Photos by David Welch, Stadium Journey
Stadium Info FANFARE Score: 3.57
Coolray Field 2500 Buford Dr Lawrenceville, GA 30043
Year Opened: 2009 Capacity: 10,427
Keeping’ It Reel
When the Braves moved from Milwaukee to Atlanta in 1966, it also marked the birth of a long partnership with the city of Richmond, Virginia, as the Braves AAA affiliate would take root in the commonwealth’s capital city for 43 seasons.
After spending four decades in Richmond, the AAA Braves played their final season at "The Diamond", where they had been for 23 years. With an aging stadium and little hope for the upgrades needed for a minor league baseball team, the AAA Braves relocated to Lawrenceville in Gwinnett County, Georgia, a suburb less than an hour from downtown Atlanta, in 2009.
The new ballpark in Gwinnett was billed as a mixed-use development, to include apartments, shopping, and dining. However, the development took longer than expected to materialize – Coolray Field stood alone in an open field for its first five years, while plans to build around it were still being finalized. Apartment complexes now surround the stadium, and changed the feel of the ballpark as they were completed; the first apartment building was finished in 2015, with a second completed in 2021.
Since their move to suburban Atlanta, Gwinnett has made three postseason appearances, winning two International League-South Division titles and reaching the finals in 2016.
Food & Beverage 5
Coolray Field offers fans a wide range of dining options, from traditional concessions to regional specialties, as well as what seems like endless beverage choices.
One standout is "All the Fixins" which specializes in Southern cuisine, offering catfish baskets with hush puppies, hot honey pork chop sandwiches, Nashville Hot Chicken, grilled pimento cheese sandwiches, and footlong hot dogs topped with bacon jam.
If the offerings at All the Fixins don't pique your interest, The Boathouse restaurant on the first base concourse provides an alternative, also with an impressive menu. It doubles as more of a sit-down restaurant and craft brewhouse, and the menu is more pub fare, with cheese curds and fried pickles, along with sides such as mashed potato bowls and potato wedges.
Entrees range from smoked wings and tacos to brisket nachos and specialty sandwiches. The Boathouse also pours up to ten beers from Pontoon Brewing Company and another six from Wild Heaven, both local to the Atlanta area. Additionally, basic domestics are also available. The libations also extend beyond beer, with a selection of wines, hard Italian sodas, and pre-mixed cocktails on tap as well.
But wait, there’s more! Throughout the concourse, several carts offer a variety of specialty items. Smokie’s Sausage Shack not only serves Polish and Italian sausage, but also offers brisket and BBQ sandwiches, and just as expected, Steakadelphia has a selection of cheesesteaks, while Cantina Comida Hispana offers a range of Latin American-inspired choices. Lastly, to satisfy a sweet tooth head to Sweet for their sundaes, floats, funnel cake fries, and of course the ever-popular Dippin’ Dots.
Atmosphere 3
Originally named after their parent club, the team went by the name Gwinnett Braves for its first twelve seasons, before being rebranded as the Gwinnett Stripers in 2021. While the change faced significant pushback locally, it ultimately made sense to establish Gwinnett as a national brand. Additionally, it allowed for more of a theme to be integrated into the stadium and game presentation.
In its first five seasons, Coolray Field sat alone in little more than an open, roadside field. Today, surrounded by two apartment buildings nearly encircling the stadium, the ballpark has a cozier feel. Beyond the stadium confines, local restaurant franchise Three Dollar Cafe overlooks the field from a distant vantage point.
Like many minor league baseball teams, the Stripers host numerous promotional nights but primarily focus on appreciating local groups rather than having extravagant themes. Unlike some teams the Stripers don't have quirky promotions like "Mystery Egg Roll Night" or "Tribute to the Brannock Device” – instead they tend to stick to more traditional themes. However, each game still offers some form of promotion or discounted concession to boost weekday attendance, and in-game promotions are the standard scoreboard shuffle, variations of the dance cam, mascot races, and “Double Dare” inspired contests.
When looking at seating options, the berm referred to as “The Bank” does offer space to spread out and for kids to run and play. The issue with this area though is the kids are lightly supervised by adults, which can be rather distracting if you are simply looking to enjoy the game from the grassy outfield hill. The best bet here is probably any of the grandstand seats down the first base side of the field since they offer the most shade.
Neighborhood 4
The Stripers play in Lawrenceville, a northeastern suburb of Atlanta, approximately 30 miles from downtown ATL. Coolray Field is just off one of Gwinnett County’s busier traffic arteries, Buford Drive – the area has experienced remarkable growth since the opening of Coolray Field. There used to be just a road between Buford and Lawrenceville, but now Buford Drive is lined with several restaurants, stores, and hotels, and the area is anchored by the massive Mall of Georgia.
The area around the ballpark is probably not a destination by itself, but for those arriving early or staying late, attractions such as Top Golf and Andretti’s Karting and Gaming, located just off the exit for Coolray Field, might be of interest.
