Five Questions with...Jerry Solomon, CEO, StarGames LLC

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02/28/11 - Gone from the Madison Square Garden are the days when the men's and women's tennis tours made official stops there, bringing the world's best tennis players to the world's most famous arena.
      But since 2008, Jerry Solomon, President of Star Games, Inc., has kept tennis alive at the Garden, first bringing a blockbuster exhibition event between Pete Sampras and Roger Federer, before including the Williams sisters, Kim Clijsters and other female stars over the last two years.
      This year, the BNP Paribas Showdown features Sampras, Andre Agassi and legends John McEnroe and Ivan Lendl. Solomon says that it's a fit to bring a one-night, big-bang tennis event to MSG, especially with its ever-booked schedule.
      "It is difficult to find a quiet nine-day stretch in MSG," Solomon said when asked why he hadn't tried to bring a full-fledged tour event back to the Garden. "While we have considered tour events, to do so in the Garden is virtually impossible and I believe that the venus for events is as important as any other element. There is only one Madison Square Garden so that pretty much really rules out a tour event."

TennisWire's Nick McCarvel interviewed Solomon in the days leading up to the fourth BNP Paribas Showdown.

Q. When you look at the line-up this year, it's the first time in the last four years that the Showdown doesn't feature any active players. Are "old" U.S. stars a bigger pull than newer foreign stars?

Jerry Solomon: I think there is a strong interest in nostalgia throughout sports and entertainment, which is partially why these match-ups work. In addition -- in these four players -- you have two incredible rivalries that played out over many years on very visible stages. Theirs' were matches that went beyond the tennis fan to the casual sports fan. In addition, you have personalities that are very much in conflict with one another, so this particular line-up of players works on every level. Because of that, I am not sure that you can compare these guys to current international players. I think if we had (Rafael) Nadal or (Roger) Federer or (Maria) Sharapova or (Kim) Clijsters coming to play, we would be seeing tremendous interest as well.
      The key to me is that I hope we have created something that is as much a social event as a sports event and that people count on going every year so that the players themselves are only a part of the equation which [this year] includes the Tennis Night in America celebration, pre- and post-event social functions, the Hall of Fame Induction announcement and the introduction of new lines of tennis apparel.
      I want people to think of the BNP Paribas Showdown as a big celebration of tennis that, under the Tennis Night umbrella, kicks off the tennis season across the country.

Q: Have you thought of expanding the Showdown?
Solomon: To expand the showdown for a second day and add some tour-related elements is something that we have looked at and perhaps will add in the future. I am hoping that we are creating something along lines that serve as a showcase of sorts for the sport. This year we are introducing LED signage at courtside and the event will also serve as a promotion for the USTA's new 10-and-Under Tennis initiative. If we were a tour event we might not have the flexibility to experiment with some of these new ideas.

Q: In what ways has tennis as a sport grown in the StarGames portfolio?
Solomon: I have been involved in tennis since I went to work at the Colgate Palmolive Company and worked on the Colgate Grand Prix and Colgate Masters, which was also at the Garden. So it was a natural for tennis to be part of StarGames' portfolio. It has grown a bit lately because we have opportunities to put on other events and with Ivan playing again, it means we have to be more in touch with the sport as a whole.

Q: What sort of overlaps exists between putting something like the Caesars Tribute [note: a figure skating event] on and the Showdown? Can you plug things in that work in one area and use them for the other? Or is it a completely different approach?
Solomon: To begin with, we try to create events that are unique to themselves and thus can't really be mass produced. However, no matter how different, operationally there are a number of areas of overlap (hospitality, talent liaison, tickets) and since the events take place a few months apart our staff can handle those elements without much trouble.
      Having said that, the difference between figure skating and tennis is night and day. In figure skating, you are really producing a show. We have to pick music, design lighting, in some cases outfit the cast and create a storyline that will be interesting to the audience. In tennis, while probably over-simplified, you are putting players on a court and they create the storyline without a lot of ancillary show elements. I think that is why I like the fact that we are involved in both businesses. One is a very creative undertaking while the other is all about the competition.

Q: If you could conjure up your absolute dream event -- players, location, format -- what would it be? Why?
Solomon: Tough question. What we did with the Showdown in 2008 came close to the dream event as we were able to have Sampras and Federer, players from different generations and both labeled the "Greatest of All Time," playing against each other. Obviously there were not both at their peaks, but close enough so that the imagination could run wild and the debate who is the best ever could be within reach. The fact that they played to a third-set tiebreak made the evening that much more magical.
      The dream event is where you bring together the best athletes from various eras to have them perform together. It doesn't have to be the most serious competition, but enough so that the audience gets to see their sports icons in a setting that allows eveyone to shine and remember not only how it used to be, but to project out and get a glimpse of what the future will look like. If we can transport the audience to a different place for a couple of hours, we are doing our job.

Q: Why are big-scale tennis exhibitions more accessible these days? What has shifted in the tennis landscape? Do you think it's because these events are only one night? That the players have to show up and just have fun? Or is it easier to pull in different sponsors - ones that usually don't support tennis events?

Solomon: [Big exhibitions] get television coverage more often today and they get coverage on the Internet, whereas previously -- outside the live audience -- no one might have known they were taking place. Having said that, they are good for the sport and good for the players. The players get practice under game conditions but in a relaxed environment and the game gets promoted in ways and in places it might otherwise not. For example, our use of LED signage [the first time LED signs have ever lined a tennis court] and 10 and under lines at the BNP Paribas Showdown might not happen otherwise.

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