The U.S. Open is evolving into New York's preeminent end-of-summer celebration, marked by an escalating party atmosphere that some observers suggest is overshadowing the tennis matches themselves. Recent years have seen a significant shift, with the tournament drawing crowds more interested in a vibrant social scene than solely the on-court action.
This trend was evident during a recent exhibition match featuring Roger Federer and Andy Roddick, where a premium suite was reportedly filled with influencers more engaged in selfies and conversation than the game. "They don’t even care about tennis," one attendee commented, noting the disruptive behavior. Caitlin Thompson, founder of Racquet magazine, observed that while the event feels more relevant and vibrant, "I also don’t think anyone’s really there to watch tennis [anymore]."
This transformation into a "debaucherous end-of-summer party," as described by the New York Post, is fueled by record consumption of signature drinks and a burgeoning party culture. In 2025, fans consumed nearly 740,000 Honey Deuce cocktails, and organizers anticipate selling 800,000 this year. Some attendees openly admit that cannabis consumption, with delivery services reportedly staffing up to meet demand outside the stadium, enhances the viewing experience. "You get high, it makes [tennis] a little more entertaining," said one dispensary manager.
Escalating Revelry and Shifting Demographics
The heightened atmosphere has led to disruptive behavior, with Novak Djokovic at one point imploring the chair umpire to restore order amidst crowd noise in 2025. Fans have also embraced a trend of stacking empty cocktail cups, with one group's collection reaching over six-and-a-half feet tall. This "flex" culture, coupled with the increasing difficulty for traditional fans to secure affordable tickets due to ongoing $800 million renovations at Arthur Ashe Stadium, contributes to the changing dynamic.
The renovations, which include adding premium seating and suites at the expense of cheaper upper-bowl seats, are also creating logistical challenges, with some staff noting confusion about crowd navigation. Influencer presence has also surged, with the number of "creator accreditation" passes more than doubling for the 2026 tournament compared to the previous year. This influx of social media personalities and a focus on the event as a social backdrop leads some, like nightlife influencer Ellie Williams, to lament the loss of a more tennis-focused era, though she, like many, still plans to attend.
Despite the shift in focus, the U.S. Open remains a major Grand Slam event, attracting athletes and fans alike. However, the tournament's embrace of a party-like atmosphere signifies a notable evolution in how the event is experienced by a significant portion of its attendees.