Cary Tennis Park
Panther Creek High School DECA
Arnav Chauhan & Arnav Nawal
Project Overview
Cary Tennis Park (CTP) first welcomed players to its courts in Cary, NC on August 16, 2002. Featuring 25 outdoor tennis courts, 7 indoor tennis courts, and 4 pickleball courts, the 19-acre facility caters to players of all ages and skill levels and is the premier tennis facility in the Southeast.
In order to stay at the forefront of the tennis industry, CTP needs to constantly improve in 3 main areas: fan experience, operations management, and player development. By taking advantage of new advances in AI, it's possible for CTP to create additional pull factors into the facility and continue innovating, cementing its position as a world-class facility.
Research Methods
ACE Framework
Our research methods were chosen based on the ACE framework, which we developed to ensure each method was hitting a specific need:
- AActionable: The method provides clear and implementable insights that can be implemented to address challenges.
- CCredible: The method relies on trustworthy sources, stakeholders, or past experience to ensure accurate and reliable information.
- EEngaging: The method enables direct interaction with the key stakeholders or environments to ensure deeper understanding of the context.
StatsPerform Sales Call
We conducted a detailed consultation with StatsPerform, a leading sports analytics company.
This consultation provided insights into how data analytics can enhance fan engagement at sporting events. StatsPerform shared case studies from professional tennis tournaments where personalized notifications increased fan engagement by 37%. They demonstrated how real-time analytics can identify "momentum shifts" in matches that create exciting viewing opportunities for spectators. This research was crucial for understanding how technology could transform the passive spectator experience into an interactive one.
Fan Survey
We surveyed 150 fans who regularly attend events at Cary Tennis Park.
The survey included questions about their experience at CTP, pain points, and desired improvements. Key findings included that 78% of fans were unaware of all activities taking place during large events, and 65% expressed interest in receiving personalized recommendations for matches based on their preferences. The survey also revealed that fans who received some form of personalized experience were 2.3 times more likely to attend future events. This quantitative data provided statistical validation for our proposed fan experience enhancements.
Fan Interviews
We conducted in-depth interviews with 15 fans representing different demographics.
These interviews allowed us to gather qualitative insights about the fan experience at CTP. Fans consistently mentioned feeling disconnected from the action when multiple matches were happening simultaneously. Several interviewees expressed frustration about missing exciting matches because they weren't aware they were happening. Families with children mentioned challenges in finding age-appropriate activities during tournaments. These personal stories helped us identify specific pain points that our solution needed to address.
Online Research
We analyzed online reviews, social media mentions, and forum discussions about CTP.
This research provided unfiltered feedback about the facility and events. We used sentiment analysis to identify common themes in the feedback. Positive comments frequently mentioned the quality of the facilities, while negative comments often focused on information gaps and communication issues during events. This research helped us understand the public perception of CTP and identify opportunities for improvement that might not have been captured through direct research methods.
Key Findings
- FindingFans are unaware of what activities take place during large events
- FindingPersonalized experiences are proven to draw fans' attention
- ConclusionFans need better communication strategies during large events.
- ConclusionTailored recommendations delivered straight to fans will increase retention.
Strategic Plan: CTPlan
Creates an interactive fan experience that increases retention rates.
Provides staff with real-time insights and overview of CTP's activities.
Offers coaches and players AI suggestions to improve their game.
CTPulse is designed to ensure that the center of action is always within fans' reach. The experience is fan-oriented, containing features that will improve the overall experience and make it more immersive.
Key Features
CTPulsePro for Staff
CTPulsePro is the all-in-one solution for the staff at Cary Tennis Park to manage the fan experience. It ties into CTProcess to create a view of Cary Tennis Park as a whole that will allow for deep analysis of trends and data.
Implementation Timeline
| Component | Development | Testing | Release |
|---|---|---|---|
| CTPulse | Jan - Apr 2025 | May - Nov 2025 | Dec 2025 |
| CTProcess | Jan - Apr 2025 | May - Nov 2025 | Dec 2025 |
| CTPerformance | Jun - Jul 2025 | Aug - Nov 2025 | Dec 2025 |
Detailed Implementation Phases
Detailed timeline showing development phases, alpha/beta testing periods, and release dates for each component
Budget & ROI
One-Time Costs
$145,100
Annual Recurring
$70,000
Total First Year
$215,100
| CTPlan Component | One-Time Cost | Yearly Cost | Description |
|---|---|---|---|
| CTPulse Development | $50,000 | --- | Development costs for CTPulse and CTPulsePro |
| CTProcess Development | $35,000 | --- | Development costs for CTProcess |
| CTPerformance Development | $20,000 | --- | Development costs for CTPerformance; includes initial fee for OneFootGo |
| Cameras | $25,100 | --- | Installation of 4 cameras on each court, ~$200 per camera |
| On-Premises Server | $10,000 | --- | On-Premises server to run CTProcess and CTPerformance; includes staff training costs |
| NFC Tracking System | $5,000 | --- | Cost to implement the NFC Tracking System |
| Cloud Services | --- | $30,000 | Cloud Services for data management |
| OneFootGo Licensing Fee | --- | $25,000 | Yearly cost to use OneFootGo software in CTPerformance |
| Maintenance & Updates | --- | $10,000 | Yearly maintenance and updates for CTPlan |
| Miscellaneous | --- | $5,000 | Budget set aside for unplanned issues |
| Total | $145,100 | $70,000 | Total First Year Costs: $215,100 |
One-Time Costs Distribution
Annual Recurring Costs Distribution
Budget Justification
The budget allocation reflects our strategic priorities:
- Development costs (72.4% of one-time expenses) are front-loaded to ensure robust, high-quality systems that will require minimal future modifications.
- Hardware investments (27.6% of one-time expenses) provide the necessary infrastructure to support all three CTPlan components.
- Cloud services and licensing (78.6% of recurring costs) ensure continuous access to cutting-edge AI capabilities and secure data storage.
- Maintenance budget (14.3% of recurring costs) guarantees system reliability and performance over time.
ROI (%) = (Cumulative Revenue - Cumulative Expenses) / Cumulative Expenses × 100
Fan Experience
- KPI
App Engagement Rate
Tracks user sign-ups and engagement with CTPulse promotional efforts.
- KPI
Attendance Growth
Compares ticket sales and attendance before and after fan engagement strategies.
- Target
>25% Attendance Rate Increase
Operations Management
- KPI
Court Utilization Rate
Measures the reduction of "ghost hours" to maximize revenue and efficiency.
- KPI
Resource Allocation Efficiency
Tracks improvements in staff and equipment allocation during events.
- Target
>15% Reduction in "Ghost Hours"
Player Development
- KPI
Video Analysis Adoption Rate
Tracks the percentage of players and coaches using video analysis tools.
- KPI
Player Performance Improvement
Measures improvements in player rankings and match win rates.
- Target
>10% Improvement in Player Rankings