The Braves’ Success: A New Model in Baseball
More than eight years ago, the Atlanta Braves introduced their grand project to the baseball world. It was April 14, 2017, the day of the inauguration of Truist Park (then SunTrust Park), a perfect day with a temperature of 79 degrees. More than 41,000 fans gathered to see the new home of the Braves, the third since their arrival from Milwaukee in 1966. Hank Aaron, with a smile, threw the first pitch.
“It’s a ballpark with a classic feel,” commented Rob Manfred, the baseball commissioner at the time. “It has a lot of different seating areas, a lot of imagination and options. It’s a ballpark that will appeal not only to our hardcore fans, but also to people who may not be as interested in baseball, because there are a lot of options here.”
Rob Manfred
What was presented was not just a stadium, but a complex, a new neighborhood in Cobb County, Georgia, called “The Battery”. This mixed-use development offered a complete experience, with entertainment and dining options, even when there were no games. The Braves created a baseball theme park, a space to live, work, and have fun all year round.
Since then, Truist/Battery has been a resounding success for the Braves. Team president and CEO Derek Schiller highlighted how the improved experience attracts more fans and generates higher revenue. The real estate investment has been a key factor in this success, along with on-field performance, where the team has won multiple division titles and a World Series.
The franchise has experienced significant growth in its valuation, moving from 15th to eighth in MLB, with a 250% increase since the announcement of the move. This model, with a stadium and a neighborhood created simultaneously, could become the new standard for baseball teams.
The Evolution of Stadiums and the Rise of “Ballpark Villages”
The concept of “ballpark villages” is not new. The project in Cobb County was an evolution, seeking what the Braves couldn’t get in their former home, Turner Field. The creation of Battery Atlanta involved the transformation of a vacant lot into a vibrant neighborhood in just 37 months.
This concept dates back to the 1880s, with St. Louis Browns owner Chris von der Ahe, who transformed Sportsman’s Park into a baseball carnival. The Cardinals’ Busch Stadium III in 2006 and the gradual development of Ballpark Village are examples of this trend.
Zach Allee, principal architect at Populous, points to a shift in stadium design, with a greater focus on mixed-use and the creation of 24/7 communities. This model seeks to offer more than just a stadium, integrating the environment to attract a broader audience.
The Braves’ Model and its Impact on MLB
The Truist/Battery project has proven to be a successful model, with nine million annual visitors and an average of 140 minutes of stay on non-game days. The complex offers a wide range of options, from offices and commercial spaces to restaurants and entertainment.
The image shows The Battery, with nine million annual visitors, 250,000 square feet of retail and restaurant space, and a mechanical bull.
The acquisition of “Pennant Park” by Atlanta Braves Holdings indicates the ongoing expansion of the project. Mike Plant, president and CEO of the Braves’ development company, highlights that the success of the model drives expansion and supports the franchise’s goals.
Other teams are following suit, with the Texas Rangers opening Globe Life Field in 2020 and the development of Texas Live!, a mixed-use district similar to St. Louis’ Ballpark Village. The Phillies, the Dodgers, and the Orioles are also considering similar projects, focusing on generating additional revenue through adjacent properties.
The Braves’ project has been a resounding success, and other teams are looking to replicate this model. However, each project will have its own characteristics and challenges, adapting to the conditions of each market.
The Future of Baseball Stadiums: An Evolving Model
The Braves’ model, with its focus on mixed-use development, represents the fourth phase in the evolution of baseball stadiums, according to author Paul Goldberger. This phase involves the creation of a “simulated city” around the stadium, offering a comprehensive experience for fans and generating additional revenue for the teams.
The success of Truist Park and The Battery has generated interest in replicating this model in other cities. However, each project will face unique challenges, and the scale and scope of these developments will vary depending on the market.
Rob Mains, financial analyst, highlights the good performance of the Braves, both in sports and real estate. Truist Park and The Battery, with their “urbanoid” concept, remain a model to follow, although their complete replication is a challenge. The trend of teams to invest in the development of properties adjacent to the stadium will continue, seeking to maximize revenue and offer a more complete experience to fans. The future of baseball stadiums is shaping up as a combination of sport and real estate development, with the aim of creating vibrant and profitable spaces.Commissioner Manfred, in his 2017 speech, recognized the potential of this model. The next time he returns to Truist Park will be in July, for the All-Star Game. Although the exact replica of the Braves’ project may be difficult in other markets, teams will seek to make the most of the surrounding land.
Mike Plant confirms that, although there are risks, the model has exceeded expectations. The future of baseball seems to be linked to the creation of these comprehensive complexes, which seek to offer a complete experience and generate revenue throughout the year.
