Sony Ericsson Open Tennis Tournament Continues To Attract Fans

Williams (l) And Murray Participate In Traffic Tennis Promo For Tournament

For the next 11 days, "well-heeled fans will find an oasis resplendent with upscale food, shopping," and the top 180 tennis players in the world at the Sony Ericsson Open in Key Biscayne, according to Michelle Kaufman of the MIAMI HERALD. While attending the event, it is "easy to forget the nation is mired in an economic crisis." One-third of the spectators at the tournament have a "net worth of $1[M] or more." Last year's event "drew a record crowd of 297,011 in 12 days." Tournament Dir Adam Barrett said ticket sales this year are "consistent with last year, which is great, considering" the economy. Barrett: "Our men's final is already sold out, and only grounds passes are left for the first Saturday. Travel packages are up, too, because the hotel rates are down, so we were able to accommodate more people." Kaufman notes the tournament "did lose some sponsorship money" this season, as Mercedes-Benz "signed on for a reduced package from years past." But the ATP World Tour "offered tournaments some financial relief with a 35[%] reduction in the fees they are required to pay." Barrett said the tournament this year "made a concerted effort to strategically manage our budget without slighting the fan in any way." In the past, the tournament "bought all new banners and signage," but this year, they are "recycling two-thirds of the banners and signs from last year." However, the players during the tournament "still get driven around in Mercedes-Benz official cars," and "still get reservations at South Florida's finest hotels and restaurants." Also, players tonight will be "treated to a swank party at LIV at the Fountainebleau, one of Miami Beach's hottest nightclubs" (MIAMI HERALD, 3/25).

SHOW STOPPERS: To kick off the '09 Sony Ericsson Open, "Traffic Tennis" was staged Monday featuring Venus Williams and Andy Murray playing tennis while standing on the roofs of two vehicles, stuck in traffic on Ocean Drive in Miami (Sony Ericsson).