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JRA reimagines Louisville Slugger Museum and Factory with new visitor experience
POSTED 20 Jun 2019 . BY Andy Knaggs
300,000 people per year visit the Louisville Slugger Museum & Factory
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:

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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
300,000 people per year visit the Louisville Slugger Museum & Factory
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
RELATED STORIES
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


Kodak has announced plans to create a brand home in Rochester, New York, with leading design firm Jack Rouse Associates (JRA) selected to plan, design and implement the 9,000sq ft (836sq m) Experience Centre.
MORE NEWS
V&A appoints Gus Casely-Hayford as first director of V&A East
Gus Casely-Hayford, the British curator, cultural historian, broadcaster and lecturer, has been named as the inaugural director of V&A East – the museum's new expansion project scheduled to open in London in 2023.
Connecticut aquarium starts work on new seal display and 4D theatre
The Maritime Aquarium at Norwalk is set to undergo expansion, with a large seal exhibit and 4D movie theatre to open at the attraction in 2020.
Immersive, sustainable and meeting evolving expectations – outgoing IAAPA chair David Rosenberg on the future of the attractions industry
It's been a busy, exciting and often inspiring year for David Rosenberg as IAAPA chair.
Six major art museums offer curatorial training to students from underrepresented backgrounds
Twelve new students have been enrolled in the Andrew W. Mellon Undergraduate Curatorial Fellowship programme, with the selected entrants to be given specialised training and mentoring from six high profile art museums in the US.
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COMPANY PROFILES
Red Raion

Founded in 2014, Red Raion is the CGI studio specialized in media based attractions. [more...]
ProSlide Technology, Inc.

A former national ski team racer, ProSlide® CEO Rick Hunter’s goal has been to integrate the smoot [more...]
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We are pleased to announce that Euro Attractions Show is now IAAPA Expo Europe. [more...]
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+ More profiles  
FEATURED SUPPLIER

ProSlide appoints Chantal Theoret as director of global marketing
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VIDEO GALLERY

Polin Waterparks & Pool Systems - Experience the experience
Have you ever wondered how the fun is created? Polin Waterparks is a global market leader in the design, manufacture and installation of waterparks and water play attractions. Find out more...
More videos:
Introducing AnimaChat! – Animalive
Miko and the Spell of the Stone - Movie Trailer – Red Raion
Red Raion Showreel 2019 – Red Raion
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

18-22 Nov 2019

IAAPA Expo

Orange County Convention Center, Orlando, United States
14-16 Jan 2020

EAG International

ExCel London Exhibition Centre, London,
+ 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
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
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