Preseason Power

A Vision for CarMax Park & The Richmond Flying Squirrels

Awarded Best in Class & Best in Category

The Ask

Leverage the preseason timeline to create excitement around the opening of CarMax Park and the 2026 season.

The Logline

We stop selling baseball tickets and start selling belonging. We transform CarMax Park from a sports venue into the ultimate “Third Space” for Richmond’s newest residents, turning the preseason lull into a city-wide welcome party.

The Backdrop (The Context)

Richmond is booming. Since 2020, over 52,000 “transplants” have moved here, bringing higher incomes and a desperate need for connection. These are “free agents” drifting between home and work, actively searching for a community to anchor them.