Clear, the privatized gate security company that competes with TSA Pre, is expanding its footprint to three new Major League Baseball parks for the 2018 season and working with lawmakers in Washington State to digitize IDs for potential contactless in-stadium alcohol ordering.
The Clear platform, which requires a one-time sign-up and then uses biometrics to identify people and expedite security checks, will be added to the Atlanta Braves’ SunTrust Park, Oakland Athletics’ Oakland-Alameda County Coliseum, and the Seattle Mariners’ Safeco Field.
These new arenas bring Clear’s tally of professional sports teams to 11. It previously announced partnerships with the New York Yankees’ Yankees Stadium, NY Mets’ Citi Field, Colorado Rockies’ Coors Field, Miami Marlins’ Marlins Park, San Francisco Giants’ AT&T Park, Detroit Tigers’ Comerica Park, and a few other National Basketball League and Major League Soccer teams.
Clear’s platform offers fans expedited entry into games by enabling them to enroll for free at any of its sports locations and providing them with a special line accessible only to members. Including the customers verified at its more than two-dozen airport stations, Clear has nearly two million users.
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“Adding dedicated CLEAR Lanes at Safeco Field provides our guests with a quick, convenient way to get into the ballpark without compromising security,” Mariners’ Vice President of Ballpark Operations Trevor Gooby said in a statement.
As part of a broader effort to digitize the traditional wallet with a single biometric ID, Clear is now also looking to expand beyond the security gates to in-arena biometric-powered experiences that could potentially affect how fans buy tickets, alcohol and concessions.
The company says it’s working with the State of Washington to pave the way for biometric age validation at Washington-based venues such as Safeco Field this year, potentially paving the way for fans to order alcohol from their seat or the concessions stands without having to show their ID. Clear says it plans to pursue expanding availability of this product to additional states in the coming months.
“We are excited to partner with these innovative teams to add a layer of security and improve the fan experience at the ballpark,” Clear’s CEO, Caryn Seidman Becker, said in a statement.
SportTechie Takeaway:
Biometrics and mobile ticket and concession ordering are enhancing the in-arena experience. Clear rival IdentoGO by IDEMIA, the parent of TSA Pre, is also expanding to major league stadiums. The company announced a multi-year pilot program with the New York Jets last fall to allow for the two to collaborate on ways to improve safety and fan engagement at MetLife Stadium through biometrics. TSA Pre has since expanded to other stadiums, including the San Francisco 49ers’ Levi’s Stadium, where they plan to experiment with a range of technologies to streamline fan entry and bolster security using biological identifiers such as retina or fingerprint scans and use the technology to enhance fan rewards programs and other in-stadium experiences, including potentially implementing cashless and contactless payments for concessions and merchandise.