An inside look at the US Open’s $800 million push into building more luxury spaces for fans

That’s because the United States Tennis Association (USTA), the organization in charge of running the year’s final major tournament in Queens, New York, announced in May that it’s launched an $800 million self-funded “transformation” to the grounds.

The organization released new renderings of the plans for its luxury suites, which it shared with Fortune.

Photo courtesy of the USTA

With a focus on providing a more luxe experience for fans and the top tennis players competing at the event, the USTA is upgrading Arthur Ashe Stadium, the U.S. Open’s largest arena, and is constructing a four-story building for athletes to relax between matches. The architecture firm ROSSETTI, which helped with prior renovations, is leading the design initiative.

The USTA aims to complete renovations in three phases, according to a press release: first, some structural changes were finished ahead of this year’s event to prep for construction and start building floors of the new player center; second, “existing courtside and suite levels in Arthur Ashe Stadium will be removed and replaced” after this year’s tournament; and, third, the USTA aims to complete the player center as well as a new entrance to the stadium in time for 2027’s tournament.

The stadium will see an influx of luxury spaces designed to provide fans and corporate sponsors larger areas to watch matches, get food and enjoy other amenities. And some attendees may even use the spaces for networking, said Daniel Zausner, the Chief Operating Officer for the USTA Billie Jean King Tennis Center where the tournament is held, in an interview with Fortune.

Photo courtesy of the USTA

“There’s been no shortage of both suite and hospitality clients who’ve told us for the last 20-plus years that they end up doing more business during the two weeks of the main draw of the U.S. Open than they do the rest of the year,” he said. “We hear that all the time.”

“Out of the pandemic, there’s been this insatiable appetite for that type of premium experience,” he added. “I think we’re seeing that in sporting events all over the country.”

Kirsten Corio, the Chief Commercial Officer for the USTA in charge of ticket sales, hospitality, sponsorship and other revenue-generating opportunities, agreed. “When our clients look to make decisions on how and where they will entertain prospects or their business partners, they’re looking at Madison Square Garden, Barclays Center, Yankee Stadium, Citi Field, the U.S. Open and other premium sporting events,” she told Fortune. “They’re looking at how much quality time can they get with that person or that group of people.”

Photo courtesy of the USTA

Whereas an NBA game finishes in a couple of hours, a day or night session at the U.S. Open can last longer depending on the length of each match, meaning more time for networking and using these upcoming suites. “For businesses and for deal-making within the spaces that we offer, we’ve been told by our clients that it’s the most successful hosting that they do all year,” said Corio.

Photo courtesy of the USTA

The changes will allow the USTA to quadruple the number of hospitality clients they can accommodate, said Corio, adding, “I’m really excited that we’re going to be able to deliver a better experience for every fan.”

Editor’s note: The author has covered tennis for Sports Illustrated, The New York Times, Tennis Magazine and the USTA over a decade ago.