Concept3D’s Interactive Map Transforms the Indianapolis Indians’ Parking Experience for Over 600,000 Annual Visitors

The Indianapolis Indians is a AAA affiliate of the Pittsburgh Pirates and welcomes over 600,000 visitors annually for baseball, charity, and corporate events at Victory Field in downtown Indianapolis. The stadium is surrounded by various attractions and venues which make parking a constant pain point for their frequent diverse audience of visitors. To relieve this unnecessary stress and enhance the fan experience, the Indianapolis Indians implemented Concept3D’s interactive map and transformed the parking experience through detailed visuals, color-coding and real-time updates.

Before implementing Concept3D’s interactive map, parking was a significant challenge for fans attending events at Victory Field. Max Freeman, Senior Digital Marketing Manager for the Indianapolis Indians, reported having “tons of complaints from fans about parking, especially when multiple events were happening in the area” . Directing fans to the correct parking garages was difficult, and parking prices would often fluctuate depending on events happening across the street at the amphitheater adding to the confusion.

The parking issues were compounded by post-COVID renovations to the stadium. Freeman noted, “It became clear that we needed a solution that not only helped with parking but also showcased the updates to the stadium, allowing visitors to better plan their visit.”

To address these challenges, the Indianapolis Indians partnered with Concept3D to implement an interactive map with full 3D renderings that provided fans with a visually compelling and user-friendly experience. The map was designed to ease anxiety for visitors and offer a clear view of where they could park, how to navigate to their seats, and where to find concession stands. The map has also allowed the marketing team to highlight key accessibility points including ADA compliant seats and entrances. parking options.

“Visualizing the ballpark and the game day experience ahead of time eased a lot of anxiety for our visitors. The map does a great job of showing everything from the closest entrances to each parking lot to the concessions nearest to their seat.”

Max Freeman, Senior Digital Marketing Manager

Even before a ticket is purchased, the interactive map has proven to be a supportive tool in moving along potential visitors through the buyer journey. Freeman explains, “When a person is deciding where to sit, they can use the map to view each section and get a sense of their seat location and how they’ll see the game.” This feature helps prospective ticket buyers visualize their game day experience and ignites excitement to move forward.

Additionally, the map’s searchability function allows fans to quickly locate special promotions, such as the $1 menu on Tuesdays or specific giveaways, further enhancing the pre-purchase decision-making process. By providing this detailed, interactive experience, the map not only supports ticket sales but also generates excitement amongst visitors.

The impact of the interactive map was immediate, particularly in reducing parking-related complaints, especially from their most vocal season ticket-holder audience. The map’s ability to showcase seat views, concession options, and parking locations helped fans feel more confident and prepared for game day. 

One of Freeman’s favorite features is the ability to share specific map views with partners and visitors. “We work with a lot of community groups and corporate sponsors, and being able to send them a screenshot of the map with annotations has been a game-changer.”

“Last year, parking was our top complaint category, and this year, I can’t say we’ve had one complaint.”

Max Freeman, Senior Digital Marketing Manager

By implementing Concept3D’s interactive map, the Indianapolis Indians transformed their fan experience and streamlined parking options by offering fans a more engaging and intuitive way to navigate the stadium. “It’s clear our fans appreciate the effort we’ve put into making the stadium more accessible and easier to navigate,” said Freeman. With future renovations on the horizon, the Indianapolis Indians plan to continue leveraging Concept3D’s interactive map to enhance events for all at Victory Field.