US Open, USTA Tennis Center Environmental Design
Bruce Burke's branding expertise provided significant contributions in helping the United States Tennis Association maximize the overall impact of their marquee event – The US Open – while propelling consecutive years of record attendance and revenue. For 4 consecutive years Bruce led the branding communications initiatives of the US Open, with a mission to re-position the U.S. Grand Slam event as one of the world’s top-five sports and entertainment spectacles.
“Bruce Burke played a signifigant role in helping us brand and position our tournament,” said Arlen Kantarian, Chief Executive, Professional Tennis, USTA. “His vision helped to dramatically transform our event, celebrating the athleticism and spectacle of the US Open, as well as providing incremental revenue opportunities. The Past Champions Exhibit helped Heineken more effectively activate their US Open partnerships and gave our fans more ways to enjoy the event."
Burke's many contributions included the creation of the event's annual theme art; event logo; on-court sponsored signage; ticket design; event programs; licensed products; and several on-site upgrades including the design and construction of a new food village structure and the US Open "Past Champions Exhibit," showcasing the event's greatest assets – the US Open's past champions – dating as far back as 1896 in the Pre-Open era.
“Bruce Burke played a signifigant role in helping us brand and position our tournament,” said Arlen Kantarian, Chief Executive, Professional Tennis, USTA. “His vision helped to dramatically transform our event, celebrating the athleticism and spectacle of the US Open, as well as providing incremental revenue opportunities. The Past Champions Exhibit helped Heineken more effectively activate their US Open partnerships and gave our fans more ways to enjoy the event."
Burke's many contributions included the creation of the event's annual theme art; event logo; on-court sponsored signage; ticket design; event programs; licensed products; and several on-site upgrades including the design and construction of a new food village structure and the US Open "Past Champions Exhibit," showcasing the event's greatest assets – the US Open's past champions – dating as far back as 1896 in the Pre-Open era.
Original concept elevations of the proposed US Open exhibit used to gain approval from the USTA's Executive Director and Board.
Design detail of the banners highlighting each year's champion starting with the very first US Open Champion from the Pre-Open era in 1896 to the most current.
The result provided immediate impact well beyond the aesthetic appeal the exhibit added to the US Open's facility. The exhibit sponsor (Heineken) was able to more effectively activate its sponsorship of the event, and US Open fans were able to better appreciate the tournament's tremendous history and depth of talent previously crowned as US Open champs.
