Brewers to use facial recognition at American Family Field gates this season

 

MILWAUKEE (CBS 58) -- When the Brewers return to American Family Field this spring for the 2025 season, fans will have the option of getting into the ballpark without a ticket. Team officials on Monday announced the addition of new facial recognition technology at two of the stadium's gates.

Rick Schlesinger, the Brewers' president of business operations, told reporters facial recognition scanning camera will be in place at the home place and third base entrances. 

"It's a test run, and if it's successful and the fans like it, we'll introduce it at more gates," Schlesinger said. "I suspect in a few years, all ballparks will have this."

Schlesinger said the technology was optional, and fans who did not want to use it could still scan tickets downloaded onto their phones. He added the team was hopeful the addition would shorten the wait for fans at all gates.

Those who want to opt in will need the MLB Ballpark app on their phones. Schlesinger said fans could then upload a selfie into the system.

"And that will be linked, so when you come to the game, and you have your phone and your tickets loaded in, the technology will recognize your face, tie it to your tickets," he said. "And you won't have to bring out your phone and have your tickets scanned."

Just up the road from American Family Field, Kelly's Bleachers hosted its usual weeknight pool league. The tavern is a popular gathering place before and after Brewers games, and those playing billiards Monday had some questions about just how effective the technology would be.

"My thinking is that the long lines are mostly due to security going through the machine," Eddie Eykmans said. "But once you get past that, the scanning the ticket is very quick, and you're in pretty fast after that."

Schlesinger confirmed fans who bring small bags or purses will still need to pass through security. He said the facial recognition technology was mainly geared toward fans who were not carrying anything into the park.

Seven MLB teams were using facial recognition technology at their parks by the end of the 2024 season: The Cincinnati Reds, Houston Astros, Kansas City Royals, Philadelphia Phillies, San Francisco Giants, Tampa Bay Rays and Washington Nationals. 

Those at Kelly's said they were not too concerned about the technology being secure, given how people give away personal information in so many other places.

"Well, we use it for our phones, our log-in codes and everything," Kevin Brown said. "I'm buying into it."

Schlesinger said if fans were skeptical of the technology or simply did not want to participate, they'll still be able to scan their tickets instead.

"Fans do not want to opt into the system? They don't have to," he said. "They can enter the more traditional way."

Additional changes at the park

Schesinger said the team is also removing about 1,600 seats in right field to accommodate the construction of new office space for the team's baseball operations department. Despite the removal of those seats, the park's capacity will remain higher than 40,000.

One of the most noticeable additions this season will be on the third base side of the loge level. Playing off the 3rd Street Market Hall food stands in right field, the team will add several stands operated by local food trucks. Schlesinger said the team was finalizing the vendor list, but he added those stands would sell alternatives to traditional stadium food, particularly with a local flavor. 

Schlesinger confirmed the team is on track to begin work on winterizing the ballpark after the 2025 season. The extensive renovations will take places over two consecutive offseasons. He said the goal is for the stadium to begin hosting winter events after the 2027 baseball season.