Tennis Prose




Sep/14

9

Interview with Winston-Salem Tournament Director Bill Oakes

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By Guillermo Morales-Rubert

Recently I had the opportunity to interview Bill Oakes, the Tournament Director for the Winston-Salem Open. Bill is also the Associate Athletic Director of Wake Forest University Tennis commentator Patrick McEnroe was quoted saying the following: “I’ve heard that players just love the Winston-Salem Open because they are so well taken of, and that’s what the players want. The hospitality was really felt when I was there for the Davis Cup. People like Bill Oakes have tennis in their blood, and I know he does a great job”. After spending some time with Bill I concurred with Mr. McEnroe’s assessment. Bill’s passion for tennis and keen ability to accommodate player’s needs has led to his success as a Tournament Director. Therefore, I am certain Bill will be able to attract more quality players to Winston-Salem. The interview provides an inner look to one of eleven professional tournaments at the ATP level in the United States. The Winston-Salem Open is the only professional international event in Winston-Salem, North Carolina. This is a must see tournament.

GMR: In a recent interview you mentioned we are limited in the amount of space that we have, can you elaborate on this challenge?

BO: Well the site has a fence. We have the stadium on one side and the fence on the other three sides so it does limit us in some way, shape or form in space. That just prevents, because it’s all fixed space. Sometimes at professional tournaments that are temporary you may be able to reconfigure the space, or gain more space. But unless things are torn down, that sit within the space I’m limited on the things we can do or build.

GMR: What are two other challenges you face in producing this tournament?

BO: Weather is always the most challenging part because it impacts so many different things, whether it’s the construction of our stadiums or when we get our courts redone and resurfaced. If it’s torrential rain it could impact tent construction or anything like that. That is always the biggest challenge we have.

The other part is just a timing issue. Because there are so many things that are like a domino. If one domino gets delayed for whatever reason it impacts other dominos being able to fall. If the stadium construction runs behind, because it takes them a couple extra days to get equipment here, that impacts scoreboards and on court signage and all things like that. If the tent company were to be late, or if the court reconstruction folks are running behind, all those things impact the timeline we setup. But those are the biggest challenges we have in setting up our event.

GMR: Do you like that it’s a week before the U.S. Open?

BO: It’s a blessing and a curse. The blessing is that a lot of the players who play here don’t play any of the other events in the United States. So if you want to see a guy like Robin Haase, as an example or Lukas Rosol, there’s really no chance. But even guys like Tomas Berdych and it’s very rare that he plays a tournament other than the one thousands here in the United States. Joe Wilfried Tsonga is the same way. We’ve had Jerzy Janowicz. For people who just want to see, especially the European players there aren’t as many options unless it’s the week before a grand slam. The other side of it is that it can make it challenging on the player’s health. People wanting to take the week off that were originally planning on playing. Traditionally the top couple guys don’t play the week before a grand slam. Just trying to play the process of who can commit and who can’t. It’s not always a function of money or appearance fees. I know I just can’t pick up the phone and offer somebody a significant amount that we could afford, to get them to play. It’s unrealistic.

GMR: You may recall that in 2012, as you mentioned Joe Wilfried Tsonga and Thomas Berdych both ranked in the top 10 played here at the Winston Salem Open. How can you attract more players ranked in the top 10?

BO: Well it’s a combination of things. Do they need the matches, and what fits their schedule? The top 10 players are really a unique animal. Financially, appearance fees don’t make as big a difference to them because they do pretty well. What really impacts them is their schedule. This year we had a number of top 10 players that had contacted me to hold wildcards for them. But because of injury related issues they were unable to play. One specifically, Juan Martin del Potro had contacted his agent and asked me to hold a wildcard, because he wanted to play a week before the US Open, assuming that he was going to come back. He thought he was going to come back. But it didn’t work out and he’s not playing the US Open either. That’s an example of it fit his schedule. In 2012 Tomas Berdych took a wild card, that’s what fit his schedule. Also that summer was very unique because of the Olympics. I think in 2016 we’ll probably have a very similar type of situation because of how the Olympics fall.

