INDIAN WELLS, Calif. -

Everywhere you look during the BNP tennis tournament, you're likely to see crowds, excited fans and shopping bags. 

"The tournament has been so busy, so many customers and new folks coming on the grounds this year," said Lauren Mallon, Senior Global Marketing Manager for FILA, the tournament's official sponsor.

"Build it and they will come," is the saying, and the addition of Stadium Two did exactly that.

"We came last year and this wasn't built last year so it's pretty cool," said Lindsey Tibbles, who is visiting the tournament from Las Vegas.

"The new stadium two, it's just wonderful. We've tried several restaurants, Nobu, Piero's and we also tried Chophouse. But the restaurants have been absolutely mobbed," said La Quinta resident Carol Crouse.

Nobu's general manager, Brian Leon, says it's packed from the moment gates open at 10 a.m.

"People are waiting, it's first come first serve. The line does go out the door," Leon said.

And besides the top-notch cuisine, another major selling point at these restaurants is the view, overlooking the pristine new stadium.

"This view is absolutely amazing.  we're so lucky we're like sushi, tennis, air conditioning...we're like in heaven right now." 

Mallon oversees the tournament's official Fila store, which is cashing in.  She said the floor needs restocking constantly, as people watch their favorite players on the court and come in to copy their looks.

"People come in wanting to look head-to-toe like Sam Querrey or Jelena Jankovic. Those have been the most popular things," Mallon said.

So you better move quickly to enjoy the new shopping and dining, because when the new champion is crowned next weekend, these businesses will shut their doors until next year.