The emphasis on experience is at an all-time high, with millennials and now older generations putting their dollars and time into what they see as valuable experience investments rather than product purchases. Fans spend more at games when they have an exceptional experience, yet often the experience details are an after thought to selling a ticket. The traditional mindset of sports teams just selling a ticket or sponsor package in a marketing campaign is a thing of the past, and teams who fail to invest in the entertainment and overall experience are leaving tens of thousands of dollars, or more, on the table.

Though organizations follow ADA guidelines and comply with requirements, they can fall short of creating a truly inviting and inclusive experience for guests with differences, leaving a subset feeling left out from the full experience. Guests attend live events to be entertained and forget about what is waiting in “real life”. As a business, it is important to look at not just policies, but also corporate tendencies to understand if they have truly set the stage for an inclusive environment, or if they are merely doing the minimum of what is legally required. Thinking beyond the needs of the dominant group and designing events that engage all guests, no matter their gender, ability, age, religion, or beliefs is what differentiates inclusive events from all others.