PICKLEBALL CLUB MAG: The Power of a Warm Welcome: Front Desk Excellence
Article by Mary Ellen Dowd featured in Pickleball Club Magazine
“A successful pickleball club isn’t just about the courts and paddles. It’s also about the experience. And a big part of that experience is the front desk.
Afterall, first impressions are everything, and the front desk is the first thing that members experience when they walk through a club’s doors. Research continually shows that a good first impression of a business will lead to increased customer satisfaction, loyalty, and positive word-of-mouth recommendations. In fact, 72% of customers will generally tell six or more people if they are having a satisfying experience with a business.
As Avery White, Marketing and Membership Director at The Yards, a one-of-a-kind sports and entertainment venue located in Ponte Vedra Beach, FL, points out, a friendly face can make all the difference. “The most important aspect of a front reception area is having a smiling face behind the desk,” she says. A warm welcome can instantly put players at ease and make them feel like part of a community.
The Yards takes a friendly face a step further by greeting members by name. This personalized touch creates a sense of belonging and makes members feel valued. By training staff to guide new players through the check-in process, the club ensures a smooth and welcoming experience for everyone, regardless of their skill level.
“Pro shop employees are trained on how to walk new players/members through the process of checking in, signing our waiver, introducing them to our instructors, and more,” said Avery. “This way, no customer feels like a stranger at our courts.”
While the core function of a front desk is to manage reservations and memberships, The Yards offers additional services to enhance the player experience. The on-site pro shop, stocked with branded merchandise and essential equipment, provides a convenient shopping option. Additionally, the availability of snacks and beverages caters to the needs of players who want to refuel after a match.
The Yards effectively balances the use of technology with personal interaction. While online booking systems like CourtReserve streamline the reservation process, the front desk remains essential for in-person check-ins, equipment rentals, and merchandise purchases. This hybrid approach ensures efficiency without sacrificing the human element.
The Yards’ commitment to branding is evident in its merchandise selection. “We have an amazing Retail Director who is always paying attention to trends and popular brands,” Avery told us. “Most of our merchandise has our logo printed or embroidered on it somewhere, so our members have quality apparel that also markets our club at the same time.”
By stocking branded apparel and accessories, the club reinforces its identity and provides players with a way to show their support.
The front desk serves as a hub for information, with flyers and brochures promoting upcoming events, clinics, and tournaments. Keeping members informed allows for meaningful club engagement and encourages participation in club activities.
The devil is in the details. A well-managed front desk, complete with a warm welcome and appealing merchandise, can transform the member experience. The Yards and other leading facilities have mastered this art, and we can learn from their example.”