Overview
The 34th America’s Cup, held in September 2013 on San Francisco Bay, marked a significant evolution in yacht racing, introducing high-speed, wing-sail catamarans and a spectator-friendly format. Defender Oracle Team USA, representing the Golden Gate Yacht Club, faced challenger Emirates Team New Zealand from the Royal New Zealand Yacht Squadron.
This edition departed from tradition by featuring AC72 class catamarans equipped with rigid wing sails and hydrofoils, enabling unprecedented speeds and dynamic competition. The races were conducted close to the shoreline, allowing spectators to view the action from the San Francisco waterfront, enhancing public engagement.
Event Details
Venues
4
Boats
17
Teams
40
Marketing
$
1
M
Impact
+$
550
M
The Challenge
We delivered the Official Spectator Experience for this 3-month international sailing event, commercializing the America’s Cup for the first time in its 160-year history. We created shore- line ticketed products; produced customized hospitality packages; founded a spectator-boat license program; and managed end-to-end sales, customer service and event execution.
How Giants Helped
Giants Enterprises, the events and hospitality arm of the San Francisco Giants, played a pivotal role in the successful execution of the 34th America’s Cup in San Francisco in 2013 by delivering the Official Spectator Experience. This marked the first time in the event’s 160-year history that the America’s Cup was commercialized with ticketed onshore viewing options.
Our contributions included creating shoreline ticketed products, producing customized hospitality packages, developing a spectator-boat license program, and managing end-to-end sales, customer service, and event execution. An integrated marketing campaign led to sold-out dates, record-breaking sales, and incremental revenue through dynamic pricing.
Additionally, Giants Enterprises partnered with local businesses, such as Pier 39, to establish official event sites for race viewing, enhancing the overall spectator experience and contributing to the event’s success.
Impact
The event generated approximately $550 million in economic impact for San Francisco, including both direct spending and the effects of infrastructure projects like the new cruise ship terminal. This figure is significantly lower than initial estimates.
The America’s Cup led to the creation of about 3,800 jobs, encompassing roles in event management, hospitality, and related sectors.
The event attracted around 700,000 visitors.
Giants Enterprises made the impression of a lifetime for fans all over the world. The unique combination of venues and locations made this event once in a lifetime.
John Orbits
Americas Cup CEO