‘I don’t know if Craig ever sleeps’: Why the Open isn’t Tiley’s only big win

“Spontaneous”, “fun” and “probably the most driven person I’ve ever been around”.

That’s the verdict on Craig Tiley, who before he was Australian Open tournament director, changed US university tennis forever, according to a member of his record-breaking college tennis squad.

University of Illinois college tennis figures circa 2003 (from left): Evan Zeder, now New Balance director of global sports marketing for tennis; coach Bruce Berque, now head tennis coach at Texas University; Nathan Zeder, brother of Evan; and coach Craig Tiley, now Australian Open tournament director.

“I don’t know if Craig sleeps. Craig would say to us … it didn’t matter what time, if we needed help, he was there,” said Evan Zeder, a former member of the University of Illinois tennis squad who is now global director of marketing for tennis with sportswear brand New Balance, a major Open sponsor.

“When your coach is outworking you, it speaks volumes.”

In 2003, Tiley led the college men’s team – the Fighting Illini – to a rare feat, winning the National College Athletic Association tennis triple crown, the team, single and doubles championships.

“It changed college tennis forever,” Zeder said. “And I’m not saying that. I think the numbers speak for themselves.”

University of Illinois men’s tennis coach Craig Tiley (right) and associate head coach Bruce Berque watch Pramod Dabir practise in 2004.Credit: AP

Tiley, who broke the stranglehold on the NCAA tennis titles held by a few universities from warm weather locations – UCLA, USC, Stanford and Georgia – told Open Season they achieved their goal to win the national title and become the most successful college team in less than 10 years.

“We won every event and went undefeated. It was vindication after many believed it was not possible to achieve at a more cold-climate school,” he said.

Evan Zeder at the Australian Open this year. Credit: Penny Stephens

“There is nothing more rewarding than watching a group of people achieve something remarkable after years of hard work.”

Zeder was a teenager when he first met Tiley. The coach took him to watch Zeder’s older brother, Nathan, compete in a tennis match.

“I was obviously very intimidated,” Zeder said.

Afterwards, Tiley noticed some jet-skis for hire and suggested the younger Zeder try one for the first time.

“So we tried to flip each other off the back of it for an hour or so,” Zeder said. “But that’s Craig. He wants to create joy and excitement out of things.

“Craig creates a culture by setting an example … with kindness, but firmness and showing appreciation to those around you.”

Courting a fashion battle

Forget the tennis, each evening there’s a fashion parade on Rod Laver Arena that has become quite the head-turner when official outfitter Ralph Lauren’s guests take their prime seats. The lucky few dress head to toe in Ralph Lauren in a “dressing suite” at the Grand Hyatt before they head to Melbourne Park to dine in the branded marquee and then take their seats courtside.

Guests have included former AFL footballer Adam Goodes, designer Pip Edwards, fashion stylist Elliot Garnaut and muesli entrepreneur Carolyn Creswell.

However, other fashion brands – who haven’t signed up to an expensive Australian Open sponsorship – have been engaging in some guerilla marketing by buying prime seats and inviting influencers, stylists and celebrities to attend while wearing their clothing.

The guests then post photographs of themselves at the event in the brand’s clothes and suddenly it’s a fashion moment.

Viktoria & Woods has shoppable links on its social media posts of Annalise Dalins, model and fiancee of footballer Josh Daicos; influencer Gemma Dimond; and Lindy Klim, who happens to have been born a Bali princess.

Founder Margie Woods said the Open was an iconic event for Melbourne and, as a local brand, Viktoria & Woods was proud to celebrate the connection.

“Historically, sport-inspired dressing has always had a place in our collections and the Australian Open provided the perfect backdrop to highlight this natural synergy,” she said.

Designer Pip Edwards in the Ralph Lauren marquee at the Australian Open. Credit: Chris Hopkins

Review Australia’s social media includes moody shots of models on tennis courts wearing its range, alongside posts by stylists Prue Webb and Kath Power from The Wardrobe Edit and influencer Paige Carmichael attending the Open.

“Beyond grateful” Carmichael posted. Ralph Lauren may not feel quite the same way.

GG’s cross-court volley

Governor-General Sam Mostyn and former model and TV host Tyra Banks didn’t have much advice to offer the top Australian Open stars, despite both playing tennis growing up. The pair attended the Open’s “Inspirational Series” at Zinc in Federation Square before the women’s semi-finals.

Tennis Australia chair Jayne Hrdlicka with Governor-General Sam Mostyn at the Inspirational Series event at Zinc at Federation Square.Credit: Penny Stephens

Mostyn played pennant tennis as a child and said her winning shot was a cross-court volley. She has been staying up late at night watching the tennis on television, including Alex De Minaur’s match on Wednesday night against Jannik Sinner.

“It was a really tough match to watch,” Mostyn said. “It just showed what it means to be No.1 in the world at the moment and the No.1 feat for the tournament. I think [De Minaur] handled himself very well and was very humble in defeat.”

Banks also grew up playing tennis but said she was “awful” at the sport and, after reading Malcolm Gladwell’s book Outliers, she thought the problem was that she was younger than her peers.

“My mom started me in school a year younger than everyone and I think that’s why I’m not a professional athlete,” she said. “It’s 100 per cent her fault because my co-ordination just couldn’t keep up with my classmates.”

There is some consolation though. “I’m good at golf,” Banks said.

Australian Open 2018 champion Caroline Wozniacki and car crash and burns survivor Sophie Delezio were the keynote speakers at the event.

Attendees included Tiley, Tennis Australia chair and Virgin Australia chief executive Jayne Hrdlicka, Olympic gold medallist Ariarne Titmus and Melbourne Cup winning jockey Michelle Payne.

Hdrlicka could not help but gloat about the Open’s huge attendances, expected to top the 1.1 million who attended the Open last year.

“We are smashing records and that is only possible because we are such an amazing experience and we are catering to everyone, no matter who you are in the community,” she said.

Tennis legends in attendance included Evonne Goolagong Cawley and Judy Dalton – one of the original nine who defied the establishment to break away and form what eventually became the Women’s Tennis Association.

Guests dined on tuna crudo, roast chicken and pan-fried Murray cod in a menu prepared by cook and author Julia Busuttil Nishimura, who has had a busy summer with a store at the Australian Open for the first time while trying to catch as many games as she can with her tennis coach husband, Nori.

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