How the Australian Open became a competitive commercial pop-up opportunity
What once operated as an annual traditional sporting event in Melbourne has evolved into one of Australia’s most influential commercial stages. Today, the Australian Open is as much a dining, retail and entertainment destination as it is a Grand Slam tennis tournament.
Across the past decade, Tennis Australia has strategically reimagined the precinct of Melbourne Park, strengthening partnerships with hospitality operators and retail brands. However, the most significant transformation has occurred in the past five years, during which the AO’s food and beverage program has become a commercial powerhouse.
According to Fern Barrett, head of product growth and innovation at Tennis Australia, the acceleration has been well-planned.
“Over the past five years, AO Food & Drink has grown from strength to strength, evolving to a culinary mecca luring some of the world’s best chefs, restaurants, brands and flavours,” Barrett says.
“The AO is now established across the Grand Slam circuit as the most delicious, diverse and innovative, serving up a unique and varied range of culinary offerings from premium to accessible grab-n-go.”
This evolution has reshaped visitor expectations. Where tennis fans once planned their dining outside the precinct, they now arrive early and stay long after matches to explore food districts, chef-driven pop-ups, cocktail bars and brand activations. From luxury dining rooms to casual multicultural laneways, there’s something for every ground pass guest to experience.
“We work hard to curate a program each year that celebrates the wonderfully diverse people, communities, cultures and food that make up the fabric of our vibrant country,” says Barrett.
“Melbourne Park comes to life each year as a multicultural melting pot that is a true global celebration of food, drink and culture, creating a welcoming experience for over 1.2 million fans across all ages, backgrounds and taste buds.”
The AO’s evolution into a hospitality hub has unlocked new revenue streams not only for Tennis Australia but also for chefs, restaurateurs and brands invited to participate through both self-operated pop-ups and collaborative offerings delivered in partnership with catering operators.
Both models provide exposure at a scale most vendors won’t encounter elsewhere, with more than a million attendees each season and global broadcast visibility.
“Marketing and PR benefits help drive significant brand awareness and fan engagement,” Barrett explains.
“We’re proud of the success stories of many of our vendors that have participated at an AO and gone on to grow and diversify their business to a level they never deemed possible without the scale and breadth of the AO.”
Given the scale and visibility, demand for precinct space has intensified dramatically, with 20-plus precinct food outlets available each year. The team rotates most vendors annually to ensure broad industry participation, while retaining a small number of crowd favourites based on customer feedback. Some of this year’s include Entrecote, Fishbowl, D.O.C., and Shake Shack, to name a few.
Tennis Australia runs an annual open-industry EOI process each December for the following year’s event, allowing emerging and established operators to pitch concepts.
“It’s a simple and easy process for industry to apply. We assess all applications over a four-month period and inform them of the outcome by April. This gives us the opportunity to invite stand-out applicants to visit the AO in January for a tour so we can mutually assess the viability of working together,” Barrett explains.
“We’re constantly on the lookout for new and existing, interesting and unique brands that will satisfy our fans’ culinary and convenience needs.”
As the Australian Open continues to expand its precinct and focus on the customer experience, its food, beverage, and retail offerings have enhanced its image, making it an economic and cultural engine that now rivals the on-court spectacle for fan attention.
