Taking a tour of the A’s Ballpark Experience Center in Vegas – Sports Business Journal

Tech

Immersing myself in the Vegas future of the A’s

By Joe Lemire, 12.16.2025

The SBJ Tech Sandbox series is where we share our experiences testing products, gear, solutions and more in the sports tech space.

LAS VEGAS — After removing my shoes, the curtain is pulled back, and I enter the Cube.

Five of the six sides of the space, including below my feet, are fully outfitted with LED screens that spring to life with a few touches of an iPad.

It’s suddenly 2028, and I’m standing in owner John Fisher’s suite, overlooking home plate at the Athletics’ new Las Vegas Ballpark. Each new tablet tap transports me around the venue. I’m standing on the pitcher’s mound. I’m in a centerfield hospitality space. I’m floating above the city looking at the park’s proximity to the airport (The short distance to private aviation won’t apply to me).

The Immersive Cube is housed in the Ballpark Experience Center, the showcase built by the A’s to tell the team story, preview the construction and sell tickets and hospitality packages.

https://www.youtube.com/watch?v=1LeKwXU1XFU

It replicates virtual reality without the headset, as 26-million pixels enclose 3,500 cubic feet, with many miles of cables and racks of servers hidden away. Built in the 3D development program Unity and enhanced with Advent’s Experience Management System, the Cube lets A’s fans and prospective ticket buyers imagine their place in the under-construction ballpark.

“The Immersive Cube is a space that is a pinnacle of this experience space,” said John Downie, SVP/Strategic Solutions of Advent, the sports experience design agency that led this project. “Everybody likes to see themselves within the story.”

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Advent touts it as a first-of-its-kind installation in North American sports. And the A’s can load new renderings as needed to display updates or meet requested customizations from, say, a potential suite buyer.

“This is not something that is on rails,” Downie said. “It’s a space that can flex with the storytelling needs. But, of course, this is Vegas. So there’s a certain wow factor that is required in here.”

The Ballpark Experience Center sits about eight miles southwest of the ballpark construction site, which will anchor the bottom of the Strip. This showcase space connects to the office for the sales team and across the lot from the rest of the club’s Vegas offices. While tourists will undoubtedly comprise a sizable portion of the daily gate, season tickets and suites are geared more toward locals, making this spot away from the tourist center a good one. Also present are a bar, big screen and comfortable seating so it can host events.

The A’s have a long, proud history that most baseball fans will be aware of, but history lessons — or at least reminders — are critical to convince a new market to adopt them. Four of the franchise’s nine World Series trophies are on display. An architectural model of the ballpark includes a roof that elevates to unveil closer views of the seating areas. And there is a virtual hitting bay that houses another interactive display.

Tucked into the corner is a smaller cub, this one with batter’s boxes flanking home plate. Twenty baseball bats hang on the walls, each labeled with the name of an A’s legend or celebrated moment in team history. I grabbed the bat marked for Dallas Braden’s perfect game and tapped home plate with it. Immediately the big screen in front of me flickered to life with a highlight of the final out. (I was told Braden himself did the same a few days prior.)

“This is a space to persuade as well as inform,” Downie said. “That just disarms and creates an elevated moment.”

Continue/Read Original Article Here: Taking a tour of the A’s Ballpark Experience Center in Vegas

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