Coors Field deploy age verification feature


Aramark Sports launches age verification system Image: Aramark

Aramark Sports + Entertainment, the official food, beverage and retail provider at Coors Field in Denver, Colorado (US), announced on May 22nd the launch of Amazon One’s new age verification capability at the home of the Major League Baseball (MLB) team Colorado Rockies.

‘aramark’ stated that Amazon One is a free, contactless service that allows customers to use the palm of their hand to pay, enter or identify themselves. Using the new age verification feature, Amazon One customers can prove eligibility to purchase alcohol in just a few seconds. The Coors Field will become the first-ever venue to implement the new capability beginning this month.

Philadelphia (US)-based Aramark Sports + Entertainment serves more than 150 award-winning food and beverage, retail and facility service programs in premier stadiums, arenas, convention centers, cultural attractions, performance venues, and unique entertainment destinations across North America.

The Coors Field is a baseball stadium in downtown Denver, Colorado (US). It is the ballpark of Major League Baseball’s Colorado Rockies. Opened in 1995, the park is located in Denver’s Lower Downtown neighborhood, two blocks from the Union Station. The stadium has a capacity of 50,144 people for baseball.

The Colorado Rockies are an American professional baseball team based in Denver (US). The Rockies compete in Major League Baseball as a member club of the National League West division. The team plays its home baseball games at the Coors Field, which is located in the Lower Downtown area of Denver.

‘aramark’ quoted Alison Birdwell, President and head honcho of Aramark Sports + Entertainment, as stating, “Aramark is constantly seeking innovative ways to enhance and improve the fan experience. The opportunity to be the first to launch Amazon One’s age verification technology at Coors Field is an exciting step in our commitment to delivering fast and convenient solutions that allow fans to place their beverage orders quickly and get back to their seats to enjoy the game.”

At the Coors Field, Amazon One’s age verification capability will be available at the SandLot Brewery, the first brewery inside a Major League Baseball stadium, and the Coors Light Silver Bullet Bar, a full-service bar specializing in local and national craft beers along with a variety of spirits.

Shared John McKay, Senior Director of Food Service Operations and Development for the Colorado Rockies, “At the Coors Field, we pride ourselves in putting the customer experience first. As the first sports stadium to enable cutting-edge palm recognition technology like Amazon One for age verification, we are enabling a friction-free experience for the Colorado Rockies fans so they can grab a drink and get back to the game faster. Hearing from Amazon One customers across the country, we understand that they love the convenience it delivers: Shorter wait times, quicker access, being able to link their loyalty memberships, and now an easy way to grab their beer.”

New customers who choose to use the convenience of Amazon One will follow these steps:

  • Visit an Amazon One enrollment kiosk at either the SandLot Brewery or the Coors Light Silver Bullet Bar within the Coors Field. Enrollment takes less than a minute;
  • Once enrolled, customers take a photo on their mobile device of the front and back of their valid, Government-issued identification (ID) – such as a driver’s license – and then take a selfie to verify their ID;
  • Once completed, the customers will be prompted to hover their palm over the Amazon One device at the bar for all future alcoholic beverage purchases. If they are of drinking age, the bartender will see a ‘21+’ message along with the customer-uploaded selfie displayed on screen on their side of the counter. After doing a visual match of the photo with the customer in front of them, the bartender will complete the alcohol sale; and
  • When the customer is ready to pay, they will simply hover their palm over the Amazon One device once more and be charged for their purchase.

If a Coors Field guest has previously enrolled in Amazon One at locations like Amazon Go, Amazon Fresh or Whole Foods Market, they can upload their ID and selfie online at prior to arriving at the stadium.

Informed Dilip Kumar, Vice-President of AWS Applications, “Our team continually innovates to improve the customer experience, and age verification is the latest way we’re solving a customer pain point. Fans no longer need to fumble for their wallet and ID. Instead, they can quickly confirm their age and make their purchase with just a hover of their palm. At Coors Field, this will help fans get back to the game faster, and we look forward to rolling this feature out to additional establishments in the coming months.”

Any private and personal data shared via Amazon One is securely stored and protected by multiple security controls, and palm images are never stored on the Amazon One device. All images are encrypted and sent to a highly secure area custom-built for Amazon One in the cloud where palm signatures are created.

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