activation concepts amp up the experience at the miami open
The new Miami Open opened to record breaking attendance for its 2019 debut. The design for the complex transformed formerly vast, paved parking lots around Hard Rock Stadium into twenty-six acres of lushly landscaped tennis and entertainment zones. Miami's nightlife scene was the design inspiration for a variety of fan amenities, world-class dining, hospitality zones and entertainment options.
The expansive tennis campus includes a 5,000-seat demountable Grandstand stadium, 12 tournament courts, with full broadcast capability and 18 practice courts. Connectivity is the key to linking Hard Rock Stadium with the new courts. Dolphin Plaza acts as the centralized spine, and is flanked by two public squares and six themed neighborhoods that celebrate Miami’s social culture. The neighborhoods feature premium hospitality, fan activation, and sponsor engagement. During the Miami Open, a temporary championship court is also built within Hard Rock Stadium to 'right-size' the experience and utilize stadium amenities. ROSSETTI partnered with Seating Solutions to design and build a horseshoe-shaped grandstand that is the first extensive, multi-level, multi-concourse temporary stadium. The total seating capacity is 13,800.
Temporary modular suites, located on the northeast side of the stadium, provide guests with a premium experience customized for the Miami Open and the celebratory theme. The 24 Cabana Suites feature high-end finishes and furniture. The modular components not only use renewable materials but are repurposed after the event is over.