It's time to celebrate the event industry's best and brightest at the 11th annual BizBash Event Experience Awards. Nominate the visionaries, the innovators, and the trailblazers who are shaping the future of events here.
NEW YORK—The 143rd edition of the US Open saw Novak Djokovic and Coco Gauff each walk away with a Tiffany & Co.-made sterling silver trophy. And thanks to the influence of Billie Jean King, it was the 50th year the male and female champs of the tennis tournament pocketed equal prize money ($3 million).
This year’s US Open winnings mark a 15% increase from last year’s prize money, and the largest purse to date. The 2023 tournament also smashed single-day attendance records, with attendance surpassing 73,000 for the first time in the event’s history. As far as off-court events go, you’ll have to be the judge of whether this year’s tennis-themed happenings were the most innovative, eye-catching, and inspiring to date.
With that, check out these 12 events, activations, pop-ups, and more that took over New York City in honor of the 2023 US Open…
The Palace Invitational Pickleball Tournament
Lotte New York Palace played host to the sixth annual Palace Invitational—a pickleball tournament where the top names in tennis volley for a trophy—on Aug. 24. Tennis champs in attendance included Carlos Alcaraz and Venus Williams, who were pictured here courtside as Russian tennis pro Andrey Rublev and famed pickleball coach Matt Manasse teamed up for a two-on-two match. Naturally, the court was pink—a nod to event partners Miami Pickleball Club and Poppi, which each boast bright pink branding.
Photo: Rob Kim/Getty Images for Lotte New York Palace
Guests were welcomed onto the pink carpet (literally) through a pop art-style archway created by New York-based boutique brand storytelling agency Kennett Creative. Aside from nods to Poppi alongside graphic wallpaper, strawberry lemon and orange flavors of the bubbly canned drink were up for sampling as they were incorporated into the Courtside Cosmo and other on-theme cocktails.
Photo: Rob Kim/Getty Images for Lotte New York Palace
Maria Sharapova x evian
Maria Sharapova—a former No. 1 Russian tennis icon who retired from the sport in 2020—welcomed hundreds of guests aboard the "SS evian" Sept. 10 for an on-water US Open Men’s Final viewing party in partnership with NYC sightseeing boat tour company Circle Line. The three-hour affair, hosted by evian (a US Open partner for more than three decades), was decked out in the mineral water’s brand elements, with light-pink touchpoints and silhouettes of the Alps that are featured in evian’s logo.
“Each year, we explore innovative, exciting, and ownable ways to celebrate the long-standing partnership between the US Open and evian, the official water sponsor for over 35 years, given our deep roots in the sport,” Leeni Hämäläinen, marketing director at evian, told BizBash. “We also wanted to celebrate the city that hosts the tournament, and what better way to do that than by choosing one of the most recognizable vessels in New York City?”
“Each year, we explore innovative, exciting, and ownable ways to celebrate the long-standing partnership between the US Open and evian, the official water sponsor for over 35 years, given our deep roots in the sport,” Leeni Hämäläinen, marketing director at evian, told BizBash. “We also wanted to celebrate the city that hosts the tournament, and what better way to do that than by choosing one of the most recognizable vessels in New York City?”
Photo: Courtesy of evian
The event was ticketed for tennis fans age 21 and over to enjoy cocktails, passed hors d’oeuvres, and lobster rolls while watching Djokovic take home the trophy.
Photo: Courtesy of evian
The event also featured a “waterside chat” with the ship’s captain, evian ambassador Sharapova, where she talked about her experience as a five-time Grand Slam champion. “The backdrop of the Hudson River and the skyline of New York City adds to the event's overall ambiance, and guests will stay hydrated with evian natural spring water, the water that fuels the players and fans both on and off the court,” Hämäläinen explained. In addition, one lucky on-board guest was also randomly selected to receive two tickets to the 2024 US Open. And in support of evian’s commitment to sustainability, all ticket proceeds were donated to Billion Oyster Project, a New York City-based nonprofit dedicated to preserving New York Harbor’s waterways by restoring its oyster reefs.
Photo: Courtesy of evian
A ticket also afforded passengers “courtside” seats to a floating tennis court, where they could see Sharapova in action.
Photo: Courtesy of evian
Aperol at Racquet House
From Aug. 24-27, the summer “it” liqueur, Aperol, took over the second annual Racquet House, an activation by cult magazine and lifestyle brand Racquet that took over Radio Park, situated atop Radio City Music Hall. Aperol Spritzes were flowing throughout the weekendlong event, where passersby simply had to scan a QR code to gain access to the space that was bustling with singles court play and special performances.
Photo: Kat Harris
Aperol’s On-Site US Open Activation
Aperol brought its iconic Italian aperitivo to the US Open arena as well, setting up a piazza-inspired shop on site at the USTA Billie Jean King National Tennis Center as the tournament’s newest partner. (Don’t worry, the Honey Deuce isn’t going anywhere!)
