Serve First oversees programs on 100+ public courts in Winston-Salem

Caroline Downs and Tiffany Noel both grew up playing on public tennis courts and have always been passionate about community tennis.

Once the two heard the city of Winston-Salem, N.C., was looking for a public tennis provider, they jumped into action. Downs and Noel are the co-owners of Serve First Racquet Sports, an LLC founded in 2022 that oversees programs on more than 100 public tennis courts throughout the city and offers USTA-approved programming, clinics, camps, lessons, tournaments and social activities for players of all ages and abilities.

SFRS, named the 2024 USTA Southern Member Organization of the Year, provides low-cost and no-cost programs to ensure all players are welcome. The Try Tennis classes, set up by USTA North Carolina, and pathway programs are always full.

“We feel like the community has benefitted from tennis growth over these last few years because we've registered more than 1,500 members within our system, and we've seen a real resurgence in the busyness at Hanes Park and the Joe White Tennis Center,” Downs said. “You'd have to ask members and players for their opinions, but we certainly feel like we're fostering a real community here.”

Downs is a former USTA North Carolina staff member who works as the Winston-Salem Open's ticketing director.

SFRS helped bring tournaments back to Winston-Salem. Along with the Tar Heel Qualifier, it hosted the first USTA Junior Team Tennis state championship last year and will host a 40+ USTA event in the spring of 2025.

Kevin Kranis is a board member and former president of Winston-Salem Tennis Inc (WSTI), the local USTA community tennis association (CTA). He recently spoke at a Winston-Salem City Council meeting, praising SFRS's work on the courts and the administrative proficiency it has displayed behind the scenes.

“Serve First Racquet Sports’s commitment to the community has brought about a steep change in the level of activity, energy and excitement for the game of tennis in Winston-Salem,” Kranis said. “The variety of programs they provide for youth, young adults and seniors at all levels of play, including tournaments, has turned the Joe White Tennis Center at Hanes Park into a thriving hub of tennis throughout the year.”

Downs and Noel are thrilled to see how much progress SFRS has made in the first two years alone. They hope to continue providing tennis opportunities for every level of player in the Winston-Salem area for as long as possible.

“Tiffany and I tend to judge success by how many referrals and how many repeat customers we have. We feel like if people are coming back, then we must be doing something right,” Downs said. “We've also seen a ton of growth within our junior events for newer players. It's always fun to see the courts packed for an L7 (entry-level tournament) or a circuit event. I feel like if we see smiles – some new and some familiar ones – we are successful.”