It's 'Game On' for 2016 Volvo Car Open!

DI tournament offers magical match-up for fans and players

While you are not likely to see a large-sized mouse in a tuxedo roaming the grounds at next week’s Volvo Car Open, formerly known as the Family Circle Cup, the experience is sure to be almost as magical as what you might find at a certain fun-filled, family-friendly amusement park in Florida.

Fresh off a program at Disney University in Orlando, VCO tournament director Bob Moran is taking a few cues from Mickey’s playbook on how to create some exciting and memorable fan-fare for this year’s event.

“What’s our mission?” Moran said, from his office at the Family Circle Tennis Center last week. “How do we make the experience better? The Disney quote that resonated with me was really clear. Over manage the things that people tend to forget about and overlook. Where are the little areas we can make a difference?”

Moran and his team took the Disney creed to heart and are all-in on making sure fans are well served as they hit the grounds April 2 – 10 for this year’s tournament, now in its 16th year on Daniel Island. The biggest change is of course the event’s new name. Volvo Car, USA came on as the title sponsor late last summer, a move that is certain to bring a unique flavor to the tennis showdown for both fans and players.

“I think the way we look will be different,” added Moran, who stressed that the tournament is still owned and operated by Meredith Corporation and Family Circle Magazine. “Obviously our signage is all going to be different. They’re getting used to us as much as we’re getting used to them, but I know their on-site displays are beautiful and it’s really going to step up how we look and how we feel.”

Moran said the decision to name a new title sponsor was not an easy one, but he believes it was the right way to move the tournament forward.

“This is an international brand that is coming to Charleston to call it home, as we call it home,” he continued. “If there was ever an opportunity to create a partnership with an international brand that made sense for us, it’s Volvo.”

Fans can look for Volvo car displays on the grounds and opportunities to “ride and drive,” along with a huge presence from company representatives throughout the tournament. The top-seeded players will be given a Volvo to drive during their stay, while other players can make use of loaner cars for a few hours at a time if they want to go out on excursions.

"They love that because it gives them the opportunity to explore the area,” added Eleanor Adams, tournament manager. “So many of them love to go sight-seeing and to the plantations and to the beach. This gives them a little bit more freedom to do that.”

Fans will also experience a re-energized VCO team that is even more focused on customer service.

“I want anybody who walks in our gate and asks a question of anybody who works here, not just our volunteers, not just our staff, anybody that they ask a question of they can get an answer.”

As in years past, Moran and his staff have worked diligently to create ways to engage fans on every level during their tournament time. In 2016, look for new opportunities to catch the on-going action on the courts.

“We’re going in a different direction this year,” he said. “We’re always going to be very active on social media with the players…but we’re taking that up a notch.”

The VCO has partnered with Stre.am, a video platform company founded by a College of Charleston student, to offer an amplified viewing experience for fans. A unique URL for the tournament will allow fans to see what’s happening via live video as competitions play out across the grounds.

“They are actually going to outfit little cameras on all the practice courts, the non-ESPN courts,” said Moran. “We’re going to create a QR code for this. When someone comes in, this QR code will go straight to that URL. This is all about the fan experience. If someone is in the stadium, they can use their phone or their iPad and go to this unique URL…and have options to click on what’s going on on the Club Court, or on one of the practice courts.”

They also plan to stream content from player functions, such as the VCO Player Party, which will be held at the South Carolina Aquarium this year.

“We’re dipping our toe into the water a little bit,” said Moran. “But we feel like it will just be another asset that our fans can use…What we want to provide is the opportunity for people to be able to see what’s going on elsewhere when they’re in different parts of the facility.”

According to a VCO press release, the tournament receives four days of live broadcast domestically on ESPN2 and is viewed internationally in more than 165 countries. In 2015, the event attracted some one million viewers in the United States and close to 12 million around the globe. This year, Moran estimates they could reach 15 million viewers.

Another new VCO feature in 2016 will be the addition of a second Jumbotron screen on Stadium Court.

“No one will be in the stadium now without seeing the video interaction,” said Moran.

