In my last article (“A Splendid and Expanding Future for Bridge,” Contract Bridge Forum, July 2008), I forecast that bridge is going to have a growth spurt and a renaissance. We will capitalize on the current popularity of games. Our introductory classes have been bringing in dozens of new players; District 21 is the second-fastest growing district in the nation.  And we had a great success in our Fall 2007 San Francisco NABC, with the largest I/N attendance at any NABC since ACBL has been keeping statistics.  In this article, I want to describe some of the things we can do as a League and as individuals to build enthusiasm for the game and to bring in new members.

1. The League’s Over all Role.

Games are enjoying a surge of popularity. The League should devote its re sources to letting the public know that bridge is more exciting and challenging than anything gamers are currently familiar with. Marketing needs to come from the top. The League has not had a marketing director for over 18 months. We need to fill this position, bring in an energetic promoter with experience in marketing, give him or her a meaningful budget and adequate staff, and get the word out. This should involve creating a memorable slogan; employing attractive graphics; developing short video pieces; utilizing computer links at appropriate websites; and advertising in those print media where our target audiences are likely to learn about us. While the U.S. is the world leader in both bridge competition and culture, we are lagging far behind many European countries in training the next generation and promoting the game. I hope to see our League remedy this shortcoming.

2. Schools and Universities.

 In the 1950s and 60s young adults learned to play bridge, and got the bug in college. A huge number of our players now in their 60s and 70s learned the basics in dorms and student unions from Berkeley to Boston. By the time I attended college in the 70’s, however, bridge was off the collegiate radar. We need to put bridge back in the schools, where young people meet, socialize and can get hooked at an early age.  Fortunately, we have some talented young members to inspire us. One of our district’s fine young players, Eric Mayefsky, is running a campus bridge club at Stanford, and the Center for Bridge Education is training high school students in San Francisco. Eric and another District 21 member, Victor Chubukov, recently won the U.S. Junior Team Trials at the Las Vegas NABC in July, earning a trip to the World Mind Games in Beijing. Two of CBE’s players, Edmund Wu and Terence Li, attended the Youth NABC in Atlanta at CBE’s expense and came home with gold medals. Edmund and Terence now regularly attend the Quicktricks Bridge Club in San Francisco.  Next year they will start at Berkeley and Stanford respectively, where I am certain they will continue their winning bridge ways. If bridge is to experience a national surge, however, we will need not only dedicated teachers and directors, but faculty support. Many of our efforts have been stymied by school administrators who don’t appreciate the value of bridge. I would like those of you who are teachers or professors to seriously consider sponsoring bridge clubs at your  institutions.  We need your help to get in the door.

3. Youth Bridge Leagues.

Bridge competition should also go be yond school affiliations. Swimming, soccer, bowling, chess, music, debate, and numerous other sports and activities all have youth leagues such as AAU, AYSO, and Pop Warner. I would like to see parents forming, and encouraging their children to join, competitive bridge leagues with regular coaching, practice and competition. ACBL should also approach YMCA, YWCA and other youth organizations to collaborate in developing youth leagues. Of course, we need to make the programs lively, exciting and appealing. In order to bring in young players, bridge needs an image make-over. Young adults are not going to set aside their Gameboys, give up Guitar Hero or drop Little League unless we repackage bridge as challenging and fun, instead of an outdated time-filler for the elderly. Another hook would be to have youth vs. adult competition. For example, Team A would only have players under 25, Team B only players over 85. We could generate some hearty publicity and develop youth interest when teenagers see that they are badly beaten by their grannies.

4. Computer Bridge.

Bridge is on the Internet. There are training programs, competition, on line informational resources, and huge bridge libraries on conventions, strategy and play. The information is there for those who are looking for it, but there is no catalyst for those who don’t know about bridge yet. How often have we heard, “Bridge, I know nothing about that. How is it played? How did you learn the game?” There are tens of thousands of people who would want to play bridge, if they only knew what it is and saw our players’ obsession. What advertising are we doing on the web? What links do we have, directing people from science, culture or game sites?  What connections are there to Mensa, online poker and chess clubs, math or puzzle sites, or college alumni associations? What are we saying in these links about the excitement of bridge, its health and intellectual benefits, its culture, advantages over other mind sports, or the thrill that one feels when executing an end play? There are loads of links from bridge sites to bridge sites, but that is just preaching to the choir. We aren’t using the web to bring in those people who don’t even know what bridge is. We could certainly use a clever, funny advertising campaign. We should have a series of well-scripted 30 second videos on gaming sites, with links to a description of the game, bridge instruction, and directions on how to find sanctioned clubs in the reader’s local area. (Alright, amateur screenwriters and directors, here is your chance for fame!) Young adults who are interested in games are surfing the web, and shouldn’t have to learn about bridge’s appeal by chance 20 or 30 years from now.

5. Corporate Sponsorship.

Another area rich for development is corporate do nations and corporate-sponsored events. There would be limitless benefits to ACBL if a major company not only put its energy into funding a local competition, but used its resources to advertise it and get publicity in the media. A hotel chain would be an ideal sponsor since ACBL is the largest purchaser of hotel room nights in the country. A corporate sponsor could also fund a human-interest documentary film about bridge culture along the lines of “Spellbound” (about the national spelling bee) and “Wordplay” (crossword puzzlers).

6. The Media.

Speaking of the media, it is next to impossible to get publicity for bridge events with out some one on the inside. For weeks and weeks last fall I wrote e-mails, articles and press releases about the upcoming NABC and sent them to the media all over the Bay Area. My committee co-chair also sent press re leases and made personal pleas to local newspapers. Finally, after weeks of effort, on the first day of the NABC, The San Francisco Chronicle ran a short article about the event. We had over 6,500 players participating from all 50 states and 41 foreign countries at our tournament, but could only drum up one short piece in a single newspaper. Those of you who have connections to newspapers, TV and other media would be a powerful resource to help us promote bridge. And why doesn’t ACBL have small catchy ads in national magazines such as Popular Science, Games, Card Player, Chess Life or Smithsonian?

7. Financial Assistance.

It goes without saying that new programs need funding. Even if you don’t have time to teach bridge in schools, or form a league, or persuade your CEO to sponsor an event, we would welcome your contributions to those dedicated souls who are willing to do so. They need financial assistance to buy supplies, rent lecture halls, provide refreshments to lure in new players, and advertise their programs.

8. Volunteers.

Of course, all of this future activity for the League relies upon volunteers. Volunteerism is the life blood of the League. We could not survive with out the able, devoted assistance of our players. I encourage all of you to donate your time and dedicate your energies to bridge. Please give back to the game we all love.  Whether it is sitting on unit boards, training caddies, writing articles, bringing refreshments, or simply folding chairs, every little bit helps. Try bringing non-bridge players along to help set up tables or sell soft drinks. They too may be come infected by the bridge fever. Spread the word. All the good will and smiles that accompany volunteerism are them selves a great draw to bring in members and to keep our newer players coming back. And to all of you who offer your energy, encouragement and enthusiasm, thank you for helping to promote, improve, and expand the World’s Greatest Game! With all the ready sources we have to get the word out, I would like to see the League top 200,000 members (a 27% in crease) within seven years.