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When a drop in attendance at many Major League Baseball (MLB) stadiums began in the mid-1980s,
the MLB and its clubs sought to improve the game day experience for their
guests. They solicited the help of TEAM to get on-site alcohol consumption
under control. To date, nearly all MLB clubs have participated in TEAM
training. As a result, thousands of people from operations and concessions
staff throughout the country have received training in effective alcohol management.
“There is no question in my mind that the TEAM program has
played a major role in the increased attendance at Major League Baseball games
in recent years,” says Kevin Hallinan, MLB’s Senior Vice President for Security
and Facility Management. “Since our clubs began using TEAM’s training and materials in 1987, we’ve seen fewer
alcohol-related incidents and better relationships with our communities, our
fans, local law enforcement, and more.”
The cost of sending the concessions and operations managers from the clubs to the TEAM
Instructor Development Program to become certified TEAM trainers was paid by
MLB. Financial support for on-site staff training comes from the nation’s
largest beer companies. Anheuser-Busch, Miller, and Coors match contributions
from local distributors to make sure everyone understands at the local
community level their responsibility to provide a safe and enjoyable game-day
atmosphere for all. Jeff Becker, President of the Beer Institute,
says “A commitment to responsible alcohol consumption is something the nation’s
brewers have consistently demonstrated in their relationship with the MLB and
other sports leagues. And we will continue to support the efforts of the TEAM
Coalition at stadiums across the country.”
Facilities old and new representing clubs in both the
American and National leagues have embraced the TEAM program, and participation
in the training includes the concessions and operations staff. “We have
incorporated the TEAM message of alcohol management in many ways. We post our
alcohol policy throughout the venue (maximum purchase of two beers per person
with valid ID and cut off after the 8th inning), we have a specific
section of family friendly seats in which no alcohol is permitted, and we TEAM
train our ushers and security personnel alongside our concessions workers each
year,” says Mike Hill, Manager, Event Operations and Security for the Chicago
Cubs at Wrigley Field.
In Colorado, the Rockies prioritized alcohol management and witness the benefits of the program from the positive
impact it has on fans visiting Coors Field. Gerald Barajas, Human Resource
Manager for ARAMARK at Coors Field, says “We have found that guests respond
best to a consistent message about alcohol and, when they continually hear the
same message throughout the park, they respect and appreciate those policies.”
Since the inception of the TEAM program at Coors Field, Gerald and Cesar
Figueroa, Assistant Human Resources Manager, have trained over 1300 ARAMARK
employees and ARAMARK volunteer non profit partners in effective alcohol
management.
Today, participation in alcohol management training is standard procedure for MLB
teams and concessionaires as they prepare for the new season each year.
The MLB’s goal, which it believes it soon
will achieve, is 100-percent participation by all clubs in the league. “We provide
TEAM training for all of our employees, and I’m convinced it’s played an
important part in creating a better fan experience, reducing injuries and
alcohol-related incidents, and making this a great place to be on game day,” says
Jorge Costa, Senior Vice President, Ball Park Operations, San Francisco Giants.
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