The United States Tennis Association wanted to create a more engaging guest experience for the annual U.S. Open Championship, hosted at Flushing Meadows-Corona Park. The association approached TAIT to provide guidance and help create an event that would attract more fans and deliver yearly growth.
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Our team attended the US Open Championship for three of the event’s busiest days; studying every aspect of the event from the perspective of a guest; engaging with event staff, brand representatives, and USTA executives; and taking note of guest experience pain points or event aspects that needed improvement. After the event, our team regrouped and compiled a detailed experience audit document detailing the event, what worked, what didn’t, and what was missing from the experience.
Our first guest experience audit was so well-received that the USTA has invited us back every year since. Every year our team attends, we find that the USTA has implemented the majority of our suggestions from the year prior. That’s created the foundation for the event to continue to grow attendance year-on-year.
