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Today's Profile: Robin Reynolds, Family Circle Cup
By Kristen Poland
Staff Writer
As the saying goes, you never get a second chance to make a first impression. Like the rest of quaint Daniel Island, the Family Circle Cup Facility strives to make the best of impressions on every visitor walking through its gates, whether to take in a tennis match or a jazz concert.
Robin Reynolds, tournament and facility director, is passionate about bolstering the Family Circle Cup’s reputation as a first-class tennis facility and event venue. A self-proclaimed workaholic, Reynolds is meticulous about how she runs the facility. Following each event—even those that are highly successful—Reynolds and her staff brainstorm ways to improve.
“We have a very high standard of excellence, which is very important to maintain for any event. When someone walks through the gate, we understand the first impression is the most important—it’s lasting,” Reynolds said. “As a result, this is one of the best tennis facilities in the Southeast. We take a lot of pride in these 32 acres we have here. (Other tournaments and facilities) I’ve been to don’t approach this with the same gusto and enthusiasm that we do. You always want to do as much as you can to make people want to come back.”
A lifelong sports fan and athlete, Reynolds has worked in tennis for more than 20 years. Much of her insight into the tennis community comes from her eight years as communication manager for the Women’s Professional Tennis Association. Reynolds traveled around the world with the tour, acting as a liaison between the media and the tennis players.
“Traveling with the tour was a great, great experience. I got to meet some of the biggest stars in the history of tennis—some of whom I call friends,” Reynolds said. “That job laid a great foundation for my career. Working with so many different athletes and journalists, I learned how to deal with various personalities. I am assertive, but I also listen. I can see other perspectives and put myself in their shoes. After all I’ve been through in my career, I think I can work with just about anybody.”
After leaving the tour, Reynolds started her own sports media company, called RR Dreams. She did consulting work with various tournaments, including the Family Circle Cup. She also contracted with television networks like TBS and ESPN to conduct research and provide statistical information for announcers and analysts about tournaments, including the U.S. and French Open and Wimbledon.
In 2003, Reynolds accepted a full-time position as the Family Circle Cup’s public relations director. In 2005, she took over as facility and tournament director.
Next year, the Family Circle Cup will celebrate its 35th anniversary. The FCC was the first tennis event to be televised on national television in 1973. It was also the first women’s tennis event to offer a $100,000 purse. The tournament originated on Hilton Head in 1973, where it was held for 28 years before relocating to Charleston on 2001.
“Interest in tennis has grown in this area and we believe it’s in a large part because of us being here,” Reynolds said. “Whenever you have a professional sport in a city, it’s going to have an influence.”
Reynolds strives to separate the Family Circle Cup from other tournaments by peppering the event with local culture and quality entertainment. The grand lawn is home to a sponsor village, as well as a food court that features local and regional businesses. Among new additions for this year’s FCC tournament will be nightly happy hours, geared toward corporate entertaining.
“A lot of fans come from out of state—there are ticket patrons from 14 different states. We feel it is important to include local flavor,” Reynolds said. “With tennis, it’s not just about the matches. We have to entertain our guests.”
In addition to the Family Circle Cup tournament, the facility has hosts other tennis competitions, as well as concerts and sporting events. While these events can be lucrative, Reynolds said part of her job is making sure the facility isn’t hosting too many events. This is important because the Family Circle Cup also serves as a pubic tennis facility for the Charleston community.
“We’ve got to make sure the facility is available for our members, so we have to consider carefully which events we host,” Reynolds said.
Reynolds said she believes the success of the Family Circle Cup is due in no small part to the support of the Daniel Island community. In return, the Family Circle Cup positively influences the economy of Daniel Island and the rest of the Charleston area.
“We understand our role in helping to build our area’s economy,” Reynolds said. “Daniel Island has been an incredible supporter of everything we’ve done. We want the island to grow; it has grown, and I like to think we’ve played a part in that. It’s really neat, I think, to live in an area where there’s an event that’s seen all over the world.”
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