Say hello
Never miss an update - Join our mailing list
  1. Projects
  2. The Selig Experience at American Family Field

The Selig Experience at American Family Field

Honoring the man who brought baseball back to Milwaukee

More than an homage to former owner, commissioner, and Hall of Famer Bud Selig, The Selig Experience immerses visitors in the history of their favorite team and celebrates the people of Milwaukee and the passionate fans who keep Major League Baseball alive in their great city.

In this one-of-a-kind, multimedia tribute, guests discover how Bud moved heaven and earth to bring baseball back to Milwaukee, joining with the people of Wisconsin to build what just might be the most beautiful ballpark in America, American Family Field (previously Miller Park). The Selig Experience includes authentic artifacts from Selig’s tenure as the Brewers’ owner and culminates in a surprising encounter with the Commissioner himself.
Milwaukee Brewers
Milwaukee, Wisconsin
  • Story & Concept Development
  • Design
  • Immersive Media Production
  • Production
  • Fabrication
  • Technical Systems
  • Installation & Integration

Take a look inside

Play Sizzle
Project Details


The Selig Experience at American Family Field immerses Milwaukee Brewers fans in legacy of the man who brought the Brewers to Milwaukee and led the effort to build beautiful American Family Field. Guests are surprised and delighted by the additional experience offering at American Family Field and leave with a greater appreciation for Bud Selig, The Milwaukee Brewers, and the timeless game of baseball.


The Brewers were looking for a unique way to engage Brewers fans while commemorating Bud Selig’s importance to the team, the city of Milwaukee, and the game of baseball.


Even though this is called “The Bud Selig Experience,” BRC made sure the experience celebrated the great fans of the Milwaukee Brewers. Every beat of this show affirms their love for the team, and their fellowship with other fans. Visitors exit the experience feeling energized and with an emotional connection to the Brewers team.

Key Learnings

Fans drive revenue and today’s sports fans expect more than a game, they want an incredible fan experience before, during, and after the game. This requires team owners and stadium operators to think of more holistic ways to entertain and engage fans in the stadium, transforming casual viewers into fans, and fans into brand advocates.
The Selig Experience
Brewers Selig Experience
Brewers Selig Experience
Brewers Selig Experience
Brewers Selig Experience
Brewers Selig Experience
Brewers Selig Experience

“Great day for a Brewers ball game! Just watched the Selig Experience and decided I’m a Brewers fan forever.”

— Twitter