- Project Profile -

OAKLAND Athletics

Creating An Updated Fan Experience





Two areas of the Major League Baseball's Oakland Coliseum were targeted to elevate the stadium experience for fans and better support an innovative subscription model for ticketholders.


The Challenge

Major League Baseball's Oakland Athletics have a rich history at the Oakland Coliseum, playing baseball there since 1968. While the A's organization has been public about their ongoing search for a new stadium, they are actively working to enrich the fan experience in their current home. Two areas of Oakland Coliseum were targeted to elevate the stadium experience for fans and better support an innovative subscription model for ticketholders. Avidex designed and installed the audiovisual systems in these areas, offering fans of all ages a unique and exciting experience. "The Treehouse and The Stomping Ground are incredible additions to the fan experience," said David Rinetti, Vice President of Stadium Operations for the Oakland A's. "The two areas were ways to take a very old facility and make it better for fans and families. We wanted to create unique fan gatherings that no other ballpark has." 


The Solution

The Treehouse, a fun and memorable place for fans to relax and connect, is a 10,000 square foot urban treehouse inspired space with unique interior and exterior bar and lounge areas for fans to enjoy.

The audiovisual showpiece of the space is a dynamic, large-scale video wall, consisting of eight 55 inch Samsung displays in a 2x4 arrangement. Utilizing the internal capabilities of these professional-grade displays, operators can select from a variety of configurations from the Extron control system. Eight Individual images can be viewed on the eight individual displays, two large images side-by-side, or any combination of these for a truly custom viewing experience. The content fed to the displays includes live feeds from the broadcast booth, MATV, and local inputs. Two surface-mounted Extron speakers above the video wall create an impactful audio experience, complete with a power amplifier and professional DSP audio processor. Stadium staff are in complete control with the user-friendly touch panel control system, allowing them to play any of the available audio over the loudspeakers or select/change the video content.


The A's wanted to make the ballpark a social destination for people to enjoy the game in new and exciting ways. Not only does this unique experience at the Coliseum bring Bay Area sports fans to live baseball games, It also capitalizes other local teams playing basketball and football games on the videowall during the season overlap.

"I could not imagine a better sports bar in California on the nights the A's and the Warrior games were happening. It is an electric experience,"
David Rinetti | Vice President of Stadium Operations, Oakland A's

Driven by the incredible success of the Treehouse, The Stomping Ground was unveiled in 2019. The A's Stomping Ground is a fun and unique entertainment area for families with kids like nothing else in baseball. Children can play without sacrificing views of the field for the adults. The interior space features an impactful video wall for an interactive and digital experience. The Stomping Ground audiovisual technology mirrors the Treehouse to provide a similarly exceptional fan experience while standardizing the control and maintenance aspects for staff.


The Outcome

The A’s expected their ROI for the renovation to take about two baseball seasons, but the space was so successful and popular with fans it was achieved in just half of the first season. Also, with its popularity, the A’s secured corporate sponsorship of both the Treehouse and the Stomping Ground areas. The Treehouse is further utilized as a revenue-generating hospitality area for hosting private and corporate events. The integrated videowall and audio system make it the ideal space for hosting meetings and displaying presentations to attendees in a fun and unique venue.

Both the Treehouse and Stomping Grounds began as lofty goals – no less than a catalyst to one of the best fan experiences across the league. “The Treehouse and Stomping Grounds changed the dynamics of the fan experience in such a positive way,” Rinetti said. Adding access to these differentiating fan spaces has no doubt positively impacted the A’s unique ticket subscription model, “A’s Access.” “The Treehouse and Stomping Ground make the whole program better. They are part of our pride and honor as we are considered by many to be the most innovative team in baseball. 


“I am not a tech guy, but I have tech experts on my team who understand the complexities of these systems. We have been very pleased to work with Avidex throughout our long-standing relationship. I definitely recommend Avidex to others seeking an AV partner to support their vision.”
David Rinetti | Vice President of Stadium Operations, Oakland A's

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