The AVP Crocs Slam Bud Light Manhattan Beach Open begins today "sporting a new format and new look," featuring 64 teams and 48 automatic entries, according to Bill Brink of the L.A. TIMES. The AVP has "cut ticket prices up to 50% for some court-side seats, and general admission is free." The event will mark the debut of the AVP dancers, which include "former NFL cheerleaders as well as an ex-Laker girl," as well as a "six-on-six 'legends' match." AVP CEO Jason Hodell: "These were ideas we've had and we wanted to do some things to increase the vibe around the tournament. The Manhattan Beach Open is arguably the most famous tournament on our tour and it seems fitting to have some special outreach programs." Brink notes the AVP also has "lowered prices" for the August 6-9 Hermosa Beach Open, as attendance at earlier events this season was "low, with rain keeping some fans off the sand." Still, Hodell is "optimistic about the future of the tour, noting that AVP added Johnsonville Brats, Malibu Rum and Kentucky Grilled Chicken as sponsors this season and also received a $1[M] infusion from lead tour investor RJSM Partners, LLC." Hodell: "It's a tough sponsor environment. ... The fact that we've brought in three new sponsors in this environment says a lot about our sport." Meanwhile, Hodell is "enthusiastic about a budding partnership between the AVP and Microsoft." Hodell: "They stream the Olympics, they stream Wimbledon, their focus is on streaming very high-quality events in HD. User experience on the PC is just fantastic" ( L.A. TIMES, 7/16 ).
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