Miami Living Magazine

Amanda Biderman

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Page 36 of 115

In 2010, it recorded over 2,400 hours of TV coverage worldwide. To receive an update on the Sony Open Tennis Tournament, Markin Abras spoke with Adam Barrett, the Sony Open Tournament Director. Miami Living: Can you please give us some insight as to why the tournament changed its name to the Sony Open Tennis Tournament? Adam Barrett: Last year, Sony purchased the Ericsson half of Sony Ericsson. Since Sony Ericsson is now Sony Mobile Communications it warranted a change in the tournament name. ML: Does the tournament director or Miami-Dade officials have any input or say on the name of the tournament? AB: As part of Sony Mobile Communications’ title sponsorship of the event they have naming rights for the tournament. We are always willing to provide advice and/or suggestions but the goal is to make sure the event name accomplishes the title sponsor’s branding goals. ML: Professional tennis is extremely competitive, but few of us think of the unspoken and unseen competition among tournament organizers to produce the best tennis event. Tell us more about what it takes to make the Sony Open sport’s “fifth Grand Slam” event. AB: We have always tried to be at the forefront of the tennis industry when it comes to event management and the promotion of tennis overall. Every year, we reevaluate the event and look for ways to improve the guest experience, whether it is ticket holders, sponsors or players. As for an unseen competition between tournament organizers, I don’t feel there is one. We are all in business of promoting the sport of tennis, and we are always contacting one another about best practices. ML: Over two-thirds of Miami-Dade voters approved the new and expanded park structure improvements. What are the expected improvements for players and spectators? AB: The proposed improvements will include new green spaces, shaded areas, landscaping with plants and trees native to Key Biscayne, and three permanent show courts with comfortable seating. The Tournament’s capacity, terms of use and limitations on height of park structures will remain in place. Overall, the improvements will turn the site into a world-class tennis facility that can be enjoyed by the public on a year-round basis.

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