Designing an Inclusive & Inviting Event Experience
Events have traditionally been programmed from the perspective of dominant culture groups, focusing on the majority norms and abilities. 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.
Analysis shows that those who self-identify outside of traditional gender norms, as well as those age 55+, tend to rate their experience substantially lower than guests who identify in dominant groups, sometimes as much as 50% lower, indicating there is great opportunity to enhance the experience for minority populations (17). The unexpected break in events gives brands an ideal time to evaluate their experience and examine ways to enhance their venue, events and offerings to be best equipped to welcome all fans back with a fully inclusive experience across gender identity, age, ability and cultural/religious differences. Many resources already exist and are listed throughout and at the end of this article to serve as guides for teams focused on increasing the inclusivity of their brand.
GENDER IDENTITY
Bias and discrimination are rampant in spectator sports. Eighty percent of spectators and athletes have witnessed anti-LGBTQ+ attitudes (8). According to a report from the Athlete Ally that surveyed 9,494 participants of all sexual orientations and gender identities, only 1% of people believed LGBTQ+ people were completely accepted in sports and 41% observed anti-LGBTQ+ attitudes occur among fans in the stands. The vast majority of incidents go unreported and unaddressed, leaving some fans feeling targeted during their visit (1).
Fan code of conduct policies are often vague, unenforced and do not fully protect the fans most at risk for harassment. Over half of NCAA schools do not have fan code of conducts in place, and only 8% of NCAA schools surveyed have a fan code of conduct that expressly prohibits anti-LGTBQ+ language (1). While most professional sports leagues require a fan code of conduct to be read or played at some point during the event, often these run pre-game before all fans are there and are done as a cursory action, not as a show of organizational values. Staff are not always fully aware of what “crosses the line” and, as such, can unintentionally allow harassment to take place right in front of them.
Having a clear set of organizational values and standards around gender identity and inclusion is the first step to combating fan and staff harassment and creating a truly inclusive environment. Questions to consider:
Does your company have a policy, culture or champion around LGBTQ+? A policy is in place to legally protect, while a champion is someone who educates and advocates for what that can look like beyond the fine print. Adding “gender identity”, “gender expression” and “sexual orientation” elements to non-discrimination policies can set the stage for more inclusive conversations (2) and create a company-wide culture of acceptance.
Do you have gender neutral spaces? Transform a set of restrooms, staff changing areas and guest fitting rooms to “Gender Neutral” to provide inclusive spaces for all in at least one location around the venue.
Is your dress code gender neutral or accommodating? Consider your current uniform standards. Do they span gender lines or differ in style? Do staff choose what they want to wear within that spectrum? Implementing a gender-neutral or gender-accommodating dress code enables staff to express their identity within the appearance standards set forth by your team (2).
What does your word choice say to your fans? Using phrases such as Ladies & Gentleman, “I see you guys out there”, and other pronoun-based terms are very common but exclude certain groups. National LGBT Health Education recommends avoiding assumptions about gender identity or sexual orientation. Substitute pronoun-based terms with “guests”, “fans”, “all of you”, or “y’all” in scripts, player messages, PSAs and signage (12).
Do your sponsors and partners reflect the same values as the company? Some very prominent brands that actively sponsor sports teams are known for having anti-LGBTQ+ policies and perspectives, restricted hiring practices and strong political views which may be misinterpreted as reflecting the values of your organization, so being intentional about partner alignment is critical.
Does your staff understand the use and norms around pronouns? The correct use of pronouns is a complex issue, and one many are still not aware of. Educating staff will enable them to best serve guests. When possible and appropriate, always ask what pronouns the individual prefers or include preferred pronouns on nametags upon staff request or for all. If that isn’t possible, use “they/the guest/the fan” or personalize it further with “our guest” or “our fan” as terms that are inclusive, instead of “Mr./Mrs./Miss/Ms./She/ He/It” which could inadvertently offend (12).
ABILITY
Ability has historically been thought of primarily as physical limitations and something that is addressed by ADA requirements and guidelines. While these guidelines are necessary and important, they serve as a checklist of regulations and do not inherently make those who need accommodations feel welcome. There are ways to serve this group in the entertainment world that can go above and beyond what is required by law. Good practice of accessibility can provide an ease and comfort to the live event experience for people with disabilities.
