There was no Indian Wells Tennis Garden back in 1996. That’s when I started covering what’s now known as the BNP Paribas Open. Back then, the tourney was held at the Hyatt Grand Champions.
The tournament’s champions come and go, but some of the folks responsible for what the tournament has become are here to stay. In this case, a hippie tennis star from South Africa, and a girl from Boston who taught herself tennis by hitting a ball against a backboard, were instrumental in bringing what is now the BNP Paribas Open to its current glory.
The hippie is Ray Moore, the Tennis Garden and tournament CEO, and the girl is Dee Dee Felich, assistant tournament director and the former senior VP.
In 1981, Felich, then 23, arrived in Palm Springs to meet her new boss, Charlie Pasarell. He was working on a new tennis tournament at Mission Hills. The tourney was called the Xerox Grand Champions.
“Everyone was on their hands and knees sorting out numbers and letters for the scoreboards, so I joined the group and did whatever needed to be done,” remembers Felich.
When the tourney moved to the La Quinta Resort, Pasarell and Felich had a miniature office. She’d have to go under the table to pick up a call when they were both working the telephones—and they’d back into each other every time they had a visitor!
When the tourney moved to the Hyatt Grand Champions, Felich used her lunch break to breast-feed her newborn son in a hotel room. There was no time to go home.
Once, she recalls, the desert wind was so strong that it was knocking the advertisement plaques off of the courts.
She asked: “What now?!” Pasarell told her: “Hold on!”
She’s still holding on, decades later.
“I may not be doing as much facility ops, as we have a whole team for that, and they’re the best in the business, but we still pitch in whenever we are called upon,” says Felich.
In the mid ’80s, Ray Moore became Pasarell’s partner in what would become the fifth-largest tennis tourney in the world. Over the years, the Indian Wells event climbed up right behind the Grand Slam tournaments: the Australian Open, the French Open, Wimbledon and the U.S. Open.
In 2009, Pasarell sold his dream tournament to billionaire Larry Ellison. The package included the Tennis Garden as well. The rumored price, never confirmed, was $100 million.
Today, Moore is the man in charge, reporting only to Ellison. Moore is an impressive businessman—with a surprising other side.
The first time I walked into his Tennis Garden office, some 10 years ago, there was a sign at the door that read: The Hippie. Hanging on the wall was—and still is—a John Lennon self-portrait!
“Lennon signed it,” Moore proudly grins while gesturing toward the framed drawing. “I bought four autographed pieces; the other three are up in my house.”
During his career as a tennis player, Moore was heavily into music, as well as Zen and other spiritual stuff. He was introduced to meditation by his tennis pal Torben Ulrich.
Years ago, Moore took Torben’s son Lars to a Deep Purple concert. It left a lasting impression on the kid. Years later, that kid, Lars Ulrich, co-founded a band called Metallica.
There is a framed picture of Metallica in Moore’s office, too. Lars Ulrich dedicated it to Amanda, Moore’s daughter. He wrote: “You know, your dad is indirectly responsible for all this!”
There is one thing Moore hasn’t yet accomplished, he told me: He has not yet playedtennis with Larry Ellison. The flamboyant owner of BNP Paribas Open is an avid tennis player.
For time being, Moore is a happy CEO, because Ellison has poured tons of money into the tourney’s infrastructure. As a result, according to Moore, the BNP Paribas Open may soon surpass the French Open and Wimbledon in attendance.
“My goal is to get a half-million people to attend our tournament during its two weeks in March,” Moore says.
If the Indian Wells tennis tournament were to eventually surpass all four Grand Slams in size and attendance, what would happen then? Only time will tell.
The BNP Paribas Open takes place Monday, March 3, through Sunday, March 16. For more information, visit www.bnpparibasopen.com.