Transforming Game Day: How the Salt Lake Bees Created a Winning Fan Experience for 400,000
A Minor League Team with Major Ambition
The Salt Lake Bees, a Minor League Baseball team located in South Jordan, Utah and owned by Miller Sports & Entertainment, welcomed fans into their brand-new 8,000-seat ballpark this season. With 400,000+ annual expected visitors, the team needed to provide a fan experience that matched the elevation of the new stadium. In addition, they wanted to be competitive for future Major League team acquisitions.
The Challenge: An Old, Amateur App and Map Combo
For years, the Salt Lake Bees relied on basic, flat maps that lived in an outdated app. Old technology caused staff to be inundated with repetitive questions while guests were left struggling to find their seats and the concession stands they craved most.
Additional limitations included:
- Manual, annual updates: Ballpark maps were created once a year and quickly became irrelevant as concessions, entrances, and layouts changed.
- Missed revenue opportunities: The flat maps offered no way to support ticketing, marketing, or engagement strategies for fans, costing the Bees tangible revenue.
The move into a brand-new ballpark magnified these pain points. With new seating sections, new concessions, and completely new parking lots, the Bees needed a quick, quality upgrade before the start of the season to ensure fantastic guest experience.
“We had a very, very entry-level app. The maps were extremely elementary, just a flat image for ticketing or concessions. It worked, but only at the bare minimum.”
Kim Brown, Director of Marketing
The Solution: An Interactive Map that Doubles as a Revenue Arm
The Salt Lake Bees understood the pressing need in front of them and partnered with Concept3D to deliver a fully interactive, mobile-first map that integrated directly into their new, custom-built app.
The investment offered key benefits that transformed the game day experience and also created a brand new revenue arm for ticketing and sales:
“We want people to be able to go in, find a seat, see a view from that seat, and then actually hit Purchase Tickets,” Kim Brown said.
- Seamless Navigation: Visitors can easily find entrances, dedicated parking, concessions, merch stores, and seating without walking the concourse blindly.
- Revenue Generation: Ticketing teams use the map to show exact POV views from seats, adding confidence to the buying process and prompting ticket sales from potential visitors.
- Cross-departmental Utilization: Guest services, marketing, and ticketing all use the same resource, reducing repeated requests and visitor confusion.
- Local Area Promotion: The map showcases the surrounding area including what restaurants are nearby, playgrounds, etc
“Being able to actually explore the ballpark is a game changer. Fans can find concessions, parking, or seating, and our ticketing team can use the map to show views from seats and drive sales. I love that it can be a tool for people currently at the ballpark but also for prospective visitors that you’re trying to get to come.”
Kim Brown, Director of Marketing
First Season Wins
Despite launching during the hectic move into a brand-new stadium, the Interactive Map immediately became an essential tool to the Salt Lake Bees broader organization.
- Operational efficiency: Now with a single source of truth that can host live updates, ticketing, facilities, and guest services teams point fans directly to the Interactive Map
- Leadership Buy-In: Leadership has praised the speed of implementation and overall quality of the map and noted how it elevates the Bees’ brand.
- Partner Support – The Salt Lake Bees received top tier partner support throughout the onboarding process. This included in-depth recap emails, high-level status check-ins, call recordings and set up tutorials which allowed for a streamlined, supported launch in time for the season’s home opener.
“The fact that we were able to get a legit map up while still building the stadium was a miracle in itself. It looks as it should, and people have had nothing but great things to say,” said the Marketing Manager, Katie Brotherson.
Next Season and Beyond
“We already have so many ideas for next season on how to further promote it [the interactive map]” – Katie Brotherson, Marketing Manager
The Bees view the map as more than a one-season solution, especially as they welcome events beyond baseball games to the stadium. Future plans include:
- Adding specific menu items for the different concession stands (a high demand request)
- QR code integration
- New engagement features like guest scavenger hunts
- Hosting weddings, concerts, corporate gatherings and holiday celebrations
By continuing to build on this digital foundation, the Bees aim to further elevate both the fan experience and their credibility as an MLB-ready organization.
“It’s just a better fan experience. People enjoy having something right in front of them, being able to interact, toggle, and explore. This is where everything’s going and teams that don’t adapt will be left behind.”
Kim Brown, Director of Marketing
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