Swing Batter Batter Suh-Wing!!!

Anyone who has walked through The Battery Atlanta has undoubtedly felt the incredible energy that continuously is abuzz throughout the lifestyle destination, a borderline theme-park style venue. The recent 11-game win streak (as of this writing) aligns nicely with the Braves' revenue being up in The Battery Atlanta mixed-use development sales from the same period last year - $9 million to $12 million as reported by Liberty Media.

Also shared by Liberty - so far in the 2022 season, they have seen the highest season-ticket sales in more than two decades and sold out all of the multi-year premium seats for the first time in history! Both retail and concession sales have been solid for the first two homestands. Liberty reported that baseball revenue increased in Q1 due to increased attendance at spring-training games, additional events held at the park, World Series-related retail sales, and increased revenue from licensing deals.

The Battery Atlanta at Truist Park, Atlanta, GA – HGOR, along with numerous project partners, designed the park to support a variety of exciting game-day and end-of-day programming for visitors of all ages.

The Story Behind 'The Battery'

Baseball's term 'the battery' includes two players – the pitcher and the catcher. It was initially coined in the 1860s by Henry Chadwick regarding the dynamism of a team's pitching staff and was inspired by the artillery batteries used during the Civil War. The term later evolved to indicate the combined strength between a pitcher and catcher.

The story behind the development of The Battery Atlanta at Truist Park is a slightly different one but does, however, still involve an explosive synergy. HGOR was selected by the Atlanta Braves, Liberty Media, and a team of national developers to design the public areas that anchor the stadium. The project provided a massive opportunity to provide Braves Nation with a new and improved home for cheering on their team. It also allowed the possibility of incorporating a full-blown entertainment venue that would offer a broad spectrum of social programming on much more than just game days for Braves fans, shoppers, diners, office tenants and residents living within the development!

The primary goal for HGOR's design was to establish a plan that would support long-term growth for The Battery and promote vitality year-round, which was accomplished by prioritizing activities utilizing the central plaza as the focal point. Supplemental focuses involved surprise and delight moments strategically placed throughout the plaza to ensure guest enjoyment. A performance stage, a covered filming zone for sportscasters to analyze gameplays, an LED screen, interactive water features - one designed specifically for kids, and a suspended baseball sculpture that showcases live gameplays have solidified The Battery as a one-of-a-kind family-friendly destination. Design components intended for comfort and relaxation include ample seating options - terraced seating, benches and comfortable turf on the main lawn.

Photo credit: Beam Imagination

The Battery Scores a Home Run

As The Battery recently celebrated its 5th birthday, it has become one of Atlanta's most-visited mixed-use destination spots. Site flexibility, established through many collaborative meetings with the Braves team and developers, has ensured the ultimate fan experience and an unparalleled level of connectivity, equaling an outstanding option for those seeking a one-stop-shop for a retail-dining-entertainment experience. The Plaza was strategically planned for growth - and coming out of a Series win is precisely what The Battery is experiencing.

Bringing It In 2022

The defending World Series Champions are bringing a lot of excitement to their home turf – The Battery Atlanta at Truist Park! Fans are in for even more surprises and action-packed game days… as well as every other day! During the project's planning phase, HGOR designed the event hub to serve a variety of end-users by integrating elements of convenience and accounting for maximum pedestrian flow between the ballpark, two levels of surrounding retail, a 10-story office building, and a 264-room hotel. Visitors can walk directly into the ballpark from The Battery via a pedestrian bridge on the second floor of the Food and Beverage Building.

To support long-term sustainability for the venue, HGOR strategically created designs that lend to long-term growth through flexibility. On deck for 2022, in addition to the many new stadium features and hospitality spaces, The Battery will add to its already lengthy list of social programming:

· Mac McGee

· Savi Provisions

· Cultivate Food & Coffee

· YogaSix

As Atlantans continue to embrace enhanced outdoor activities and entertainment, it is likely that The Battery's growth will evolve to accommodate the needs and demands for such essential social engagement.

Batter-y Up!