The BNP Paribas Open is truly 'Tennis Paradise.' But I miss the days when it was less fancy and crowded.

"Set in the scenic California desert in Indian Wells, with top-notch facilities, the tournament has been voted the tennis players' favorite of the year. It is often referred to as the "fifth slam" for being the biggest tournament outside the four majors. The intimate, more laid-back experience is unique, with fans able to get within shouting distance of Naomi Osaka or Aryna Sabalenka as they practice or stretch out on the idyllic grass lawn."

"There is also a greater emphasis on luxury, with a "Charcuterie Champagne Lounge" featuring pours at $43 and a gourmet burger stand offering an ounce of caviar for $125. The luxurification at Indian Wells reflects something bigger than one tournament's glow-up. Tennis in the US is in the midst of a resurgence, with a record number of enthusiasts playing the sport, according to the USTA."

"Now, tournaments like the BNP Paribas Open are borrowing that playbook, betting that as interest in the sport grows beyond its traditional fan base, more spectators will pay up for a luxury, branded tennis event, even if it means longer lines and massive crowds."

The BNP Paribas Open in Indian Wells has undergone significant changes over recent years, becoming increasingly crowded and expensive while emphasizing luxury experiences. Once considered tennis's best-kept secret with intimate fan access to top players, the tournament now features premium offerings like a Champagne Lounge and caviar-topped burgers at steep prices. This transformation reflects a broader resurgence in US tennis, with record participation and attendance at major tournaments like the US Open. Tournament organizers are capitalizing on growing interest by adopting a luxury, branded event model similar to other major sports, attracting new audiences willing to pay premium prices despite longer lines and larger crowds.

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