For anyone taking the scenic road trip between Los Angeles and Palm Springs this week—perhaps to see the BNP Paribas tennis tournament in Indian Wells (March 5–18)—keep an eye out for a charmingly old-school media blitz: billboards.

As a way to cheer on his wife Serena Williams, Reddit co-founder Alexis Ohianan booked four billboards featuring adorable pics of their baby daughter Alexis, whose September birth had understandably sidelined the tennis star from competition for a while. According to a Huffington Post article about the billboards, the acronym on one billboard, “G.M.O.A.T.,” stands for Greatest Momma of All Time.

Keep on driving, though, as the two-week event offers A-list tennis talent at the Indian Wells Tennis Garden—besides Williams, look for Roger Federer, Novak Djokovic, Maria Sharapova, and 2017 Wimbledon champ Garbiñe Muguruza—along with A-list dining, thanks to the on-site Nobu and Spago.

You can still book a variety of levels of tickets—from single-day passes to clusters of tickets and hotel packages, including stays at the Hyatt Regency Indian Wells Resort & Spa, La Quinta Resort & Club, and Omni Rancho Las Palmas Resort & Spa. Show up at the tournament on the earlier side for a wide range of perks. Monday, March 5 and Tuesday, March 6 are free admission days for qualifying rounds, with draw ceremonies at 3 p.m. both days at Stadium Plaza. Starting Thursday, March 7, there will also be evening music entertainment, kicking off with the fan-favorite Bryan Bros. Band, featuring two-time BNP Paribas Open doubles champs Bob and Mike Bryan.

The second week of the tournament will feature fun sponsored diversions—like Emirates Day (Saturday, March 10), where you can win a free trip to Dubai (or at least a cap), or Audi Day (Wednesday, March 14), which offers the chance to play ping pong against pros. The championship rounds will be March 17–18.