Is a Pickleball Complex on the Horizon for Peachtree Corners?

In the past few decades, a sport with a kind of silly name has been sweeping the suburbs. Pickleball uses a smaller version of a tennis court with a plastic whiffle-type ball and a racquet that’s not unlike a ping-pong paddle. 

Reports have shown that people enjoy the sport because it’s not as strenuous or expensive to play and doesn’t require the same skill level as tennis. Yet, finding a place to play has become increasingly difficult. 

Pickleball in Peachtree Corners

Always keeping its finger on the pulse of the community, the city of Peachtree Corners may be considering a major facility for players and spectators alike.

“As you all remember, a number of months ago, we were in preparation for getting to a point where we might be able to make a decision on this phenomenon, we all know is pickleball,” said City Manager Brian Johnson. 

“How big is it here in Peachtree Corners? What might the city be involved in facilitating? Would it be of value to us? How much would it cost?” he asked.

With those questions in mind, the city of Peachtree Corners contracted with Sports Facilities Advisory (SFA) in April to produce a five-year financial forecast for developing a pickleball complex. The findings were presented at a city council work session on Sept. 12.

Key criteria for the complex

The city asked for several models, including indoor and outdoor facilities, a possible full-service restaurant and basic concession offerings. 

Multiple models were considered based on their ability to complement, rather than compete with, national scale pickleball events currently scheduled at nearby facilities.

For the city to consider such a costly endeavor, several “measurements of success” were required for it to be feasible. 

“We want to attract non-local visitors to an area and drive that economic impact with hotel room nights and direct spending,” said Suzanne Fisher Reeder, an account executive and project manager for SFA.

These measurements were gleaned from a stakeholder meeting back in June, and SFA condensed them into three major points:

The first is to create a best-in-market hub for pickleball tournaments and events that attract non-local visitors to Peachtree Corners. This hub must make an economic impact, including hotel room nights and direct spending to adjacent businesses.

The second point is to leverage revenue-generating opportunities and spaces to create a business model that limits ongoing subsidy requirements.

Lastly, to develop an adaptable, flexible facility and operating model that maximizes use for pickleball tourism. 

“So, what does that look like?” asked Reeder. “We actually look at three different options.”

Examining the possibilities

The first option was a local model with a 12-court facility with six indoor and six outdoor courts to support local play (ALTA and USGA).

The next model was a mid-level option with 24 courts. There would be 12 Indoor and 12 outdoor covered courts. It would support local play and tournament play. 

“That would be weekend play and three-to-five-day tournaments,” said Reeder.

The largest was a national tournament model with 60 courts, 48 indoor and 12 outdoor courts covered. 

“It could host very large national tournaments but also support your local players,” said Reeder.

Once the options were presented, SFA took a Goldilocks approach in its recommendation. The lower-end option would be suitable for local play. 

It could accommodate those in Peachtree Corners looking for a facility, but it would not be large enough for tournaments or attracting tourism. 

The high-end option wouldn’t be as cost-effective and could compete with existing businesses. Most concerning, it wouldn’t be utilized enough to account for the expense. The mid-level option appeared to be the sweet spot.

“The 24-court pickleball indoor/outdoor [model] … is about 55,000 square feet of indoor [space], 35,000 square feet outdoors, seven total acres to build, and we have a full breakdown of the model,” said Reeder.

Economic impact

The breakdown included food and beverage options, an outdoor event area, an indoor upstairs bar-type restaurant, a membership lounge, a parking lot and other things needed for regional tournaments and to support local players.

“When we look at revenue, we look at all of the potential business units that could take place within the facility,” said Reeder. 

SFA calculations showed that the complex could generate about $8 million in the first four years, with year five at close to $9 million. After operating costs, profit would be around $5 million annually.

Looking at economic impact, Reeder said they expect the typical out-of-towner would spend an average of $120.72 per night on food, lodgings and miscellaneous expenses. 

Overnight stays would start at around 4,000 hotel rooms in the first year, growing to about 16,000 rooms by year five, depending upon the number of tournaments.

“We’ve also projected the number of tournaments starting at nine, leading up to 16. Including everything from one or two-day tournaments up to five-day tournaments,” said Reeder.

More work to be done

The mid-level model seemed to fulfill the three requirements for success mainly because it would be operationally sustainable and wouldn’t require a subsidy. 

The discussion continued after SFA’s recommendation. Concerns about public and private partnerships, competition in other parts of metro Atlanta, the longevity of the concept and acquisition of property arose. 

The issue is far from being resolved, and the city council has a lot more research ahead.