ASB Classic tournament director Karl Budge. Photo / Supplied
ASB Classic tournament director Karl Budge. Photo / Supplied
Auckland's annual tennis tournament ASB Classic is back and this year it has extended its off-court offering with a fan event to be held at Auckland Domain.
The pop-up entertainment precinct dubbed The Serve, which will cost $15 per person for entry, will feature a selection of eateries and bars, big screens streaming the tennis, live entertainment, music from Shapeshifter's Sam Trevethick and Boh Runga.
ASB Classic tournament director Karl Budge said the off-court fan experience would be 80 per cent bigger this year, offering more space, more food outlets and more entertainment such as a Q&A panel with shoe designer Kathryn Wilson.
"We understand that tennis isn't necessarily everyone's favourite sport in New Zealand and so we needed to broaden the entertainment offering," Budge said.
"I'm not sure if there's a more competitive thing to fight for than people's disposable time and income, and so our thinking was 'If people are going to make the decision to come to a sporting event then it needs to be a great day out'.
"We're continually trying to provide a better fan experience."
Big-name tennis stars Caroline Wozniacki, Agnieszka Radwańska, Jack Sock and Juan Martin Del Potro will be competing at this year's event. There would also be the "next wave" of young players coming through, he said.
"Bringing in new faces is always one of those challenges we try and beat. We've had the biggest names in the game each year over the past couple of years, and we're absolutely thrilled with the tournament this year."
Budge said the event was important to the viability of tennis in Auckland.
"All profit is going towards grassroots tennis," he said.
"The tournaments are our biggest fundraising tool so they play a pretty critical role in making sure that we're not only getting kids into the game but that we're also providing a pathway once they are in the game."
The men's ATP tennis tournament has been running for 80 years in New Zealand but had picked up in popularity and seen significant growth over the last five years.
"We've had a 230 per cent increase in profitability in five years so it's been a great run for the ASB Classic, and I'm sure that is set to continue," Budge said.
Last year hit records of 72,000 attendees - up 80 per cent compared to five years ago, and Budge said he expected similar numbers again this year.
ASB Classic partnered up with SkyCity, offering food from a number of its restaurants including soon-to-be opened Spice Alley, The Grill by Sean Connolly and Bellota.
Pop up food stalls at the ASB Classic. Photo / Supplied
Five years ago the fortnight-long event made $1.2 million in sales of food and beverage, this is now up to approximately $2.8m today, with more than 19,500 flutes of Moët & Chandon champagne sold at the tournament last year.
Budge said he was proud of the event's food and beverage strategy.
"You hear a lot that food is too expensive at events and I've never believed that. I don't think there is a cost problem with the food we get at events - I think there is a value problem, and I wanted to change that," he said.
"Our burger is probably the most expensive burger at any sporting event in Auckland but it is from The Grill and it's an amazing Wagyu burger, so for us, we wanted to create something that was different and what you'd expect to eat while catching up with friends on the weekend."
All profits go towards development for not-for-profit organisation Tennis Auckland and grassroots tennis programmes in schools and clubs.
