"In this role, I have the privilege of having oversight of the largest lines of business for the U.S. Open. That's ticket sales, hospitality, global media rights, sponsorship and merchandise, each of which is supported by phenomenal, experienced teams of people who, in many cases, have been doing this for over 20 years. In the off season, the 49 weeks that we're not operating here, we're really in strategy, ideation, brainstorm and budgeting mode, and then we move the cadence to operations, planning and execution."
"Whereas their cadence is a little bit more up and down in terms of operating, in our case the cadence is more spread out for the year. From my perspective, I bounce around throughout those days from business to business to be as helpful and supportive as I can be, and where I can, coach or, as a partner, monitor all the business health metrics to enable us to forecast where we may land from a ticket sales or attendance perspective."
Kirsten Corio studied biology before starting a career in sports business and now serves as chief commercial officer for the USTA, overseeing the largest lines of business for the U.S. Open. Her organization generates more than $500 million annually across ticket sales, hospitality, global media rights, sponsorships, merchandise and digital strategy. Off season activity focuses on strategy, ideation, brainstorming and budgeting, while the tournament period shifts to intensive operations, planning and execution. The annual cadence compresses a year of work into a three-week event, requiring Corio to move between business units to coach teams, monitor business health metrics and forecast ticket sales and attendance amid ambitious budget goals.
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