Ability differences can include anyone with physical impairments, sensory issues, PTSD, limited mobility, auditory deficits, and much more. The Americans with Disabilities Act (ADA) is a law that prohibits the discrimination based on any disability, and sports facilities are among the required facilities that must comply with the ADA (16) accommodations. It is important that fans with disabilities receive the same experience that non-disabled fans would, so making sure that the venue fits to the ADA’s physical requirements and staff are cognizant of the needs of disabled fans is critical. Ableism, the discrimination against those with a disability, violates the law of ADA, and creates an unsafe culture for those individuals participating in the live entertainment world, so we must ensure that these individuals are not discriminated against, whether they are an athlete, a staff member, or a fan (7).
Guests with different abilities frequently report challenges with transport, seating space, and uncertainty of available accommodations as tickets in ADA seating are not always provided until they arrive at the venue, requiring an additional stop for individuals who are already facing mobility challenges (5). Having customer service policies and procedures in place to assist with the experience is critical. Consider the guest journey at your venue: Where would someone with physical mobility limitations park? Where do they have to go to enter/retrieve their tickets? Is there a way to make this journey more direct to increase their ease of entrance? ADA entrances with special will-call or ticket windows, automatic doors and specially trained staff can elevate the experience of those attending. Allowing early entry for those with physical limitations (similar to pre-boarding on an airplane) can alleviate their anxiety and also minimize congestion on the concourse for those with wheelchairs or other mobility devices. Educating staff on what service animals are permitted enables them to best serve the guest at the event. Currently, only dogs and miniature horses are recognized by the ADA for this purpose.
In addition to physical disabilities, guests can also experience invisible challenges that impact their experience such as PTSD, Autism, hearing limitations, anxiety, among other things. Consider how your show, experience and accommodations can impact these guests. For guests who have hearing limitations, consider what resources can be made available. Intentionally hiring a handful of staff who can sign, or having a signer available upon advanced notice allows these guests to fully experience the event. Utilizing closed-captioning on video boards and video monitors throughout the venue provides access to the audio cues and announcements more broadly. As we think about the post-pandemic experience, having staff in clear masks so those who need to read lips can still communicate will be a small but critical accommodation. When people wear masks, their voices can become muffled. This can make it particularly difficult or impossible for hard of hearing fans to understand those who wear masks or read lips (3). Clear masks can help reduce the communication challenges that the world is facing right now (3).
When thinking about other invisible disabilities, communicating with guests becomes very important. Use signage and announcements to inform guests if loud noises, haze, strobe lights, lighting changes or other triggering stimuli will be present at the event. This includes posting on doors, video boards and in voms, as well as including in PA reads. In their Learn video, Kulture City, a non-profit that provides resources for individuals with invisible disabilities, as well as organizations who serve these populations, provides examples of the impact sensory-loaded images can have on guests and ways to adjust (10).
Create spaces and resources for guests who have invisible disabilities and promote these so individuals know how to access them. Identifying a space to serve as a wellness room can be a needed reprieve for individuals or families who can be overloaded by the sensory experiences of the event. This space does not need to be large, but should be well-appointed and include a clear process for how guests can access and utilize the space during an event. Offer complimentary sensory bags that include fidget gadgets and headphones to guests who need them to help reduce over stimulation. These can be checked out and returned for cleaning between events, or given to the guest to keep depending on budget. Mobile sensory stations can provide a safe space for fans who need it. The station can be moved to different areas of the venue if there is not a Wellness Room to position it in permanently. Sensory activation vehicles are a great option for outdoors spaces and venues. They provide a sensory-friendly environment that can be parked curbside and ready for fans at any time (10).
Spend time during your annual training addressing the proper language and protocol for providing a great customer experience to guests with visible and non-visible limitations. Empower your front-line and full-time staff with the tools and information to create an inclusive experience. Implement refreshers throughout the season to keep this information fresh. While staff may not use it every event, when they need to, the team should be confident in what to say and do, and where to direct guests so they may access the resources your venue offers.
AGE
Age differences across fans directly impacts the type of experience they are looking for and the type of service they expect. While millennials may be the future, “a majority of them are still 5 to 15 years away from their peak earning and spending years” (11), providing great value in curating experience elements that engage all age-groups. That said, research shows each group has unique and distinct drivers that have very little overlap, so by designing accommodations to engage each group, venues can curate show elements to engage all ages and see enormous lift in each groups’ overall experience.
