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. Set in the scenic California dese...