Anna Lomakina was born in Moscow where she started working in tennis almost 20 years ago, freelancing for the large WTA/ATP tournament the Kremlin Cup. After graduating from university she moved to the Netherlands to unite with her Dutch boyfriend. Having worked for various Dutch and International companies she recently decided to focus on her own projects. The Hague is the place she enjoyed living the most: as it offers the interesting mix of a city, international allure, the beach and politics.
Why Mets ?
Several years ago Anna had an ambition to organize an ATP Challenger in Ukraine – in one of the beautiful resort cities on the Black Sea, Odessa. That is how she met Ivo Pols, the then tournament director of the ATP Challenger in Scheveningen: to exchange ideas and learn from the best. They kept a good relationship. The Ukrainian challenger could not continue because of the war (“a Force majeure you just would not take into consideration”) and Ivo Pols was ripening for retirement after being the head of a very successful event for 25 years. The two joined forces in 2017 with Anna taking over in 2018.
The new concept
The 26 th edition of the ATP Challenger The Hague Open will take place on July 16-22 at the legendary Mets Tennisbanen in Scheveningen. This is the 3rd largest international professional tournament in the Netherlands (after Rotterdam ATP 500 and Rosmalen ATP 250) and has a very long history.
From Siemens Open to Sport1Open and now proudly carrying (and thus promoting) the name of The Hague Open, the tournament enjoys excellent reputation among spectators, players and partners. “The reputation and the history of the event are the reasons I believe in its future. At the same time it is important to evolve. Why would a player, a visitor or a sponsor like to come to our event? That is the main question” The tournament positions itself as a friendly, flexible place where the needs of the sponsors and visitors are heard. “We believe in experience based marketing and customization. There is no more “one package fits all” approach. We will listen and help our partners reach their new demanding marketing goals”
Tournament visitors can enjoy the new concept of “The Hague Open – every day different” that is meant to offer more entertainment and a side programme. “We will work together with other events in The Hague: Art The Hague, North Sea Beach Rugby, Sustainable FashionHub Pause and other partners” From art to music, from fashion shows to sport clinics, from kids playground to culinary dinners, the tournament will offer more variety to cater to the tastes of a broader audience.
Sustainability in events is a major trend. The tournament is planning to become the first sustainable sport event in the region in a few years. “Sustainability is a topic that unites many similar minds. It is a wonderful and helping community”
“Because of my international background I am looking to welcome more international visitors. Our new website and social media will be in English” The tournament plans to target tourists, tennis fans from abroad and naturally the local expat community. Because of the scale of the tournament it is much more fun to cheer for your countryman or maybe even arrange a clinic with a professional from your country of origin.