Following the start of the ticket sales at midnight on Monday, ATP executive chairman and president Adam Helfant said: “We managed to create a rock concert-like atmosphere that wasn’t like anything our fans and players had ever seen.”
Most of the 15 sessions over the eight days at the 02 Arena sold out last year and the event set a record for indoor tennis tournaments with an accumulated audience of 256,000 people.
Research conducted with fans during and after the 2009 event showed 98 per cent of those who attended would buy a ticket again and 95 per cent would make a recommendation to a friend.
Additionally, 95 per cent considered the ticket very good value for money, one reason the entry-level price remained at £20 with under 16s paying half of the face value, according to Helfant.
Changes to the event will also be based on negative feedback: session start times will be brought forward by 45 minutes to allow fans enough time to catch regular public transport after the last evening match.
There will be two practice courts instead of one set up outside the main venue and a new 6,725-square-metere fan zone will be introduced, with seating for 400 people accessible to non-ticket holders.
“Around five to seven thousand people visit the O2 everyday and are not coming to the main event,” explained the event managing director Chris Kermode. “It’s a great opportunity to engage with a complete new audience of people who have never seen live tennis, draw them in and hopefully grow the game.”
