Creating Purpose-Driven Experiences
Lens is an initiative dedicated to the study of external factors and influences at play in the world of live events, created and moderated by the Strategy team at BaAM.
As conscious consumerism plays out across sectors, the event and entertainment space can be a powerful platform. Live events offer collaborative partners a chance to create meaningful connections with their fans through the development of purpose-driven experiences.
For pointers on how to authentically create purpose-driven experiences and generate positive impact, we reached out to an expert: Catalina Villegas, Director of Diversity, Equity and Inclusion at Major League Baseball.
What are some recent examples of purpose-driven experiences that you’ve helped create?
One of the most recent examples is MLB All-Star Village – a large-scale, fan experience offering a variety of touchpoints with MLB, All-Star talent, and the sport of baseball. MLB All-Star Village was designed with different activation zones – such as MLB Life and MLB Together – as a way to expand baseball connections to cultural influences such as music, fine art, and community organizations.
But community programming and outreach started before the event even opened. MLB collaborated with local artist Juan Velazquez who dedicated an estimated 200 hours of work to create a large-scale mural in Fort Worth's North Side neighborhood, entitled “Latino/a Baseball & Softball Dreams”. That mural kickstarted multiple community-building initiatives and programming sessions developed by our Diversity, Equity, and Inclusion team at MLB, showcasing how arts and sports can bring people together. This played out in many ways at MLB All-Star Village, too, from a silent auction featuring local artists to panel discussions with baseball greats sharing their experience.
What are the benefits of incorporating causes in the design and development of live events?
At MLB, we’ve seen how these events help elevate underrepresented communities – including them and recognizing them in the baseball story. It’s especially important since the diversity of voices and people have been incredibly influential, giving shape to the sport as we know it today. It’s an opportunity to utilize baseball as a platform for building respect and kindness throughout our communities.
How can event programming augment purpose-driven experiences?
We’ve seen firsthand how event programming – workshops, panel discussions, skills clinics, live performances – help tie in lived experiences and perspectives. For example, a recent panel featuring MLB Hall of Famers Pudge Rodriguez and Adrián Beltré was hosted at MLB All-Star Village. It was an at-capacity session that highlighted how live programming humanizes our heroes.
The conversations that develop in these spaces often get to the heart and realities of diverse experiences. Rodriguez and Beltré’s Q&A Session shared personal stories and challenges that each player faced – often to a room of smiles and nodding heads because of the familiarity of those challenges for others in the room.
Rodriguez and Beltré spoke at length about how they worked hard to overcome things like language barriers. When a young fan – or any fan – hears about these challenges and the mindset these All-Stars used… step by step, don’t be afraid to fail, build friendships and grow trust… they walk away with valuable insights and tools for themselves, too.
What tips can you share to effectively collaborate with partners on the development of a purpose-driven experience?
- Find ways to integrate cause-driven programming into an experience. It is part of the story, part of the culture, and can be curated as multiple touchpoints within a fan experience.
- Create a vibrant, expressive, and cohesive space, connected by common passions and express that spirit in culturally unique ways. Like the commemorative cowboy boots designed by Jobes Hats on display along with hand painted home plates by Juan Velazquez and Zeneth – raising funds for Boys & Girls Clubs of Greater Tarrant County. This was in the same space where Dora Reynosa painted a live mural beside a pop art display of All-Star paintings while live performances and virtual home run derby games entertained crowds.
- Remember: Progress over perfection. Sometimes the momentum is the key ingredient. With time, things will be honed and curated, but the important thing is to get started!
What metrics and objectives are being used to assess the impact of these experiences?
Our experiences center around fostering human connections, aiming to empower participants to recognize their potential while building meaningful relationships rooted in inclusivity. In collaboration with Sarah Padove, our Baseball and Softball Development Manager, we are proud to enhance women's representation at our DEI events. For instance, at MLB’s All-Star Jennie Finch Classic by Arm & Hammer, all attendees had the unique opportunity to engage with the Softball Legends panel at MLB’s All-Star Village. Sarah shared, “This event featured renowned athletes like Lauren Gipson (Chamberlain), Jennie Finch, and Natasha Watley, who shared inspiring messages of perseverance and determination. By highlighting these legends, we created a platform that resonated with the youth audience, reinforcing the connection between baseball and softball for future generations.”
Another vital initiative reflecting our community impact is Food Truck Row, spearheaded by Manager Maverick Palabasan. This event showcased the rich multicultural culinary scene of the DFW area, celebrating diverse cultures through food. Vendors like Pacos Tacos, Big Dawg Hot Dogs, Big Tyme BBQ, and Ella B’s demonstrated the vibrant tapestry of our community, bringing their unique flavors and stories to fans from around the world.
Organized by MLB’s Diverse Business Partners program, Food Truck Row aims to contribute to the economic growth and well-being of diverse communities. Juan Acosta, a Fort Worth native, runs Big Dawg Hot Dogs with his wife Salina, who hails from Los Angeles. They shared how their food truck serves as a bridge between their two hometowns. Acosta explained, “You always hear people say, ‘California cooking is good,’ and others say, ‘Texas cooking is good.’ We brought both and mixed it. The fusion, that’s what Big Dawgs is.” He noted that All-Star Week was a fantastic opportunity for his business, introducing his hot dogs to new customers and expanding their reach.
Through these initiatives, we strive to create a more inclusive environment, ensuring everyone feels valued and connected.
Catalina Villegas is the Director for Diversity, Equity & Inclusion for Major League Baseball. A native of Colombia, former tennis professional and collegiate player, Catalina manages cultural engagement and career development initiatives that foster an inclusive and belonging culture at MLB.
With our Lens series, we are tapping the brightest minds and broadening the dialogue to better understand factors at play when engaging large audiences.