GMR: What is your long term vision for this tennis tournament?

BO: Well long term is relative. My expectation and vision is that this thing will be here for a long time to come. That we’ll have a permanent stadium, all the seating on site will be permanent. I’m not expecting that we’ll be the destination of a majority of top 10 players but I think we’ll be the destination of a bunch of really good high end tennis players. Where confident players do enjoy coming to Winston. Right now we feel very confident that players really do like being here.

GMR: Before knowing about Nadal’s wrist injury, did the Nadal camp contact you for a possible wildcard entry?

BO: We talked, but they told me it was unlikely because they didn’t think his wrist would heal in time.

GMR: There was some chatter online.

BO: I read that. I think people recognize that you can’t believe everything you read online. But I did trade some emails. But they didn’t think he’d be healthy enough, even if he was going to play the US Open that he’d be healthy enough in time to play. In 2012 when he was considering playing here, but again it’s one of those issues. We’d love to have Rafael come play, it’s only going to work if works for his schedule.

GMR: Right. I know that for example he showed up in Vina del Mar, and that’s a 250 tournament, that energized the tournament.

BO: Sure it did. It was very helpful to the tournament in Vina when they had Rafa come play. But for him it’s really going to be based on whether he’s going to need extra matches in advance of the US Open. But they didn’t think he’d be healthy enough.

GMR: What is the seating capacity of the stadium court?

BO: Just over 4,200.

GMR: The court right here?

BO: Yes.

GMR: What does friends of the tournament ticket package entail?

BO: Being a friend of the tournament entails priority box seat choice, and it also provides you access to our courtside club hospitality space, which is catered this year by Diamond Back, a local restaurant. So it provides them a great way to host friends at the tournament, but also provides them a chance to support the tournament more so than buying tickets. Winston Salem has been a great community to be able to offer that to us, where people have really wanted to find ways to help out the tournament in any way they can.

GMR: What can you do to enhance the experience for the fans?

BO: That’s a $64,000 question in my opinion.

GMR: The reason that I ask is that I read one of your articles, in which you stated “we need to do more”.

BO: From our standpoint continuing to find ways to invest in activities that make it fun for the fans. Our collectible credential is one thing we invest in, that makes it fun for our fans. Because it provides backstage tours, special autograph sessions, those type of things. People want to feel engaged. Does that mean we need to bring in clowns and mimes, you know horseback riders? Probably not, but we’ll continue to look at different things that are possible. One thing that I really think is a great fan enhancement is the ESPN game day desk. So we’re working to find a way to bring that to Winston as part of our coverage.

GMR: One of the interesting things I noted, that stood out to me, was the friends of the tournament ticket package; you get to participate in a clinic with an ATP player.

BO: You get access to a clinic and also a reception that an ATP player comes to. Traditionally that reception has maybe 20 people at it. Because not all the friends can attend. This year Robin Haase came and did magic tricks. I mean we’ve had Joe Tsonga do it. What people find enjoyable is the access to things you just can’t get, for example, access to players and access to going on court. When John Isner withdrew, we went down on court. We set him up on court and let people on court for the autograph session. First time I’ve ever done anything like that. But it made it that people could have a cool experience and go down on court and take pictures of the player chairs. That’s what people want. I’m a fan, as well as a promoter. What do I want to have and do when I’m a fan? Those are things I want to do, so let’s find ways to get the fans to do that as well.

GMR: The clinic, what day of the week is that?

BO: Normally it’s early, like Sunday. Sunday of the tournament.

GMR: What special accommodations have you provided for players needs?

BO: We have a very good sized temporary gym setup for them, on top of a good locker room. Having a gym, making sure that we have the right coffee; European players don’t like American coffee, so we went out and bought an espresso machine. It’s just an issue that you must look at by finding ways that they will find comfort. I’ve interviewed probably 100 players on what are additional things they’d like to see. A gym was a big one. We continue to refine the quality of the food, which this year I thought was very well done by our caterer. One special accommodation we have is flying the finalists up by private jet to New York. Lukas and Jerzy were actually in their hotel by 7:35 Saturday night in New York. That’s a tremendous perk.

