Dow Tennis Classic: Empowering the Next Generation of Women's Tennis with Tixr

August 24, 2023

Heading into its 35th annual tournament, its second in partnership with Tixr, the Dow Tennis Classic is improving the fan experience for elite women’s tennis—one match at a time.

Since its inaugural event in 1989, the Dow Tennis Classic (DTC) has been a significant fixture in women’s professional tennis. As the sole professional tennis event in Michigan and the state’s longest-standing women’s tennis tournament, the prestigious competition brings together thousands of dedicated fans and tennis enthusiasts for an exhilarating eight-day showcase of singles and doubles matches. Featuring a lineup of 60 elite female tennis players competing for the coveted DTC trophy and an $115,000 prize pool, the competition is a highlight of the WTA calendar.

Held at the Greater Midland Tennis Center in Midland, Michigan, the annual DTC serves as both a stage for established players and a platform for emerging tennis talents. Tickets are available now for the 35th annual tournament, the second in partnership with Tixr, scheduled to return to Midland from October 30th through November 5th. Excitement is already building among locals, insiders, and supporters. Following our successful collaboration in 2022, the DTC is once again embracing Tixr to enhance its operations and elevate the fan experience, marking yet another step in its evolution.

Harmonizing Traditions and Modernity: A Tournament for All

In a bid to capture the progressive essence of the DTC, the tournament transitioned from traditional ticketing to our live event commerce platform for its 2022 edition. The goal was to embrace digital methods that would appeal to the next generation of tennis enthusiasts while still catering to its less tech-savvy loyalists. In pursuit of a forward-looking partner to modernize its ticketing operations, our state-of-the-art technology, focused on delivering a seamless, DTC-branded fan experience, proved to be the perfect match.

The transformation of its ticketing process began with a reimagined purchasing journey with the energy of courtside experience. Through a visually-engaging menu of events mirroring the DTC’s aesthetic, each custom-branded Tixr page brought vibrancy and dynamism to screens of all device types.

Practical features like automated Reservations streamline the repurchase of seats for returning customers. Attendees of all ages benefit from an interactive seat map, enabling them to reserve multi-seat boxes, individual seats, or general admission bleacher access. Post-purchase, Fan Transfers offer a quick and secure method to transfer tickets between Tixr accounts, bypassing the DTC’s box office or staff.

These innovations, among others, have minimized disruptions, ensuring smooth access and entry for new and returning attendees. Surprisingly, the DTC’s concern about alienating its older audience proved unfounded, with 86% of customers purchasing tickets in advance and a substantial portion completing transactions on mobile devices.

Our comprehensive reports, charts, and fan analytics provide the DTC with unprecedented insights into their audience, even in real time, empowering their team to refine marketing strategies and future offerings.

Pioneering Progress: A Partner in Excellence

The Dow Tennis Classic’s transition to Tixr wasn’t merely procedural—it signified a wholehearted embrace of the digital era. In a sport where players showcase unmatched speed, agility, and strategy, it’s only fitting that the fans of all ages have an equally extraordinary ticket-buying experience well before the first serve. We hold immense pride in our enduring partnership celebrating the best of of women’s tennis. Building upon the successes of the last year’s event on the Tixr platform, the DTC is now poised to make greater use of our extensive toolset and engage with an even wider audience in 2023 enriching its legacy in the process.

Find Dow Tennis Classic’s 2023 all session passes and seats for individual days on

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