Dallas Designers Unite Native American and Major League Baseball Culture at New Spring Training Facility

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Dallas based design firm, FocusEGD, incorporates the culture and heritage of the Salt River Pima – Maricopa Indian Community, Arizona Diamondbacks, and Colorado Rockies into the game day experience at Salt River Fields at Talking Stick.

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Signage at Salt River Fields at Talking Stick

FocusEGD’s designs really support the most interactive and fan-friendly environment in all of Major League Spring Training facilities.

Salt River Fields at Talking Stick, the much awaited fan-friendly Spring Training facility, near Scottsdale, AZ, is the Cactus League’s newest 11,000 seat-stadium and first to be built on Native American land. At over 140 acres, the $100 million facility includes 12 practice fields, a main stadium, and two separate team clubhouses. The multi-use facility is home to the Arizona Diamondbacks and Colorado Rockies who partnered with the Salt River Pima - Maricopa Indian Community (SRP-MIC) to create the cultural and economic platform that showcases baseball and SRP-MIC heritage.

FocusEGD collaborated with the project design architect, HKS, Inc., tribal members and team representatives to develop the immersive fan experience that balanced the team identity with the Community’s heritage. “The solution was built on establishing a ‘visual language’ throughout the facility,” said J.B. Chaykowsky, Senior Designer at FocusEGD. “The language helped manage the identities of multiple stakeholders through a series of planned touch points that includes wayfinding, interpretive, brand, and sculptural elements.”

More than 90 different sign types were utilized throughout the facility to tell the rich, diverse stories of the Diamondbacks, Rockies, and Salt River Pima–Maricopa Indian Community. A series of 43 interpretive signs throughout the 12 practice fields and main stadium include team and tribal information not typically seen in the MLB Spring Training environment. Historical facts, legends, and culturally significant events connect the fans to the distinct cultures of both teams and Indian communities, elevating the game day experience.

“We wanted to re-invent the fan experience of spring training by designing a distinctive destination that focuses on fan connectivity to the players while creating a unique environment that embodies the character, values and culture of the Salt River Pima-Maricopa Indian Community, the Colorado Rockies and the Arizona Diamondbacks and we knew that graphics and signage were going to be an important part in creating that experience,” said Byron Chambers, director of sports design, HKS Sports & Entertainment Group. "FocusEGD really understood the design vision and worked tirelessly to create a holistic integrated experience that not only helped fans find their way, but also told the stories of both teams and the SRP-MIC.”

Derrick Hall, President and CEO of the Arizona Diamondbacks, agrees. “FocusEGD’s designs really support the most interactive and fan-friendly environment in all of Major League Spring Training facilities. The Indian community and the teams are represented in a way that can only be Salt River Fields at Talking Stick.”

About FocusEGD
FocusEGD is a Dallas-based Woman Business Enterprise and Historically Underutilized Business certified environmental graphic design firm specializing in wayfinding, signage, branding, and donor recognition within the built environment. With projects across the United States and abroad, FocusEGD has experience in healthcare, sports, hospitality, commercial, and government sectors. FocusEGD – inspired, responsible design.

For more information, visit http://www.focusegd.com

Contact
Chris Bauer, Managing Principal
214.661.6976 x22
cbauer(at)focusegd(dot)com

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Chris Bauer
FocusEGD
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