Wrigley Field | Maker's Mark

Known for its unique traditions and charm, Wrigley Field is an integral piece of the history and future of America’s pastime. To preserve its charm and ensure its viability for years to come, the team began a multi-year restoration and modernization project coined the 1060 Project in 2014. A part of the project included introducing game-changing premier experiences to Wrigley Field focused on four themes: tradition, beauty, charm, and luxury. The mission was for Wrigley Field to remain the best place to catch a baseball game and to keep its historic, majestic charm while also offering seats with prime views and access to exclusive clubs and first-class amenities. Each of Wrigley Field’s new ticketed premier clubs offers a bar with premium drinks and exciting menu options, all in climate-controlled spaces with private restrooms. Top-notch service and unrivaled amenities bind these clubs together. Unique personalities and distinct features set them apart.

That brings us to the Maker’s Mark Barrel Room, whose design work was led by Populous in partnership with the Cubs. Classically cool, the Maker’s Mark Barrel Room, located just beyond the visitor’s dugout on the first-base side, perfectly captures the allure of old-school Chicago. As Wrigley Field’s original speakeasy, members of this intimate underground club enjoy incomparable artisan menus, mixologist-crafted cocktails, and access to a unique Maker’s Mark bourbon blend created exclusively for the club. Exclusively distinct, the Makers Mark Barrel Room’s signature style is enhanced with sophisticated chef-driven menus served tableside and at carving stations. Members can pick their perfect pairings with the help of a deep library of spirits, high-end wines, and diverse beers, as well as having the option to enjoy conveniently located grab-and-go food and drink options.

This speakeasy-inspired destination originated from an old photo in the Cubs’ archives of the infamous Al Capone and Cubs catcher Gabby Hartnett, the latter signing an autograph for Capone’s son. Throughout the club, the history of the Cubs is intertwined with the Maker’s Mark brand and history for seamless integration. A large wall of framed photos displays black and white photography, and the TVs above display the game feed in black and white to really set the tone. The photography celebrates the founding of Maker’s Mark and the development of the brand’s success impeccably mixed with Cubs historical photos of the same era. True to the speakeasy theme, some of the frames open to reveal views into the opponent’s batting tunnel, offering fans an additional surprise discovery once inside.

To further honor the Maker’s Mark brand, warm tones of original brick and reclaimed Kentucky barn wood and Maker’s Mark barrels are strategically placed in the Maker’s Mark Barrel Room. Dramatic warm lighting highlights a Maker’s Mark bottle display above the main bar highlighted by a custom chandelier from the Louisville distillery. Previously hanging in the main lobby at the distillery, it now greets guests as they make their way down the back stair into the Maker’s Mark Barrel Room before heading out to their seats as they enjoy an incomparable gameday experience.

Ultimately, Wrigley Field’s Maker’s Mark Barrel Room is the perfect marriage of tradition, beauty, charm, and luxury. Fusing together right-sized amenities, tasteful sponsor integration, and attention to detail, the Maker’s Mark Barrel Room elevates the fan experience at Wrigley Field and resulted in the Chicago Cubs selling out 90% of its memberships for the inaugural 2019 season.

View additional submissions in the Sponsorship Activation category for ALSD Spotlight 2019.

Submitting Organization
2019 Sponsorship Activation
Category Entered
Sponsorship Activation