Los Angeles has a long tennis history, and the Farmers Classic played a big part in that while bringing ATP action to UCLA's campus each summer. The same stadium that hosted 1984's Olympic tennis competition, the Westwood campus was conveniently located for the stars of Hollywood, Beverly Hills and the surrounding areas to seen at the scene of this event. 

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HolterMedia managed media operations for this tournament, and brought it into the modern era by launching it's social media presence. In addition to the ATP 250 tournament, the event capitalized on its location to host auxiliary events, including legends matches and concerts featuring artists such as Keith Urban and the Avett Brothers to support the GRAMMY Foundation.