Overview: Bridging Legacy and Future

The A’s Ballpark Experience Center addresses one of sports’ most complex challenges: maintaining fan connection and driving premium sales during a major franchise relocation. When the Oakland Athletics announced their move to Las Vegas, they faced significant emotional hurdles with both loyal Oakland fans and new Las Vegas customers.

Sparked by the A’s passion and bullish vision, the franchise, Legends Global and Advent—creators of the proprietary Immersive Cube™ technology—delivered an experience that sets a new standard for venue marketing and fan engagement in the premium hospitality industry. Rather than relying on traditional presentations and static renderings, the A’s sought to create an immersive environment where fans and stakeholders could literally step inside the vision for the future.

The Experience Center serves multiple strategic functions: it operates as a sales hub for premium seating and suites, an engagement platform for sponsors and partners, and a community connection point for Las Vegas. With 32 sales staff on-site and a $6.25 million investment, this facility represents a serious commitment to experiential marketing and stakeholder engagement.

Innovation & Impact: The Immersive Cube™ Revolution

At the heart of the Experience Center sits the Immersive Cube™—the first installation of its kind in the industry. This proprietary technology features:

Technical Innovation:

26.5 million pixels creating a seamless 270° immersive environment across walls, floors, and ceilings

Modular, scalable design that can be configured for multiple room sizes

XMS-powered content management enabling instant updates, theme switching, and audience personalization

Real-time dynamic content that responds to visitor profiles, making each experience personalized

Experiential Innovation: The Cube doesn’t just show the ballpark—it transports visitors inside it. Users walk through detailed 3D renderings, stand at home plate looking up at the stands, experience what it feels like to sit in a premium suite during a game, and explore the surrounding Las Vegas context from impossible perspectives. As A’s President Marc Badain stated: “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.”

Strategic Innovation: The Experience Center maps directly to the emotional customer journey. Visitors move from anticipation at arrival, through nostalgia in the history tunnel, building excitement at the Cube and model reveal, finding their fit during product overviews, experiencing pride in closing rooms, and ultimately becoming ambassadors for the buying experience.

Holistic Design Excellence

Beyond the Cube, every element reinforces the immersive narrative:

Architectural Model: A highly detailed scale model with an operable roof by ModelWorks AJT allows visitors to understand sightlines, seating configurations, and spatial relationships

Cultural Bridge: A life-sized elephant from the Great Elephant Migration exhibition connects the team’s iconic mascot history with their future

Interactive Displays: Experiential exhibits featuring memorabilia, bobbleheads, and artifacts create emotional touchpoints celebrating traditions

Ode to Franchise History: Four of the Athletics’ World Series trophies are on display to celebrate the storied franchise

Hospitality Spaces: Bar and lounge areas designed to mirror the future ballpark’s premium atmosphere, allowing prospects to experience what they’re investing in

Results & Success Metrics

The Experience Center’s impact extends beyond traditional sales metrics:

Stakeholder Engagement:

Successfully navigated one of sports’ most challenging transitions—franchise relocation

Created a physical space that converts uncertainly into excitement and skepticism into commitment

Established a year-round touchpoint for ongoing community engagement

Industry Leadership:

First deployment of Immersive Cube™ technology

Demonstrated viability of ultra-high-end immersive technology for venue marketing

Created a blueprint for how teams leverage experiential technology during construction

Partnership Model: The collaboration between the A’s (franchise vision and market expertise), Legends Global (premium experience strategy and operations), and Advent (immersive technology and design) represents a new model for integrated experience center delivery.

Industry Influence: Setting New Standards

The A’s Ballpark Experience Center fundamentally elevates what’s possible in venue marketing and stakeholder engagement. By proving that cutting-edge immersive technology can be deployed at scale in premium experience contexts, this project establishes new expectations for how teams engage fans, sell premium inventory, and build excitement for future developments.

The Immersive Cube™ technology itself—now proven in this high-profile sports application—opens possibilities for venues across industries (construction visualization, real estate, recruiting, laboratory access) seeking to create truly transformative experiences. This project demonstrates that immersive technology is no longer limited to theme parks or museums; it’s now a powerful tool for premium hospitality and sports business.