In general, fans 55+ tend to fall more into the traditionalist fan group-those who attend to watch the game and remember the days before all the “hoopla”. This fan group tends to prioritize ease of access, high-touch customer service and convenience. They care least about the interactive experiences (unless attending with young grandchildren), and most about short lines and limited congestion. These fans are likely to want to forge personal connections with your staff, value seeing the same, familiar faces in their section each game and be able to enjoy the event while still easily hearing those next to them (17). Research shows that making sure that this fan segment has the proper accommodations, whether that be with parking, transportation, or seating assistance, can help them have a more positive fan experience (11). It is important that this fan group is prioritized just as much as the younger fan is because their experience matters just the same.
Family audiences typically fall in the 30-50 year age-range, especially those with younger children attending the events. These fans prioritize convenience, ease of access, value, simple quality (think a good hot dog & fries vs. gourmet sushi rolls) and elements to engage children. Adults with young families tend to seek these experiences to give their children exposure to different cultural and entertainment elements. They often rate theme nights highest and the quality of entertainment and in-game content, as well as the entry experience, tend to have the greatest effect on their overall satisfaction and likelihood to return (17).
Millennials tend to be the main area of focus for brands’ entertainment and marketing efforts. Importantly, the entertainment and experience elements matter most to this group and designing a show that is interactive, dynamic and engaging is key. Music, being able to participate in the show and experiences that provide social value are at the forefront. Conversely, this group is least affected by having to wait in lines for concessions or entry, and is willing to pay 10-20% more than other age groups for food, merchandise and tickets if they feel it is a good experience (17). Curating an atmosphere that is energized matters, but keeping audio lower at non-key moments so older fan groups can have conversations does not impact this audience.
Understanding drivers and differences across age groups is a critical element to creating an inclusive experience, but also an impactful business model. Satisfied guests, in general, will spend 17% more for great experiences (18), and often there is little to no cost to teams to transform an experience from mediocre to excellent-rather it is just adjusting things that are already in place to optimize the guest experience.
CULTURAL & RELIGIOUS INCLUSION
Cultural and religious awareness is an increasingly important aspect to providing an inclusive event experience. In most cases, religious beliefs and garb are protected in the workplace under the Equal Employment Opportunity Commission (EEOC) (15), though expanding beyond the legality to create a welcome space for fans and staff reflects a greater corporate commitment to diversity. These laws can also serve as a foundation to protect fans who enter a venue with religious clothing or other articles.
Educating staff on different cultural practices and norms is a first step in providing an engaging experience. Basic understanding of different cultural tendencies and beliefs can go a long way in providing a genuine, empathetic and welcoming experience. Some areas to consider:Do you currently have a space for guests who require a room for meditation or prayer? This space does not have to be exclusively for this use, but should offer a quiet, clean and comfortable place. It could be a Wellness Room or Self Care Room that also offers accommodations for other groups as long as it is free from materials that may go against different groups’ views.
Do you offer special menu options for those with dietary restrictions? Food restrictions and preferences differ across cultures and religions, offering options that can accommodate vegetarian, dairy-free or kosher needs allows guests to fully enjoy the game day experience (4, 14).
Do you have a specific anti-discrimination policy or clause in your code of conduct? Explicitly stating that racial or cultural slurs will not be tolerated and fans who violate this will be removed from the venue establishes your organizational values and creates a clear line for staff to enforce. Zero tolerance policies allow fans to feel safe and protected while displaying their beliefs.
Is your staff trained and confident in security protocols for different guest attire? Clearly articulate different attire that guests may wear including turbans, hijabs, yamakas and saris. These items, and others, come with cultural and religious norms and an unaware staff asking guests to remove or adjust these items can cause an uncomfortable and embarrassing situation for all involved. Familiarize staff with these items and how to offer private screenings for guests when needed.
POST-PANDEMIC ACCOMMODATIONS
When fans return after COVID-19 there will inevitably be a new normal for people which can include covering their faces and mouths with masks, wearing gloves, avoiding physical touch and engaging differently. As you think about changing standards and operating procedures, consider the impact they will have not just on the fully-abled, dominant cultural groups, but also on minority groups and build in processes to remain inclusive and welcoming to all.
CONCLUSION
Creating an event that is welcoming and thoughtful of the needs of all attendees is an increasingly central part to building an inclusive event experience. If done right, a relationship with an entirely new fan base can emerge and establish your brand as a community leader in inclusivity and create fun, safe & inclusive events to engage all fans.