GMR: You went with them?

BO: I did go with them because I had meetings, and we were able to finish in time that I could catch the plane. I didn’t expect that I’d be able to, to be honest. Finding ways, these players are on the road for 22 to 25 weeks a year. The little things go a long way for them. That’s what we try to find a way to help them in that situation.

GMR: There are eleven tournaments in the US. When I did an interview in 07 with Mark Baron there were 17 tournaments. Do you think there’s going to be more tournaments like these in the US?

BO: I don’t know. To me it’s an ebb and flow. Right now a lot of these tournaments are going to emerging countries. It’s hard for me to guess what will happen. Right now I think the tournaments in the US are very strong. So I feel very comfortable with where we are at this particular point. But part of it is supply and demand. So I hope there are more tournaments in the United States, but I also want to make sure that we don’t lose any more tournaments from the United States. I think that’s really important as well. The USTA are finding ways and working with tournaments to make sure that happens.

GMR: What support does the University provide for the success of the tournament?

BO: Well on top of the fact that they’re letting us use their very nice facility; their staff has been very helpful in a lot of operational issues related to the tournament. It’s a partnership between the university and Winston Salem professional tennis. It is a great partnership that we both put stuff in to make sure that it’s successful. Because the tournament is good for Wake Forest University as well. It helps them provide notoriety for the University and the community, and it’s helped them to continue to grow their tennis program.

GMR: I like that you can park here. There’s no charge for the parking.

BO: Maybe I should put that down as one of my best fan amenities. I don’t know how many professional sports offer free parking.

GMR: I went to the Washington D.C. tournament and paid $20 to park in the grass.

BO: We don’t charge you $20. It’s one of those things that after the first year I suggested to my board that we should stop charging for parking. I think it’s a good fan amenity to have free parking. The curb-to-curb experience for the fans, I mean if you’re getting nickeled and dimed you hate it.

GMR: This is a friendlier type of tournament.

BO: We try to be that way. Are we perfect? Certainly not. But we try to do our best.

GMR: What is the most rewarding aspect of producing this tennis tournament?

BO: I’ve produced a lot of tournaments, in a lot of cities. This is the only place I produce a tournament where people tell me thank you. Fans stop me. I was in New York yesterday and I landed in Greensborough about 8:00 last night. I was sitting, waiting to be picked up by my wife. Somebody walked by, somebody I didn’t know, and said thanks for putting on the tournament. That is by far the most rewarding thing I’ve ever had. It’s not just one person, or five people, I’ve probably had 100 people thank me during the week of the tournament for helping put this tournament on. It’s one of those things you can’t ever get over. I’ve never experienced that, that’s what makes Winston Salem such a great town.

GMR: What impact has this tournament had in your community?

BO: I think within the community it has been very positive. We are the only professional international event in Winston Salem. So we’re televised in over 100 countries. A few years ago one of our board members was in France for a vacation, was walking down the street and struck
up a conversation with a couple of locals in a small French town. The son said he lived in Charlotte North Caroline, they shrugged their shoulders. When the mother said she lived in Winston Salem, the people lit up immediately. Winston Salem, Andy Roddick! , Winston Salem Open. To me that was pretty cool, at the end of the day that was just pretty cool. That people can identify with Winston Salem because of tennis. It helps promote the community. We provide $4-5 million worth of economic impact each year, we’ve brought jobs to the community, and those are things that enhance the everyday life of people here.

GMR: What is your assessment of this past tournament week?

BO: I thought we did some things well. I thought we didn’t do some things well. I think from the sponsor side it went extremely well. I still think we need to find some additional spectator enhancements that would make it fun for families to come out. I think the players had a really good time. One of the things I’m going to continue to work on, that I work on year round, is player recruitment. When I go to the US Open later this week, that’s what I’ll be working on, is player recruitment. I want to continue to get, you know we had three players in the top 20 here. I’d like to have 5 in the top 20 each year. That’s what I’m going to be spending some time on.

GMR: Can Lukas Rosol and Jerzy have a deep run at the US Open?

