Already believing Melbourne's season-opening grand slam trumps the Super Bowl, tournament boss Craig Tiley has ambitious plans to transform the Australian Open into the biggest sporting extravaganza on the planet.
While again declining to address speculation that he is defecting to the USTA after 20 years as the AO tournament director, Tiley on Sunday happily outlined his grand plans to create an unrivalled experience for players and fans attending the Open.
With more than 1.3 million spectators smashing the attendance record, officials acknowledge they need more space.
Tennis Australia is eyeing all of the other venues adjoining Melbourne Park, including AAMI Park, Collingwood's training base, Gosch's Paddock and the land around the MCG.
"We've created a massive sport, tennis and entertainment spectacle with 80 bands playing here this year," Tiley told AAP.
"There's 40 restaurants, entertainment every day for kids. We added beauty and wellness this year with Mecca.
"And we've made it that way for many reasons because Australia is so far to get to, so we've put a stake in the ground, that we own January when it comes to sport and entertainment.
"It's phenomenal and we will continue to draw crowds so we need the infrastructure in place."
With that in mind, the South African innovator says there is no limit to the technology TA will consider introducing.
"We want to have a glass court with a digitally interactive surface as a showcase for players," he said.
"We want to have an immersive dome for the off-site fan.
"We want to bring the 22nd century into the Australian Open, so the off-site fan can can actually be on site and be sitting in this dome with 270 degree screens and 8K quality.
"You can in sit in there and you can see all these courts, be totally immersed, get nice cool stuff to eat, to be cool and then, at the same time, go on site and experience all the activation."
If that's next level, Tiley envisages so much more for the players than they are offered even now at the so-called "Happy Slam".
Tiley is promising not only further increases on the record $111 million prize money, but endless on-site health and wellness clinics for the world's tennis stars.
"We've done a good job of making this the place you have to play," he said.
"And we've got to keep offering more money, more prize money. I totally believe that.
"But we've got to do it in a strategic way."
Tiley and TA have long been wary of the prospect of big-money exhibition events being scheduled elsewhere in the world in January.
Another way to keep players happy at the Australian Open is by providing them with state of the art healthcare.
"The annual checkups that they have, they're going to have them here in Australia," said Tiley.
"We're going to provide all those services - mammograms, cervical cancer screening, melanoma screening, get your teeth fixed, have an MRI if you have some issues with your body.
"Get performance, advice, podiatry advice, having the best doctors here and helping you out."
On court, where the coaching pod was introduced last year, there are plans for players to sit in "Pit Lane" during matches for vital medical checks.
"Pit Lane is where you sit in a chair during a changeover. We're going to make that chair cool your body down, bring your body temperature down, measure your heart rate, measure your blood pressure," Tiley said.
"You've got these devices that are doing it. Boom, you're ready to go out and play the next two games."
With such lofty ambitions, Tiley is adamant the Australian Open can be bigger than the Super Bowl.
"I think it already is," he said.
"I'm not being facetious either.
"I don't know the broadcast audience is for the Super Bowl, but this reached every single country, every single market, every single region.
"The Super Bowl entertainment is fantastic - but our's is 20 days."
