Cleveland Progressive Field

Reinventing a Source of City Pride

At Cleveland Progressive Field, attendance was at an all-time low—low enough that the team was prepared to invest millions in removing largely unused upper-deck seating. However, we had a different idea: lean into the rich and proud heritage of Cleveland neighborhoods to inspire a new experience for fans to embrace.

We leaned into fans’ behavior at games, learning that a growing group was interested in exploring the stadium during events. So, we worked to transform a dated stadium into a fan destination. We brought the neighborhood’s local flavor into the stadium, bringing the main concourse to life with Cleveland’s food, beverages, and culture. A rotation selection of local fare and happenings that catered to young and older fans alike ensured visitors felt at home and inspired by their time at the stadium.

Rather than accepting a declining ballpark experience, Progressive Field reinstated an incredible source of pride—and revenue. The end result? Only the best attendance in the park’s history.