Meet Jeff Ryan, Tournament Director, Winston-Salem Open

Jeff Ryan explains how to keep players, spectators and partners coming back for more.

Tournament Director of the Winston-Salem Open in North Carolina since 2020, Jeff Ryan has had a long and distinguished career with organizations such as IMG (where he served as Director of Operations), and the United States Tennis Association (USTA; Senior Director). Dedicated to grassroots talent and ensuring that the community surrounding an event shares in its benefits, he sat down with us to discuss running the Winston-Salem Open.

On his career path to the Winston-Salem Open

I was first offered the opportunity to work on the US Professional Tennis Championships in Boston in 1982. I gained a significant amount of experience in the business of tennis during my 10 years at IMG, where I worked primarily in operations, ticketing and sales and marketing.

After a brief stint in car racing, I realized my strong appreciation for tennis and embarked on a 24-year career at the USTA. I was involved in the US Olympic Tennis team from Sydney 2000 through to Rio 2016 and was preparing for Tokyo 2020, but due to the challenges posed by Covid-19, I decided to make a change and I ended up here in Winston-Salem, North Carolina, where I now live and work.

On what he aims to achieve with the Winston-Salem Open

My goal is to sustain the tournament for the community and build it into something self-sustaining. I want to ensure that the tournament continues to benefit the community, so we support not just tennis, but also middle school athletics, providing positive opportunities and extra-curricular activity for young people. I worked to establish a solid financial footing for the tournament and now focus on maintaining it, growing it and making it an ongoing signature event for Winston-Salem.

“My goal is to sustain the tournament for the community, so we support not just tennis, but also middle school athletics, providing positive opportunities and extra-curricular activity for young people.”

On why Winston-Salem is a special event

People come to Winston-Salem because they know it's going to be a fun event. They can see great tennis and experience the unique atmosphere. We strive to create an experience that goes beyond just the tennis matches. Our tagline, ‘Come for the tennis, stay for the experience’, reflects the focus on providing a memorable time for spectators. Additionally, the tournament attracts both current and future tennis stars, making it an exciting event for fans.

On making a 13-court tennis centre an ATP 250 tennis tournament in a month

As a tournament director, there are several key tasks involved in transforming the tennis centre into a world-class facility.

First, we need to ensure proper accommodation and logistics for players, sponsors and attendees. Operationally the stadium is a central focus, so we prioritize its preparation. The facility's other areas require attention, such as lighting, food and beverage and general maintenance. We also collaborate with sponsors to plan their onsite activations, integrating them into our site plan.

Refreshing the courts to align with the US Open standards is essential, including using the official surface and tennis balls. This year, we're upgrading the lighting system to US Open standards, further enhancing the tournament's quality.

On the tournament’s partnership with Laykold

Laykold has been a valuable partner for the tournament. They ensure we have access to the product we need and work closely with us to meet our requirements. We appreciate their consistent communication and the support of the team responsible for installing the courts. Having a reliable and high-quality court surface is crucial for us to provide a consistent playing experience for the players and to maintain the tournament's overall standards.

On the bonds he’s forged over the years

I think it’s fair to say that, over the years, I was a lighthouse for players. A big part of my job was administration, so whenever there were issues or questions related to rules and logistics, I was part of that.

It’s a balance but I always prioritized the players. I can’t tell how many times I had to help tie players' ties before official dinners because young players just didn't know! Some players just wanted to talk and I feel like I helped a few of them manage through some tough times.

I’ve had the honour of overseeing a lot of Fed and Davis Cup teams and that helps me in this role, because I know what counts and I know what can make a difference. The happier the players are, the better chance of success on the field of play, which is a hundred percent up to them.

I can't help them win or lose a match, but I feel like when they're going out on the courts here, they feel comfortable and supported.

The Winston-Salem Open will be held 19–26 August 2023.

Laykold – trusted and chosen by eight of the top 15 hard-court events.