The U.S. Tennis Association should feel pretty good about itself as it hosts the U.S. Open. It has successfully reimagined the National Tennis Center, and the five-year, $600 million completed project deserves your attention because of the way it has dramatically improved the experience for fans, players and partners.
This project is unique in that it has transpired over a few years while the event has continued uninterrupted, and and as plans, state-of-the-art technology and even fans’ tastes have changed. Five years ago, the fan experience at the Open was far too cramped and congested, with long waits that would try anyone’s patience in the late summer heat. But if you have attended the last few years, you’ve benefited from the changes.
First, there is far better ingress/egress from the east side on the heavily traveled No. 7 subway. Once you’re in, the circular Grandstand Stadium dramatically unlocks the west side and was an immediate favorite with its own food court that thankfully drew crowds away from the main food area. Nearby, a viewing area with 1,500 seats was added for the popular practice courts. A pedestrian walkway, which connects Court 17 on the south side to the new Grandstand Stadium, is longer and wider, creating much more breathing room and more activation points for partners. And this year, the new Louis Armstrong Stadium will top off the improvements. Additional concessions, restaurants and retail spots open up flow, and add in a sponsor pavilion, the compelling “draw board,” and roofs on Arthur Ashe and Louis Armstrong stadiums, and you experience the full plan.
It’s a big event, so there are still pain points, but overall, it’s a far friendlier, modern experience. Credit the USTA for sticking to its mission and reinventing its facility for the future.
With the U.S. Open taking place, it’s a good time to take stock of the state of pro tennis.
The value of bringing top advertisers and partners to tournaments like Wimbledon and the U.S. Open should never be discounted.
Abe Madkour
Executive Editor, Sports Business Journal
■ What I like: You simply have to watch today’s stars — they’re that great and their matches are must-see. … The sport’s diverse fan base is attractive and unique compared to the homogeneous crowds of other leagues. … There is more media coverage. U.S. tennis viewers should continue to thank former ESPN President John Skipper. A tennis fan, Skipper made a significant investment in the sport that has turned ESPN into the home of the major tournaments. Critics accurately will gripe about tennis’ low TV ratings; the U.S. Open generated far more viewers when the finals were on CBS, and casual viewers don’t seem to be sampling matches as often as they once did. But I argue that the deal works for both ESPN and the U.S. Open, allowing viewers to follow the action on just about every platform imaginable. It’s not just ESPN. Fueled by an investment from Sinclair two years ago, Tennis Channel shouldn’t be overlooked. One aspect of ESPN’s tennis deals that fascinates me is the hospitality benefits. Media companies target tennis for entertaining as well as programming. The value of bringing top advertisers and partners to tournaments like Wimbledon and the U.S. Open should never be discounted. It’s an appealing premium environment. … The big events continue to innovate, such as the successful operations at Indian Wells, to the intriguing plans by Stephen Ross and Endeavor for the Miami Open to the impressive attendance for the Road to the U.S. Open Series. Bottom line: there is great interest in combined events with strong draws. … The game is making smart use of technology, from the “serve clock” to electronic line-call across more of the matches.
■ What I’m watching: Leadership across tennis remains decentralized, and I am looking for the next generation of the game’s leaders. … The playing calendar is too long and fractured. … The international team events are compelling but have me utterly confused, from the proposed changes to the Davis Cup to the ATP’s World Team Cup or the offbeat Laver Cup. … Who are the next-gen stars to follow the sport’s all-time greats like Fed, Rafa and Serena? Germany’s Alexander Zverev? Canada’s Denis Shapovalov? American Frances Tiafoe or Greece’s cool Stefanos Tsitsipas? Can it be Sloane Stephens or Simona Halep? And player awareness is a major concern — Halep is No. 1 in the world, but she has fewer than 1 million Instagram followers and wouldn’t turn anyone’s head at the airport. … Finally, I’m watching gambling and its impact on the sport and, possibly, match integrity.
■ Net result: The upside for tennis is that it’s truly global with growth opportunities. It remains a real, relevant conversation piece in today’s culture.
Abraham Madkour can be reached at amadkour@sportsbusinessjournal.com.
