More than 1.1 million visitors walked through the gates at the Australian Open last year, with similar numbers expected this year at Melbourne Park. However, as cost-of-living pressures mount for Australian families, questions arise about whether “the happy slam” remains affordable for families.
All-day ground passes at the event currently cost $59 on most days, with tickets reaching up to $85 on Fridays and Saturdays. These passes grant access to Melbourne Park and smaller courts, but not the main arenas.
Family-Friendly Pricing Strategies
The tournament has made efforts to encourage family attendance by offering cheaper tickets for children, depending on age, and allowing attendees to bring their own food and water. Ground passes for children aged 3-11 years cost $15, while tickets for ages 12-17 are priced at $35. This means a family of four will spend between $148 and $188 just to gain entry to Melbourne Park.
Tennis Australia Chief Executive Craig Tiley has publicly highlighted the accessibility of the Australian Open, calling it “the most affordable event there is.” He emphasized, “The $59 dollars doesn’t cover one two-hour event; it covers the entire day and night, offering a full day’s entertainment.”
Fan Reactions and Experiences
We visited the Australian Open to gauge tennis fans’ opinions on the pricing at Melbourne Park. Eduardo, attending for the first time with his sons Julian and Matteo, remarked on the expense, particularly of food. “It’s a little bit expensive, especially the food. You spend a lot of time in the line for a small portion… big price,” he noted, having spent $150 in just a few hours.
Another family, Sarah and Andrew, who brought their children Georgia and Brody, found the tickets worth the money. “I think the ground pass tickets are good value, the food’s expensive,” Andrew said, while Sarah added, “You can bring your food anyway. It’s a good experience, something nice that we have in Melbourne that we can enjoy together as a family.”
Meanwhile, Ben and Winter, enjoying the sunshine, felt the event was on the verge of being unaffordable. “For one day for 60 bucks, and then for the food also to be a lot, if you don’t plan on getting food then maybe,” Winter commented.
“It’s expensive but it could be worse… cost-of-living crisis, it is what it is right?” Marta said, anticipating spending a few hundred dollars during their visit.
Economic Context and Spending Trends
Despite household spending dipping across Australia in the past 12 months, recent figures indicate Australians are spending more on recreational events. Visa’s Spending Momentum Index, which tracks discretionary and non-discretionary spending, showed discretionary spending reached its highest level since April 2021.
In November 2024, Australians spent a record $14.4 billion on recreation and culture, up from the $9.3 billion spent in November 2019.
This spending trend follows three years of high inflation, with rates still above pre-pandemic levels and Reserve Bank of Australia targets.
Expert Insights on Event Pricing
Heath McDonald, Dean of Economics, Finance, and Marketing at RMIT University, has worked with major organizations on membership strategies and pricing. He noted that while consumers might cut back in tough economic times, they tend to prioritize events they love. “Instead of going to five different things, you go to the three things you like the most, or maybe cut it right back just to one thing,” he explained.
Professor McDonald emphasized that pricing major events like the Australian Open involves a delicate balance. “It’s a real juggling act,” he said, noting the importance of aligning pricing strategies with consumer expectations and competitive standards.
“I know that it’s top of mind… real science sits behind pricing strategies,” he said. “The AFL, for example, prices carefully to ensure they remain in step with public expectations.”
As the Australian Open continues to draw large crowds, the conversation around its affordability remains pertinent. With inflationary pressures and changing consumer spending habits, the event’s pricing strategies will likely remain a focal point for both organizers and attendees in the coming years.