Fans 3
Gwinnett has typically seen routinely low attendance figures over the years. After the AAA affiliation was transferred from Richmond to suburban Atlanta, Gwinnett's inaugural season saw an average attendance of just under 6,000 fans, which was in the middle third of AAA teams in attendance. However, since then attendance has steadily declined and now ranges from 2,500 to 3,000 fans per game over the last six seasons. Much of the Stripers fan base consists of families and youth groups from Gwinnett, Hall, and Barrow counties.
Some discussions around attendance troubles focus on the Stripers proximity to their parent club, just 34 miles around Atlanta’s north end to Truist Park. Although this may be a contributing factor, other AAA teams like St. Paul and Worcester rank in the top 10 of AAA attendance, despite being within 50 miles of their Major League affiliates.
While the accessibility of the Braves might play a role, factors such as a lack of immediate attractions at the stadium, as well as lingering animosity from the public's lack of input in the stadium funding process, seem to contribute to the less-than-stellar attendance numbers. On a positive note, attendance has begun to increase since reaching a franchise low of under 3,000 per game during the 2022 season.
Access 3
Navigating the metro Atlanta area can be quite challenging, especially during weekday games. I-85, the primary route through the northeast suburbs, often sees heavy congestion when leaving Atlanta. For the less populous communities north of Lawrenceville, however, southbound traffic on I-85 doesn’t face the same volume of traffic as you see heading toward the city during this time of day.
Buford Drive leads to each of Coolray Field’s access points, which can be a bit tricky for first-time or infrequent visitors – the only entrance with any sort of signage is for VIP parking. Instinct would make one think the entrance next to that is the most accessible, and while that entrance does eventually lead to another parking lot, a lack of noticeable directions leaves drivers guessing whether to turn left or right. The actual most direct entry point is the third entrance, but much like the previous one, it is not well labeled and can easily be missed, leaving drivers to have to make a U-turn to try it all over again.
With the parking lot running the length of the first base side of the stadium, it doesn’t seem like only two entrances for general seating would be enough, but fans move quickly through the gates. Once in the stadium, the concourse fully encircles the field and is wide enough to keep congestion to a minimum.
Buford Drive is a divided highway so after the game, crossing back toward the interstate can be challenging. If you choose the wrong exit, a U-turn is needed to head back toward the freeway. Your best bet is to stay in the left lane of traffic, but exiting via Ballpark Lane, which runs in front of the main gates, tends to be a quick and easy exit point.
Return on Investment 3
Seating on the berm starts at just over $11 once Ticketmaster fees are factored in. As ticket prices increase, so do the service charges which are applied to each ticket. On weekends, ticket prices increase, with the same ticket costing $17. Unfortunately, the secondary market does not offer much relief, as prices are comparable to those at the ticket office.
Parking runs $10, so even a single visitor is already spending over $20 before entering the ballpark, and due to the lack of facilities in the surrounding area, there are no independent parking lots to offer a lower price.
Concession prices are consistent with what you would expect at a sports stadium.
Extras 4
The left field wall displays the retired numbers of three Atlanta Braves players: Hank Aaron’s # 44, brother Tommy Aaron’s # 25, and Phil Niekro’s # 35. Jackie Robinson’s # 42, which is retired across baseball, is also displayed.
Balconies of the apartments beyond the stadium, stretching from left to left-center field, are marked with distances to home plate. Those along the left field line, just under 400 feet away, are well within play, while the farthest markers measure over 460 feet.
The Stripers mascot Chopper is an active participant in mid-inning contests and makes his way around the stadium stopping for endless photo requests.
In recent years, a lot has been made of "robo-umps" potentially taking over calling balls and strikes, due to perceived inconsistencies in umpire strike zones. Opponents argue this takes the human element out of the game; proponents advocate for increased consistency and accuracy.
In AAA baseball, a balance seems to have been struck with the Automated Ball-Strike (ABS) System – this system preserves the traditional role of the umpire while allowing for questionable calls to be reviewed by batters, pitchers, and catchers. The outcome of the challenge is then displayed on the stadium scoreboard and upheld or reversed accordingly.
Final Thoughts
For the Braves, having their AAA franchise located so close provides some operational advantages when it comes to roster management, but may be a barrier when it comes to attracting fans. The location does seem a bit isolated when considering the dynamics of Atlanta’s northeast suburbs.
Attendance woes do not seem to be due to anything specific the staff in Gwinnett could or should be doing differently – the club is more a victim of planning circumstances that weren’t considered or planned for when deciding to build a stadium here. Promotional nights could be a bit more creative, but it takes the right organization and fanbase to pull off “Exploding Whales” or host a successful “Toilet Paper Night”. What Gwinnett does offer, though, is a decent minor-league baseball experience that is entertaining, while keeping the game on the field as the focus of the experience.
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