Luther Williams Field is a 75 year old historic ballpark located in Macon, GA - approximately an hour outside of Atlanta, GA. The ballpark has a rich history hosted teams and events including the Atlanta Braves MiLB team, the now defunct Southeast League Macon Music, as well as serving as the film set for the critically acclaimed motion picture “42” that chronicled the life of Jackie Robinson during his MLB debut.
Although Luther Williams Field has enjoyed the aforementioned success over they years, the City of Macon has struggled to retain tenants because the facility infrastructure is too old to accommodate the evolving baseball patron demographic. The days of patrons attending games to simply watch the game are long gone. Modern baseball, especially at the MiLB level is keenly focused on affordable family entertainment, so it is very apparent that more fixed armchair seats is needed at current facilities to encourage the long-term economic sustainability of the tenant/team.
After several collaborative sessions with City of Macon leadership we were able to determine a path for moving forward with a $2.5M investment in semi-premium amenities and facility infrastructure with the goal of luring fans to the facility and then encouraging them to come back for more. The renovation included the following:
Twelve new concession points of sale
Full service production kitchen
Covered open air food cart zone (8 powered food carts)
Two new restroom facilities
Kid’s fun zone
Six Cabana suites (covered, open air suites)
Covered party deck area (accommodates 200)
Open air beer garden (patio tables and umbrellas)
Covered batting area and relocated bullpens
Reconstructed outfield wall
Reconditioned team store
Reconditioned player facilities (minor upgrades)
Although the budget associated with the project was modest when compared to the scope of work required to resurrect the facility AND recover from damages suffered from a recent storm, we are confident that the Macon Bacon (tenant) and the City of Macon (Owner) will enjoyed many years of success as a result of this renovation.
In addition to infrastructure, Pendulum also assisted in the development of way finding and brand integration that respects the history of the facility while celebrating local business/sponsors, and creating an exciting and energetic atmosphere for visiting patrons.