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NEWS
JRA reimagines Louisville Slugger Museum and Factory with new visitor experience
POSTED 20 Jun 2019 . BY Andy Knaggs
The ultimate goal of the new tour is to share the spirit and personality of the product and brand
– Matthew Wheeler
The Louisville Slugger Museum and Factory – home of the official bat of Major League Baseball – has introduced a new visitor experience at its factory with the help of JRA (Jack Rouse Associates).

The venue, which attracts around 300,000 visitors each year, gives them the chance to walk through the actual production line making bats for Major League Baseball players. The museum and factory are owned by Hillerich and Bradsby Co, which has been making the Louisville Slugger baseball bats since 1884.

Among the new developments is a three-and-a-half minute movie that transports guests to the forests and mills from where the wood for each Louisville Slugger bat is sourced. The new factory tour enables guests to learn about steps in the bat-making process that have never been shown before, including the custom spray process, pad printing and mini-bat production. Demonstrations on traditional "hand-turning", where the bat is carved on a lathe as was done in the 1880s, and "burn branding" – where bats are rolled over a 1,300-degree iron plate for branding – have been moved from the factory into the museum gallery.

A new experience is the Pro Player Billet Bin, which showcases the billets – not yet crafted bats – that are destined to be turned into baseball bats for star players. Guests can walk up to the shelves where these are stored and pull out the billets selected for their favourite players and teams.

The museum worked with JRA on planning the new tour experience, who provided writing and content development, exhibit design, graphic design, executive media production, project management and art direction for the renovation. The new pre-tour movie was directed, shot and produced by MoPics, while Schaefer Construction provided pre-construction, demolition and general contracting services on the project.

"The ultimate goal of the new tour is to share the spirit and personality of the product and brand through the factory's process and people," said JRA senior director Matthew Wheeler. "This authentic brand story is told in a contemporary and sensory way.

"With an enhanced storyline, media, lighting, environmental graphics, and technology, the new tour shares Louisville Slugger's rich history, while offering guests a look at its continued role in baseball's future."
Visitor can pose with game-used bats
An audience for the demonstration of traditional hand-turning skills
Hillerich & Bradsby have been making baseball bats since 1884
Guests browse the Pro Player Billet Bin
PROJECT PROFILE:

Appleton Estate Rum Tour
Work is progressing on a US$7.2m (€6.8m, £6m) upgrade to Jamaica’s Appleton Estate Rum Tour, with Jack Rouse Associates (JRA) taking charge of completely redeveloping the historic brand’s visitor experience.


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Jobs . News . Products . Magazine
NEWS
JRA reimagines Louisville Slugger Museum and Factory with new visitor experience
POSTED 20 Jun 2019 . BY Andy Knaggs
The ultimate goal of the new tour is to share the spirit and personality of the product and brand
– Matthew Wheeler
The Louisville Slugger Museum and Factory – home of the official bat of Major League Baseball – has introduced a new visitor experience at its factory with the help of JRA (Jack Rouse Associates).

The venue, which attracts around 300,000 visitors each year, gives them the chance to walk through the actual production line making bats for Major League Baseball players. The museum and factory are owned by Hillerich and Bradsby Co, which has been making the Louisville Slugger baseball bats since 1884.

Among the new developments is a three-and-a-half minute movie that transports guests to the forests and mills from where the wood for each Louisville Slugger bat is sourced. The new factory tour enables guests to learn about steps in the bat-making process that have never been shown before, including the custom spray process, pad printing and mini-bat production. Demonstrations on traditional "hand-turning", where the bat is carved on a lathe as was done in the 1880s, and "burn branding" – where bats are rolled over a 1,300-degree iron plate for branding – have been moved from the factory into the museum gallery.

A new experience is the Pro Player Billet Bin, which showcases the billets – not yet crafted bats – that are destined to be turned into baseball bats for star players. Guests can walk up to the shelves where these are stored and pull out the billets selected for their favourite players and teams.

The museum worked with JRA on planning the new tour experience, who provided writing and content development, exhibit design, graphic design, executive media production, project management and art direction for the renovation. The new pre-tour movie was directed, shot and produced by MoPics, while Schaefer Construction provided pre-construction, demolition and general contracting services on the project.

"The ultimate goal of the new tour is to share the spirit and personality of the product and brand through the factory's process and people," said JRA senior director Matthew Wheeler. "This authentic brand story is told in a contemporary and sensory way.

"With an enhanced storyline, media, lighting, environmental graphics, and technology, the new tour shares Louisville Slugger's rich history, while offering guests a look at its continued role in baseball's future."
Visitor can pose with game-used bats
An audience for the demonstration of traditional hand-turning skills
Hillerich & Bradsby have been making baseball bats since 1884
Guests browse the Pro Player Billet Bin
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Mascot Hall of Fame to open permanent home


An interactive children’s museum celebrating professional and collegiate mascots in the US is due to open on 26 December 2018.
JRA to develop visitor experience for Kodak


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COMPANY PROFILE
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
+ More profiles  
FEATURED SUPPLIER

How can travelling exhibitions adapt for the future?
Emily Cronin, partnerships manager at the Science Museum Group in the UK, shares insights into evolving business models for touring exhibitions in Spokes, Ecsite’s magazine. [more...]
VIDEO GALLERY

Red Raion - Trailer Pinocchio - A Modern Tale VR
Red Raion is the CGI studio specialized in media based attraction. Find out more...
More videos:
Red Raion: Meet the Team - Introduction – Red Raion
Miko and the Spell of the Stone - Movie Trailer – Red Raion
Introducing AnimaChat! – Animalive
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

16-19 Sep 2019

IAAPA Expo Europe 2019

Paris Expo Porte de Versailles, Paris, France
21-24 Sep 2019

ASTC 2019 Annual Conference

Ontario Science Centre, Toronto, Canada
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
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ATTRACTIONS MANAGEMENT NEWS
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PRINT SUBSCRIPTIONS
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