South Africa-born Craig Tiley is CEO of Tennis Australia and director of the Australian Open. He has some BIG plans for the year’s first grand slam.
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Tiley sat down with The South African website’s tennis correspondent Dave Marshall for an exclusive interview during this year’s grand slam in Melbourne.
In Part 5, Craig Tiley suggests three things the other grand slams should adopt and what the future holds for the Australian Open.
Three things from the Australian Open that you would like to see the other slams adopt?
“I don’t tell anyone what to do. All the slams have their own unique identity and have a great deal of success. The four slams are the pinnacle of the sport.
“I have a great respect for the tradition and history associated with all the other three slams. That history must be protected.
“Roland Garros has a style, a fashion a grandeur of Paris.”
“I respect the grass and the great traditions of Wimbledon.
“The US Open is a great spectacle of New York.
“Winning a slam is the ultimate aspiration for every professional athlete and has been for over a hundred years”.
“In the eco system of tennis, the slams represent 70% of the total economic value for the men and more on the women’s side.
“So, the relationship of the slams is critical and therefore working together is crucial.
“Firstly, we all need to be maniacally focused on the fan. What we are doing at the AO is to first focus on the experience for the fans. We are very fan centric. The fans are the centre of everything. If the fans have a good time, they are going to invest more.
“The fans are the economic engine of the sport. So, greater respect and engagement for the fans.
“Secondly, since the slams lead the sport, they should also work hard on leading the innovation. We should constantly be trying new things and at the same time maintain a world leading relationship with the fans and the players. Both are critical to the success of the events.
“Thirdly, since the slams have such a huge impact on the sport, we should do everything we can to maximise weatherizing the experience. This includes more retractable roofs, more shade and rain cover for fans. The show must go on and we should do everything to protect the fans experience for inclement weather.
What’s next for the Australian Open? Is there another 10-year plan?
“There is, however we may shortened it to no more than a five year plan.
“By 2030 there are big plans.
“We need to continue expanding this precinct. We will get at least 1.2 million visitors each year.
How could you expand the precinct?
“We have a great precinct and over the last ten years a billion dollars has been invested in the precinct for entertainment and tennis. However like everything you have to continue to evolve and grow.
It has been five years since any infrastructure change so looking into the future again is now critically important.
If we look at everything around us there is space.
“We know that we have fans from around the world that want to experience the Australian Open. Year on year it is our obligation to provide those fans with a diverse and memorable experience. To do this we make big investments in temporary infrastructure and activations.
“We made a decision 10 years ago to “festivalise”. We introduced four different pillars of experience: music, food, kids and family, and future tech.
“At the core of these pillars is tennis.
“So, we have a plan to be Australia’s largest music festival.
“When it comes to food, 40 plus of the world’s best chefs are here for three weeks.
“Young kids and families can go to the ballpark and experience kids designed entertainment.
“My 12-year-old daughter came on site the other day and I didn’t see her for seven hours!
“And the tech is about engaging Generation Z in a seamless way.
“So, moving forward things will change again.
“The site will be a bigger footprint”.
“Number two, we are always looking at the infrastructure, how we use what we have onsite, how we can continue to expand and improve. There will be more shade, more highline structures and even a change to some of the permanent infrastructure.
“And thirdly there will be a massive activation of our global audience.
“Those sitting at home will be able to experience the Australian Open like they are there. In fact, they can have their own director’s chair in their home and choose their adventure and own unique experiences.
“We want to greatly expand the tech possibilities, like seeing Rod Laver play Ken Rosewall as holograms on Rod Laver Arena.
“Then when you your director’s chair at home you are doing so because you want to experience the great things at the Australian Open.
Your experience must be seamless. Everything will be digital – just walk out technology for merch, food brought to your seat, ordering food from anywhere, digital personalised way-finding – build your personal experience, ticketless entry, pre security check and clearance, personalised transport (maybe in a driverless car or drone), just to name a few.
“The plan would be that you would only have one interaction when you pay for everything at the end. It’s completely seamless.”
How many years away do you think these changes are from happening?
“Next year. (lots of laughter)
“Some of it’s already in place, and we are working on the rest.
Dave Marshall covered the 2025 Australian Open in Melbourne exclusively for The South African website
Coming up in Part 6: What does the future hold for Craig Tiley?
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