College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Experience Industry Management Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Date
12-2025
Primary Advisor
Keri Schwab, College of Agricultural, Food, and Environmental Studies, Experience Industry Management Department
Abstract/Summary
The success of sports organizations no longer relies on team performance and game attendance. Giants Enterprises utilizes many guest engagement and destination development strategies to expand the brand reach of the San Francisco Giants. The purpose of this study was to examine how Giants Enterprises has positioned Oracle Park and Mission Rock as premier event destinations beyond baseball, with a focus on best practices in event diversification, experience design, and placemaking. A case study was conducted on Giants Enterprises to analyze what event diversification, experience design, and placemaking tactics were utilized as well as their effectiveness. The results of this study determined that Giants Enterprises effectively attracts and exposes new audiences to the San Francisco Giants brand and has the potential to continue expanding these efforts. The researcher recommends that Giants Enterprises continues integrating their brand into the Mission Rock neighborhood and encourages industry professionals to adopt similar strategies in their organizations.
URL: https://digitalcommons.calpoly.edu/expindsp/40
Included in
Advertising and Promotion Management Commons, Hospitality Administration and Management Commons, Marketing Commons, Sports Management Commons, Tourism and Travel Commons