Between May 15, 2003, and April 10, 2013, the Boston Red Sox sold out every home game. The 820-game streak is a record for all major American sports. In that span of 10 years, the technologies used by fans to interact with clubs, purchase tickets, and attend events have changed drastically. In response to the changing landscape of the ticket buyer, the Red Sox launched an initiative to create a data warehouse, revamp their customer relationship management platform, and become more data-driven when it comes to understanding and interacting with fans. Steve will share the evolution of the corporate data warehouse and business intelligence road maps at the Red Sox, as well as his issues with user adoption and acceptance. Unlike Field of Dreams, the Red Sox IT team’s task is not complete when the cornfield is turned into a baseball diamond—it is when the real work has just begun.