The Yards is a unique location that mixes sports with entertainment. In addition to their golf course, pickleball courts, and tennis center, there are three event venues that host a wide range of occasions. They have an impressive track record of hosting corporate events, in particular, and have successfully marketed themselves to draw in big names like Barstool Sports Pickleball Open, Tim Tebow Foundation, and the Jacksonville Jaguars, to name a few. Avery White, Social Media & Communications Coordinator, says, “We use a mix of digital and print advertising, social media marketing, email campaigns, and business directories such as Yelp. Several of our leads also come from word-of-mouth, whether that be through a networking group or event, a previous event guest, or groups referring us to their friends and local partners.” Additionally, the team created a website that focuses solely on events and can be found in the “events” tab on their main page. It has made it easier for potential leads to get directly to an inquiry form and any streamlined event information.
The Yards are consistent in making themselves known to groups that travel to Jacksonville for special events like the Florida-Georgia Game, THE PLAYERS Championship, and more. On top of that, their “sales team has cultivated lucrative relationships with local hotels, event planners, catering companies, and other industry professionals to grow [the] network,” says White. Anna Washington, Director of Sales and Events adds, “There is such a buzz around The Yards. Networking, sparking interest in coming to tour, and booking an event all happen pretty organically. We find that once planners are on-site and see us in person, they are hooked.” Because of this, several groups have continued hosting events with The Yards annually, as well as any bookings from guests of previous events.
Typically, groups will book within three to six months prior to their event date, as The Yards gets filled very quickly. Once the client has secured a spot, Director of Pickleball, Maria Nili, will meet with them one or two times and will organize a tournament in three to ten days depending on the size, number of brackets, additional pickleball elements, and specific client needs. Washington says, “Each sport has experienced staff members to help with clinics, tournaments, team-building activities, and outings of all kinds.”
The Yards also handles all beverage and bartending needs, whether it’s setting up a complete bar near the courts or filling courtside coolers for players. On the other hand, the clients have the freedom to invite any licensed caterer, food trucks, or other vendors they prefer. The venue also accommodates customization and personalization requests, giving customers the option to display banners around the courts, choose their own music, incorporate their logo into tournament materials and scoresheets, personalize court names to align with their brand, and place signage throughout the premises during their event.
As The Yards continues to maintain its reputation, its appeal to reputable clients grows even stronger through trusted relationships. The team offers unparalleled support and flexibility, making it a well sought-after venue for a wide array of occasions. Their proactive marketing strategies, combined with a dedicated sales team and a commitment to personalized service, ensure a seamless experience from booking to execution.
