NEW YORK — Attending the US Open is a bucket-list experience for tennis fans, offering world-class athleticism and electric energy. However, the cost of admission is just the beginning, as spectators are discovering that food and drink prices inside the Billie Jean King National Tennis Center have reached staggering new heights.
Gone are the days of a simple, affordable hot dog and beer. The 2023 tournament featured a culinary landscape of high-end offerings, with one sandwich in particular—the $38 (approximately £30) Wagyu steak sandwich—capturing headlines and sparking widespread disbelief on social media.
A Menu for the 1%
While the Wagyu sandwich from Pat LaFrieda Meats became the symbol of the event's exorbitant pricing, it was far from alone. A casual stroll through the grounds reveals a food court where even basic ballpark fare commands a premium. The classic combo of a cheeseburger and fries will set you back $18. A basic hot dog is $8, and a slice of pizza costs $7.
For those seeking a more refined experience, the options are plentiful but pricey. A lobster roll from The Lobster Press goes for $29. Sushi platters from KURBY extend well into the $20s. The infamous Wagyu sandwich, described on the menu as featuring "prime ribeye, truffle aioli, and caramelized onions on a brioche bun," became a talking point not for its taste, but for its audacious cost.
One fan, Mark Johnson, who attended the quarterfinals, told a reporter, "I had to do a double-take. I thought maybe it came with a side of gold flakes. It's a sandwich, not a three-course meal. It's just completely out of touch with the average fan."
Liquid Assets: Drink Prices
The beverage menu is equally eye-watering. Staying hydrated is crucial on a hot Flushing Meadows day, but a single bottle of water will cost you $6. Soft drinks are $7. The real budget-busters, however, are the alcoholic beverages. A standard domestic draft beer is $15, while imported options creep closer to $18.
The cocktail program is where prices truly soar. The US Open boasts a selection of themed mixed drinks that are a far cry from a simple gin and tonic. The "Honey Deuce," the tournament's official signature cocktail featuring Grey Goose vodka, raspberry liqueur, and a melon ball, is a steep $22. Other premium cocktails hover in the same price range.
A fan on Twitter perfectly captured the sentiment, posting, "Came to the #USOpen to see aces, now I'm seeing a $22 cocktail. My wallet just got broken faster than Djokovic's return game." The financial commitment for a family of four to enjoy a full day with meals and drinks can easily add hundreds of dollars to the already significant cost of tickets.
Breaking Down the Cost Factors
Why are prices so high? Tournament organizers and concessionaires point to a perfect storm of factors. New York City is one of the most expensive operational environments in the world, with high costs for labor, ingredients, and logistics. The US Tennis Association (USTA) also charges vendors significant fees for the right to operate at the two-week event, costs that are inevitably passed on to the consumer.
Furthermore, the tournament positions itself as a premium sporting event, akin to a major concert or a night at a professional stadium. The pricing strategy is designed to reflect that status. A spokesperson for the USTA defended the offerings, stating, "We provide a wide variety of high-quality food and beverage options to meet the diverse tastes of our fans."
It's also a captive audience. Unlike a city street where you can pop into a deli, once you're inside the tennis center, your options are limited to the approved vendors. This lack of competition allows for prices to remain at a premium throughout the event. For many, packing a peanut butter and jelly sandwich is no longer a choice but a financial necessity.
Fan Reaction and Alternatives
The reaction from fans has been a mixture of shock, resignation, and dark humor. Social media feeds during the tournament are filled with photos of receipts next of $40 plates of food. Many long-time attendees have begun to strategize, eating a large meal before arriving or utilizing the designated picnic areas outside the stadiums where outside food is permitted.
The high prices have also sparked a broader conversation about the accessibility of live sports. As ticket prices themselves continue to climb, the additional burden of exorbitant concession costs can make a day at the US Open a prohibitively expensive outing for the average family, potentially alienating the next generation of tennis fans.
Despite the backlash, the tournament continues to break attendance and revenue records year after year, suggesting that for every fan priced out, there is another willing to pay the premium. The USTA has also pointed to its investment in the sport, with proceeds from the event funding tennis development programs across the United States.
A Taste of the High Life
For those with the means, the US Open offers unparalleled culinary experiences beyond the general concourse. Luxury suites and exclusive clubs like the Moët & Chandon Terrace or the American Express Cardmember Club provide elevated menus and a respite from the crowds, albeit at a price point that makes the $38 sandwich seem like a bargain.
These venues feature chef-curated tasting menus, premium open bars, and celebrity appearances, catering to a corporate and celebrity clientele for whom price is no object. This two-tiered system highlights the economic divide within the stadium grounds themselves.
In the end, the US Open food prices have become a story in their own right, a microcosm of the escalating cost of live entertainment. While the athletic spectacle on the courts remains undeniable, the experience of enjoying a simple meal while watching it has been transformed into a luxury add-on, leaving many to wonder if the value of a day at the tennis is still in the game, or if it's been lost in the sauce—a very expensive sauce at that.
As one fan succinctly put it while staring at a menu, "I guess this is the price you pay for love... and a mediocre chicken tenders basket." The debate is sure to continue as fans and critics alike await to see if the 2024 tournament will bring any relief or if the trend of premium pricing is here to stay.