BO: Well of course they can, they won the Winston, and they were winner and finalist of the Winston Salem Open. But seriously I think that Lukas is now ranked 27th in the world, and that didn’t happen overnight or because of the work he did at the Winston Salem Open. He’s been in two finals, I think earlier in the year. He’s had a very good year.

GMR: He upset Nadal!

BO: Yes, he beat Nadal previously at Wimbledon. I think he certainly has the ability to make a deep run. And Jerzy has reached the semifinals of a grand slam before. I remember he reached semifinals at Wimbledon. So they are both very good, strong players. And I think the court surface at the US Open is very similar to the court surface we have here.

GMR: Do you see them as the future of tennis?

BO: I’m not sure I see these guys as the future of tennis, but I certainly see them playing a part in
the future of tennis.

GMR: I thought Jerzy has the weapons to win a grand slam, would you agree?

BO: Oh he has significant weapons. Can he win a grand slam? If you can make it to the semifinals of a grand slam, you can win a grand slam. To me that’s two matches from winning it all. Anything can happen in two matches. I do believe that he’s demonstrated already that he’s got enough talent and skill set.

GMR: Thank you Mr. Oakes for doing this interview, I really appreciate it.

BO: My pleasure.

Guillermo Morales-Rubert is the President of GMR Productions specializing in event production and athlete representation. Guillermo is the author of several articles and is currently working on a book project dealing with traveling stories. (Latest opinion piece was published in Tennis View Magazine and Tennis-Prose.com)

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20 comments

  • Scoop Malinowski · September 9, 2014 at 2:45 pm

    Very enjoyable interview, well done Guillermo. Really makes the reader appreciate all the intricacies and details that a tournament director has to contend with to stage a one week tournament. I remember Donald Young told me this year Winston Salem is one of his favorite events. And by reading this interview about how hands on and attentive Mr. oakes is about this event, I’m sure it’s a fantastic tournament even despite the tricky week that it’s scheduled for.

  • Ambassador Cesar B. Cabrera · September 9, 2014 at 6:37 pm

    Great article Guillermo! Next year I would like to visit the Winston-Salem Open. On another front I will be voting for Mary Pierce soon! I enjoyed The US OPEN and it’s unexpected Men’s Champion. Your article on “The Value Of Transparency” was well written. Keep up the good work.

  • Guillermo Morales Rubert · September 9, 2014 at 8:19 pm

    Thank you Mr.Scoop.Our family really enjoyed our trip to the Winston-Salem Open. We are looking forward to go again next year.

  • Belinda De La Garza · September 9, 2014 at 9:05 pm

    Interesting Interview! Excellent event! I went this year to the Winston-Salem tournament and had a wonderful time! The weather was beautiful and the people had that genuine Southern Hospitality that makes you feel right at home. We look forward to many more mini vacations at the Winston Salem Tournament!!

  • Mary Lou Rubert · September 9, 2014 at 9:40 pm

    I learned a lot from this interview. Bill Oakes is an whiz in the tennis world of event organizers and to the North Carolina community. The Winston-Salem event provides $4-5 million worth of economic impact each year and bring jobs to the community. By his actions, Oakes enhances the everyday life of people in NC and receives gratitude from fans for what he does. The event’s venue is at Wake Forest University. Oakes understands how to please the top players, whom he describes as “a unique animal”. Visitors benefit from free parking and perks such as a “collectible credential”. Players really like being at the Winston-Salem tournament. As demonstrated by his insightful questions, Guillermo is an amazing and informed interviewer with a true passion for tennis! Best wishes on your book project, Guillermo! I can’t wait to read it…

  • Justin · September 10, 2014 at 7:22 am

    Great article Guillermo! I find the issue of recruiting top players to be a fascinating challenge that Mr. Oakes faces annually. Scheduled the week prior to the U.S. Open must be aggrevating at times due to player schedules, U.S. Open preparation, etc. “A blessing and a curse” seems to be a very insightful and accurate statement though. Aside from pulling some European players, I’d assume the “build up” to the U.S. Open pulls a lot of general attention to the tennis community (especially from “non-tennis” enthusiasts) during the week of the Winston-Salem Open. Nonetheless, a great read and a tremendous interview!

