Courting success as new era emerges

With the bar raised high, organizers are already planning the next few moves to further elevate experiences at the tournament with major venue renovations, more flexible ticketing policy and better spectator service among many improvements to make.

"The turnout this year well exceeded our expectations, thanks to the booming tennis market in China," said Yang Yibin, chairman of Shanghai Juss Sports Development Group, organizer and promoter of the Shanghai tournament.

"Bigger crowds and wider coverage of broadcasting help enhance the tournament's appeal, bringing in more sponsorship revenues that would contribute to greater investment in more development projects of the tournament.

"We've built such a healthy and consistent business pattern that empowers us to constantly improve the quality and service of the tournament for sustainable success," said Yang.

The tournament will add retractable roofs on two more courts, build a bigger show court with 1,000 seats to accommodate star players' practice sessions and organize more international junior events, among many other projects, in the near future, according to Yang.

Michael Luevano, the tournament director, couldn't have been more delighted as he considered the event's overall success.

"With most successful tournaments, you know, you want to innovate, you want to deliver more," said Luevano.

"We do have some ideas, but, like anything, you have to get the basics right. You have to make sure that the players, the stakeholders, are well looked after, and you build the loyalty with them first. The fan experience, we need to improve and always innovate."

sunxiaochen@chinadaily.com.cn