Salesforce “Texas Rangers”

Produced by Caruso Co for Dreamforce 2023

Director: Peggy Peralta

Produced by Caruso Company for Dreamforce 2023, this film explores how the Texas Rangers are using data and technology to transform the fan experience. Directed by Peggy Peralta, the piece blends the energy of live sports with a behind-the-scenes look at how smarter insights are driving real business impact.

At the center of the story is Globe Life Field—a state-of-the-art ballpark designed to deliver more than just a game. For the Rangers, fan loyalty is everything, and creating a memorable, seamless experience is key. But launching a new stadium came with challenges, especially as it opened during the pandemic, when live events—and revenue—came to a halt.

As fans began to return, the organization faced a new question: how do you fill a stadium and re-engage your audience in a smarter way? The answer came through data.

With tools from Salesforce, including Tableau and Customer 360, the Rangers were able to unify information across ticketing, merchandise, and concessions. What was once siloed and overwhelming became clear, actionable insight. Teams could now understand fan behavior in real time—adjusting ticket pricing, tailoring offers, and improving engagement on the fly.

The impact has been significant. By using data more intelligently, the Rangers have seen major gains in revenue while also creating a more personalized experience for fans. Adding AI into the mix has taken things even further—surfacing insights teams might not have thought to look for and helping them stay one step ahead.

At its core, the film is about connection. It’s about using technology not just to drive business, but to build lasting relationships—turning first-time visitors into lifelong fans and making every trip to the ballpark feel like something special.