Number 103
Image source: Matthew Leach
Fluor Field, A Blueprint for Urban Renaissance
Featured Focus:
Local Economic Development, Community Programs,
Partnerships for Good
Scope of Impact: Local
Fluor Field at the West End, a 6,700-seat baseball stadium in Greenville, SC, has been a pivotal catalyst for urban renewal since its 2006 opening. Its strategic integration into a mixed-use development transformed the West End from a seedy and scary neighborhood into a vibrant hub. Here’s what you should know:
Economic Powerhouse: Fluor Field attracts approximately half a million visitors annually, contributing nearly $300 million to the city’s economy over the past decade. In 2024 alone, it generated $34 million in total economic impact, supported 265 jobs, and spurred $277 million in new construction within a half-mile radius.
Community "Front Porch": Described as "the front porch of the community," the stadium serves as a central gathering place, fostering civic pride and hosting diverse events beyond baseball, including community nights and cultural festivals.
Symbol of Rebirth: Built with reclaimed bricks from demolished textile mills, Fluor Field visually symbolizes Greenville's journey from industrial decline to urban renaissance. This intentional design choice reinforces the city's resilience, transforming a struggling past into a vibrant future.
We’re so excited about this project because it exemplifies how private/public partnerships, when done well, can turn into a WIN | WIN for everyone involved.
Fluor Field was privately funded by Craig Brown, a former high-powered Manhattan advertising executive who owns both the stadium, and the Greenville Drive — the MiLB team that plays there. The Drive is affiliated with the Boston Red Sox, and that relationship is on full display with the "Green Monster" replica and manual scoreboard that mimics iconic Fenway Park.
Brown could have stopped there, with his interests and influence focused solely on the club. Instead, he worked with city officials to ensure the ballpark would be integrated into a mixed-use development, rather than allowing it to be an isolated facility. This strategic collaboration and decision changed the trajectory of Greenville’s West End. Everyone benefited from it. Local businesses, its residents, the city, the team, and Brown.
It’s a testament to the power of sports and its role as part of modern cities to strengthen community and create opportunities for all.
Let’s be honest, Greenville and the Drive have already leveled this thing up. They zagged when everyone zigged. Now it seems that most sports facilities are part of mixed-use developments.
For example, the Golden State Warriors moved from Oracle Arena, in the middle of a giant parking lot, into Chase Center in the Mission Bay neighborhood of San Francisco. They completely transformed this part of town and became landlords for many local businesses, creating a new economic hub. Many other professional sports teams did, and continue to do, the same.
The only upgrade we can think of is to the team itself. The Drive is stuck in 6th place of the South Atlantic High-A league out of 12 teams. That’s gotta change.
Let’s bring a championship to Greenville!
One of the big takeaways from this story is that you don’t need to have a MLB, NBA, NFL, NHL, or WNBA team to innovate, and boost the economy of your city or market. We can all learn a thing or two from Greenville. We’d even go a step further and recommend you book a ticket to Greenville to see it for yourself. WIN | WIN Weekend, anyone? See you, there!
