American Express tasked my team with creating an experience for US Open Tennis fans that showcased the American Express brand and associated service in the way only Cardmembers have come to expect. In 2011, reimagined in 2012 and still in existence today, I led the creation of the US Open American Express Fan Experience. The purpose of the Fan Experience was to authentically deliver value and service to US Open fans that ultimately got them closer to their passion for tennis or addressed pain points associated with visiting a massive sports event. I led a team that executed my vision for turning a 20,000 Sq. ft. indoor court tennis facility into a two-story American Express Cardmember club that featured the only official US Open court that offered fans live tennis play, a climate controlled private cafe, offered 10 minute complimentary private tennis lessons by certified pros, kids clinics, hitting sessions with pros, meet & greets with tour professionals and showcased the latest technological fan enhancements for people to play with and learn about tennis. As a result of the activation over 10K people each US Open enjoyed the experience, over 250 million media impressions were generated, and industry awards were won for American Express and associated teams.