Sony Ericsson Open Leadership

Beginning his 22nd year with the Sony Ericsson Open and his 10th at the helm of the Sony Ericsson Open as Executive Vice President, Adam Barrett’s leadership has helped transform the organization and redefine its corporate identity into a customer service and sales driven company that holds an elite spot in the entertainment world.

Under Barrett’s direction, the Sony Ericsson Open has been recognized as a leader in fan entertainment, customer service, sales and marketing globally. Exceeding guest expectations and creating an exciting experience is the cornerstone of the company values which have been instilled through Barrett’s tenure.
Barrett’s primary responsibility consists of directing and overseeing all aspects of the organization from Finance, Merchandising, Human Resources, Community Affairs, Travel, Marketing, Sales and Player Services. His efforts have created an atmosphere for both the employees and customers that is loyal, professional and personal.
Barrett also shows his commitment to South Florida as he continually works successfully with Miami-Dade County public officials to keep the Sony Ericsson Open in Miami and a leader in the sport of tennis. The result of his diligence is an innovative public-private partnership at the International Tennis Center of Crandon Park which fans enjoy year round and the home of the Sony Ericsson Open.
Most recently, Barrett established a social media platform to capitalize on the popularity of this medium that motivates and activates fans directly. Facebook, Twitter, 4 Square and the first Mobile Application for the tournament have increased the fan base tenfold and customer loyalty has been catapulted to its highest level since the inception of the event in 1985.
Barrett steadily climbed the ranks after first joining the Sony Ericsson Open in 1991 as Finance Director and dually named Tournament director and Executive Vice President in 2002. He is actively involved in the both men’s and women’s tour boards and a member of many organizations that promote the sport of tennis globally.
Barrett is a graduate of University of Florida. He lives in Weston with his wife, Rachel and their children Matthew, Zoe and Chase. They generously spend their time and resources to assist the community, donating time to several charitable organizations.

Tournament Quick Facts

Dates
Monday, March 19, 2012 – Sunday, April 1, 2012
Qualifying Rounds: Monday & Tuesday, March 19-20, 2012
Women’s Main Draw opens: Tuesday, March 20, 2012
Men’s Main Draw opens: Wednesday, March 21, 2012

Site
Tennis Center at Crandon Park
7300 Crandon Boulevard, Miami, Florida 33149
Tournament Main Office: 305-446-2200
Tournament Fax: 305-446-9080
Media Contact: Sam Henderson

Website
www.SonyEricssonOpen.com

Tournament Director
Adam Barrett

History
On August 29, 2006, Sony Ericsson Mobile Communications announced the signing of a four year contract to become the title sponsor of the Sony Ericsson Open. With $9 million in prize money the Sony Ericsson Open is currently one of the largest tournaments in the world with Title Sponsorship. When Butch Buchholz established the event in 1985, it marked the first time in 56 years that a new two-week tournament featuring men and women was launched. Located in Delray Beach (Laver’s International Tennis Center) in 1985 and Boca Raton (Boca West) in 1986, the tournament found a permanent home in 1987 on Miami’s Key Biscayne. In 1994, Miami-Dade County christened the Tennis Center at Crandon Park, a 30-acre expanse that is transformed each year from a public tennis facility into a full-fledged festival for the Sony Ericsson Open. The Sony Ericsson Open, considered one of the most prestigious titles in professional tennis, has been awarded “Tournament of the Year” by the ATP in nine of the last 11 years. In 2004 the event was also named “Tournament of the Year” by the WTA. In 1999, the tournament was purchased by IMG.

Tennis Balls
Penn

Tickets
Call 305.442.3367 or visit www.SonyEricssonOpen.com

Guest Services
Lost? Need information? Need to purchase tickets for future sessions to the Sony Ericsson Open? The Guest Services Center is located next to the draw board in front of Gate C. Multi-lingual personnel are available to answer questions, make recommendation or listen to suggestions.

Will Call
The Will Call Center is located next to the main entrance to the Tennis Center by the fountain. Only the person whose name is on the order may pick up reserved tickets. A photo I.D. and signature is required to pick up your tickets.

Parking
General admission ticket holders may park on Virginia Key (one mile west of the Tennis Center), with free shuttle bus service to the parking area at Crandon Park. Directional signs will lead you to Virginia Key once across Rickenbacker Causeway. Miami-Dade County will provide Virginia Key parking for $10 per vehicle.

