Aramark Sports + Entertainment, the official food, beverage, and retail provider at Coors Field, announced the launch of Amazon One’s new age-verification capability at the home of the Colorado Rockies. 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. Coors Field will implement the new capability beginning this month.
“Aramark is constantly seeking innovative ways to enhance and improve the fan experience,” Alison Birdwell, president and CEO of Aramark Sports + Entertainment, said in the announcement. “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.”
John McKay, senior director of food service operations and development for the Colorado Rockies, added in the announcement: “At 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 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 Coors Light Silver Bullet Bar within 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, 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.
- 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 one.amazon.com prior to arriving at the stadium.
“Our team continually innovates to improve the customer experience, and age verification is the latest way we’re solving a customer pain point,” Dilip Kumar, vice president of AWS Applications, added in the announcement. “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.”
