00:00The U.S. Open has always been one of New York City's signature sporting events, but this year, the tournament
00:05is taking its connection to the city even further.
00:08From free fan week activities and author Ash Kids Day, to a U.S. Open ice cream truck traveling through
00:14all five boroughs, a Marvel's Spider-Man collaboration, and a new fan experience at Hudson Yards.
00:20The goal is to bring tennis to more New Yorkers than ever before.
00:24So, let's catch up with the U.S. Open head of marketing and entertainment, Nicole Cancum, to talk about this
00:29year's fan week, the tournament's growing footprint across the city, and how the U.S. Open is working to make
00:34tennis feel accessible to everyone.
00:36Nicole, this is always fun for me because when I see you at this time of year, I know the
00:41U.S. Open is coming. I'm excited. How are you doing?
00:45Oh, it's busy, but I'm so excited. And yes, this is always a fun time for me as well to
00:50talk with you, Dexter. So, I'm happy to be here.
00:52Always a pleasure. Nicole, so the theme around the tournament this year is celebrating our New York story. I like
00:59that theme.
01:00But what strikes me is that you're not just asking New Yorkers to come to the U.S. Open. You're
01:04bringing the U.S. Open to them.
01:06Was that the big idea behind everything you're doing across the city this year?
01:11No, absolutely. You know, the U.S. Open and New York City are intrinsically linked, right?
01:18We have this shared spirit of grit and energy and passion, and, you know, that defines the U.S. Open.
01:26It defines New York City. And so our celebration of our New York story is all about celebrating that link
01:32between the U.S. Open
01:33and what fuels us, the power of New York City.
01:36So, when we think about, you know, all the things that we're doing around that, it is demonstrating how we
01:43are so connected and really in spirit and energy.
01:48And it all starts with the theme art. So, you may remember back in May, we unveiled our theme art,
01:54this vibrant piece of artwork developed by Eugenia Mello,
01:58an Argentinian-born but New Yorker at heart, and it celebrates all five boroughs.
02:03So, if you look at the artwork, it's got little examples, little Easter eggs from all five boroughs, and it
02:09celebrates that vibrancy, energy of the New York City.
02:12And then when we think about then how do we elevate that and extend that, it's all about creating really
02:19bold, impactful, engaging activations that bring that to life.
02:24Yeah, and you guys are really doing that. And one of the things, Nicole, that you and I have talked
02:29about over even the last couple of years is we talk about making tennis more accessible.
02:34How much, when you talk about that, how much of that is about removing the financial barrier and how much
02:39is about removing the intimidation factor?
02:41Because there's probably New Yorkers, and I've talked to them, who love sports but still think the U.S. Open
02:46isn't really for me.
02:48How do you, in the role that you have, how do you try to change that perception?
02:52Well, I think right now we are fortunate that tennis is having a moment, and it's part of this cultural
02:59relevant movement that's happening.
03:01It's really at the intersection of sports and entertainment and fashion and culture, and we believe the U.S. Open
03:08has been a key driver in elevating that.
03:11But we are very much focused on, while delivering a spectacular premium experience at the U.S. Open, creating accessible
03:20opportunities.
03:21We've been very intentionable about making eight of the 22 days of the U.S. Open tournament free and accessible
03:28to attend.
03:29So that's seven full weeks of fan week, seven full days of fan week.
03:33We've got our Open for All day later on in the tournament where you can come onto the grounds for
03:38free.
03:38And it's all about, just as you said, you know, sort of lowering the bar, lowering the barrier to entry,
03:45and making it feel accessible but still having a spectacular experience and really energize entertainment value when you come on
03:53the grounds.
03:53No doubt about that. One of the more accessible things that you guys do is Arthur Ashe Kids Day, and
04:00I had the opportunity to bring my daughter to Arthur Ashe Kids Day last year.
04:04I love that.
04:04She had a great time. She had a fantastic time. She loved it, right? And now you guys have it
04:09where it kicks off fan week on Sunday.
04:11So when you have a kid who comes through those gates who, you know, maybe they never held a racket
04:16before, what would be the perfect outcome for you?
04:19Is it that they leave saying, hey, you know, that was really fun, or is it something where they say,
04:23I leave saying, hey, I want to play tennis?
