Pickleball Event Management: Inside and Outside the Lines
Melissa McCurley possesses an unparalleled breadth and depth in pickleball event management.
The first person to run 800, 1,200, 2,500 and 3,000+ player tournaments.
The business builder behind PickleballTournaments.com, the industry-leading software that will run over 4,000 tournaments this year.
The first woman and expert play commentator for CBS Sports pickleball events.
And just this year, she became the second woman contributor named to the Pickleball Hall of Fame.
Photo by The APP
This small sample of Melissa’s many achievements reflects a career filled with lessons learned and practical advice—insights she’s willing to share with anyone developing new or improving existing pickleball events.
Where to Start?
“Years of experience have taught me that the first questions and decisions you need to make are, one: do you have the appropriate venue for the event, and two, what personality do you want your tournament to have?” she said.
From there, her list continued:
“Do you want more of a social experience event? Or do you want a clearly competitive tournament?
Is it a charity event? Or something in-between?
How many courts do you have?”
Event Explosion Everywhere
These decision points are particularly important now with the blurred lines across event types and the astounding growth of pickleball tournaments, from U.S. grassroots to global stages, especially in recent years.
Melissa has an interesting perspective, having played her first tournament in 2012 and serving as owner and CEO of PickleballTournaments.com from 2014 to 2023.
“Tournaments have grown larger, pickleball tours and team events emerged, facilities in the hundreds are being built, leagues have grown. There are amateur prize money events. Celebrities and big-box businesses have gotten involved. Pickleball is on national television and streamed 24/7,” she said to recap just a few of the changes she’s seen or experienced, before adding:
“It’s a Wild West environment, with many trying to capitalize.”
Bringing the focus back to what can distinguish amidst what she says is “market saturation,” Melissa offers key definitions: the distinct roles and responsibilities of tournament director versus tournament operator and what can shift an event from good to great.
Inside and Outside the Court
Tournament directors oversee “everything outside the lines of the court,” including venues, permits, promotion, staffing and volunteers, sponsors, and attendee services while tournament operators focus on “everything within the lines,” such as ratings, brackets, schedules, and the all-important player registration and services.
Melissa McCurley with The APP Founder, Ken Hermann
Photo by The APP
These leaders guide everyone involved toward producing an exceptional experience—“a great event, one that cares about an exceptional customer experience from the moment the brand is engaged”—instead of just “going through the motions.”
Top Five Factors for a Great Pickleball Event
As the vice president of competition for the Association of Pickleball Players (APP), Melissa helps expand APP’s presence, player access, and brand. She also advises organizers on what makes or breaks a tournament. Melissa listed five factors that can make or break an event, especially for player participants.
A well-run, player-focused event must:
Select the best possible venue
Prioritize player hospitality (facilities, restrooms, food and beverage, and a solid “goodie bag”)
Use a solid, reputable system for quality competitive brackets
Provide excellent scheduling (“players do not want to sit around long between matches.”)
Deliver strong value for money—for both players and spectators (“not too high and not too low”).
Additional elements that demand organizers’ attention once an event’s personality is framed include a sound financial model, engaging sponsors and vendors, managing logistics and security, and preparing for inclement weather.
Melissa emphasizes the importance of first impressions:
“You’ve got to bring the mindset of creating that Disney World experience, from the moment they arrive on site, maybe even before, until they complete their experience.”
What to Avoid
And what must pickleball event organizers avoid at all costs?
According to the Hall of Famer who continues to learn, grow, and add to her pickleball portfolio:
“Do not overcommit on your capabilities to run a tournament and do not underdeliver on the experience.”
About the Author: Laurel Nelson-Rowe is an independent contributor to Empower Pickleball. A longtime business technology and communications leader, she now runs LaurelComms, delivering content for corporate and non-profit partners. When she’s not writing, you’ll find her on the pickleball court, volunteering, or sharing stories on her Substack, My Life Adventurement.