The United States Tennis Association (USTA) has announced the line-up of its “Be Open” campaign, which aims to promote progress, positivity and equality at the upcoming US Open at Flushing Meadows.
The campaign, which takes place throughout Fan Week, gives tennis fans an opportunity to participate in numerous cultural experiences and celebrate diversity.
The 2024 campaign will take place over the course of three weeks and features a variety of events, including Open Pride, AAPI celebrations and the US Open Equity Experience, an immersive event taking place near Court 17 that celebrates “the power of tennis” and the impact it can have on society.
The interactive Equity Experience takes place throughout the tournament and gives fans an opportunity to learn and play, gaining a better understanding of how tennis makes their lives better through mental, physical and emotional wellness.
Marisa Grimes, USTA Chief Diversity, Equity and Inclusion Officer, said the Be Open campaign reflects the inclusiveness of tennis and reinforces USTA’s commitment to promoting diversity and its positive impact on sports and society.
“Tennis is more than a sport—it has the unique ability to forge human connections and improve the physical and mental health of everyone who plays it,” Grimes said in a statement.
The Be Open campaign will celebrate several minority communities during Fan Week and the two-week-long main draw, including the LGBTQ, black, Latino, AAPI and disabled communities, in addition to veterans and service members.
Be Open’s AAPI Amplified initiative will kickstart the campaign with a traditional dance performance from New York City’s Chinatown Young Lions Dance Group on Monday, Aug. 19, to celebrate the start of Fan Week and bring good luck to the US Open, which kicks off a week later, on Aug. 26.
The opening event will also include AAPI Community Tennis Clinic with AAPI-themed activities, including arts and crafts, cultural dance performances and special character appearances.
Ajna Dance will also perform on the Fan Week Stage on Thursday, Aug. 22, as part of AAPI Amplified, showcasing the diverse Indian diaspora.
Be Open’s LGBTQ celebrations will take place throughout the grounds of the USTA Billie Jean King National Tennis Center, with members of Gotham Cheer taking to the Fan Week Stage on Tuesday, Aug. 20.
Be Open Pride events will take place throughout the main draw of the tournament, including a performance by the Queer Big Apple Corps marching band on Thursday, Aug. 29. The performance will be followed by an interactive LED light show during evening matches in Arthur Ashe Stadium.
Somos Comunidad at the US Open, which celebrates Latino and Hispanic culture, includes a performance from Ballet Hispánico on the Fan Week Stage on Wednesday, Aug. 21, while Calpulli Mexican Dance Company will perform a traditional Mexican folkloric dance on the Fan Week Stage on Sunday, Aug. 25.
Historically Black Colleges and Universities (HBCUs) will return to the US Open for the fourth year, with the New York City Metro Black Fraternity and Sorority Step Teams performing on the Fan Week Stage on Friday, Aug. 23.
Be Open will also bring HBCU’s “The Yard” to the US Open on Wednesday, Aug. 28, with music, food and a celebratory atmosphere that captures the spirit of the Yard experience.
Meanwhile, the US Open will host its 13th annual Lt. Joe Hunt Military Appreciation celebration on Saturday, Aug. 31, honoring the bravery and commitment of service members in all military branches.
A number of Highlighting Adaptive Tennis events will take place throughout Fan Week and the main draw of the US Open, providing a platform for athletes and fans with disabilities.
The US Open will host its first-ever Para-standing Invitational Tournament from Sep. 4-6. The tournament is open to individuals with physical disabilities who play without using a wheelchair.
During Arthur Ashe Kids Day on Saturday, Aug. 24, there will be All-Ability designated tennis courts designed to support adaptive and wheelchair players, while Action Audio technology will be utilized for Men’s and Women’s Quarterfinals, Semifinals and Finals matches to support fans with visual impairments.
For more information about the Be Open campaign, visit usopen.org or click here.
