MSA and the Cincinnati Reds have a long history of teamwork and a number of projects completed at Great American Ball Park. In 2007, MSA was retained to develop a master plan for the re-development of the Fan Zone located on the west side of the ballpark. The goal is to create a destination for the fans before, during and after the game. The Master Plan also required studies of support areas directly connected to the Fan Zone, including Crosley Terrace (Main Ballpark Entrance), Hall of Fame, Team Store, and the Fox Sports Ohio Champions Club. MSA conducted extensive studies of the area and developed an understanding of the needs of the users, vendors and the Reds. MSA organized and presented several design solutions, focusing on creating a memorable and enjoyable fan experience, while also supplementing the ballpark and providing viable food and retail opportunities. MSA developed a four-phase plan which included a re-designed ballpark entrance, an interactive area outside of the Hall of Fame, an area for performances; and a whiffle ball field complete with stands and scoreboards. Themed signage and graphics, prominent throughout the master plan design, help reinforce the organization’s strong brand and image while further highlighting the proposed fan-zone area as a destination within the ballpark.