Atlanta Braves Master Plan

Every day is game day

The new home of the Atlanta Braves is more than a state-of-the-art ballpark. It redefines the traditional model of a live, work, play development as a play, work, stay destination. With its unique shops, restaurants and entertainment venues, people can play throughout the day every day of the year. The idea was that "every day is game day" - to activate the stadium during non-game days, 365 days per year, and to extend the experience of a game throughout the day, and throughout the entire site.

At a Glance

Project Type

Open/Public Space, Sports & Entertainment, Hospitality, Office, Residential, Mixed-Use, Retail

Location

Atlanta, Georgia

Size

54 Acres

Client

Atlanta Braves

Services

Planning, Pre-Design & Development Services
world map
The new ballpark is a 45-minute drive from downtown Atlanta, in a more suburban area.
The new ballpark is a 45-minute drive from downtown Atlanta, in a more suburban area.
The challenge was to create a new destination around the ballpark.
The challenge was to create a new destination around the ballpark.
jeri quote

The idea behind 'every day is game day' was that the variety of programming helps activate the project year-round.”

Jeri Oka, Senior Design Principal
illustrative site plan

Our vision for the site involved creating numerous public spaces around the themes of parks and water, integrating nature into the project as much as possible. 

schemes

Our scope of work included positioning the stadium within the overall master plan and presenting several different design scheme options to the client. Ultimately the stadium was designed to be lower than ground level, so that pedestrian activity outside of the stadium would flow directly in.

diagram

The urban design of this 24-hour mixed-use destination neighborhood was founded on organic planning where chance encounter is promoted, a variety of paths are provided and multiple centers of activity are planned that fluidly shift throughout the day. Natural shifts in grade throughout the site are used to great advantage in the choreography of the paths.

Our renderings for the project show the multiple 'main streets' and plaza outside the stadium that came to fruition.
Our renderings for the project show the multiple 'main streets' and plaza outside the stadium that came to fruition.
plaza - second to last image

A study commissioned by Georgia Tech found that the taxpayers will be winners not because of the ballpark, but because of the retail project and the increased development near it.

last image

The project, with early programming and planning work by JERDE, and subsequently worked on by several other design firms, has been a smashing success:

  • Generates $12 million in annual revenue for county and local schools
  • Revenue from The Battery is 4x that of the stadium

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