Southfields, a typically quiet enclave in South London, is preparing for a 'manic' fortnight as the Wimbledon Championships take centre stage from Monday, June 29 to Sunday, July 12. Tens of thousands of spectators will file out of Southfields station daily to watch top tennis players compete.
Festive atmosphere and community spirit
Shopfronts in Southfields are decorated with green and purple bunting, reflecting the annual influx of customers. Sasha Rickerd, manager of Lark gift shop on Replingham Road, described the transformation 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.'
Rickerd noted that many residents rent out spare rooms during the tournament, and some even sleep on friends' floors after letting their homes to players.
Butchers and restaurants see surge
Across the street at The Village Butchers, owner Terry Bertie Murray is ordering extra steaks, popular 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.'
Murray added that American visitors appreciate the traditional butchery, saying, '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.'
Competition from Wimbledon grounds
While the Championships are held in SW19, most spectators use Southfields station due to its closer proximity, placing local businesses in a prime location. However, some traders have accused the All England Lawn Tennis Club of expanding food and drink outlets within the grounds, reducing potential revenue. During a City Hall meeting last year, Assembly Member Léonie Cooper described the tournament as a 'black hole' that sucks out revenue for local businesses, claiming spectators are bussed directly into the grounds.
New ventures and long-time customers
Despite concerns, Michael Cromer, owner of tapas and fish and chip restaurants opposite Southfields station, is opening a temporary bar to cater to the evening crowd returning to the station. '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, manager of All Things Tennis on Wimbledon Park Road, calls the tournament his 'Christmas period' and often keeps the shop open until 10pm. '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.'
Famous faces and global appeal
Powell also sees famous tennis players regularly. '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.'