Television
The men’s and women’s finals are broadcast live on CBS. In 2011 the Sony Ericsson Open received over 77 hours of live coverage in the United States. Worldwide, over 2,400 hours of coverage was broadcast to over 153 million viewers.

2011 Champions
Men’s Singles: Novak Djokovic def. Rafael Nadal 4-6, 6-3, 7-6(4)
Women’s Singles: Victoria Azarenka def. Maria Sharapova 6-1, 6-4
Men’s Doubles: Mahesh Bhupathi/Leander Paes def. Daniel Nestor/Max Mirnyi 6-7(5), 6-2, 11-9
Women’s Doubles: Daniela Hantuchova/Agnieszka Radwanska def. Liezel Huber/Nadia Petrova 7-6(5), 2-6, 10-8

Attendance
316,267 over 24 sessions/14 days in 2011

The Venue

The 13,800-seat Stadium Court is the centerpiece of the Tennis Center at Crandon Park facility, home of the Sony Ericsson Open since 1987. The Sony Ericsson Open uses 12 courts in competition courts, plus six practice courts. The facility is also home to four European red clay, four American green clay courts and two grass courts. The Tennis Center also home to the United States Tennis Association’s player development program headquarters.
Time Line
March 1989: A new clubhouse was dedicated on the Crandon Park grounds
November 1990: Miami-Dade County approved plans for a new stadium
Summer, 1992: The site is rechristened The Tennis Center at Crandon Park
November, 1992: After legal delays and Hurricane Andrew halt construction, the way is cleared to open
February 12, 1994: Miami-Dade County dedicates the new 14,000-seat stadium
March 11, 1994: The first match is played on Stadium Court
August-October, 2005: Crandon Park weathers two powerful storms, Hurricane Katrina and Hurricane Wilma.
March, 2006: A new chairback seating system debuts in the 400-level.
The 411
Need more information? Below are some useful contact numbers and emails that will help you get what you need to know.

Key phone numbers
Main Switchboard 305-446-2200
Tickets 305-442-3367
Travel 800-725-5472
Main Fax 305-446-9080

Key email addresses
Ticket information [email protected]
Sponsorship and Sales inquiries [email protected]
Vacation and hotel information [email protected]
Media inquiries [email protected]
Volunteer information [email protected]
All other inquiries [email protected]

The Schedule
2012 Tournament Schedule
(*Subject To Change)

VIP Experience

Collectors Club
Relax in our trendy and sophisticated member only club at the lounge or bar, or enjoy lunch or dinner from our extensive South Florida fine cuisine menu and wine list. The Collectors Club was the pulse of the 2011 Sony Ericsson Open where many celebrities stopped by for a quick bite and players were spotted being interviewed by our own MJ Fernandez or Bud Collins. Be a part of it!

Membership Options
Gold Membership
2 personalized membership cards
4 guest access passes
(each pass admits one guest for one day and evening of your choice)
$600.00 club currency
(for use in the Collectors Club only)
Price $1,200.00
Platinum Membership
2 personalized membership cards
2 dated access passes for 22 sessions (March 21-April 1)
8 guest access passes
(each pass admits one guest for one day of your choice)
$800.00 club currency
(for use in the Collectors Club only)
Price $2,000.00

Corporate Membership
4 dated access passes for 22 sessions (March 23-April 3)
$1,600 club currency
(for use in the Collectors Club only)
Price $3,800.00

For more information or to secure your membership to The Collectors Club, please call the Ticket Office at 305.442.3367.

