As the AA-Minor League Affiliate, Richmond Flying Squirrels prepared to open their new stadium, CarMax Park, in 2026, the team faced a distinct challenge: how to get the people of Richmond excited about the new park.
Our team was awarded the best pitch overall and in our specific category.
The Challenge
The core objective was to bridge the gap between ‘knowing the brand’ and ‘buying the ticket’.
Only 59% of surveyed participants know
where the new
stadium is located.
The Target Audience:
“Richmond Transplants”
The strategic focus was placed entirely on individuals who have moved to Richmond in the last five years.
This demographic was selected for three compelling reasons:
“Free Agents”
Newcomers currently only have two familiar spaces: home and work. They are actively searching for a “3rd space” to build community.
Growing Segment
Fueled by national brands like CoStar and Lego moving to the area, over 52,000 people have moved to Richmond since 2020.
Disposable INcome
Transplants earn an average of $118,310 annually, nearly $10,000 more than long-term residents.
This audience was further segmented into “Social Butterflies” (extroverts who explore the city before going out) and “Homebodies” (professionals whose top weekend activities are watching TV, reading, and cooking)
Methodologies
To uncover actionable insights, the team deployed a mixed-methods approach:
Key Findings
Our research yielded five major findings. I’ve highlighted our 3 key findings here, each paired
with a targeted strategy to transform the CarMax Park experience
1) Transplants look to local favorites to belong.
Build and maintain partnerships with institutions throughout the city, borrowing their credibility and integrating into the spaces transplants already trust
2) Weekdays are for work; weekends are for emotional needs.
Market CarMax Park not just as a sports venue, but as an emotional solution. Highlighting the amenities that speak to the “social butterflies’” needs and what the “homebodies” are looking for.
3) They know who you are, not what you do.
Intercept their daily lives. Push marketing into everyday errands (grocery stores, post offices) and maintain year-round continuity so it becomes impossible to ignore the Squirrels.
Intended Impact
By executing this strategy, the Flying Squirrels can transition from a transactional sports team to a welcoming community hub. Research indicates that 60% of fans would be more engaged with a great “year-round experience,” and 55% would be more likely to purchase a ticket in the future
Ultimately, this campaign proves to transplants that the community is actively welcoming them in.
The Team:
Sami Davis – Strategist
Kennon Cummings – Strategist
Jake McKay – Brand Manager
Tomás Williamson – Brand Manager
My Role:
- Man on the Street Interviews
- Focus Group Leader
- Research Analysis
- Strategic Recommendation Development
- Baseball Enthusiast
