source : the age
No expense is being spared at this year’s Australian Open as sponsors build multi-level marquees to cope with the demand for luxury experiences.
For the first time, Mastercard and Rolex have created two-storey structures in their prime position next to Rod Laver Arena and overlooking the Yarra River.
Patrons enjoy the hospitality in the Piper-Heidsieck marquee at the Australian Open.Credit: Chris Hopkins
Mastercard’s marquee has doubled in capacity, hosting 100 guests at a time in the modern structure with an all-black interior decked out with floral arrangements in corporate red, orange and yellow.
Florencia Aimo, vice president of marketing and communications for Mastercard Australasia, said the credit card company hosted partners and customers for drinks, food and entertainment in the marquee before heading courtside for prime seats.
“It’s the first time we’ve opened up the space to cardholders, which means more people can enjoy priceless experiences, from amazing dining to live music and everything in between,” Aimo said.
Rolex’s two-storey timber and glass structure has an air of hushed opulence, glass cabinets display watches and wicker chairs are clustered on the large balcony overlooking the city.
The Mastercard and Rolex lounges at the Australian Open.Credit: Joe Armao
The watch brand has doubled the size of its structure but has not invited more guests, instead offering more space to customers and partners.
Guests are served meals prepared by chefs from Andrew McConnell’s restaurants, such as stuffed zucchini flowers and lamb racks.
The Emirates marquee is only single storey, but filled with decadence, with red and white striped booth seating, soaring entrance columns and large Grecian style urns filled with white flowers.
The airline replicates its first-class service with champagne, unlimited caviar and a cheese trolley.
Mason Cox and fellow footballer Dan Houston in the Emirates marquee at the Australian Open on Tuesday.Credit: Chris Hopkins
Emirates’ divisional vice president for Australasia, Barry Brown, said the guest list was a mix of corporate partners and top customers along with celebrities, including cricketer Adam Gilchrist, model Bec Judd and footballer Mason Cox.
“Over three decades, we’ve refined our approach to corporate hospitality, balancing hosting key corporate clients, our Emirates Skywards members – with platinum and gold members able to purchase hospitality and tickets with miles – along with inspiring consumer travel,” he said.
Piper-Heidsieck also expanded its presence this year with a redesigned champagne bar and kiosk.
President and chief executive Damien Lafaurie said the champagne house sold 53,000 glasses of champagne at the tournament last year and was hoping to sell 80,000 this year.
“We are providing a better champagne and food pairing,” he said. “This year, the food is more French classical with a twist.”
Piper has just extended its contract with the Open for another three years. “We like the atmosphere, we like the mood, we like the mindset,” Lafaurie said.
Roddy Campbell, director of partnerships and international business at Tennis Australia, said the original single row of marquees had transformed into temporary builds that almost look permanent.
“They’re all incredibly premium executions and I think they just want versatility and a chance to do it slightly differently because nobody turns down an AO invite,” he said.
The Emirates lounge at the Australian Open replicates its first-class service with champagne, unlimited caviar and a cheese trolley.Credit: Joe Armao
Campbell said taller lounges allowed Tennis Australia to expand the space, and it was likely that other sponsors would follow suit.
“That is potentially a direction we can go in if it proves popular,” he said.
Tickets to cocktail venue Riverside Social were advertised this week for $700 a person while Piper-Heidsieck’s on-court seats were $5000 each.
Tennis Australia has also revamped its own premium offering, allocating many top seats to Club 1905, which Campbell said was aimed at corporates and individuals.
“There’s seven tiers of premium experience,” he said. “The top being the on-court seats, which has a sushi restaurant in a private dining room… down to Riverside Social, which is a bit more of that Birdcage vibe, with canapes and drinks packages on the balcony overlooking the city.”
Club 1905, which replaced Penfolds, boasts a restaurant and bar overseen by Martin Benn and Vicky Wild. Jacketed attendants usher guests through the large space, which holds around 500 people and contains a series of dining rooms with chandeliers and a balcony bar overlooking the precinct.
A ticket covering food and drinks and a prime seat every day costs more than $30,000. And if the drinks package is not enough, there is the option of splashing out on a bottle of 2018 Grange for an additional $1500.
However, the hottest ticket in town is to Tennis Australia’s O lounge, which is inside Rod Laver Arena and provides direct access to front-row seats on the baseline and mini eskies for drinks.
Money can’t buy you an invite here – it’s at the discretion of Tennis Australia chair Jayne Hrdlicka, and is where she hosts top sponsors, dignitaries, celebrities, business chiefs and sports stars.
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