Updated in 2022, The Selig Experience arrived at American Family Field in 2015 as a state-of-the-art attraction honoring former Brewers owner and Commissioner Emeritus Allan H. “Bud” Selig, who was inducted into the National Baseball Hall of Fame in 2017.
American Family Field is already known as a premier destination for baseball fans, and The Selig Experience takes that to the next level. The exhibition space totals approximately 1,400 square feet and includes authentic artifacts from Selig’s tenure as Brewers owner. It celebrates the fans’ love of the game as told through the story of the team's founder.
The exhibit is located in the left-field corner on American Family Field’s Loge Level. The attraction is highlighted by a multimedia presentation that tells the story of Selig’s role in bringing Major League Baseball back to Milwaukee and his tireless efforts to promote and grow the game in his hometown. The show builds to a surprising three-dimensional encounter with the Commissioner himself, using technology found in only a handful of exhibits around the world, inside an authentic reproduction of his County Stadium office. After the show, fans are able to take a sneak peek into Selig’s office.
The design and production of The Selig Experience was led by BRC Imagination Arts, an experience design firm that turns brands into destinations. For more than three decades, its masterful storytellers have been chosen by iconic brands and cultural attractions all over the world to inspire and engage their audiences. Uihlein-Wilson Architects contributed to the initial design of the space for The Selig Experience.