04:24What do you guys look at when kids come to the USTA grounds that, what's the perfect outcome for you
04:30when they get to visit?
04:30No, sure. I mean, just what you said, right? We'd love for both of those things to happen.
04:36You know, the goal of, the mission of the USTA is to grow tennis and inspire people and healthy communities
04:43everywhere.
04:44And Arthur Ashe Kids Day is the first key to really inspiring that love for tennis.
04:50We want to make tennis feel cool, but fun and exciting to young people.
04:55And Arthur Ashe Kids Day is the perfect vehicle to do that, especially thinking about the legacy of Arthur Ashe
05:01himself.
05:01He believed in the power of tennis to inspire kids and to change lives.
05:06And so everything that we're doing around Arthur Ashe Kids Day is designed to elevate and amplify that.
05:12When we think about, you know, the content and what types of activities we're creating, it's all about meeting kids
05:18where they are and connecting the fun and excitement to tennis and to what kids enjoy.
05:25This year, you may have heard that we've got members of the Savannah Bananas, part of the stadium show, that'll
05:31be taking place on that Sunday at 11 a.m.
05:34And so it's going to be an exciting, fun-filled show.
05:39But again, it's connecting tennis with that excitement to inspire this love for the sport that we hope translates to
05:47prolonged and extended interest, but also getting kids to pick up rackets.
05:52Yeah, always beautiful.
05:53We get kids to pick up some rackets.
05:54And it was a really fun time at Kids Day last year.
05:56Now, you guys are also taking the experience into Hudson Yards during the first week of the main draw with
06:03tennis courts.
06:04There's going to be gaming, DJs, a player tunnel experience, and people can watch the matches on a giant screen.
06:10So it's a really great experience for everybody.
06:12Does that represent a shift in how you view the U.S. Open, not just as a tennis tournament in
06:17Queens, but as a citywide event now by having this event here at Hudson Yards?
06:23Well, you know, I would say that the U.S. Open has always been a truly dynamic, interactive experience.
06:29It's much more than just tennis.
06:31I mean, of course, tennis is at the core of what we do.
06:34But for many, many years, the U.S. Open has felt much more than that.
06:37And so this year, with our theme being around celebrating our New York story, it's all about just showcasing what
06:44the U.S. Open is all about to fans across the city and bringing, you know, a sampling of that
06:51experience to Hudson Yards, a centerpiece of activity and New Yorker, true New Yorker interaction is just further amplifying what
07:00the U.S. Open is already what it's all about.
07:03I love that.
07:03That's going to be exciting over there at Hudson Yards.
07:06And look, you guys have, it's just more things that are growing all the time.
07:09You and I were talking about this before we started recording.
07:11And there's several things you guys have going on during Fan Week.
07:14But I have to ask about one thing in particular, the ice cream truck, because this might be my favorite
07:20idea.
07:20It's probably going to be my daughter's favorite idea.
07:21I think mine, too.
07:22Yeah.
07:23It's your case.
07:23Yours, too.
07:24I love that.
07:24Yeah.
07:25You guys are literally driving the U.S. Open ice cream truck to publish tennis courts in all five boroughs
07:31and giving the people free ice creams.
07:33I think this is really dope.
07:35So my question is, who came up with this and why was it important that the truck go to places
07:40where everyday New Yorkers actually play tennis?
07:43No, I love that you recognize that.
07:45And, you know, to be honest, it has become one of those sleeper hits.
07:50You know, we love the idea.
07:51So our team was brainstorming about different ways that we could, again, celebrate the theme, bring the U.S. Open
07:58across the city to all five boroughs, celebrating that connection to the city.
08:02And so together, collectively, we came up with this idea of, you know, what is endemic to New York City
08:09in the summer?
08:10Free ice cream.
08:11Who doesn't love that?
08:12But the more we tell people, the more people are thrilled and excited.
08:17We get to, again, showcase that connection to the city.
08:20But also, just as you said, you know, being where true New Yorkers are playing tennis, the U.S. Open
08:26is about the tennis, is about the sport.
08:29And so being able to give a surprise and fun treat to fans all across the city and connecting with
08:36that love of tennis is a true success here.
08:39Yeah, who doesn't love it?
