The U.S. Open begins today in Flushing, NY, and the
SPORTSBUSINESS JOURNAL's Daniel Kaplan writes in a front-
page feature that the USTA will be "raking in the cash --
serious cash," from the two-week event. This year the event
will "earn roughly" $80M off nearly $130M in total revenue.
USTA Dir of Marketing Pierce O'Neil: "It's never been really
appreciated just how big a (financial) event the U.S. Open
is." Kaplan writes that the Open will "likely reap more
revenue in two weeks than all but three of the 120 teams" in
the NHL, NFL, MLB and NBA do in an entire season, as "only"
the Yankees, Indians and Orioles "should do more." The
Open's earnings translate "into a profit of roughly" $5.7M
for each day of the two-week event. Sources said that this
year's Open will take in $31M from sponsors, $57M from
broadcast fees, $33M from sales of tickets and luxury suites
and $9M from licensing, merchandising and concessions. The
$130M in revenue expected in '99 is 30% more than the $100M
the event took in in '96, the year before the new National
Tennis Center opened (SPORTSBUSINESS JOURNAL, 8/30 issue).
In N.Y., Luke Cyphers noted the high interest in the Open
among affluent audiences and wrote that its tickets have a
"cache once reserved" for a Bulls NBA Finals or a Super
Bowl. Chase VP/Corporate Event Marketing Barbara Paddock:
"For two weeks, we have a unique opportunity to entertain
clients in a unique atmosphere" (N.Y. DAILY NEWS, 8/29).
SIZE DOES MATTER: While John McEnroe has said that
Arthur Ashe Stadium, with a capacity of 22,500, is too big
for the sport, NEWSDAY's John Jeansonne wrote that "all
those empty seats" at the stadium "have caused a bit of
embarrassment" for the USTA. USTA President Judy Levering:
"Obviously, we've discussed this. ... We would like the
stadium filled for two reasons, for the players and for TV.
... One of the solutions is to sell more tickets" (NEWSDAY,
8/29). Levering: "We've got to get more people in here."
In N.Y., George Vecsey blamed the "thousands of wine-
sippers" in the luxury suites who sit inside and watch TV
during matches, "anything to avoid sitting in the elements
and watching tennis" (N.Y. TIMES, 8/29).
IBM GETS HIGH MARKS: In Hartford, Paul Rosano reviewed
the U.S. Open Web site, located at www.usopen.org and
powered by IBM, under the header, "U.S. Open Web Site An
Ace." Rosano praised the site's scoreboard system, which
"is a great tool for the fan who wants to monitor early
round play" (HARTFORD COURANT, 8/29).
TAKING SHOTS WITH MATT: Monica Seles was interviewed by
NBC's Matt Lauer on the "Today" show this morning and hit
balls with him outside NBC's studios. Lauer, who showed a
strong forehand and volley but needs work on his backhand,
said, "Can we get the net out of here?" ("Today," 8/30).