AVAILABLE RESOURCES
● Human Rights Campaign
● Athlete Ally
● LGBT SportSafe Inclusion Program
● You Can Play
● GLAAD Media Reference Guide 10th Edition
● NCAA Office of Diversity and Inclusion
● National Disability Authority
APPENDIX A
Terms to avoid using/assuming about guest/fans:
GENDER IDENTITY
● Him/His/He
● Her/Hers/She
● It
● Man/Woman
● Boy/Girl
ABILITY
● The Disabled
● The Handicapped
● Cripple
● Wheel-Chair Bound
● Special/Extra
AGE
● Old/Older
● Boomer
● Senior
Instead, default to pronouns such as: them, they, their, theirs, our fan, our guest, this individual when addressing fans.
REFERENCE LIST
1. Athlete Ally. (2017). Athletic Equality Index: A Comprehensive Ranking and Review of LGBTQ Inclusion Practies and Policies in the NCAA Power 5 Conferences.
2. Athlete Ally & Out in Athletics. (2018, October 10). FAQ: LGBTQA+/Transgender & Gender Expansive Policies (Athlete Ally + Out in Athletics).
3. Brooks, Opinion by Laken. “For the Deaf or Hard of Hearing, Face Masks Pose New Challenge.” CNN, Cable News Network, 2 Apr. 2020, www.cnn.com/2020/04/02/opinions/deaf-hard-of-hearing-face-masks-brooks/index.html.
4. “Cultural Sensitivity: Does Your Hotel Cater for All?” SiteMinder, 20 Nov. 2017, www.siteminder.com/r/trends-advice/hotel-guest-experience/cultural-sensitivity-hotel-cater-guests/.
5. Gilbert, Clive. “Disability and Sport: Making Sport Accessible.” Disability Horizons, 13 Apr. 2016, disabilityhorizons.com/2016/04/disability-sport-venues-accessible/.
6. Griffin, Pat, and Hudson Taylor. Champions of Respect: Inclusion of LGBTQ Student-Athletes and Staff in NCAA Programs. Edited by Karen Morrison, Apr. 2012, http://www.ncaapublications.com/searchadv.aspx?IsSubmit=true&SearchTerm=champions+of+respect
7. Harpur, Paul. “Sexism and Racism, Why Not Ableism?” Alternative Law Journal, vol. 34, no. 3, 2009, pp. 163–167., doi:10.1177/1037969x0903400304.
8. Human Rights Campaign. (n.d.). Equality In The Stands. Retrieved March 8, 2020, from https://www.hrc.org/resources/equality-in-the-stands
9. Luker, Rich. “Why Sports Industry Must Recognize Importance of Older Fans.” Sports Business Daily, 25 June 2012, www.sportsbusinessdaily.com/Journal/Issues/2012/06/25/Research-and-Ratings/Up-Next.aspx.
10. “Making the Nevers Possible.” KultureCity, www.kulturecity.org/.
11. McCullagh, Kevin, et al. “Why Focussing on Older Fans and Participants Can Be Beneficial for Sports Events.” SportBusiness, 9 Nov. 2018, www.sportbusiness.com/2018/11/respect-your-elders-why-focussing-on-older-fans-and-participants-can-be-beneficial-for-sports-events/.
12. National LGBT Health Education Center. (2016, February 17). Providing Inclusive Services and Care for LGBT People: A Guide for Health Care Staff " LGBT Health Education Center. Retrieved March 8, 2020, from https://www.lgbthealtheducation.org/publication/learning-guide/
13. NCAA. (2017, March 16). Five ways to have an LGBTQ-inclusive athletics department. Retrieved March 8, 2020, from http://www.ncaa.org/about/resources/inclusion/five-ways-have-lgbtq-inclusive-athletics-department
14. “Our Aspirations.” Starbucks Coffee Company, www.starbucks.com/responsibility/community/diversity-and-inclusion/aspirations.
15. Religious Garb and Grooming in the Workplace: Rights and Responsibilities, www.eeoc.gov/eeoc/publications/qa_religious_garb_grooming.cfm.
16. United States Access Board. Sports Facilities, www.access-board.gov/guidelines-and-standards/recreation-facilities/guides/sports-facilities.
17. Evolved Experience Solutions, Inc. primary research and findings.
18. American Express, 2019. https://templatelab.com/american-express-study/