Sponsored By

Atlanta Braves Go to Bat for TransformationAtlanta Braves Go to Bat for Transformation

Technology helped the organization transform itself from a baseball team to landlord of a mixed-use urban development.

Mitch Wagner

June 18, 2018

4 Min Read
Atlanta Braves Go to Bat for Transformation

The Atlanta Braves was the oldest continuously operated professional sports franchise in the US until last year. Now, it's also the landlord of a large-scale, mixed-use urban development. It accomplished the transformation using technology to drive change, according to Greg Gatti, Atlanta Braves VP of IT and CIO.

"We wanted to build a unique live-work-play environment," Gatti said in a presentation at the Cisco Live conference in Orlando, Fla., last week. Previously, the stadium was only used during the Braves' 81 games. "The rest of the time no one was there. No one came early, no one stayed late," he said. "We wanted to build a 365-day/year destination that the fans would want to come to all year round," Gatti said. "We wanted to be the premier, the most technologically advanced ballpark and development in the world."

The Braves isn't just a ball club anymore. It's now the operator of SunTrust Park and the Battery Atlanta complex. It's a developer, landlord and a digital marketing company, with a 41,500-seat park, a 1.5 million square foot mixed use development, a four-star hotel, office buildings, residential, retails and bars, as well as a 4,000-seat music venue.

Figure 1: SunTrust Park near third base, May 2017. SunTrust Park near third base, May 2017.

About the Author(s)

Mitch Wagner

Executive Editor, Light Reading

San Diego-based Mitch Wagner is many things. As well as being "our guy" on the West Coast (of the US, not Scotland, or anywhere else with indifferent meteorological conditions), he's a husband (to his wife), dissatisfied Democrat, American (so he could be President some day), nonobservant Jew, and science fiction fan. Not necessarily in that order.

He's also one half of a special duo, along with Minnie, who is the co-habitor of the West Coast Bureau and Light Reading's primary chewer of sticks, though she is not the only one on the team who regularly munches on bark.

Wagner, whose previous positions include Editor-in-Chief at Internet Evolution and Executive Editor at InformationWeek, will be responsible for tracking and reporting on developments in Silicon Valley and other US West Coast hotspots of communications technology innovation.

Beats: Software-defined networking (SDN), network functions virtualization (NFV), IP networking, and colored foods (such as 'green rice').

Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes it's completely free.

You May Also Like