MAKING A CHANGE
Uma Srivastava, COO of KultureCity, explains
the importance of sensory inclusivity for sports
stadia and how venues can cater for affected
individuals within the fan experience
ne in six individuals throughout the world
have a sensory need. A lot of the time
people think this is a condition solely
related to individuals with autism but there
are many other conditions from PTSD,
Down’s syndrome, early onset dementia,
ADHD, Parkinson’s, or anxiety, that also
come with sensory issues.
It can a ect all of us, and any one of us may also
know someone with sensory sensitivities. Imagine if that
individual was not able to attend a sporting event due to
the lights, sounds, smells, and overwhelming amount of
other people at the stadium. For a family going to a game
it can cost a lot of money and if they’re attending with
someone who has sensory issues you do not know how
they are able to stay, so it can be an expensive gamble.
All this can also lead to social isolation, which for sports
is the exact opposite of what we want. It’s important that
every fan, regardless of ability or sensory needs, enjoys
the event.
While there are some sports teams that host special
game nights considerate to speci c conditions, it’s not easy
to be able to cater for them all. For every sports stadium
it’s important to have facilities in place for individuals to
ease potentially stressful situations or go and hit the reset
button and return back to watch the game, rather than
going home.
We are working very hard to make sure all of the NBA,
NFL, NHL teams and more are bringing inclusivity to its
fan experience, and in the US we’re seeing inclusivity being
recognized and now being embedded into their mission.
At a minimum, KultureCity works with teams to
provide the availability of sensory bags that include
noise-isolating headphones, various dgets, and cue
cards. We also work with venues to ask that at least 50%
of its frontline sta , such as those working in ticketing
or security, are trained and certi ed to be able to handle
sensory inclusivity.
e next step are sensory rooms. ey’re not
mandatory, but if a stadium has the space then we will
perform a consultation with the operator and look at wall
color and elements of the room such as activity panels,
sensory panels, lighting, and make sure the room is not
too claustrophobic or not too big like a playground.
We have over 350 venues inclusive in four countries. US,
Canada, Australia and England. In the US there are over 20
sensory rooms including at teams such as the Minnesota
Vikings and Philadelphia Eagles. Nine of those are in the
NBA, including at the Fiserv Forum, Golden I Center,
while a further 24 teams have had training. It’s becoming
a big movement.
Sports venues internationally, though, have got a little
bit of work to do. When the MLB did its London Series,
we made the venue inclusive by coming to train the sta
and we’re looking at bringing this to London Stadium on
a permanent basis. We’re also doing the same for Fulham
FC, which is in the process of developing a sensory room
that will be the rst fully-inclusive sensory room in English
Premier League soccer. We’re hoping more teams are going
to raise their hand to join in the movement. In Australia,
Marvel stadium has introduced a sensory room, so we’re
seeing the popularity beginning to spread out there.
Sensory inclusivity amenities need to be standard
everytime a new venue opens or a new project comes up.
In the NBA and NFL we’re seeing big commitments, as well
as from the MLS and NHL. Now, this is spreading to other
continents and sports, so I believe we are heading in the
right direction to support this cause.
KultureCity is a non-pro t based in Birmingham, Alabama, founded
in 2013 that is dedicated to ght for inclusion and acceptance of all
individuals regardless of their unique abilities. It’s work within the sports
sector has seen it work with professional sports teams in the US, UK,
and Australia to provide resource and guidance on sensory inclusivity.
The Minnesota Vikings’ sensory
room at US Bank Stadium
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