Cincinnati Masters 1000 Embraces Standalone Identity, Undergoes Major Renovations
The Cincinnati Masters 1000, formerly known as the Western & Southern Open, has long been regarded as a significant US Open tune-up tournament. However, under new ownership and with extensive renovations underway, the event is evolving into a standalone mega-event.
Tournament director Bob Moran emphasizes that the focus is now on Cincinnati itself, rather than as a stepping stone to the US Open. This shift in marketing strategy aims to establish the tournament as a premier destination in its own right, comparable to the Indian Wells Masters 1000.
The tournament boasts an impressive player field, with all the top men and women competing. World No. 1 Jannik Sinner and Carlos Alcaraz, the 2023 Australian Open and Channel Slam winners, respectively, lead the men’s field. Iga Swiatek, the WTA No. 1, seeks to avenge her loss to Coco Gauff in last year’s semifinal.
The tournament’s history is marked by its longevity and deep roots in Cincinnati. Despite the USTA’s initial plans to sell the event, a grassroots movement led by patrons and civic leaders secured a deal to keep the tournament in Cincinnati for the next 25 years.
Extensive renovations are underway, including new stadium and grandstand seats, upgraded outside courts, and improved infrastructure. Despite these upgrades, the tournament aims to retain its intimate atmosphere while addressing issues such as heat, shade, and aesthetics.
The Cincinnati Open has faced criticism for its lack of amenities and dining options in the past. However, the Mason area has grown and now offers a wider range of attractions and dining experiences.
Despite initial concerns about a potential move to Charleston, the Cincinnati Open has emerged stronger than ever. With its new ownership, renovations, and player support, the tournament is poised to become a standalone mega-event while continuing its role as a key US Open tune-up.