Situation:
Facing the expiration of their lease on Turner Field in 2016, the Atlanta Braves enlisted Alexander Babbage, a collaborator since 2007, to identify a suitable location for their new stadium.
Analysis:
Leveraging extensive research and ticket data spanning several years, Alexander Babbage pinpointed key insights into the geographic distribution of Braves’ fans, revealing a predominant fan base north of Atlanta.
Result:
Informed by Babbage’s findings, the Braves strategically relocated to Cobb County, situated north of Atlanta. The new stadium, inaugurated in the 2017 season, is part of a dynamic mixed-use development. This comprehensive approach transforms the stadium into a year-round destination fostering the “Play, Work, Stay” concept.
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