USGA

The U.S. Open and U.S. Women’s Open Championships, known as golf’s toughest tests, aimed to optimize ticketing, fan experiences, and revenue for their 2026 events. Elevate was engaged to provide a comprehensive evaluation and a Strategic Action Plan to guide these initiatives.

The Championships needed to enhance the fan experience, attract new audiences, and diversify seating and hospitality offerings, all while ensuring revenue growth. Balancing premium and general admission offerings in line with market trends and consumer expectations presented a complex strategic challenge.

Elevate conducted a thorough competitive analysis of more than 30 comparable events to identify market dynamics and fan preferences. Using these insights, the team designed a refined ticketing product mix and pricing strategy to appeal to diverse audiences and improve retention. The Strategic Action Plan outlined experiential enhancements, sales strategy, capacity planning, and revenue forecasting, providing a clear roadmap to elevate fan engagement and maximize financial performance across both Championships.