A's Ballpark Experience Center
Athletics
An insider's view
How we helped
- Design & Build
- Digital Interactive Touch Points
- Visual Story Telling
- Mission-forward Audience Experience
Introduction
Where the Future Becomes an Experience
The A’s aimed to accomplish an incredible feat: relocating to one of the most iconic entertainment cities in the world, Las Vegas. It was a monumental move that placed experience at the center as they worked to capture the excitement of the transition and secure support from season ticket holders, corporate suite sponsors, fans, and stakeholders. This was more than a sales challenge; it was a story challenge to create a deep connection between the A’s legacy, the energy of Las Vegas, and the team’s future home. They envisioned a destination where belonging takes root and the future comes alive.
Working with Advent, the team built the A’s Ballpark Experience Center to transform the sales process into a dynamic, emotionally charged journey. Through adaptive technology, bold physical installations, and highly collaborative design, every corner of the Center is engineered to exceed expectations for engagement, flexibility, and immersion. From legendary World Series moments to a behind-the-scenes look at the new ballpark long before it exists, the space invites fans, partners, and the community to step inside, connect deeply, and imagine what comes next.
Photo Gallery
THE IMMERSIVE CUBE™
“This is a town that’s always on the cutting edge. The cube is just emblematic of that. To have an experience center that has the greatest piece of technology ever seen to promote a ballpark and a new project, is gonna serve us well and it really overdelivered.” - Marc Badain, Athletics President
Step inside The Immersive Cube™, a 26.5-million-pixel environment where walls, floors, and ceilings become one seamless canvas. Backed by Advent’s custom XMS system, content can be easily switched to tailor the experience for any audience. In this 270° wrap-around space, you don’t just watch the A’s story—you enter it. One moment you’re reliving the 1989 World Series; the next, you’re walking through the new Las Vegas ballpark in vivid 3D.
Inside the Cube
- 26.5 Million Pixels (almost as many as the COSM’s DomeX which is 29.5 million pixels)
- 19.23ft Width X 13.16ft Tall X 19.92ft Deep
- 270° LED walls, ceiling, and floor—seamlessly connected
- 3,500+ cubic feet of storytelling space
- Designed to hold up to 12 guests at a time
- No VR headset
- Unlimited dynamic environment scenes at your fingertips
- Adaptive audience-driven storytelling
- Powered by Advent’s XMS system for instant control
- Turnkey fabrication and installation
The Challenges
- Develop an immersive experience that surpasses traditional sales environments, inviting fans and partners to fully visualize and believe in spaces not yet built.
- Create an inclusive atmosphere that welcomes first-time visitors and lifelong supporters, as well as a broad spectrum of events and activations.
- Balance authenticity and innovation by deploying advanced technology for meaningful storytelling rather than spectacle.
The Process
- Advent partnered with the A’s leadership to map out a journey driven by emotional connection and collaborative dreaming, ensuring the space truly embodies the team’s vision through the Sandbox process
- Audience-driven storytelling adapts to each visitor through interactive suite tours, real-time ballpark exploration, and hundreds of epic franchise moments are integrated into every step through Advent’s Experiential Management System (XMS).
- Signature details like the Bat Wall (representing every hospitality suite), interactive displays, and historic artifacts anchor visitors in the club’s tradition while inviting them to shape its future.
The Solution
- The Immersive Cube™ anchors the Center—an 11-foot tall, 10-foot wide, 18-foot deep digital environment where seamless LED walls, ceiling, and floor create a 26.5-million-pixel canvas for motion, story, and energy.
- Custom zones feature interactive installations such as The Mound (with digital “batter up” moments), Edie the Elephant sculpture, exclusive branded vending, and sponsor activation bats blend tradition with surprise and photo-worthy fun.
- Advent’s XMS system powers instant scene switching and tailored messaging, creating an environment that evolves in real time for every guest, sponsor, and event.
