The Memphis Open is one of the longest-running American tournaments on the ATP World Tour and the only indoor ATP event contested in the United States.
While the Memphis Open has previously enjoyed great success as a tennis tournament and a social event the tournament has changed ownership multiple times over the past few years. The tournament has had a negative cash flow in 2015 and is perceived to have abandoned the elements and people that made it one of the top social events of the year as well as a top spectator sporting event in Memphis.
Previously the Memphis Open has enjoyed the most success as one of the only professional sporting events offered in the local market. Today, the Memphis Open is forced to compete with the Memphis Grizzlies National Basketball Association team who enjoyed a very successful year last year for entertainment dollars.
The Memphis market is known to be a “walk up” town for paid entertainment events. Rarely do people plan to attend events more than 15-30 days with the exception of season subscribers.
It was determined the Memphis Open needed to build reputational capital and appeal to the original business and social scene leaders in Memphis and reinvigorate ticket sales. With luxury box seats and sponsorship sales continuing to progress the Memphis Open will also focus efforts on single seat tickets and broad mass appeal in the 90 days leading up to the tournament.
Target audience for individual ticket sales and packages
Household income $75,000+
Lean toward female decision makers
Robust marketing and public relations campaign in 3 different phases
Announcement, Interest Building, Reputation Rebuild
Event Public Relations
Total Earned Media Publicity Value $922,091
Total Audience 362,416,720