In 1935, Babe Ruth solidified his place as a baseball legend when he established a career home run statistic of 714.

In 2006, Major League Baseball was reliving the glory of a record-breaking year as Barry Bonds broke the Babe's record.

At the same time, the Babe Ruth Museum was facing the challenge of creating an innovative way to raise funds for extensive renovations to the Babe Ruth Birthplace, the Baltimore row home where Ruth was born in 1895.

Strategy

"The museum sought ...