Wrigley Field, home of the Chicago Cubs, last month became the first Major League Baseball ballpark to be designated a Certified Autism Center by the International Board of Credentialing and Continuing Education Standards (IBCCES). For 25 years, IBCCES has set the industry standard in autism and neurodiversity training. The organization works in more than 125 countries and provides training in eight languages.
Jessica Nugent
With regards to the Wrigley Field designation, one of the key players who helped make it happen on the venue side was Jessica Nugent, Director of Guest Experience and Operations Administration for the Cubs. She says, “As part of our commitment to delivering the world's best guest experience, we strive to provide a welcoming and accessible environment at Wrigley Field for all fans.”
What Was Required
To earn the designation, at least 80% of the landmark venue’s guest-facing staff had to complete autism and sensory training focused on the knowledge and best practices needed to welcome and assist guests with autism and sensory sensitivities. Nugent states, “This training provides participants with an understanding of autism and other sensory-related conditions, including how sensory stimuli may be experienced differently by individuals with sensory needs.”
In addition, the program also equips staffers with practical tools and strategies for effectively assisting guests with autism and other sensory sensitivities. “Through this training,” Nugent notes, “our staff is better prepared to provide compassionate, informed support and help ensure a positive experience for all guests.”
IBCCES eventually conducted an onsite review of Wrigley Field to make sure everything checked out. The organization also developed a sensory guide to help guests better understand and prepare for sensory experiences throughout the stadium.
“While attending a baseball game, concert or other live event can be exciting and memorable,” Nugent says, “the sights, sounds and energy of a large venue can sometimes be overwhelming for individuals with sensory sensitivities or autism. This certification helps create a more enjoyable and welcoming experience for guests with sensory sensitivities.”
A Team That Follows Its Own Lead
July’s designation follows the Cubs’ Spring Training home, Sloan Park, being named a Certified Autism Center in 2020. It’s based in Mesa, Arizona, the first Autism-Certified City. In a press release, Cubs Chief Operations Officer David Cromwell remarked, “We are proud to earn this certification and view it as an important step in our continued commitment to making Wrigley Field a friendly and inclusive environment for all.”
Wrigley Field itself had a sensory room installed ahead of the 2024 season in partnership with KultureCity to better assist fans needing to decompress from sensory sensitivities during games and events at the venue. Over the years, the team has made an array of improvements to enhance stadium accessibility, most notably installing additional elevators and accessible restroom facilities as well as introducing assistive listening technology and captioning.
The IBCCES designation came at just the right time with July being Disability Pride Month. The Cubs even hosted a pregame resource fair at Gallagher Way on July 22, providing fans with the opportunity to engage with, and learn more about, the work organizations such as The Chicago Lighthouse and GiGi's Playhouse are doing in the community to support individuals with disabilities.
The Right Resource
Jessica Nugent was definitely the right person to talk to about this subject. A seasoned hospitality and operations professional, she has gained extensive experience over the years leading customer-focused teams and service strategies in such fields as hospitality, tourism and entertainment. As Director of Guest Experience and Operations Administration for the Cubs, she is responsible for leading the organization's guest experience vision and overseeing key guest-facing operations including parking, transportation and premier services.
She concludes, “We believe that every fan should feel included and have the opportunity to experience the rich traditions of baseball and the historic atmosphere of one of the most iconic venues in sports.”
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