Accessibility to connect with customers and drive venue growth

presented in partnership Inclusive saratoga

In this interactive session, participants will gain a greater understanding of accessibility and the business case around it. Participants will leave feeling empowered to better serve their communities by being welcoming to a more diverse customer base and will be armed with specific strategies to help their venues and festivals grow by serving the disability community.

  • Definitions of terms ADA, Accessibility, Inclusive

  • Legal requirements around ADA - how to protect your venues and festivals from insurance claims and lawsuits

  • Why accessibility is important for your venues and festivals

  • Practical, easy to implement ways to improve accessibility

  • How to leverage accessibility to foster brand loyalty and attract new customers

Facts: 28% of US adults have a disability. If your venue or festival isn’t actively engaging this community then you are ignoring a large segment of potential customers. Businesses that embrace disability inclusivity see 30% higher net revenue.


Instructed by: Meghan Connolly Haupt, Executive Director, Inclusive Saratoga

ADDITIONAL RESOURCES

  • Workshop Presentation Deck

  • Inclusive Saratoga Resources

    📝 Key Takeaways

    🎯 1. Reframing Accessibility as a Growth Strategy

    (Big picture, leadership discussion)

    1. When we hear that 28% of U.S. adults have a disability and represent massive spending power how does that shift how we think about our audience?

    2. Are we currently treating accessibility as compliance — or as audience development?

    3. Where might we be unintentionally excluding potential guests?

    4. What would it look like to treat disability inclusion as part of our brand identity?

    5. How could accessibility strengthen guest loyalty and repeat attendance?

    🧱 2. Beyond ADA: Compliance vs. Inclusion

    (Great for leadership + operations)

    1. Are we currently ADA compliant? How do we know?

    2. Where are we accessible but not inclusive?

    3. What would “belonging” look like in our space?

    4. If a guest never had to ask for help, what would already be in place?

    5. Are we designing for minimum standards or maximum participation?

    🏛 3. Physical Space Walkthrough Questions

    (Use during an actual venue walk)

    Walk your venue and ask:

    1. Can someone using a wheelchair navigate every guest area?

    2. Where are our tightest or most confusing pathways?

    3. Is our accessible seating integrated or isolated?

    4. Can guests clearly see where accessible restrooms are located?

    5. How does our lighting impact guests with sensory sensitivities?

    6. Is our signage readable from a distance and at multiple heights?

    7. Do our bathrooms communicate who can use them clearly and respectfully?

    Bonus leadership question:

    • If I were visiting for the first time with a mobility, sensory, or invisible disability — what would feel stressful?

    🧠 4. Culture & Staff Training

    (Frontline training conversation)

    1. How do we balance being proactive without making assumptions?

    2. Do our staff know what they are legally allowed to ask about service animals?

    3. Are we confident everyone understands the difference between service animals and emotional support animals?

    4. If a guest looks uncomfortable or overwhelmed, what should staff do?

    5. Do we have a clear internal script for accessibility conversations?

    6. Are we creating psychological safety for guests to disclose needs?

    Advanced team question:

    • Are we relying on disabled guests to advocate for themselves?

    🌐 5. Website & Communication Accessibility

    (Marketing + admin teams)

    1. Does our website clearly explain:

      • Entrance routes?

      • Elevators or lifts?

      • Accessible seating?

      • Hearing access?

    2. Could someone navigate our website with keyboard-only access?

    3. Are we using plain language?

    4. Do we clearly list service animal policy?

    5. Are we transparent about limitations?

    Strategic question:

    • If someone Googles “[venue name] accessibility,” what do they find?

    🎧 6. Hearing & Sensory Inclusion

    1. Are we addressing hearing access beyond ASL?

    2. Do we provide assistive listening devices?

    3. Are our ADA platforms positioned for meaningful sightlines?

    4. Could we create sensory-friendly zones or quiet spaces?

    5. How do we communicate sensory information in advance (lighting intensity, crowd density, etc.)?

    🚨 7. Emergency Planning & Risk Reduction

    1. How would we evacuate a guest who cannot use stairs?

    2. Do staff know emergency procedures for guests with mobility devices?

    3. Have we stress-tested our emergency planning through an accessibility lens?

    4. Is accessibility part of our risk management strategy?

    🐕 8. Service Animals — Staff Knowledge Check

    (Great team quiz conversation)

    Discuss:

    1. What are the only two questions staff are allowed to ask?

    2. Can we require documentation?

    3. Can we charge fees?

    4. Where are service animals permitted?

    5. What language do we use on our website?

    Reflection:

    • Would someone with a service animal feel welcomed or scrutinized here?

    🎟 9. Policy & Programming

    1. Do we offer caregiver tickets?

    2. Do we have accessible pricing strategies?

    3. Are accessible seats easy to purchase online?

    4. Are accessible seating areas held until day-of-show?

    5. Are our policies clear, consistent, and humane?

    🌱 10. “Five Things We Can Do This Quarter”

    (Action-focused leadership meeting)

    Ask:

    1. Which of these five can we implement in the next 30 days?

    2. What would an accessibility basket look like for our venue?

    3. Who owns accessibility in our organization?

    4. How will we collect guest feedback?

    5. What does progress look like in 6 months?

    💬 11. Reflection Questions for Staff Circles

    1. Have you ever felt excluded from a space? What contributed to that?

    2. What assumptions do we make about our “typical guest”?

    3. How do we respond when a guest gives us accessibility feedback?

    4. Are we comfortable saying, “We don’t have that yet, but we’re working on it”?

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