Inside Taste of Tennis: Penny Lerner on Building One of Tennis’ Favorite Off-Court Events

Each year during the tennis season, there is one event that consistently brings together two worlds that I love: tennis and food. And Taste of Tennis does exactly that. Players, chefs, and fans gather in the same space, sharing dishes from well-known restaurants while talking tennis. It doesn't feel like your traditional sports event, but more like a celebration of talent.

Over the years, Taste of Tennis has expanded across several cities including Dallas, Indian Wells, New York City, and in the Magic City—Miami. The concept remains simple: connect fans with players in a relaxed setting while highlighting the food scene of each host city. 

Curious about how the event has grown and what keeps it evolving, I sat down with Penny Lerner, founder and CEO of AYS World, a sports marketing company that connects brands with the global tennis community. We talked about the origins of the event, the realities of producing large-scale sports experiences, and the personal habits that help her stay focused.

INTERVIEW MARKIN ABRAS | PHOTOS COURTESY OF AYS WORLD 

Miami Living: Before digging into Taste of Tennis, I'm wondering if you have any daily rituals.

Penny Lerner: Walking. I take a 30-minute walk every day to and from work. I find that it helps me prepare for the day and get myself in a positive mindset. On the walk home, I am able to decompress, process everything that happened over the course of the day, and prepare for the most important job I have: being a mom!

Miami Living: And when things get busy, what helps you reset and recharge besides walking?

Penny Lerner: Meditation. When my mind is racing and my body is exhausted, I find that intentionally slowing everything down really helps me refocus. Meditation takes many forms, from actual classes I attend to simply taking a quiet moment at my desk to refresh and revitalize.

Miami Living: Taste of Tennis recently celebrated its 25th anniversary. Looking back, what has always been non-negotiable for you as the event has grown?

Penny Lerner: The guest experience has always been first and foremost to us. I have been to so many events that sacrifice the guest experience to save a few dollars. We look at things differently. We believe that if you create an uncompromising guest experience, you will reap the long-term benefits. You will have passionate, loyal fans for life. To me, that is far more valuable.

Miami Living: You lead a woman-owned agency in a traditionally male-dominated sports industry. How has that shaped the way you lead and approach partnerships?

Penny Lerner: Early in my career, a male counterpart referred to me in a meeting as “the girl who runs events.” Of course, my role was much more complex and important than that. Initially, I felt devalued. But after a few days, I changed my mindset and used this as further motivation to succeed. From that moment on, I knew that to be taken seriously, I needed to be direct, assertive, and confident. I believe that this unfortunate incident fueled my desire to succeed and has played an integral role in how I am currently perceived throughout the industry.

Miami Living: As CEO, is there a leadership habit you had to unlearn over time?

Penny Lerner: Early in my career, I struggled with patience. My employees would argue that I still do! I have learned that leading is teaching, and it takes time and patience. While I still have high expectations and deadlines, I now take the time to thoroughly explain things and share my expertise so my team has all the tools and information they need to succeed.

Miami Living: What are some of the behind-the-scenes challenges people may not realize when putting together an event like Taste of Tennis?

Penny Lerner: The most challenging part of an event to me is the group dynamic. You have to make sure the behind-the-scenes team trusts each other, makes decisions based on that trust, and can execute with understanding and leadership when in-the-moment decisions need to be made. I am also a strong believer in sharing as much information as possible so nothing is left unclear or open to interpretation.

Miami Living: Fans always wonder how players get involved. What goes into getting tennis players to attend Taste of Tennis?

Penny Lerner: If I had a quarter for every time this question was asked, I would be retired by now! Our unique relationships with players and agents is the “secret sauce” that makes the Taste of Tennis recipe work. Regarding the players that attend, all are welcome. Taste of Tennis events feature players of all types from top-ranked WTA and ATP singles and doubles players, to legends and rising collegiate stars. We welcome everyone.

Miami Living: I don't have a quarter with me, but I will owe you one! Taste of Tennis now takes place in multiple cities around the world. What makes a city the right fit for the event?

Penny Lerner: There are multiple considerations when choosing where to take Taste of Tennis. Of course, we look for key markets where tennis tournaments take place. As with any event, we carefully consider logistics, player schedules, expenses, and partners. The best part about the tennis schedule is that many events take place in amazing cities with passionate fans and stellar culinary scenes, which means our events work in many markets.

Miami Living: On a more personal note, what’s something about you that people might be surprised to learn?

Penny Lerner: I am an awful tennis player. I try, I have taken lessons, played in clinics, been coached by the best in the business, and played with some of the greatest players in the world. But for some reason, it just doesn’t click as it should.

Miami Living: And for those looking into getting into sports marketing, what advice would you give them?

Penny Lerner: Consider every opportunity that comes your way. And be gracious. You never know who you are working with, who they know, or where it will lead you. Some of my biggest successes happened when I wasn’t expecting or anticipating them. They happened simply because I was open and excited about a new opportunity.

Miami Living: Finally, looking ahead, what excites you most about the future of Taste of Tennis?

Penny Lerner: The event evolves each year. If we hope to remain one of tennis’ leading off-the-court events, we have to keep it fresh and introduce bold new elements. That excites me. Perhaps the most exciting thing about Taste of Tennis is that we own it and can adjust the experience however we like to meet the demands of fans and sponsors. We have produced the event at exhibitions, in suites at tournaments, we created a Taste of Tennis Food Truck Tour, and have produced the event virtually. We have some new exciting elements for Taste of Tennis New York that will be announced soon. The challenge of evolving and growing the brand is really what excites me the most.

Be sure to check out @tasteoftennis on Instagram for all the latest developments.