USTA Previews Post-renovation Premium Club Offerings at U.S. Open
By Rob Schaefer
During the 2025 U.S. Open, the USTA and Elevate have opened a demo space on-site to preview the new premium hospitality spaces that the USTA’s ongoing venue upgrades will create.
And even with Arthur Ashe Stadium’s courtside lower-bowl seating not scheduled to be replaced until 2026, and new club spaces under Ashe not due to open until 2027, the USTA is already seeing subscriber demand.
According to Rob Moran, Elevate’s VP/Sales, U.S. Open, the USTA has taken more than 700 deposits for courtside seat/hospitality packages for 2026 and 2027. While the branding and exact specifications of each club area are still being determined, price points for full-tournament packages vary between roughly $43K and $86K for 2026 and $48K to $120K for 2027 -- and will include tiered levels of seating, access and all-inclusivity.
“Our big marketing push hasn’t even begun yet," Moran told SBJ. That’s going to start the third week -- next week -- of the [U.S. Open], so we anticipate that [deposit] number to grow pretty significantly once there’s more awareness out in the market for it.”
Of the USTA’s broader $800M renovation project to the U.S. Open grounds, $550M is being invested into Ashe. The work will add nine club spaces in the bowels of the stadium, replacing USTA administrative offices and including a vomitory that opens directly behind the umpire chair for courtside seat access. It will also increase the size of each of Ashe’s suites.
Currently, the U.S. Open’s two premium club spaces -- the 1968 Room and Overlook -- are temporarily erected atop an indoor tennis facility just to the east of Ashe for the tournament each year.
Elevate has been the USTA’s premium hospitality sales partner since 2020, while the USTA is working with Rossetti (the architect of the wider renovation project) and N.Y.-based restaurant designer Garrett Singer to design the premium spaces.
The hospitality preview center is staffed by Elevate salespeople to guide potential buyers through the process and includes everything from fresh renderings to a custom scent that the USTA developed with perfume maker IFF (called “Grandstand”) to be deployed in its premium areas.
“The renderings are still a work in progress,” USTA CCO Kirsten Corio said. “But we wanted to give all of the subscribers and prospects an opportunity to take a look at what’s possible and what might come to fruition by 2027.”
Take a look inside, courtesy of this video from SBJ: Video
