Rising Ticket Prices at the U.S. Open: A Closer Look

Every U.S. Open fan, from tennis enthusiasts to corporate executives, questions the rising ticket prices. A look at the tournament’s website shows steep costs for the first major day on August 31.

A grounds pass, which doesn’t guarantee a seat, is over $360. The original price was $65. An upper-deck seat in Arthur Ashe Stadium is $326. For a lower section seat in the largest stadium, expect to pay $518. A seat on the promenade level is $454, while a courtside seat can be $2,104. A loge section seat is $1,236. Fans can enter the grounds by 6 p.m. for $25, offering some price relief.

Despite the USTA’s mission to make tennis more accessible, the prices suggest otherwise. Kirsten Corio, USTA’s chief commercial officer, highlighted less expensive and free events as efforts to boost accessibility. She pointed to Fan Week attendance and opportunities to watch top players like Djokovic for free during practice sessions as examples.

This year’s U.S. Open sees soaring prices due to factors both in and out of the tournament’s control. Media, celebrity, sports, culture, and fashion convergence has elevated interest in live events post-Covid-19. These events are now akin to superstar concerts. The resale market has capitalized on this popularity. The renovation of Arthur Ashe Stadium for premium hospitality aligns with players demanding a larger share of tournament revenues.

The stadium’s renovation includes a $250 million player training and hospitality center. Before this, areas for player comfort occupied space now used for new hospitality clubs. The most valuable ticket areas have been reconfigured, with 2,500 of the previous loge section seats replaced with premium courtside seating.

The USTA sold high-priced tickets to subscribers before releasing remaining tickets to the open market. Many subscribers commit to buying tickets for all sessions over the event’s 15-day span. Once available for public sale, tickets quickly sold out, leading to a resale market driven by high demand.

The demand for live events is high post-pandemic. The USTA states that tennis participation has reached numbers not seen since the ‘70s and ‘80s boom. With more people playing and watching, ticket prices at the U.S. Open reflect this increased interest.

Comparatively, a day at the U.S. Open lasts from 11 a.m. into the night, offering better cost-per-hour value than events like concerts or Broadway shows.

However, the resale market dictates high costs. While organizers aim for accessibility, once tickets are purchased, market dynamics take over. Prices may reduce as the event nears, but there is no guarantee.

Fans face frustration as they feel excluded by high prices. The demand continues to rise even with expensive grounds passes and seats.

“We knew that we would be leaving dollars on the table,” stated Kirsten Corio. “The market has spoken.”

Renovations at Arthur Ashe have added 5,000 premium seats with exclusive amenities. The USTA made 3,500 of these new courtside seats, drawing from feedback by long-term subscribers wanting closer seats.

This year, the promenade level prices average $117 per session. Despite higher official ticket prices, markups on the resale market amplify costs.

Fan Week remains mostly free, offering access to practice sessions and qualifying matches at lower costs. However, this week isn’t the U.S. Open many fans aspire to attend.

The U.S. Open operation benefits from the increasing opportunity to boost revenue. Yet fans continue to be priced out, even as attendance booms.