Past Champions

Singles

Doubles

The Dining

The Plaza
The dining options have never been more tempting; whether you’re looking for a refreshing beverage or champagne toast, a light bite or a family meal.
NY Deli Sandwich Shop. A variety of classic deli sandwiches such as corned beef, pastrami and roast turkey. Enjoy mouthwatering stacks of premium meats.
Papa John’s. Papa John’s joins the Sony Ericsson Open. Get your favorite top quality individual pizzas here!
Fiesta Burrito. Back for another year, give these delicious and hearty burritos a try! Try them this year with their margaritas.
Latin Café and Bacardi Bar. Enjoy traditional Cuban and South American food with your favorite Bacardi Bar drinks while dining al fresco.
Bombay Lounge. The perfect backdrop to enjoy a delicious beverage, visit the BOMBAY SAPPHIRE Lounge. Make sure to try the signature tournament cocktail, the Sapphire Ace Collins!
Corona Beach House. Corona Extra, official beer of the ATP World Tour and Sony Ericsson Open, invites you to come relax responsibly under the cool misting stations and watch the action on our 52” plasma TVs.
Carts. You are never far from enjoying fresh squeezed lemonade, arepas, sausage and more.
The Grill. Catch the off court sizzle with sirloin hamburgers, rib-eye steak and other temptations right off the grill.
Veuve Clicquot Champagne & Sushi Bar. Indulge in a full line of Veuve Clicquot champagnes and wines as well as sensational, fresh rolls by Sushi Maki.
One Fish Two Fish. Fresh Seafood for every taste from Grilled or Fried Fish to signature Crab Cakes and Cevichi. A Tournament classic!
Crepe Express. Sweet and savory offerings any time of the day or night.
Starbucks. Enjoy your favorite Starbucks concoction in a relaxed cafe environment or take it to go and catch the latest performance on the nearby entertainment stage.
Ben & Jerry’s. What other ice cream entertains and satisfies like B&J!

The Collectors Club
Celebrate local cuisine prepared by five leading James Beard Award Winning Miami chefs who will rotate throughout the Tournament; Chefs Sam Gorenstein, Kris Wessel, Michelle Bernstein, Norman Van Aken and Hedy Goldsmith will feature signature items along with local favorites including a daily fish, sushi and Kobe beef burgers.

Champion’s Club
For level 100 and 300 ticketholders, the sumptuous buffet and indoor atmosphere of the Champion’s Club is the perfect destination between matches – or watch all the action on our giant television screens.

The Terrace
Conveniently located in Hospitality Village, the Terrace is open all day and evening for you to enjoy great meals, tasty snacks and a premium open bar.

Suites
Enjoy and entertain friends or coworkers at our private and luxurious suites, equipped with customized grill stations and an extensive selection for indoor buffet dining.

Great Performances
Satisfying the wide range of culinary palates and dining formats at the Sony Ericsson Open is no small task. For the past several years, Great Performances, the leading New York City based catering and special event firm, has migrated south to stimulate and indulge fans with culinary adventures from the bustling Plaza to the chic Collectors Club and all destinations in between. With menus inspired by seasonal local bounty and artisanal products – all inventively interpreted – only the most delicious ingredients are used to blend food and fashion with classic style. Great Performances, the only catering company in the nation to actually own a farm (certified organic, no less), enhances every meal with robust flavors, style and signature service. Their motto, “Life Happens Around Food”, mirrors the intensity of the matches, the style of Miami and the flair of the cultures that come together at Key Biscayne.

The Activities

2012 Spectator Guide
Sony Ericsson Xperia™ Zone
While on site stop by the Sony Ericsson Xperia Zone and check out the latest Android phones, test the latest Xperia smartphones from Sony and more!
Find your Activity
2012 SONY ERICSSON OPEN OFFICIAL TOURNAMENT PROGRAM

Entertainment Stage & Match Update
Player Q&A’s, live music, and more. Plus check in for all the latest scores and match updates.

FILA Friday Night
Q&A with top FILA tennis stars. Friday, March 23 at 6pm on Entertainment Stage.

FILA Family Zone
A variety of family tennis activities. Open daily 11am – 5:30pm.

Beach Tennis
Pro-exhibitions and open free play. Join America’s fastest growing beach sport!

LAN Airlines
Experience one-of-a-kind in-fl ight services. One of Latin America’s leading international air carriers

The Shopping

FILA Store
The first FILA store in the country to carry the latest FILA shoes, the R4 and R8. Also try the new Body Toning fitness apparel — you’ll look one size smaller!

FILA Skele-Toes Store
Celebrating its 100th Anniversary, FILA debuts this limited edition, special 100-year collection at the Sony Ericsson Open! Also checkout tennis memorabilia from past FILA champions.

Tournament Souvenirs
Get your official Sony Ericsson Open gifts, accessories and apparel.

Tournament Sports Shop
Browse the latest tennis fashions from Nike, Adidas, Stella McCartney and many more.

Tennis Plaza
Check out the latest in racquet technology.

Premier Display Island
Bolle, Head/Penn, Rolex, Lindt Chocolate, Argentina Tourism, Unilever, Blue Cross Blue Shield of Florida, Charleston Hoteles, Jeffrey Scott Fine Magnetics, MasterCard, Sheets Energy Strips

2012 Sony Ericsson Open
Daily TV Coverage & Schedule