The indoor-outdoor space was designed by local experiential company Swell with bright orange walls featuring arched grass cutouts, branded tennis racquets and, of course, tangerine-hued tennis balls.
The indoor-outdoor space was designed by local experiential company Swell with bright orange walls featuring arched grass cutouts, branded tennis racquets and, of course, tangerine-hued tennis balls.
Photo: Jack Tumen
In a fun ode to an orange tree, guests who looked up as they awaited their turn to order an Aperol Spritz surely marveled at the orange tennis balls that hung from a leafy ceiling. Elsewhere on the stadium grounds, Aperol served its beloved summer cocktail out of an authentic Italian Apé truck.
For those who couldn’t make it courtside, Aperol also teamed up with mixed drink delivery service Cocktail Courier to offer the Perfect Serve Kit, which comes with Cinzano prosecco, Aperol, club soda, and an orange–the ingredients for an Aperol Spritz. The kit, which makes up to 12 cocktails and sells for $82.99, also comes with a branded visor and recipe card.
For those who couldn’t make it courtside, Aperol also teamed up with mixed drink delivery service Cocktail Courier to offer the Perfect Serve Kit, which comes with Cinzano prosecco, Aperol, club soda, and an orange–the ingredients for an Aperol Spritz. The kit, which makes up to 12 cocktails and sells for $82.99, also comes with a branded visor and recipe card.
Photo: Lia Lando
Tiffany & Co.’s Immersive Installation
For the first time ever, Tiffany & Co. hosted an immersive booth on site at the US Open’s South Plaza, putting replicas of its handcrafted trophies on display. Signature Tiffany Blue tennis balls lined the installation’s walls, and a Snap AR Mirror offered two different digital experiences that allowed guests to interact with the space.
Photo: Courtesy of Tiffany & Co.
In mid-August, the US Tennis Association announced it signed a yearslong partnership with Tiffany & Co., meaning the luxury jewelry house will continue to serve as the official trophy partner of the US Open—as it has for nearly four decades. From inception to finished product, the men’s and women’s singles trophies each take nearly five months to complete, Tiffany said.
Photo: Courtesy of Tiffany & Co.
Amex’s Break the Love Partnership
American Express partnered with social sports platform Break the Love to give 10,000 New Yorkers access to free—and oh, so stylish—tennis courts in honor of the US Open on Aug. 22 at a 15,000-square-foot event venue in Brooklyn, 74Wythe. As part of the collab, Amex card members were given priority in reserving the courts at other tennis clinics at peak play times throughout the city, including the sought-after Vanderbilt Tennis Club in Grand Central.
Photo: Charles Sykes/AP Images for American Express
When not showing off their serve, guests could relax on an alfresco patio overlooking the Manhattan skyline that was decked out in Amex Blue, of course.
Photo: Charles Sykes/AP Images for American Express
Amex On Site at the US Open
The 2023 US Open marked the 30th tennis championship where Amex was in attendance to make its own grand slam. The highlight of the financial service firm’s footprint was no doubt its Fan Experience, which was filled with immersive activities and interactive gameplay.
Photo: Charles Sykes/AP Images for American Express
Once inside the Fan Experience, tennis enthusiasts could try their hand at glow tennis, which an Amex spokesperson told BizBash was a fan favorite. Elsewhere on site, guests could beat New York’s record heat by getting a cryotherapy treatment courtesy of Kollectiv, or recharge with a massage using Therabody equipment. To tap into a more artistic side, guests were also invited to help color in an interactive mural or claim digital collectibles like non-fungible tokens, both designed by Argentine artist Vero Escalante.
Photo: Charles Sykes/AP Images for American Express
And because nothing screams “tennis” quite like a crisp pair of white tennis shoes, Amex tapped Jason Markk to shine guests’ sneaks in a corner of the Fan Experience designed to resemble a locker room.
Photo: Charles Sykes/AP Images for American Express
Platinum card members at the US Open were invited to take advantage of the Centurion Lounge, which was truly a slice of serenity among the tournament grounds. The guest experience at this on-site escape was elevated into a fine dining ordeal where visitors could enjoy dishes curated by Cédric Vongerichten and Michael Solomonov, the executive chef partners of the Centurion Lounges in LaGuardia Airport and Philadelphia International Airport, respectively. Food was paired with cocktails courtesy of lounge mixologist Jim Meehan.
Photo: Charles Sykes/AP Images for American Express
In a nod to the exclusive travel benefits available to Platinum Amex card members, the Centurion Lounge also boasted an immersive activation where guests discovered their unique travel personas, with a company representative on hand to help translate those characteristics into reality. And before guests went on their way, they created a personalized leather passport cover embossed with their initials.
Photo: Charles Sykes/AP Images for American Express
Intimate Press Preview with Carlos Alcaraz
On Aug. 24, event production company BMF scaled back the glitz and glamour it's known for to produce an intimate affair to mark the signing of a seven-year contract extension between Carlos Alcaraz and Babolat, a French tennis equipment company. The press preview welcomed no more than two dozen media professionals to Lotte New York Palace to hear from the 20-year-old tennis superstar himself.