  • Cristina Cabrera · September 10, 2014 at 1:44 pm

    Very fun and interesting interview. I see why the website is called “tennis-prose”; the flow of the interview was seamless. Definitely a great read. I especially enjoyed Oakes analogy of dominoes to tennis tournament organizing logistics. I can’t imagine all the details it must entail!

  • John · September 12, 2014 at 1:32 pm

    Very interesting article Guillermo!!! Bill Oakes is a great ambassador to the game. He sounds very knowledgeable and brings a lot to the community of Winston-Salem and Wake Forest University. I can’t imagine the stress and difficulties that arise when trying to put on a tournament of this magnitude. Again, great article!!!!

  • Melnick · September 12, 2014 at 3:33 pm

    I never realized the amount of work it takes to put a tournament together. There are many variables beyond ones control. It seems Mr. Oakes is doing a great job putting this tournament together every year. Thank you for a very informative article and interview!

  • Scoop Malinowski · September 12, 2014 at 4:39 pm

    Presume it’s a year round operation to stage an ATP tournament, with sponsors, logistics, employees, making sure every detail is accounted for. Would you say that’s an accurate assessment Guillermo, WS is a year round job by a staff of full time employees?

  • Charles Schechter · September 13, 2014 at 2:27 pm

    I enjoyed the article very much. Despite being a native born American ,I totally agree with the players that American coffee is not professional grade and they should get someone skillful to make it .It is like the tennis racquet doesn’t make the player

  • Guillermo Morales-Rubert · September 13, 2014 at 3:01 pm

    Most definitely! This is an accurate assessment Mr. Scoop. Sponsorship and player recruitment requires full time employees. Nevertheless, I will touch base with Mr.Oakes to get more information.

  • Scoop Malinowski · September 13, 2014 at 4:11 pm

    Thanks Guillermo, didn’t know that. Figured a tourney director can just email the player’s agent asking if he wants to play and then gets a yes or no back )

  • Bill Oakes · September 14, 2014 at 3:21 pm

    The tournament requires year round attention, but I would not say it is full time 40 hours per week all year long working on the WS Open. But each week we are working on aspects of the tournament. Thank you.

  • Scoop Malinowski · September 14, 2014 at 7:57 pm

    Most interesting to learn insights from you Bill, it’s much appreciated. Continued success running this successful ATP event.

  • Daniela Schechter · September 14, 2014 at 10:43 pm

    Great article Guillermo! I find these small tournaments to be very enjoyable. The fans really feel more welcomed and part of the tournament in this intimate setting. I went to a similar tournament a few years ago in the River Oaks Tennis Club in Houston and really loved being able to walk around and have Andy Roddick or James Blake pass right by without several security guards and paparazzi. It’s great to get an insight behind the scenes on how much effort it takes to put on a tournament, even one this size. Way to go Bill and good luck next year!

  • Sarah · September 17, 2014 at 9:43 am

    Great read! Interesting interview! Look forward to reading more from you Guillermo!

  • jason · September 17, 2014 at 9:48 am

    Great article and interview Guillermo. Good insight into the Winston-salem. Look forward to future reads.

  • Lloyd · September 17, 2014 at 9:49 am

    Phenomenal article. I have always been intrigued with the physics that comes into play with the sport. The trajectory and speed at which the tennis balls travel is fascinating to me. Great article all around.

  • Dan Markowitz · September 19, 2014 at 10:16 am

    Winston-Salem, North Carolina, certainly an interesting spot or locale for a tournament in the US. Since there are only 12 all year round, down from 17 just a few years ago as the author mentions, it’s quite interesting that in addition to New York City and Miami, most of the other sites are in smaller cities, like Indian Wells, Cincy, Delray Beach, and Memphis.

    Amazing tournaments can’t do well in cities like Los Angeles, Chicago, Boston, San Francisco and Seattle. But I guess you need smart and hard-working folk like Mr. Oakes and Mr. Baron to make these events successful.

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