Sorry, purists: the Coachella-fication of the US Open is here to stay
The article discusses the "Coachella-fication" of the US Open, where the major tennis tournament has evolved from a sporting event into a cultural phenomenon and aspirational brand. The article highlights how the US Open has become less about the sport itself and more about the lifestyle and consumption associated with attending the event. The focus is now on the high-priced food and drinks, influencer presence, and branding opportunities rather than the tennis matches. The article suggests that this transformation has taken place in a relatively short period, with the US Open becoming more of a festival economy than a traditional sporting event. The article concludes that the sport is still present, but the real draw is the spectacle and the opportunity for attendees to showcase their attendance and participation in the event.
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