Spectators attending the Australian Open will soon be welcomed to Melbourne Park not by security personnel and bag checks but by a stream of push notifications about their seats and favourite food – which will be delivered to them by drone.
That is Tennis Australia chief executive Craig Tiley’s near-term vision for the “happy slam”, which under his stewardship has evolved from a tennis tournament to an entertainment destination where up to 40 per cent of visitors do not watch a game.
Tennis Australia chief executive Craig Tiley has outlined a grand vision for the future of the Australian Open.Credit: Chris Hopkins
This year’s controversial new policy allowing spectators to move within arenas between each game, and the installation of a public bar overlooking outside courts, are just the start of the fan- and revenue-centred changes envisaged in coming years.
Tiley told the Blenheim Partners’ leadership podcast No Limitations, published last week, that he wants to create a “completely seamless experience based on the personalisation of every offer that we can bring into the entertainment ecosystem”.
Security checks at the gates will not be necessary because customers will have their backgrounds checked when they buy their tickets, he said. Instead, fans will be greeted by “very effective push notifications and way-finding” to help them locate their seats or preferred entertainment venue.
“Within a few minutes, someone sends you another notification [saying]: ‘Great to have you back at a sporting event, we notice you haven’t been here in six months, we know what you like’,” Tiley said.
“‘We know you love a cheeseburger loaded with some extra cheese and some extra vegetables, tomatoes and lettuce on it. If you want to order it, we can get it to you now. Here’s a list of other options you can have’.
“Then an hour later, another push notification: ‘If you go to retail in the next 20 mins, there’s 30 per cent off’.” Further notifications would direct spectators to transport home, after which they would receive suggestions for future events and a reminder that their bill for the day was due.
“[It would say]: ‘By the way, if you pay your thousand-dollar fee of money that you just spent today’ – that you didn’t know you spent – ‘within the next two days there’s no surcharge’,” Tiley said.
Improved technology would be required to make the leap, but some US stadiums had already integrated parts of these systems, Tiley said. “We may even bring your hamburger to you by drone … so that you don’t have to go and get it. It may be too difficult to have so many people bringing food to every customer, so a drone may bring it to you.”
All about the fans: spectators cheer for Aussie Thanasi Kokkinakis on day three.Credit: Eddie Jim.
The notion of drones flying through the stands may alarm players, some of whom were critical of this year’s new policy allowing spectators to take their seats between each game, rather than only during the change of ends that happens every second game.
Australian player Jordan Thompson, frustrated by the umpire’s inability to quieten the crowd and distracted by the added movement, called the Australian Open “the wokest tournament ever” in a memorable outburst on Monday.
But Tiley – who defended the rule change in subsequent days – has made no secret of his view the tournament must prioritise what fans want. He told the podcast that when he took the top job at Tennis Australia in 2013, he deliberately assembled a leadership team from outside of tennis.
“[We] said: ‘bring your ideas into this. Let’s not be about tennis, let’s be about having a great time’,” Tiley said.
“It used to be a great sporting event. Now at least 30 to 40 per cent of our fans come to the site and don’t even watch tennis.”
Australian Open attendees can also expect more large shade structures – Tiley wants everyone attending a match or the grounds to be under cover – more retail experiences, and an even greater focus on chefs and food.
But there were financial dangers in relying too heavily on technology, Tiley warned.
“If we had face-recognition entry into the grounds, and you never had to check your phone, we lose opportunities to upsell you,” he said.
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