At Fan-less US Open, One Marketing Guru Pivots Clients to Virtual VIPs
Jeremy Steindecker, whose business first took off 32 years ago at the US Open, has brought the luxury-suite experience directly to his consumer base in the comfort of their own homes.
By Matt Fitzgerald
September 11, 2020
When Alexander Zverev and Dominic Thiem aren’t on the court winning matches at the 2020 US Open, the German and Austrian have ensured their unique opportunity inside Arthur Ashe Stadium hasn’t gone to waste. Both Zverev and Thiem have frequently been spotted, often while getting a suntan, enjoying a VIP look at their peers. It’s proven to be a winning arrangement for the pair of major contenders, as each has reached his first semifinal at Flushing Meadows.
Their vantage point is more than a premium birds-eye view from the largest tennis venue in the world. With it comes privacy, personal space, room service and the all-important private bathroom. The personal touch, offered by USTA to seeded players and former champions in lieu of fans attending, has given competitors like Zverev and Thiem a taste of how luxury-suite holders experience the hard-court major.
Yet, the lack of fans inside Ashe extends well beyond the loss of crowd energy and ticket revenue. Take marketing veteran Jeremy Steindecker, who for just the second time in 32 years is not fueling himself with Rice Krispies Treats over the fortnight to service corporate clients and coordinate appearances with past champions day and night. His only prior absence came for a week 15 years earlier, when his wife welcomed their first son into the world.
Steindecker first realized he loved organizing people and events during his stint as the manager for the University of Pennsylvania men’s tennis team, followed by an opportunity with a large sports management company ahead of his senior year. Those experiences confirmed Steindecker’s desired industry of choice and inspired him to launch his own business, Net Results Marketing, after realizing he would approach client-servicing much differently. Steindecker went straight from graduation to his own office and his hustle, plus creativity, led to an early break: Billie Jean King.
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