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When Mercedes-Benz of Miami Star Sales Representative
Victor Garcia spearheaded the Mercedes-Benz of Miami (Formerly L.P.
Evans Mercedes-Benz) Invitational Tennis Tournament seven years ago,
he never dreamed it would grow into such a successful community
happening.
Originally held at Courts at the Falls (where Garcia
and his wife Sande are members), for the past three years the
tournament has been held right here at Pinecrest's Coral Oaks Tennis
Club.
In fact, the event has been a such a hit that
Mercedes-Benz executives in the sports marketing division are viewing
community tennis events as a major "vehicle" for reaching
out to a specific market of potential car buyers.
"We are hoping to get them to use it as pilot for
their tennis marketing program on a local level," Garcia
explained. Currently, Mercedes-Benz participates in the "Grand
Masters", a series of nine tennis professional tournaments around
the country. The next one is the Ericcson (formerly the Lipton) on Key
Biscayne, March 23, 2000. Mercedes-Benz is one of the major sponsors.
The tournament at Coral Oaks, which spanned the
weekends of February 4-6 and February 11 - 13, 2000, has grown from 42
mens' singles players to 90 contenders in the 35 - 49, 49 - 50 and 60
+ age divisions.
And in case you're wondering, "Experience has
shown us that women do not typically enter in the singles
divisions," explained Coral Oaks Tennis Director Jeff Allen.
The second weekend included the Gentleman's Open
Doubles Tournament with the same age categories as the singles
division, and a Ladies' A & B Division. Due to popular demand,
Garcia hopes to add a mixed doubles division on a week-day evening.
Plans are underway for putting lights on seven courts at the club.
In addition to t-shirts, delicious food and drink for
all participants, there are trophies for winners and finalists.
Both Garcia and Allen wanted to extend special thanks
to Wilson and to Ralph Martin, the owner of Pinecrest's
G.T Sports, for "donating merchandise, "GT.
Bucks" and for helping with the tournament draw.
"Ralph has been a tremendous support and has
provided the invaluable experience necessary to make our competition
so enjoyable," Garcia said. For some, one of the days' highlights
are the latest-model Mercedes-Benz cars displayed at the tournament,
available for qualified drivers to take out for a spin. "There is
a waiting list three-quarters of the Mercedes lines," Garcia
said. The most popular car? "Right now it's the four seater, CLK
cabriolet convertible. And people really go for the yellow
color."
According to Garcia, the average Mercedes buyer makes
over 100K, is intelligent and a professional.
"Mercedes-Benz built the first car. People who
buy a Mercedes know they are getting the most durable, best engineered
car available," Garcia exclaimed. "We warrantee the vehicle
for four years or 50,000 miles, and if you are ever in an accident,
Mercedes sends help automatically, through a satellite system."
In fact, technology has changed the nature of cars
sales tremendously.
"If you want the best deal on a Mercedes, go
online and contact a Detroit, Michigan dealer during a snow
storm," Garcia said laughingly. The most common Mercedes colors?
According to Garcia, the most popular sports car colors are still the
classics - - red, black, white and silver. And he's been in the
business 35 years.
Tennis Director Jeff Allen views the Mercedes-Benz of
Miami tournament as an event that adds prestige and luster to the
club.
"Pros and excellent players come from all over to
participate," Allen said. "It is truly a source of
inspiration for all who attend."
"We have lots of exciting things in store for
next year," Garcia added. "We want to make it bigger and
better - - a totally enjoyable entertainment experience for all."
"It's simply a bonus if I sell a car,"
Garcia chuckled.
For more information on the tournament or the Coral
Oaks Tennis Club, please call Jeff Allen, Director of Tennis,
305/661-0092. Hope to see you next year!
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