We got to experience Aramark & Amazon's new venue tech on the first day of its rollout at Denver's Coors Field, offering a glimpse into the future of fan experience.

With the launch of Amazon One’s age verification technology, Coors Field is the first sports venue to offer a streamlined method for age-restricted purchases, allowing fans to confirm their age and buy alcoholic beverages with a simple palm scan.

Cutting-Edge Technology for a Faster Fan Experience

Through Amazon One’s palm recognition system, fans can now enjoy shorter wait times at popular Coors Field spots like the SandLot Brewery and the Coors Light Silver Bullet Bar. Alison Birdwell, President and CEO of Aramark Sports + Entertainment, emphasized Aramark’s commitment to enhancing convenience at every step: “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.”

How It Works

For fans looking to use Amazon One’s age verification at Coors Field, the process is simple:

1. Fans enroll by visiting an Amazon One kiosk, where they upload their government-issued ID and a selfie to verify their identity.

2. Once enrolled, fans can hover their palm over the Amazon One device to confirm their age and pay—no wallet or ID check required.

This new capability not only speeds up transactions but also aligns with current trends in contactless payments, providing a seamless experience that enhances Aramark’s broader tech-enabled offerings at stadiums across North America.

Security and Future Rollouts

With a focus on both convenience and security, Amazon One’s system ensures all palm images are encrypted and stored securely in the cloud, providing fans with a worry-free experience. According to Dilip Kumar, Vice President of AWS Applications, the goal is to eliminate customer pain points: “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.” Plans are underway to roll out Amazon One’s age verification at additional venues.

Aramark’s implementation of this technology at Coors Field is part of its ongoing efforts to improve efficiency and convenience in stadium services, reinforcing its position as a leader in sports and entertainment innovation.

Our Take

We're already used to paying with our palm via Amazon's similar tech at most Whole Foods locations, so the process was seamless for us. However, for those new to the technology, the education process takes some time. We witnessed several confused fans trying to figure things out, with the help of a only moderately trained game-night staffer. But hey, it was the first day, so give it some time! Once fans get the hang of paying with their palm (or via facial technologies), adoption will be widespread as frictionless transactions become the future of live event experiences.

more info:

Aramark Sports + Entertainment Announces Latest Innovation with Launch of New Amazon One Age Verification Capability at Coors Field - Aramark

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