Coors Field in Denver Launches Amazon One’s Palm-Scanning Age Verification for Alcohol Purchases

Aramark Sports + Entertainment, the official food, beverage, and retail provider at Coors Field in Denver, CO, has launched Amazon One’s new age verification capability at the home of the Colorado Rockies.

Amazon One contactless service allows customers to use the palm of their hand to pay, enter, or identify themselves. Its newest capability called “age verification,” enables customers to buy adult beverages by simply hovering their palm over an Amazon One device, without digging for their ID. Coors Field will become the first-ever venue to implement the new capability beginning this month.

“Aramark is constantly seeking innovative ways to enhance and improve the fan experience,” said Alison Birdwell, president and CEO of Aramark Sports + Entertainment. “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.” 

At Coors Field, Amazon One’s age verification capability will be available at the SandLot Brewery, the first brewery inside a Major League Baseball stadium, and Coors Light Silver Bullet Bar, a full-service bar specializing in local and national craft beers along with a variety of spirits.

“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,” said John McKay, senior director of Food Service Operations and Development for the Colorado Rockies. “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,” said Dilip Kumar, VP of AWS Applications. “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.”