conference? You won’t want to miss your chance to speak with experts such as Tom Gorman, Nick Bollettieri or Joy Macci at this year’s conference.

Employees: If you’re searching for new employees, the World Conference is a great place to network, which can cut the cost of headhunter fees and recruiting. Learn about good recruiting practices from your peers nationally and regionally.

Outlines and notes: Spend time at the conference seminars, and you can walk away with well-organized notes on everything from business fundamentals to the most recent advances in tennis. From your seminar notes to conference handouts, what’s a well-stocked library of such reference information worth?

Ideas: Ideas abound at conferences, from every quarter. Uncover top-notch ideas by attending specialty courses, seminars, general sessions and forums.

Jobs: Conferences are also full of leads on contract and sales opportunities, and new profit centers. What’s the economic value of just one new prospect?

Knowledge: Seminars and workshops can easily cost several hundred dollars a day. At the World Conference, top-flight seminars are included in the conference registration fee. With more than 30 seminars offered this year, you’ll gain valuable knowledge while saving a bundle.

Marketing opportunities: How many marketing leads, sales or direct response programs, or promotional opportunities can you uncover at your conference? Implement one new program idea after the conference and watch your business grow.

News: If you read 50 or 60 of the nation’s top business periodicals regularly, you can stay abreast of news important to you – or you can hear a synthesis of the latest trends and activities – put into the specific context of your tennis business – at the conference. How valuable is the news-gathering time you’ll save by participating in conference activities?

Products: How many popular new products or services can you identify during your conference? With more than 70 booths scheduled for the tennis buying show, how much profit can you earn by introducing one new top-selling item to your line?

Recognition: Distribute the news release included in your conference notebook to your local media, letting your boss, customers and community know that you participated in a vital educational experience. Actively participate in conference seminars or apply to make a presentation next year. How many clients can you attract by positioning yourself as an active, involved expert in your field?

Supply: Visit the booths at the tennis buying show and attempt to uncover new sources of supply. How much money can you save by using less expensive vendors? How much profit can you earn by using new vendors offering attractive new sales options?

Tax breaks: Don’t forget that educational expenses – including registration fees, specialty courses, books, transportation, meals and lodging – incurred for education, are sometimes tax deductible. Be sure to consult your tax preparer for details.

Vacation: Last but not least, a conference is time away, a chance for you to break your usual routine and refresh yourself. What better place to do this than La Quinta? What’s the value of giving yourself vigorous energy and new perspectives?

Conventional wisdom says to spend a small percentage of your income each year on training or self-improvement. When you consider the cost of the World Conference that way, contrasted with the opportunities for gain, the decision to attend should be an easy one.

The World Conference can bring you personal and professional renewal. Seize the opportunities the conference offers, and it will bring you tremendous benefits long after you return home.


We’ve put together a short list of things to do to make the most of your time.

• If you are on Facebook, go to our events page and select that you are attending. Make note of who else is going to be there. If you want to talk shop with colleagues you haven’t seen in a while, contact them beforehand and arrange to meet during the event.

• Think about the problems and challenges you’ve faced over the last year – and keep these in mind as you select workshops and seminars during the conference.

• If you’ve run any special events, or had any unusual accomplishments or successes over the past year, bring samples of manuals, ads, posters and other materials you can share with your colleagues.

• Use your conference notebook as a planner. USPTA will provide you with a notebook at registration that will contain a schedule, seminar outlines, speaker bios, note paper and more. Carry your notebook with you throughout the conference.

• Read about presenters before you attend their workshops. Learn about their backgrounds and interests, and you’ll better prepare yourself for their presentations.

• Sit in a strategic location during seminars. Sit where you can gain a clear, unobstructed view of the speaker – and where you can offer the speaker nonverbal feedback during his presentation.

• Ask questions. A good seminar will always leave you brimming with new information and ideas.

• Keep an idea journal that is separate from your general seminar notes. Enter useful action strategies or items to research or follow up on. Enter useful ideas as they’re triggered by someone’s comments. Later, you can use the journal as an action resource.

• Meet as many speakers and presenters as possible. Perhaps you can converse with a speaker for a few minutes after her talk, or arrange to meet her for lunch.

• Always wear your name badge. The more you’re noticed, the more opportunities you’ll have for interaction with your peers.

• Visit exhibitors twice. During your walk-through, take casual notice of the products and services offered by exhibitors at the Tennis Buying Show. Pick up literature and ask a few questions. Study the material you pick up and make a list of more detailed questions. The next time around you’ll be prepared to study specific products in greater depth.

• Carry plenty of business cards. You never know when you’ll have the opportunity to discuss a business deal, acquire information from an acquaintance, or set up post-conference business.

• Bring along your planner. You never know, too, when you might have the opportunity to set up an important meeting with a vendor or colleague.

• Share your knowledge and insights with others. Before you leave for home, make a list of key insights you’ve gained – and resolve to share them with colleagues back at your facility or office. The result: you’ll get an even greater return on the time and money you invested at the conference, and you’ll build good will among your colleagues.