Accessibility and inclusion at Melbourne Cricket Club

Melbourne Cricket Club was awarded Inclusive Initiative of the Year for their Accessibility Familiarisation Day – supporting Taylor Swift fans during the Eras Tour.

We spoke with Asher Nowlan, Diversity and Inclusion Lead at Melbourne Cricket Club about their award-winning initiative, the passion that all staff have to create ‘the most accessible and inclusive venue in the world’ and what it means for people who are able to attend the venue for the first time.

Congratulations on your win at the Disability Confidence Awards for your Accessibility Familiarisation Day. Can you talk us through what the initiative involved?

Thank you – it was an incredibly proud achievement for everyone at Melbourne Cricket Club!

Every staff member was determined to make the sold-out Taylor Swift | The Eras Tour concerts memorable, and most importantly, ensure the venue provided an inclusive environment for every fan in attendance.

As a team we took a proactive approach and invited ticketholders with accessibility needs for a bespoke tour of the Melbourne Cricket Grounds (MCG) on a non-event day 2 weeks prior to the
first concert.

The purpose was to allow these ticketholders – many who had never been to the MCG before – to become familiar with the venue without the pressure of a large crowd and other sensory stimulation.

Each tour was led by an experienced staff member, highlighting key event day information from parking to the security process at entry, ticketing, amenities, facilities and even making everyone aware of the venue’s emergency evacuation protocols.

It’s the first time a stadium has introduced an initiative like this – what prompted its development?

As a venue that hosts such a diverse range of sporting events and entertainment, we are used to hosting large crowds, but this event was on another level!

Ticketing data indicated that many people attending the concerts were visiting the MCG for the first time and many of these people who had purchased tickets had accessibility needs.

Patrons with accessibility needs faced some challenges at the venue during the record-breaking
Ed Sheeran concerts in 2023.

We processed feedback after these concerts around improving accessibility and it gave us an opportunity to provide an improved experience for every person who was going to come through the gates of the MCG – for these concerts and for future events.

The whole business was completely supportive of this initiative, with many staff members contributing from the initial concept stage through to the day.

However, due to the MCG’s busy event schedule, one of the challenging aspects of getting this initiative off the ground was to find the most suitable window for it to happen between the conclusion of cricket season and before the first concert!

Have you received good feedback from fans who took part in the Accessibility Familiarisation Day?

We instantly knew this initiative was impactful – there was overwhelming emotion from parents, carers and all staff involved. We all knew this initiative was going to benefit many people who otherwise might not have attended an event like this, but to see it and experience it was so powerful. It is easily one of my proudest moments during my time at the MCG.

Accessibility challenges and complexities exist at every event, and we are constantly trying to improve in this space, but some of the feedback we received put into perspective the significance of the familiarisation day.

One comment really stood out for me, ‘to you this may just be a concert, but for us, you are starting to heal trauma and are leading lasting impactful change.’

Melbourne Cricket Club has introduced a wide range of accessibility and inclusion initiatives, including a sensory friendly space, Changing Places, all gender bathrooms, a multi-faith prayer room and free Auslan tours. What has been the primary motivation for this to be a priority for the team?

We want the MCG to be the most accessible and inclusive venue in the world.

These initiatives mentioned have already made such a difference for so many fans coming to the MCG. We know that these measures we are putting in place are enhancing the customer experience and attracting new visitors to the venue, which is why improving accessibility at the MCG remains an ongoing commitment – there’s always new concepts to explore and people who need our assistance. 

How important has it been for the Melbourne Cricket Club to seek advice from people with lived experience when considering accessibility and inclusion needs?

One of the first steps towards improving accessibility and inclusivity at the MCG was a full accessibility audit of the club and MCG which was completed by Get Skilled Access.

Information was collated from patron experience surveys, focus groups and desktop reviews conducted by 6 accessibility consultants. This audit gave the club a baseline and provided clear structure for immediate and future initiatives.

Consultants with lived experience from both Get Skilled Access and Autism Spectrum Australia have helped shape several of the club’s initiatives including the opening of a Sensory Friendly Space, Relaxed Hours in the Australian Sports Museum and Auslan interpreted tours, as well as facilitating staff training.

How receptive have staff been to embracing accessibility initiatives: from leadership through to game day staff?

I am proud to work for a club that has such an engaged and passionate workforce, all sharing the same attitude of wanting to help others and make everyone’s experience memorable when coming to the MCG.

All staff members and volunteers – more than 1,700 people – have completed the MCG’s bespoke Access and Inclusion Training which includes the Hidden Disabilities Sunflower training module.

What’s next for Melbourne Cricket Club?

The most recentinitiative we have introduced is Relaxed Hours in the Australian Sports Museum located inside Gate 3 at the MCG.  

Our Relaxed Hours sessions are an opportunity for people with sensory sensitivities to visit the museum with their friends or family in a reduced sensory environment. For 2 hours each month, we operate with reduced sound and lighting and specialty trained staff.

We are also offering free accessibility familiarisation tours of the venue for people who are looking to return to the MCG after an extended period of medical absence or trauma and for health workers wanting to test new mobility aides and coping strategies with their clients.

What advice would you give to smaller clubs or community event holders who are just starting out on their accessibility and inclusion journey?

Listen to feedback, and don’t be overwhelmed when starting out in this space.

Ease into the process as it is a constantly evolving area – but it is better to start slow than not start
at all!