Background

Nationwide, MLB teams were experience a sharp decline in ticket sales. To make matters worse, the Giants’ in-town competition (the Golden State Warriors) had just built a shiny new arena…with an inherently more exciting, faster-paced game.

Ask

Bring people back to the stadium.

Problem

Baseball is boring. The “category” assumed pace was its problem, and had gone so far as to tweak the official rules to speed up games and make things more exciting.

Insight

Home isn’t a place, it’s a feeling. And the ballpark’s nostalgic smells, sights, sounds, and
slower pace make it a perfect stand-in for Bay Area transplants.

Positioning

SF’s home away from home.

Creative Manifestation

We presented a bevy of interesting creative ideas to immediately bring this to life — both big and small. Ideas like adding welcome mats to every entrance of Oracle Park. Or framed “family” photos of the team hung throughout the stadium. Or an on-field Friendsgiving to bring non-baseball fans in).

My role

Designed and conducted research (primary & desk)
Developed creative territories and pressure tested with creative teams
Designed and facilitated 2-day client working session
Facilitated employee all-hands

Culture Kickoff

The work I’m most proud of was in a day-long offsite we hosted for the entire employee base.

There, we introduced the idea of becoming the San Francisco’s “home away from home,” and invited them to come up with ways for the organization to live it. The workshop resulted in a complete overhaul of the staff lounge.

Key unlocks from the research

The #1 reason people go to baseball games (whether they’re mega-fans or social attendees) wasn’t to watch the game. It was to spend quality time with friends and family.
The Bay Area is full of transplants who lack a true “home base” destination to spend time together.
Because people are staying in more than ever, they have higher expectations for social connection at the events they do make it out for.

Bringing people back to the stadium