From first serve to full house
Designing the premium fan journey into Rod Laver Arena
Every touchpoint between a ticket and a seat possesses the chance to create friction, or remove it completely.
We mapped every touchpoint for premium guests at the Australian Open — seamless entry, mobile check-in, reservations, and wayfinding to hospitality spaces, bars and restaurants — solving each friction point with the same attention to detail as the main event.
A major sporting event's premium hospitality strategy lives or dies in the details most fans never consciously notice: how quickly you get through entry, how intuitively you find your seat, how naturally the experience flows from arrival to the final point.
That fan journey and touchpoint design approach applies well beyond tennis — any major sporting or hospitality event in Australia looking to elevate its premium guest experience is solving the same underlying problem.
What is a fan journey strategy?
It's mapping every touchpoint a guest experiences — entry, check-in, wayfinding, hospitality — and designing each one deliberately, rather than leaving the experience to chance.
Does this apply to venues outside tennis?
Yes — the same touchpoint-design principles apply to any major sporting or hospitality event looking to improve its premium guest experience.