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NSF "Selling It..." Newsletter - Milwaukee Brewers | BRC Imagination Arts

02/08/2016 12:01 PM -
NSF "Selling It..."
February 10, 2016 | Volume 13, Issue 26
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The Milwaukee Brewers partner with BRC Imagination Arts to recognize former Brewers Owner, Bud Selig, by creating "The Selig Experience". 
By: Mike Curtin

Milwaukee Brewers | BRC Imagination Arts
Click the image above to check out the "The Selig Experience" video!

Chantelle Neep 
Dear Faithful Readers,

And we’re off!

I can’t believe that we are actually just days away from the 2016 National Sports Forum. I am currently in route to PDX to get things ready to go as the Case Cup program kicks off Friday night. The entire staff is extremely anxious to get things rolling as we look forward to the best Forum to date.

In our final story before the conference we wanted to feature the Milwaukee Brewers, who are longtime friends of the Forum and the great work they did with BRC Imagination Arts. It’s a great story and idea that helped the Brewers see some great results.

Like I said before, looking forward to getting up to Portland and meeting some of you that will be joining us!

Enjoy the read,

Ryan Heidrich
Director of Communications

P.S. - Don’t forget to stay engaged with us on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!



Milwaukee Brewers: "The Selig Experience"  

Milwaukee Brewers


When Commissioner Allan H. (Bud) Selig announced his retirement in September of 2013, the Milwaukee Brewers began a campaign to honor Brewers founder and former owner, Bud Selig, in an unprecedented way. Upon his retirement announcement, the Brewers retired uniform number one (1) to honor their founder among other gestures. The largest and lengthiest of those endeavors was the creation of a fan experience that would detail the dynamic and vibrant history of the team, Selig’s dedication to Milwaukee and influence on Major League Baseball. In order to achieve these goals, the Brewers needed to design a creative approach.
Mesmerized by the Abraham Lincoln Presidential Library, COO of the Milwaukee Brewers, Rick Schlesinger approached BRC Imagination Arts, in order to tell Selig’s story in an inspirational way.
One of the major objectives of The Selig Experience was not only to honor Selig’s career in Major League Baseball and the Brewers’ history, but to honor all of the fans that made it possible from 1969 through present day.   


In today’s age, more and more fans are looking to have stadium experiences be unique and unforgettable. With that in mind, the Milwaukee Brewers took an innovative approach to tell their story. BRC Imagination Arts offered full creative, design and production services to the Brewers starting with the deep-dive of the history of Milwaukee, the team, and the history of baseball in order to find the emotional core of the story. After uncovering the fan-centric story, BRC gathered a team of designers, artists, creative and technical directors to develop the key moments of baseball history that would be best expressed in the three-screen media presentation with special effects.  In an effort to use a less populated and underutilized part of the stadium for this attraction, the creative team landed on a small 1,800 square foot location on the loge level.
BRC Imagination Arts was able to transform the space into a personal fan experience for a 40-seat audience. This intimate fan experience includes the integration of LED theatrical lighting systems, multi-screen HD projections, and custom stage illusions in order to enhance the guest experience.
“We started a few years ago when (we) knew Selig’s tenure at the MLB would be coming to a conclusion” said, Milwaukee Brewers COO, Rick Schlesinger. “We wanted to honor him for all he’s done for the Brewers and baseball, and Doug Melvin came up with (the) idea of recreating Selig’s old office and going back in time and experiencing Bud’s journey for ourselves. (We) decided to go further and bolder by incorporating a museum-quality experience. That’s when we called BRC Imagination Arts. I had seen their work at the Abraham Lincoln Presidential Library and Museum, and knew they could pull it off. They did that and more, taking a germ of an idea and turning it into an immersive, multimedia experience that celebrates Bud, and, more importantly celebrates the incredible baseball fans of Wisconsin. It’s an emotional Milwaukee Brewers Souvenir, unlike anything else in Major League Baseball that you can only get in Miller Park.”  
Triple Play

Milwaukee Brewers | BRC Imagination Arts

Click the image above to learn more about "The Selig Experience"!


The Milwaukee Brewers selected BRC Imagination Arts, an experience design and production agency, to tell the story of Selig’s instrumental legacy with a new state-of-the-art attraction inside Miller Park.
BRC Imagination Arts Turns Brands Into Destinations™. It conceives, designs and makes emotionally evocative brand destinations and cultural attractions that audiences love. For more than three decades, its masterful storytellers have helped iconic brands all over the world tell their stories in ways that engage audiences and inspire brand loyalty. BRC Imagination Arts has worked with and created some of the most respected and iconic destinations and cultural institutions in the world, including The Heineken Experience, The Abraham Lincoln Presidential Library, Museum of Liverpool, The World of Coca-Cola, The Ford Rouge Factory Tour and The Guinness Storehouse.  


The Selig Experience has received positive guest response on social media through Twitter, Facebook and TripAdvisor recognizing that it is a memorable added fan experience for Miller Park. In 2015, the fan experience sold out home games and online reservations for tickets. The Selig Experience is an innovative and unique, one-of-a-kind emotional experience at Miller Park that continues to inspire fans in a positive way.
The Selig Experience is an original addition for an already popular destination in Milwaukee, creating even more reasons for fans to experience Miller Park and the Brewers’ home games. As the 2016 season kicks-off in a couple of months, more and more fans will be able to experience this popular new attraction.     


The Milwaukee Brewers and BRC Imagination Arts continue to look for new ways to engage, connect and inspire fans in an emotional way, while strengthening the fan experience and building lifelong fans.  


For more information, contact:
Rick Schlesinger, COO, Milwaukee Brewers
Brad Shelton, Creative Director, Project Development | Phone: (818) 841-8084 |

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