Cincinnati Open project set for summer: How the $260 million transformation plans to elevate the fan and player experience

From world-class tennis to a complete fan and player experience, the Cincinnati Open’s renovations will be finished just in time for summer to showcase the upgrades that tournament has completed. Fans look forward to the premium treatment the Cincinnati Open supplies guests yearly. The $260 million campus transformation plans to improve the player and fan experience within the tournament. 

Mockup of the finished  sunken stadium at the Cincinnati Open. (Photo courtesy of the Cincinnati Open)

Founded in 1899, the Cincinnati Open is one of the earliest tennis tournaments in the United States. The site recently went through a $260 million renovation investment, which will grow the tournament’s popularity and improve the event for years to come. Those upgrades are aiming to improve the tournament from many perspectives, such as expanding the property, increasing the number of players, and extending to a two-week tournament instead of one.

Elizabeth Desrosiers, Director of Marketing and Communications at the Cincinnati Open, said, “There has not been a year where the tournament has been the same, but this year is the biggest change.”

A new era for Midwest tennis

The Cincinnati Open is one of the top five tournaments in the world, along with Madrid, Indian Wells, Miami and Rome. That gives them strong responsibility and a reputation to uphold. While those renovations will elevate the tournament’s future, the heart and tradition of the Cincinnati Open are still ongoing. Those upgrades will enhance the tournament and make it a better version of what they already know and love. 

“We’re in great company; you have to set yourself apart as an event, and so that intimacy and that access is the hallmark of the Cincinnati Open,” said Desrosiers.

She explains further, “Even as the site grows, we still want to give that Midwestern hospitality and up-close opportunity to fans.”

The welcoming environment Desrosiers discusses is a central part of what the Cincinnati Open provides the community. The tournament offers fans and players cordial welcomes and a personal experience that sets it apart from other tournaments.

What fans can expect 

Fans attending the Cincinnati Open this summer can anticipate more than just tennis. The renovated site features a fan plaza, chef-curated menus, shopping, and live music performances from local bands to create an immersive and personal experience. 

“We are seeing higher demand than ever before,” explained Desrosiers. 

Ticket sale packages started in March and were sold out within a week. Over 27,000 people have registered for the presale and are eager to see the changes. They want to come and check it out for hemselves. With Center Court packages selling out rapidly and thousands registering early for presale tickets, demand is already setting records. 

Marina Steuk, Business Affairs and  Partnership Manager at the Cincinnati Open, said, “Tennis is festival-like. You want food, drink, and shopping. It allows brands to showcase themselves.”

The Cincinnati Open is unique in features and community. Fans who attend the Cincinnati Open are passionate tennis fans who go not only for the game, but also for the experience. 

New player experience

While fans enjoy expanded spaces, athletes will also have the opportunity to experience new amenities at the Cincinnati Open. The new 56,000-square-foot player center has a lot to offer the athletes. It includes  restaurants, recovery spaces, lounges, practice courts, and locker rooms. Those expanded areas are specifically designed to accommodate the larger number of players and will allow players a space to relax before and after matches.“Players look forward to coming here because it’s an opportunity for them to rest, recharge, and feel comfortable at a home versus the crazy hustle and bustle of some of the other tournaments they attend,” said Desrosiers.

The athletes who have competed at the Cincinnati Open recognize the work that the staff put in to ensure an exciting and  time. From new and improved facilities to double the number of courts, all details are in place with the players perspective in mind. 

Volunteers’ role in the Cincinnati Open

Volunteers will play a larger role than ever before in executing a seamless Cincinnati Open experience. Because of the tournament’s expansion, the volunteer program is expected to increase from 1,500 to about 2,000 volunteers this year. With upgraded areas, there are more responsibilities for volunteers within the tournament.

They manage everything from suite hospitality to new fan zone activities, such as speed serve challenges. That is many fans’ first impressions of the Cincinnati Open come from volunteers, which is why their support is so crucial to the event’s success.

“It’s like running a mini-business inside the tournament,” said Shanda Harris, Director of Volunteers and Interns. “There’s a number of areas where our volunteers touch everything about the tournament, helping to enrich the fan experience.” 

They give the fans a first glimpse into what is happening on-site. After their time volunteering, many form strong friendships that continue to grow the tournament’s community.

“They create a family with each other.” Harris describes.  

Partnerships’ importance

The Cincinnati Open is redefining how partnerships can look at a tennis tournament. Steuk explained how the tournament’s tequila partner, Dobell, goes above and beyond to create an amazing fan experience. Steuk explains the significance of that partnership, “They do the official cocktail for the tournament, but they also bring out their brand ambassadors and an agave specialist to interact with fans and create an entire experience above and beyond just what they’re paying for.”

New spaces across the campus were intentionally designed with partnerships in mind. Fans are able to have a hands-on experience by going between matches to shop, eat and drink. 

“We really try to focus our partnerships with brands that elevate the fan experience, not just brands that want to come out and put their name on something,” Steuk said. 

Because the Cincinnati Open is set up with brands in mind, it gives them the opportunity to showcase themselves to fans and grow their audience. 

“The on-site experience from a partner and fan experience will be really elevated this year,” described Steuk.

“We really try to work with all of our brands to fill the pockets that are missing from the fan experience and allow them space to bring something in that’s unique to them,” she said.

Coming this summer

The Cincinnati Open’s renovations represent more than just campus upgrades; they are setting the standard for tennis tournaments across the world. The tournament is focusing more than expanded facilities, it is focusing on player and fan comfort to ensure its growth of the tournament for years to come.

“We’re growing in so many ways, but we’ve been really intentional about preserving that intimacy and access,” Desrosiers said. 

Connecting Midwestern hospitality with world-class amenities, the Cincinnati Open is not only preserving its traditions, but also rewriting its future. 

“As the tournament grows, we grow,” emphasized Steuk.