CAMPAIGN: RESEARCH + Strategy + Content



The A’s set out to build a new stadium in Oakland, they learned quickly that engaging community would be a highly critical aspect of getting a new ballpark done. The A’s wanted to engage by listening to the communities needs and wants to see where and how the organization had the capacity to become a true community partner. 

cut (4).jpg


The A’s external affairs department drafted 510media to create and craft their community engagement story as they went on a listening tour to building the new stadium plan. We captured A’s community engagement activities, crafted them into stories and built a strategic ecosystem of community engagement. We created community centered content and stories from engaged community members and key stakeholders. This work is ongoing and will be an evolution as we move closer to 2023 and the new stadiums opening.



The A’s have engaged thousands of Oakland citizens and have built real community benefits into the fabric of their two site stadium plan. Additionally, they have reached several key milestones: California State Assembly passed Assembly Bill 1191, The Port of Oakland approved a long term lease and Alameda County votes unanimously to sell its share of the Oakland Coliseum land to the A’s.



Deep listening became the banner communications strategy for the Oakland A’s, and will expand as the mission for a new ballpark in Oakland continues.

I think one thing is very true about Oakland: We all love our sports team. We want to make sure we make decisions that are in the best interest of Oakland today, as well as in the future.
— Nikki Fortunato Bas

The first committee in the state legislature to vote on it, the Assembly Natural Resources Committee, voted 7-0 in favor of the new stadium.