Official Release: Selig Experience to Open Near End of May

The Milwaukee Brewers today announced that the Selig Experience, a state-of-the-art attraction at Miller Park to honor retired Commissioner Emeritus and former Brewers Owner Allan H. (Bud) Selig, will open to the public on Friday, May 29 when the Brewers face the Diamondbacks.

The Selig Experience is located on Miller Park’s Loge Level in the left field corner. A highlight of the attraction is a multimedia presentation that tells the story of Selig’s role in successfully bringing the Brewers to Milwaukee, saving Major League Baseball in the city with his commitment to build Miller Park, and his tireless efforts to promote and grow the game in his hometown.

The Selig Experience will be open to the general public during all Brewers home games, from the time that gates open until the 7th inning, and admission is free for those with tickets to the game. Admission will be on a first-come, first-served basis. The attraction will also be open to selected tour groups.

A schedule of opening activities includes:

Wednesday, May 27, 6 pm: Media Preview Event – Credentialed media will be given an opportunity to tour the Selig Experience. More details will be announced later. Please note – there will be an embargo on news coverage related to the attraction until 7 pm on Thursday, May 28.

Thursday, May 28, 5 pm – A private gala will be held on the Miller Park playing field, with Commissioner Emeritus Selig, Brewers Owner Mark Attanasio and their guests on hand for a program, dinner and tours of the attraction.

Friday, May 29, 5:30 pm – The attraction will open to ticketed fans on a first-come, first served basis.

Miller Park already is known as a premiere destination for baseball fans, and the Selig Experience takes that to the next level. It will serve as a year-round attraction, adding another extraordinary enhancement to the overall fan experience.

The exhibition space totals approximately 1,500 square feet, and will include authentic artifacts from Selig’s tenure as the Brewers owner. It celebrates the fans’ love of the game, as told through the story of the Brewers founder.

The main multimedia show builds to a surprising encounter with the Commissioner himself inside an authentic reproduction of Selig’s County Stadium office, using a technology found in only a handful of exhibits around the world. After the show, Milwaukee fans will be delighted to take a sneak peek into Selig’s office for themselves.

The design and production of the Selig Experience is being led by BRC Imagination Arts, an experience design agency that Turns Brands into Destinations™. For more than three decades, its masterful storytellers have been chosen by iconic brands and cultural attractions all over the world to inspire and engage their audiences.

Selig’s dedication to baseball has paralleled his love of his hometown of Milwaukee. His first significant move as an executive was to return Major League Baseball to Milwaukee in 1970, when he founded the Milwaukee Brewers. In its first decade, the Brewers featured some of the great teams of that era, which eventually led to an American League pennant and World Series appearance in 1982.

During his tenure as Brewers owner, Selig earned United Press International’s 1978 Executive of the Year award, and the franchise was honored with seven “Organization of the Year” awards.

In the 1990s, Selig began his efforts to build a new ballpark in Milwaukee to replace the aging County Stadium, and Miller Park opened for its first season of play in 2001.

Uihlein-Wilson Architects is also contributing to the initial design of the space for the Selig Experience.

2 Comments

I’m sure Brewers fans can barely wait to see the Selig Experience, though he should get a few kudos for keeping the Brewers in WI.

I’m interested to see how they put it together. Sounds interesting. Also the behind the scenes stuff should be cool.

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