Also look for an on-court announcer at the popular Althea Gibson Court for the first time, as well as added seating. The area will be completely enclosed with bleachers this year and will include court walk-ons, music, and other features – making it more “stadium-esque,” said Moran. In addition, the VCO talent hosts Andrew Krasny and Nick McArdle will be creating daily video wrap-ups, at the end of each day during the tournament, that will be sent out to fans. The Daily Slice will still be distributed in written form each morning and provided to fans as they enter the grounds.

“A lot of the things we do for the fan experience are really focused on new media, video, content, and those types of things,” continued Moran. “And making it a little bit easier and more enjoyable.”

ON THE PLAYER SIDE

Now in its 44th year, the newly renamed VCO is the largest women’s-only tennis tournament in the world. This year, expect to see many of the game’s greatest players descend on Daniel Island for a chance at winning the title crown and a piece of the $753,000 prize money pie. The 2016 player field includes six former champions – Angelique Kerber (2015), Andrea Petkovic (2014), Samantha Stosur (2011), Sabine Lisicki (2009), Jelena Jankovic (2007), and Venus Williams (2004).

“I think that’s really incredible,” said Adams, of the champions’ return. “To have these players who want to come back year after year because they’ve fallen in love with the event, and they have fallen in love with Charleston and the people – that’s what it’s all about. I think that’s a testament to Charleston and Daniel Island, that they feel at home and that they are proud of the titles that they’ve won here.”

Adams is also excited to report that the tournament will once again boast a strong U.S. presence, with players such as Williams, Madison Keys, Sloane Stephens, Madison Brengle, Christina McHale, Varvara Lepchenko, Irina Falconi, and Bethanie Mattek-Sands. Local favorite Shelby Rogers, who grew up on Daniel Island, is set to take part in the qualifying rounds this weekend.

“It’s kind of a resurgence of American tennis,” added Adams. “They are very patriotic and really support one another.”

In addition to vying for this year’s VCO title, players will have plenty of opportunities to engage in outreach efforts in the Charleston community during their stay, including patient visits at MUSC Children’s Hospital and the annual SunTrust “Tennis in the City” event for kids at the Jack Adams Tennis Center in downtown Charleston.

“We feel it’s really important to take the players to that community,” said Moran, of the Jack Adams event. “It’s good for both the players and for the kids and their families to do that.”

Players will also be treated to some good old fashioned Southern hospitality during their time in Charleston, a trademark of the VCO event. New this year will be a special “Player Dining Tent” on the VCO campus where they will enjoy a variety of athlete-friendly meals and snacks provided by Hamby Catering. New premiere sponsor Lisette L Montreal, an apparel company offering “perfect fit” pants, will host activities for both players and fans throughout the week, including a pop-up shop on site. In addition, the Family Circle Tennis Center’s clubhouse will be transformed into a relaxing lounge atmosphere for players to enjoy some downtime between matches.

Daniel Island connections

A variety of Daniel Island-based businesses have also stepped up to serve players and other VCO reps during the tournament. Steve and Gail Salomon of Mission Essentials will provide the company’s popular insect repellant to ward off pesky no-see-ums and mosquitos, Bohemia Salon will do the make-up for Pam Shriver’s VCO live broadcasts, O2 Fitness will offer up an on-site gym for players, and Daniel Island’s Fit Culture will give players an opportunity to pop in for complimentary classes at their new location on Seven Farms Drive. Other island supporters include the Hampton Inn, Publix, Daniel Island Grille, and the Daniel Island Club. In addition, several local families will provide private housing for players during their stay.
“We usually have between 25 and 30 players and coaches in homes,” said Betty McMahon, VCO housing coordinator. “This year we have 10 staying on Daniel Island. The players are so appreciative of their family’s support and many players have developed very close relationships with their host families and continue to stay with them for several years.”

LET'S GO!

Armed with another recipe for success in 2016, the Volvo Car Open team is ready to roll out the welcome mat for over 100 players from all over the world and more than 90,000 fans. A surge in ticket sales this year is a good indicator that things are off to a good start, said Moran. The tournament will no doubt deliver plenty of winning moments both on and off the courts, as well as a little magic along the way. And it will be a place, for at least a select few champions, where dreams really do come true.

Daniel Island Publishing

225 Seven Farms Drive
Unit 108
Daniel Island, SC 29492 

Office Number: 843-856-1999
Fax Number: 843-856-8555

 

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