Photo: Ben Solomon Photo LLC
BMF’s team outfitted the room in a branded step-and-repeat and an oversize Babolat tennis racquet—the perfect setting to honor the contract signing. Meanwhile, Alcaraz, of course, attended with his tennis bag from the French brand in tow.
Photo: Ben Solomon Photo LLC
Themed Cocktails
NoMo Kitchen at the 264-key NoMo SoHo is offering The Grand Slam cocktail in an ode to the tennis tournament. The viridescent color of the cocktail evokes the hue of a tennis ball, and it’s fittingly made with Grey Goose—a nod to the US Open’s official vodka sponsor that’s featured in the tournament’s signature mixed drink, the Honey Deuce, which was flowing freely at USTA Billie Jean King National Tennis Center from Aug. 22 to Sept. 10 this year. The Grey Goose is blended with Cazadores tequila, Bombay Sapphire gin, and Bacardi rum, plus matcha syrup and lemon.
Photo: Courtesy of NoMo SoHo
In Midtown, InterContinental New York Barclay’s Parlour has a trio of US Open-themed bevvies on offer, including its own take on the Honey Deuce complete with a melon ball garnish. Tennis fans can also opt for the playfully named Game-Set Spritz, made with Spritz Society’s peach-flavored sparkling wine, vodka, and peach liqueur, or the Ace Paloma, a citrusy mix of Maestro Dobel tequila, grapefruit, lime, and club soda.
Photo: Courtesy of InterContinental New York Barclay
Tennis Channel's Cocktail Party
On Aug. 23, Tennis Channel teamed up with SiriusXM and The Vampire Diaries stars Ian Somerhalder and Paul Wesley yet again to celebrate the start of the US Open with an exclusive cocktail party at The Highlight Room.
The invite-only affair welcomed about 163 influencers and tastemakers to the rooftop space, which opened last year on the 16th floor of the Moxy Lower East Side hotel, and put Brother’s Bond Bourbon on display—Somerhalder and Wesley’s four-grain, high-rye bourbon brand they launched back in 2020. On the menu? The SiriusXM Spritz and The Perfect Serve, among other Brother’s Bond-infused, tennis-themed cocktails.
The invite-only affair welcomed about 163 influencers and tastemakers to the rooftop space, which opened last year on the 16th floor of the Moxy Lower East Side hotel, and put Brother’s Bond Bourbon on display—Somerhalder and Wesley’s four-grain, high-rye bourbon brand they launched back in 2020. On the menu? The SiriusXM Spritz and The Perfect Serve, among other Brother’s Bond-infused, tennis-themed cocktails.
Photo: Stephen Lovekin for Tennis Channel
PR Dept was the firm behind the bash, which marked the 20th anniversary of the Tennis Channel.
Photo: Stephen Lovekin for Tennis Channel
Cake (Tennis) Balls
Ole & Steen, a Danish bakery that planted roots in the U.S. in NYC’s Union Square in 2019, offered the Danish version of what Americans have come to know and love as cake pops from Aug. 28 through Sept. 10 in celebration of the US Open. Dubbed Tennis Rum Balls, the uber-cute dessert combined pastries, cakes, raspberry marmalade, cacao powder, and rum essence—all rolled into a delicious ball and coated in green and white sprinkles to resemble a tennis ball.
Photo: Courtesy of Ole & Steen
Women’s Tennis Association 50th Anniversary Gala
The Women’s Tennis Association (WTA) kicked off this year’s US Open with a gala at the Ziegfeld Ballroom on Aug. 25 that honored Billie Jean King and her devotion to equality in women’s sports. Rebecca Merritt—the event prof behind Bec Events who designed the event on behalf of Net Results Marketing—told BizBash “the gala was designed around a singular mission: to reinforce the heritage of this iconic organization and its incredible sportswomen.”
The late-night affair did just that, welcoming over 1,000 VIPs onto WTA’s signature purple carpet and into a larger-than-life space designed to evoke feelings of a summer evening where 50 years of tennis history was projected on the venue’s walls throughout the night. The event was produced by Net Results' Jeremy Steindecker.
The late-night affair did just that, welcoming over 1,000 VIPs onto WTA’s signature purple carpet and into a larger-than-life space designed to evoke feelings of a summer evening where 50 years of tennis history was projected on the venue’s walls throughout the night. The event was produced by Net Results' Jeremy Steindecker.
Photo: Courtesy of Bec Events
The star of the show (besides King, of course): a 15-by-15-foot chandelier made of tennis racquets and lush florals suspended above a bar that was nothing short of breathtaking.
Photo: Courtesy of the Bec Events
A custom trophy wall displayed historic singles and doubles trophies, while another corner of the venue was dedicated to listing champions throughout the past decade. Many victors were featured in the gala’s programming as well, including breakout star Coco Gauff and former No. 1 tennis players Chris Evert and Tracy Austin.
Photo: Courtesy of Bec Events
