I've spent years visiting the BNP Paribas Open. It's still 'Tennis Paradise,' but it's no longer a hidden gem.

The author at the BNP Paribas Open 2026.

Ben Bergman/Business Insider

• Going to the BNP Paribas Open now is very different from how it was even a few years ago.
• It has become more crowded and expensive. There is also a greater emphasis on luxury.
• Even though I have mixed feelings, the grounds pass is still the best deal in sports.

I've been going to the BNP Paribas Open for nearly 20 years; long enough to remember when it felt like tennis's best-kept secret.