Traders in a usually sleepy South London enclave are gearing up for a “manic” fortnight as the Wimbledon Championships take centre stage. Every day from Monday, June 29 until Sunday, July 12 tens of thousands of people will file out of Southfields station to watch the world’s best tennis players go head to head.
World Cup fever might have taken over the rest of London, but shopfronts in Southfields are instead decorated with green and purple bunting as they prepare for the annual influx of customers. Sasha Rickerd, manager of Lark gift shop in Replingham Road, said the area transforms into a “small, middle-class carnival” during the tournament.
“It feels really festive,” she told MyLondon. “Southfields has an amazing community and is great at finding opportunities to celebrate. I have a 14-year-old son who loves it because loads of brands are handing out free food and drink every day, but just generally it creates a jolly atmosphere.
“Lots of people rent out their spare rooms during the tournament, while I know some people who sleep on their friend’s floor because they’ve let their home out to a player.”
Across the street in The Village Butchers, owner Terry Bertie Murray is preparing to order in extra steaks due to how popular they are among players and coaches.
“I don’t know much about tennis, so we’ll often be chatting to someone who comes in every day for a week and then a customer will say “don’t you know who that is?!” he said. “A lot of players come here as they are staying nearby and want to eat well, while lots more people are now staying in Airbnbs instead of hotels so will choose to cook for themselves.
“The Americans love it as they don’t have these businesses at home. We can show off what we do in Britain, it’s really nice to have a manic two weeks in a quiet area.”
Although the Championships are held in SW19, most spectators use Southfields station instead of Wimbledon because it’s a much closer walk. This means local businesses along the route are in a prime location to cash in on the wealthy global crowd travelling to and from the venue.
Despite this, many traders have accused All England Lawn Tennis Club of treading on their toes by increasing the number of food and drink outlets within the grounds. During a City Hall meeting last year Assembly Member Léonie Cooper described the tournament as a “black hole” that sucks out potential revenue for local businesses.
She claimed spectators are essentially bussed straight into the grounds, meaning local businesses are unable to benefit from the major sporting event.
Despite this, Michael Cromer, who owns neighbouring tapas and fish and chip restaurants opposite Southfields station, is keen to target the evening crowd walking back to the London Underground station.
He’s currently transforming one of his counters into a bar so spectators can enjoy a point after the day’s play. “We’ve been here for 25 years so regulars remember us and come back every year,” he told MyLondon.
“It’s definitely our busiest time of the year and we get a whole new group of customers. We get lots of Americans and Canadians but it’s generally people from across the world.”
Darren Powell, who runs All Things Tennis on Wimbledon Park Road, describes the tournament as his ‘Christmas period’ and often keeps the shop open until 10pm for the fortnight.
“This week everyone is hiding indoors from the heatwave, but normally we’d be very busy during this period. People also seem to get the tennis bug for a few weeks after the Championships, so they’ll come in to re-string their old racket or buy a new one.”
Similar to the nearby butchers, Darren Power also sees a number of famous faces walk through the doors of his shop. “Last week we restrung rackets for Grigor Dimitrov and Giovanni Perricard and Andy Murray used to regularly come in while he was playing in the tournament.
“We’re the closest specialist tennis shop to any grand slam venue in the world, so it’s a really fun two weeks.”
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