With pickleball clubs continuing to open across the country, owners like Lisa Cardona of Palace of Pickleball are finding ways to make their club a place players want to be through inspired design, fun programming and a great environment.
As a new pickleball player, Lisa realized there weren’t any indoor pickleball facilities in her hometown of Virginia Beach. With high real estate prices in the area, Lisa and her commercial real estate developer business partner found a great space and started work to make it their own, opening the first indoor-only pickleball courts in May of 2026.
Key takeaways for club owners:
- Design is a business strategy, not decoration. A boutique, coastal-inspired space keeps players on site longer.
- Fresh, rotating programming (theme nights, youth camps, speed dating) gives members a reason to come back weekly.
- Membership perks beyond discounted play, like keyless after-hours entry, drive joins even when courts are open to everyone.
- Experienced staff and coaches double as a membership magnet because their names draw players to the club.
From New Player to Club Owner
From a family of business owners, Lisa took advice from her dad who said, “focus on what you do and do it well.”
With 35 years as an art director, she had a vision of a friendly place with a woman’s aesthetic and set out to make it happen. A self-proclaimed outdoor girl, she didn’t want to feel stuck inside all day and kept that in mind when designing the space.
A Coastal, Boutique Space Built to Keep Players Around
The coastal-inspired club features seven indoor courts and a locker room that includes showers and bathrooms. Located next to the beach, it is easy for members to continue to feel beachy with a 121 ft. beach mural and a more boutique feel overall.
That boutique-first positioning echoes what other independent clubs have proven: an intentional atmosphere can be the product itself, as The Dink House showed with its exclusive membership philosophy.
Programming That Keeps the Courts Full
The club is more than a creatively designed welcoming space encouraging players to stay and enjoy themselves, it also has creatively designed programming.
PoP constantly introduces fresh programming. Along with beginner instruction, 4.0+ leagues (USA Pickleball skill ratings) and theme nights like Fourth of July and Funky Rules Courts where players are encouraged to play wearing an inner tube or with a noodle, PoP is starting a thriving youth camp.
The current programming lineup:
- Beginner instruction
- 4.0+ competitive leagues
- Theme nights (Fourth of July, Funky Rules Courts with inner tubes and noodles)
- Summer Youth Camp with flexible drop-off
- Monthly pickleball speed dating
- Weekend tournaments with member-only extended hours
For a deeper look at how established clubs structure programming like this, see inside a high-performing pickleball club at TapNPaddle.
The Summer Youth Camp
As the club was nearing its first summer, Lisa had an idea for youth-based instruction. In talking to members, someone recommended a coach and that pairing brought the idea to life.
Lisa says she’s really excited about the Summer Youth Camp and can see momentum growing.
“We designed them with convenience in mind,” says Lisa. “Parents can drop off their kids for an hour or for the whole day. We keep the commitment low and the enjoyment high and the campers are loving it.”
Membership Perks Beyond Discounted Play
Membership is not required to enjoy the courts, and it has its privileges beyond discounted play.
“We are holding a large tournament over a weekend that will take up most of our courts,” Lisa says. “Our members will be able to play until midnight if they like as a benefit for joining and supporting the club.”
Founding members also have keyless entry codes allowing them to play after club hours.
Pickleball Speed Dating (Yes, Really)
As a new club, Lisa enjoys trying fun events and is learning as she goes. The last Friday of every month, PoP hosts a speed dating pickleball event. While successful, she has learned placing age expectations on the event makes it more enjoyable for all attendees.
And they have proven to be successful, with a recent match being made! Lisa says the worst-case scenario is you play pickleball and maybe make a new friend. Most would call that a very low risk situation!
Advice for New Club Owners: Follow Your Heart, Then Find Experts
One piece of advice Lisa passes along to new owners is to follow your heart and seek advice from experts when you can. She looked into working with franchises and didn’t feel like they were a true fit for her vision, so she decided to go solo. With that, she knew she needed to get involved in the pickleball club owner community. She reached out to other club owners with great success, along with her general manager and experienced coaches. Working with experienced staff also helps with membership as their names draw people to the club.
Lisa’s playbook, in short:
- Follow your vision first; a franchise is not the only path to a professional operation.
- Plug into the club owner community early and ask questions.
- Hire experienced staff and coaches; their reputations recruit members for you.
Other owners have taken similar routes, from an owner with tennis roots who made the shift to pickleball work to SPORTIME’s lessons on hiring and developing pickleball staff in a new industry.
Four Months In: 365 Members and Counting
Only four months into opening, PoP currently has 365 members, and Lisa feels they are getting their groove.
“I love interacting with our members to hear what they like and get a feel for how things are going; it’s been really positive.”
Going forward, Lisa plans to try more events to generate income and more of the themed events and parties she loves hosting. She is also going to seek sponsorships to help create steady income. Focusing on beginner programming and continuing with the youth camps are also on her to-do list. And, best of all, they are all programs she as an owner is passionate about.
What’s next on Lisa’s roadmap:
- More income-generating events, themed nights and parties
- Sponsorships for steady, recurring revenue
- Expanded beginner programming
- Continued growth of the youth camps
Why Experience-Driven Clubs Win
While facilities and court counts matter, long-term success increasingly comes from creating an experience members can’t find elsewhere. Clubs that combine intentional design, creative programming, exceptional hospitality and a strong sense of community are more likely to build loyal members, generate referrals and create sustainable revenue beyond court rentals.
Clubs like Cedar Falls Pickleball Club, which grew from 27 to roughly 450 members on the strength of community, and the Al Kruse Pickleball Center, which used marketing to expand membership, show the same pattern from different angles.
A friendly, boutique feel is as important to Lisa as great playing courts, and her gamble seems to be paying off. Creating a space people want to be and stay at was her goal for PoP, and it is working. Paired with vibrant programming, friendly and welcoming staff, and a back porch/beach patio feel, the sky is the limit for Palace of Pickleball.
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Frequently Asked Questions
Where is Palace of Pickleball located?
Palace of Pickleball is an indoor pickleball club in Virginia Beach, Virginia, located next to the beach. It opened in May 2026 as the area’s first indoor-only pickleball facility.
How many courts does Palace of Pickleball have?
The club has seven indoor pickleball courts, plus a locker room with showers and bathrooms and a coastal-inspired design featuring a 121 ft. beach mural.
Do you need a membership to play at Palace of Pickleball?
No. The courts are open to non-members. Membership adds perks such as discounted play, extended hours during tournament weekends and, for founding members, keyless entry codes for after-hours play.
What programming does Palace of Pickleball offer?
Programming includes beginner instruction, 4.0+ leagues, theme nights like Fourth of July and Funky Rules Courts, a Summer Youth Camp with flexible drop-off and a monthly pickleball speed dating event.
Who owns Palace of Pickleball?
Palace of Pickleball was founded by Lisa Cardona, a 35-year art director, together with a business partner who is a commercial real estate developer. The club is independently owned rather than franchised.
