Episode 18: Lauren Abernethy - Marketing an Experience

The Backstory on Marketing

Oct 24 2022 • 40 mins

About This Episode:

Guy Powell sits down with Lauren Abernethy, Vice President, Marketing of Braves Development Company. They discuss marketing an experience versus marketing a product or brand.

Responsible for the creation and implementation of the strategic marketing direction of The Battery Atlanta, Lauren has excellent insight into property marketing and marketing experiences. What are the benefits of marketing an experience as opposed to a product? What are the challenges?

About Lauren Abernethy:

Lauren Abernethy is the Vice President, Marketing of Braves Development Company with the Atlanta Braves. She is responsible for the creation and implementation of the overall strategic marketing direction of The Battery Atlanta, including development of compelling marketing and special events programming in efforts to increase customer traffic, tenant sales, digital footprint, and create mutually beneficial relationships with asset partners, retailers, advertisers, sponsors, grassroots organizations, and the surrounding business community.

Lauren has over 20 years’ experience in program development, public relations, and strategic marketing for property management across the Southeast with Simon Property Group serving in various positions including: Regional Vice President of Marketing, The Mills; Director of Marketing & Business Development of Lenox Square in Atlanta, Georgia; West Town Mall in Knoxville, TN; St.John’s Town Center in Jacksonville, FL, Melbourne Square in Melbourne, FL; and Biltmore Square in Asheville, NC.

Originally from Jacksonville, Florida, Lauren has lived in Atlanta for 11 years. She is a graduate of Mars Hill University in North Carolina, where she received a Bachelor of Arts degree in Communications/Public Relations & Art with a minor in Business Management.






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