To add a level of service, never before seen at a US Open, American Express took over a 20K sqft facility and turned it into an interactive fan experience featuring something for everyone. It catered to Cardmembers by providing specific benefits like an exclusive Cardmember Club, tennis instruction and Service Representatives present to address any need possible. Yet it gave every fan something by allowing access to the only indoor practice court open to the public featuring clinics, pros practicing and junior tennis events. Fans could also play virtual tennis on a Wii or just watch what was happening on the main courts through numerous broadcast displays. It was something for everyone as it was American Express' primary goal to give fans what they needed to get closer to what they loved: the 2012 US Open.