TENNIS
The livery at The Queen’s Club in Wimbledon was changed from red to blue when AEGON took over from Stella Artois as the event sponsors
following the title wins of Andy Murray in 2009 and 2011.
What are the key logistical challenges surrounding event overlay? The most significant aspect is that we are turning a working tennis club in a residential area into an international tennis tournament, which welcomes 64,000 people through the gates as well as some of the world’s best tennis players – in a single week. The surrounding residential properties
make the six-week build period for the tournament a huge challenge. The narrow, winding streets make life difficult for the articulated lorries, which deliver our stands, seats and other materials,
but we liaise closely with the council on traffic management schemes to help with this. Working hours must be adhered to and keeping the club operational for its members for as long as possible is another important consideration. Then there is the weather to consider.
Traditionally, the AEGON Championships enjoys good weather, but inevitably this is not always the case. Last year, the final day was rained off, so it was
rescheduled for the following day. This was a logistical challenge in terms of the staff and contractors who needed to work an additional day and the ticket holders who needed to be looked after. In the end it turned out to be a fantastic additional day of tennis with another great, sell-out atmosphere. There’s a good relationship between
the tournament team and the overlay specialists, which is important – given what is involved in staging an event of this size and stature. The LTA’s opera- tions and hospitality teams deal with the overlay partners on a daily basis in the months leading up to the tournament. During the construction period this rela- tionship is crucial to ensure that there are no insurmountable logistical hiccups. From an operational standpoint,
The club has to be operational for members for as long as possible
in recent years the tournament has added a new front entrance to improve crowd flow, along with a public champagne bar. We have also worked closely with Creative Technology to enhance show production and on-site content, including colourful video features with match highlights and an upgrade to digital scoreboards and information screens.
56 Read Sports Management online
sportsmanagement.co.uk/digital Issue 2 2012 © cybertrek 2012
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