It was back in 2018 when Rainer and Julie Martens unveiled their ambitious plan: to donate several million dollars toward constructing a top-tier pickleball complex in Holly Hill, Florida. Their commitment extended beyond mere financial backing; they also pledged two years of hands-on involvement to ensure it would be established successfully.
A Haven For Aficionados
After six years of dedicated effort and a personal investment exceeding $7 million, the Ormond Beach duo will step away from their leadership roles at Pictona at the end of December. Their vision to found a haven for aficionados of our favorite sport has become a reality, placing the previously modest Holly Hill firmly on the radar as a pickleball mecca.
As the Daytona Beach News-Journal reports, since its inauguration in July 2020, Pictona has blossomed into a thriving community, boasting a membership exceeding 1,400 individuals. Enthusiasts from distant locales like Jacksonville and the eastern outskirts of Orlando make pilgrimages to its 49 courts. Moreover, the venue plays host to a calendar of some of the most important tournaments, some of which now attract national television coverage.
Rainer, 81, is the CEO of Pictona at Holly Hill Inc., the non-profit entity overseeing operations. Meanwhile, Julie, 74, has lent her expertise as the director of player shops and the “official advisor to the CEO.”
Recruiting A Successor
As the Martens bid farewell to their roles, Andy Melville, President of the Pictona at Holly Hill board, has confirmed that efforts are underway to recruit a successor. However, Melville refrained from elaborating further until he could confer with the Martens directly.
The couple’s decision was relayed to Pictona members via the latest issue of the club’s weekly newsletter. They had previously informed both the City and the Pictona board before disseminating the news to club members.
Collaborative Efforts
Reflecting on their journey, Rainer Martens was grateful for the collaborative efforts that have propelled Pictona to success.
“Since 2018, Julie and I have devoted ourselves to developing Pictona,” he remarked in the March 18-24, 2024 edition of the Pickleball Paradise! Pictona News.
“It’s been a wonderful journey. We have a great team working at Pictona, and with a new CEO, expect to see Pictona continue to be one of the best pickleball clubs in the world.”
Julie Martens added, “The people we’ve met and the opportunities we’ve experienced while at the helm have been terrific. We plan to continue being members of Pictona and getting to play a lot more pickleball!”
Recent And Future Events
The complex hosted the Subaru at Daytona Challenge at Pictona Tournament last weekend, and earlier this year, it also hosted the four-day AARP Champions Cup. This competition drew 500 professional and amateur players from 38 states, including former professional tennis legend Ivan Lendl, 63.
Its next pickleball event will be the Money Ball Tour Tournament on March 30, followed by the MetroHealth Super Seniors Tournament on May 3-5 and the Aetna Elite Team Invitational Tournament on May 11. Pictona is also holding the Sundown Showdown Team Tournament on June 22, July 20, and August 17.
Substantial Investment
The exact amount the Martens have donated to Pictona is unknown, but we do know this. Initially, the Martens proposed a $3 million donation, alongside a $1 million request from the City of Holly Hill, to repurpose the underutilized 25-acre Hollyland Park into a magnet for pickleball enthusiasts regionally and nationally.
However, the total expenditure for the initial phase of Pictona, comprising 24 courts, amounted to $6.3 million. The City eventually contributed $1.3 million, supplemented by a $400,000 ECHO grant from Volusia County and individual donations totaling $100,000. Remarkably, the Martens’ contribution swelled to $4.3 million.
In 2022, the Martens furthered their support with an additional $3 million donation towards Pictona’s expansion. Concurrently, the City chipped in another $1 million, while the county secured a substantial $2.5 million ECHO grant for the project.
