Experience designers BRC Imagination Arts are introducing a ‘game-changing’ fan experience to the world of sports attractions.

The Selig Experience exhibit honours retiring Major League Baseball (MLB) commissioner and former Milwaukee Brewers owner, Allan ‘Bud’ Selig. Opened at Miller Park – the home of the Brewers – the experience features a multimedia presentation telling the story of Selig’s role in saving MLB in Milwaukee, his efforts to bring the Brewers into the city and his work to promote and grow the game in his home town.

“It’s a total gem,” said BRC’s founder and chair, Bob Rogers, speaking exclusively to CLAD. “Even if you walk in and you’ve never seen a game and can’t name a single player, 10 minutes later you’re a big Milwaukee Brewers fan and you’re getting a tear in your eye and a lump in your throat over what they’ve managed to do.”

Representatives of every MLB team will be in attendance for the opening of the experience, which covers 1,400sq ft (130sq m) and includes items from Selig’s tenure as Brewers owner. The main multimedia show, produced by BRC, builds to a 3D encounter with Selig inside a reproduction of his stadium office.

“I spoke with Bud about it,” continued Rogers. “He told us ‘when they see this they’re all going to want one’ and that’s because nobody’s got one. It’s a game-changer.”

"Everything is really, really extraordinary. I can't emphasise that enough," added Selig, who has spent the past 22 and-a-half years as commissioner. "I am rarely speechless in my life. I was speechless."

BRC was last year recognised for its work at the THEA awards, picking up the prize for Outstanding Corporate Brand-land for The Story Garden at the Amorepacific Beauty Campus in Gyeonggi-do, South Korea. Rogers, who in 2014 was elected to the board of governors for the Academy of Motion Picture Arts and Sciences (The Oscars), said he believes the experience could shape future projects for many years to come.

“I think that’s going to be a new source of business, not just for BRC but the whole industry, upgrading the visitor experience,” said Rogers. “Right now you go to most sports team’s home. They have a million square foot shop. All you do there is shop. Wouldn’t it be great if there was something that was better than a little highlight reel or a trophy case in the corner? That’s what this thing is going to set off.”

Milwaukee Brewers announces plans for Allan Selig Experience