We Didn’t Build the Cube to Impress People.
It Was Built to Sell a Ballpark.

Sports Business Journal ran a piece last week asking a question its own writers had been asking for years: does the A’s ballpark in Las Vegas actually get built? The columnist, Abraham Madkour, toured the job site and the team’s preview center, and came away convinced. He called the project one of the most stunning, talked-about new venues in sports, and singled out something most readers wouldn’t expect from a stadium story: a room.

To help tell the story of the ballpark, the A’s worked with Advent to develop the A’s Ballpark Experience Center, about 15 minutes from the Strip. The killer app is The Cube, a curtained-off room of LED screens — think of a VR experience without the goggles. It puts a potential ticket buyer in every imaginable experience: on the roads and highways accessing the ballpark; flight times from nearby cities; the journey from parking garages, entrances, into the clubs and eventually their seat, offering full views of the ballpark.

It was a stunning sensation, and teams will copy The Cube because it is an incredibly effective sales tool, benefiting sellers and buyers.

He was describing The Immersive Cube™, the centerpiece of the A’s Ballpark Experience Center we built at UnCommons in southwest Las Vegas. Madkour wrote that other teams will copy it because it is an incredibly effective sales tool, good for both sides of the table. That line is worth discussing today, because it gets at something most organizations still get backward.

A Ballpark Nobody Could See Yet

When the Athletics left Oakland for Las Vegas, they didn’t just need a new home. They needed a fan base, a database of prospects, and a reason for a city saturated with entertainment options to care about baseball. No legacy here. No childhood memories tied to this desert. A piece of land on the Strip and a promise that a ballpark would open in 2028.

Promises don’t sell premium seats. Experiences do.

So before a beam went up, we built the experience. Not a brochure. A place to walk prospects through the ballpark journey, from the door to their seat, before the building existed.

Walk In, and the Room Becomes the Ballpark

The Cube is thirteen feet tall, nineteen feet wide, twenty feet deep. Every surface, walls, floor, ceiling, is seamless LED. 26.5 million pixels. A 270-degree environment powered by our proprietary Experiential Management System. No headset. No goggles. No controller. You just walk on in.

One moment you’re standing in a room in a strip mall. The next you’re behind home plate on opening night, hearing the crowd, watching the Strip glitter beyond the outfield. Then you’re inside a suite, looking down at the closest seats in Major League Baseball. Then you’re reliving the franchise’s history: Rickey Henderson, the Bash Brothers, the Moneyball era, wrapping around you like a memory you didn’t know you had.

Marc Badain, the A’s president, called it the greatest piece of technology ever seen to promote a ballpark. Notice what he didn’t say. Not the greatest technology. The greatest piece of technology to promote a ballpark.

What Other Teams Will Take From This

Madkour predicted other franchises will copy The Cube. He’s right, and the reason isn’t the LED panels. Plenty of organizations have impressive screens. The reason is what the room is built to do: turn an abstract, multi-year promise into something a prospect feels in their body before they sign anything.

That’s the shift worth paying attention to, whether you run a franchise, a university athletic department, or a company trying to win a deal nobody can yet see. The sales process and the experience process used to be separate disciplines, handled by separate teams. The A’s collapsed them into one room. By the time a prospect sits down with a sales rep, they’ve already emotionally bought in. The paperwork is a formality.

The A’s are still building a database from scratch in one of the most competitive markets on earth, and there’s a long way to go before opening day in 2028. But the question Sports Business Journal asked for years, the one about whether this ballpark would ever get built, has an answer now. Yes. And the way they’re selling it before it exists may end up influencing facilities far beyond Las Vegas.

Read the full Sports Business Journal coverage: “A’s ballpark rising to the challenge in the desert,” SBJ, June 14, 2026