08:40I mean, I'm sure there's somebody out there that doesn't love ice, but then just stay away.
08:44And we have different, you know, we've got soft serve, but we've also got some non-dairy options.
08:48So be sure to check online through our social channels.
08:53We'll be posting the different locations every day where we'll be with tennis court.
08:58I like that.
08:59I love it.
08:59Options for everyone here.
09:00And then you guys are also bringing Spider-Man into this.
09:04Now, I have not seen the new Spider-Man movie.
09:06One of my friends was shaming me the other day for not having seen it.
09:09But I read that you're giving away more than 40,000 original Marvel comics during fan week.
09:16So if a kid shows up because they love Spider-Man, which some kids do, they get the comic, then
09:20they stick around, they fall in love with tennis.
09:22Do you look at that as basically the perfect crossover for what you're trying to accomplish here, Young Family?
09:29Absolutely.
09:29This has been a fabulous collaboration.
09:31This will be the third year that we've collaborated with Marvel.
09:35And it's been a success every year.
09:37I mean, this year, of course, Peter Parker, Spider-Man, iconic New Yorkers based in Queens.
09:43How could we not develop a comic book as we're celebrating our New York story?
09:48And with the movie coming out, it's really been a lot of enthusiasm and excitement around it.
09:54This story, don't want to give it away.
09:56But if you come to Fan Week, and you really, just to be clear, you want to go to usopen
10:02.org slash Fan Week to register for Fan Access Pass.
10:05Because while it all is completely free, you do need to register for that Fan Access Pass, that free ticket,
10:11to gain entry onto the grounds.
10:14But the Spider-Man comic books, of course, if we entice people to come onto the grounds just to get
10:21their comic book.
10:22But while they're there, they develop this love for tennis and love for the sport.
10:25It's a win-win for everyone.
10:27That is beautiful.
10:29So I guess we can kind of conclude with this, Nicole, because you have the Marvel collaboration we just talked
10:34about.
10:35We talked about gaming, DJs, ice cream, which is fantastic.
10:39There's YouTube content, excuse me.
10:42Live art, you also mentioned.
10:43There's a lot here that isn't traditional tennis.
10:46So how do you push the U.S. Open further into pop culture without ever losing the thing that makes
10:52the U.S. Open special in the first place, which is the actual tennis?
10:56How do you push these things further?
10:58You're exactly right.
10:59It is about a balance.
11:01And like I mentioned, we're still at our core tennis.
11:04We are a tennis tournament.
11:06We're all about tennis.
11:07But, you know, if you think about the athleticism, the intensity, the energy of these amazing athletes that are on
11:14tennis court, on the tennis courts, everything that we're doing is all about reinforcing and amplifying that.
11:20So everything that we're doing that's sort of connecting to pop culture is not meant to replace that, but only
11:26to amplify that, right?
11:28We're trying to meet new fans where they are.
11:30And if these are different entry points to allow more fans to develop a love for tennis, develop a love
11:36for the sport, then we're succeeding.
11:39Yeah, I think you guys are succeeding.
11:41I'm so excited about this year because there's always something new around the U.S. Open, and it just feels
11:46like something new for everyone.
11:47I think people should really be excited.
11:49And listen, I will say this.
11:50This is not just a ringing endorsement.
11:52Fan Week is fun.
11:53If you love the U.S. Open, go out and check out Fan Week.
11:55It is fun.
11:56I'm not saying this because I talk to Nicole every year about this, but it's really, you love tennis.
12:01It's really good, and you're just seeing more people, different people.
12:03And it's free.
12:04It's free.
12:05There you go.
12:06Accessibility, we just talked about that.
12:08We want things to be accessible for more people.
12:09Sports should be.
12:10So I think that's a great thing.
12:12Everyone, that is Nicole Kankum.
12:13She is the head of marketing and entertainment with the USTA.
12:17She does a fantastic job with the U.S. Open.
12:19Nicole, I will see you in Queens at the USTA grounds very soon, and we'll chat it up some more.
12:26I look forward to it.
12:27Thank you so much for having me.
12:28Have a good one.
12:31Have a good one.
12:31Have a good one.
12:32Have a good one.
12:34Bye-bye.
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