How the International Tennis Hall of Fame Evolves Tradition with Tixr
With a reimagined Induction Celebration on the horizon, the ITHF is expanding its event lineup—powered by Tixr’s flexible ticketing and tools built to drive revenue.
Since its founding in 1954, the International Tennis Hall of Fame (ITHF) in Newport, Rhode Island has represented a timeless celebration of tennis culture and legacy. From its historic grass courts to its expansive museum archives, it honors the sport’s greatest champions while creating new experiences that engage fans, families, and superfans alike.
As ITHF’s programming has grown, so has its need to evolve its ticketing strategy with a flexible, modern approach. Today, the ITHF offers everything from multi-museum passes to high-profile matches and cultural showcases. We’re keeping pace, supporting reserved seating, unique boxholder add-ons, premium hospitality packages, and more in a platform that’s easy to manage and built to scale.
Reimagining the Hall of Fame Induction Celebration
From August 21st to 23rd, the International Tennis Hall of Fame will unveil its most ambitious Induction Celebration yet. For the first time, the event will stand apart from the Hall of Fame Open as its own three-day celebration—featuring tennis legends like Maria Sharapova and the Bryan Brothers. In addition, the ITHF is introducing a brand new Hall of Fame Celebrity Pro Classic tournament presented by Fidelity Investments, live podcast recordings, fan activations, and a stadium concert by Fitz and the Tantrums to close out the weekend.
To pull off such a feat, the ITHF has gone beyond just selling tickets, crafting creative packages that give fans more ways to engage and get the most out of their Induction weekend experience.
“The 2025 Induction has presented unique challenges (and will continue to do so) as we prepare to sell tickets and packages to our events. Tixr’s team has been incredible in helping pitch ideas and construct plans to best adapt our system to meet our ticketing needs.” – Joey Deaton, Marketing at the International Tennis Hall of Fame
All-inclusive hospitality packages—bundling hotel stays with VIP experiences—have become major revenue drivers for the ITHF, with every premium package selling out and making up a significant share of total sales in 2024.
Scaling Success for Year 3 With Tixr
The Hall of Fame Open continues to raise the bar as the only professional grass-court tournament outside of Europe. Each summer, the ITHF welcomes tennis fans from around the world, offering reserved seating that reflects the layout of their iconic courts and supports strategic inventory management on the back end.
Boxholder renewals play a major role in the tournament’s success. Through our Reservations and Renewals tool set, the ITHF can customize nearly 20 unique combinations of tickets and add-ons, while ensuring each guest sees only their specific seats and tailored offer, without friction.
“We utilize reservations and renewal links for our boxholders to ensure they have access to their specific tickets. It gives us the opportunity to have a personal touch point where we can distribute those links via email to each of our boxholders individually.” — Joey Deaton
The ITHF continues to see strong demand across tournament days, surpassing revenue goals for two years running. At the 2024 qualifying rounds, the ITHF saw a 25% year-over-year increase in attendees aged 18–34, reflecting the growing impact of its smart marketing strategy on its next-generation audience.
Clinics coached by ATP and WTA players and club pros during tournament week are also sold as add-ons through the platform, giving families a simple, integrated way to plan and purchase their experience.
Beyond the Court: Building a Cultural Destination
While tournament week draws global tennis fans to Newport, the ITHF also hosts year-round experiences rooted in culture and community. At the center is the museum, where guests explore the sport’s legacy through curated exhibits, artifacts, and rotating installations.
By managing museum entry and group tours in the same system as other events, the ITHF has clear visibility into performance across every type of ticket sale. In 2024, the ITHF also introduced Newport’s Sporting Ticket, a collaborative pass inviting fans to engage with neighboring institutions The Sailing Museum and Audrain Automobile Museum.
“The support Tixr provides to the organization for all events—building out court maps, on-site support during events, and providing detailed recaps after events—makes sure we are using all the benefits their platform offers.” — Joey Deaton
Game Plan for Growth
As the ITHF continues to expand its vision—blending tennis, culture, hospitality, and innovation—our shared focus remains on making ticketing as seamless as possible, for both fans and staff alike.
“We’re looking for the processes to be as seamless and simple as possible—both on the front-end, where our customer can understand and purchase their customized tickets easily, and on the back-end, where our team can set up events and features without added complexity. We’re excited to keep working with Tixr to make that even easier moving forward.” – Joey Deaton
With a renewed long-term commitment in place, the ITHF is scaling in bold new directions—and we’re proud to be a trusted partner in that journey.
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