MLB's Play Ball Park Aiming For Diverse, Young Crowd
MLB’s rebranded and revamped All-Star Game fan festival Play Ball Park is taking a page out of the summer music festival playbook. The integration of music and “experiential activations” is aimed at appealing to a more diverse and younger group of fans, said MLB Senior VP/Special Events Marla Miller. She added, "In plain language, experiential activations, means come to Cleveland, and have fun in one of our sponsored experiences, take a picture of it and put it on Instagram." In addition to live outdoor concerts, food trucks and photo opportunities, Play Ball Park will feature activities aimed at increasing youth participation in baseball, said MLB Senior VP/Communications Matt Bourne. The outdoor areas of Play Ball Park are free and have areas for young fans to play baseball, softball and whiffle ball, while taking part in batting and pitching clinics with coaches and former All-Star players. Louisville Slugger, Fender Guitars and Mitchell & Ness have major sponsor activation areas in the public square area of Play Ball Park, Miller said. Meanwhile, Topps is sending 750,000 baseball cards to Cleveland to build a house of cards. Miller: "We’re trying to set a world record for a log cabin house built with the most cards. I’m trying to get the Guinness Book of World Records to come."