The tennis tournament on Key Biscayne has always been about more than just tennis, but this year, under new sponsor Itau and with a new name Miami Open, tournament management is going a step further. It has added several new features for fans and dubbed it the Miami Open Experience.
The idea is to create a beach party atmosphere at the Tennis Center of Crandon Park, with fashion shows, celebrity chef demonstrations and an exhibition professional beach volleyball tournament featuring some of that sport’s big names. Three-time Olympic gold medalist Kerri Walsh Jennings is among the volleyball players scheduled to participate in the new entertainment platform, which will be held the second week of the March 23-April 5 event.
“The Miami Open Experience marks the first time we’ve presented the entertainment package to our fans on this scale,” said Fernando Soler, managing director of IMG’s tennis division who is putting together the event along with tournament director Adam Barrett. “That combined with the new premier shopping offering and the myriad improvements we’ve made this year for fans and players further positions the Miami Open as one of the best entertainment experiences in sport.”
Celebrity chefs Tom Colicchio, Scott Conant, Josh Capon and Michelle Bernstein will be featured. Model-turned-fashion designer Tori Praver will showcase her latest swimwear line.
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Nearly all of the world’s top tennis players are entered in the tournament, including Novak Djokovic, Serena Williams, Rafael Nadal and Maria Sharapova. For tickets and more information, go to miamiopen.com.