Creative thinking needed to bring in the crowds

What’s wrong with the picture? It was the year’s biggest tennis event in the country but the turnout was no different than that of a small ITF event. Even at the finals, which featured Danai Udomchoke vying for his first ATP trophy in doubles, spectators filled up only half of the stadium. Contrast this with the early years when fans thronged the arena, come rain or shine.

One of the main reasons why the 10th edition proved to be a damp squib was the absence of star power. Of course this year’s line-up had players such as Janko Tipsarevic, Richard Gasquet, Gilles Simon and future hopefuls Milos Raonic, Bernard Tomic and Grigor Dimitrov. They were, after all, not too bad for tennis connoisseurs. But unfortunately, Thai fans are a bit different. They would struggle their way to the outskirts of Bangkok only if the faces are familiar like Roger Federer, Rafael Nadal or Novak Djokovic. So from their viewpoint, this year’s field was not so attractive.

Another possible reason is that our country seriously lacks star players. The Thailand Open began as a result of Paradorn Fever in 2003. Back then people from all walks of lives, die-hard or first time tennis goers, came to the tournament hoping to catch a glimpse of their tennis hero, who rose to No 9 in the world and brought tennis awareness to the Kingdom.

But after the winner of five ATP titles suffered a chronic wrist injury in 2007 and subsequently retired in 2010, tennis lost its popularity and to make it even worse, no new generation player could replace Paradorn or even come close to what he had achieved. Without a talented Thai, who could trade blows with heavy-weights of ATP, to root for, fans felt less enthusiastic to leave their home. So sipping cool beers on a couch and watching the live coverage at home seemed a better option.

In terms of promotional activities, there hasn’t been much change from the first edition in 2003. In other words, fans were not given something new or something fascinating to lure them to the courts. The 10 Fans, 10 Experiences was the only distinctive campaign this year but the public somehow were not aware of it.

There was the tournament’s signature “Muay Thai Boxing Lesson with local Olympians and Thai Fight champion” but the activity has gradually lost its allure. It became a cliche and people just had enough of it. Maybe it’s time to get something new.

Our country has a fascinating culture. Some creativity and some investment is need to make the whole package a little bit interesting. How about giving the mercurial Tomic spicy papaya salad or a Pad Thai cooking lesson with the famous chef, Ajarn Yingsuck, giving Gilles Simon, the traditional Thai dress and a free ride on Tuk Tuk around Impact Arena or conduct some Elephant or Monkey Show for the players and allow them some hands-on experience with our friends from nature. 

Coming out with cool ideas will surely bring the crowd to the Impact Arena. A media friend suggested that big-name TV stars should be roped in to draw the attention of people. Or do what Singapore has done and succeeded in its Formula 1 presentation by organising concerts with the motor racing event. People here can watch Danai play Go Soeda first and then enjoy live performances of their favourite artists.

It might seem a bit too far-fetched but, with well organised schemes, wealthy co-partners and above all determination it’s attainable. The question is “does anyone care to make a change?”