BENJAMIN WRIGHT

1522 Wilmoore Drive SE

IMPROVING ISOTOPES
BASEBALL PARK
ACCESSIBILITY

Table of Contents:
Abstract
...1
Introduction..
.....2
Methodology
2
Results
..5
Discussion
..6
Recommendations
...6
References
..7

Abstract
The purpose of this report is to determine whether Isotopes Baseball Park can be
improved in some way in order to render the park more accessible for people with
physical, visual, or audible impairing disabilities. After researching a few avenues by
which to approach this conundrum, I argue in this report that the best way to
improve the accessibility of Isotopes Baseball Park would be the implementation of
a mobile application that offers a dynamic way to suit any disabled patrons needs.
The plan consists of five phases. 1) Develop an evaluation criteria for the ballpark,
2) gather information on accessibility in the park, 3) analyze the accessibility needs
of the patrons, 4) interview patrons to see how the park could be improved, and 5)
explore options available and determine an appropriate resolve. From my research
with these patrons via survey, Ive designed a mobile application that
accommodates for the wheelchair disabled, the blind, and the deaf to create a
relatively cheap and easy to use method to improve upon the parks accessibility. My
studies on the accessibility (or lack thereof) against my evaluation criteria yielded a
few important facts: first, in disabled ticket sales alone, accessibility improvement
would pay for itself after a single baseball season, improvement of disabled
accessibility would improve ticket sales overall, once this problem is addressed it
could be improved upon annually to accommodate a broader range of patrons. I
have considered three possible methods to best address this problem: Renting out
disability equipment, building disability elevators and reformatting signs and maps
throughout the park, and finally the development of a downloadable mobile

application. I recommend that the administration staff of the park consider taking
action by: completing a more extensive study regarding how the park can best
conform to the needs of the disabled; soliciting the investments of local businesses
to help, and finally to conduct a cost-benefit analysis to see if the development of a
mobile application for the disabled is fiscally feasible.

Introduction
Isotopes Baseball Park is one of the most visited sports arenas in the Albuquerque
metro area. It accommodates adults, children, and everyone in between; almost.
The park lacks a few key components which make it inaccessible for anyone with a
disability. There were multiple occasions with signs being written in small text based
lacking visual aid, save for on-field advertisements. The bathrooms are few and far
between, and the stairways to access upper as well as lower parts of the Park are
only accessible by stairs. This goes to show zero regard for disabled individuals who
may not be capable of negotiating stairs with ease, especially in large crowds. There
are a few ways to achieve an improvement in this area. First, renovations could be
made featuring: more frequently placed bathrooms, more handicap access ramps,
signs could be more visual rather than textual, additional maps of the park
strategically placed. Subsequently, the park could offer Audio/Visual equipment
rentals. Ultimately however, my recommendation is the development of a mobile
smartphone application to help this large demographic negotiate their way through
the park with ease.

Methodology
To study whether or not the Isotopes Baseball Park is accessible, Ive conducted a
five-part research plan. It consisted of:
Phase
Phase
Phase
Phase
Phase

1:
2:
3:
4:
5:

Identify problem and create evaluation criteria

Visit park and gather information on accessibility
Brainstorm accessibility improvement methods
Interview PR staff regarding accessibility options
Analyze methods and identify most effective

Phase 1: Identify Problem and create evaluation criteria

When considering the accessibility of the Baseball Park, Ive determined that the
most effective method to improve and accommodate for the masses would have to
meet the following criteria.
Cost-Effectivenessany improvements made on the park would have to be
justified through the net gain in ticket sales in the coming season or two.

Essentially, will the additional accommodation for the disabled be justified

with the cost of any modification to the park.
Quick Modificationsthe improvements to the accessibility would have to
be performed quickly, keeping the construction time for park modification
inside of 4 months during the winter months while the park is not being used.
Dynamically Accessiblethe changes to the park would have to be diverse
so that the accessibility features that would be improved cover all the needs
of the disabled so that there are not fewer patrons that are excluded from
being able to attend an event at the park.
Phase 2: Gathering information on current accessibility
When I originally decided to attack this problem, I knew the best way to go about
doing it would be to approach it head on and go to the park myself to be able to
paint an accurate picture as to exactly how the current accessibility features work,
and thusly how they could be improved. I made notes of the design of the park, the
text size on the signs throughout the park, the availability of elevators and
bathrooms to patrons with physical handicaps, and the extent to which braille and
audio readouts are used throughout the ballpark.
Phase 3: Brainstorm accessibility improvement methods
I then attempted to do some internet searches on the number of disabled patrons
who attend the games, as well as researching the reviews of the ballpark on Google
Places. I found that there are over 200,000 disabled persons in the city (City of
Albuquerque Social Services). After reading on Google Places, I found that the park
received approximately 2,183 reviews with less than three stars that complain of
lack of accessibility. The three options that Ive narrowed it down to are: Rentable
disability equipment, a complete overhaul of visually aided signs and braille
incorporation as well as push to listen buttons that would verbally read out signs,
and a mobile smartphone application.
Phase 4: Interview Staff regarding accessibility options
Following my brainstorm for methods for improvement, I set up interviews with two
specialists in different fields that directly pertain to the vastly different projects I
had in mind to expand upon the ballparks accessibility.
In this phase of my method, I went to the park and interviewed the public relations
manager of the Isotopes Baseball Team who referred me to the owner of the park,
John Traub, to discuss the accessibility features commonly used in the park and
what the parks budget is in the area.
To further the depth of my research, I also talked to an application development
specialist in the area, Izaac Garnand, who currently designs multiplatform mobile
apps as an independent contractor.
Phase 5: Analyze methods and identify most effective method

To compile this information I performed internet searches directed toward the topic
referencing legitimately reported statistics to the bureau of social security. I also
spent time reading articles regarding the costs and benefits of a mobile application,
the amount of disabled who use smartphones, Finally, I conducted interviews with a
mobile application developer and the owner of the Isotopes Baseball Park. These
research methods were equally beneficial in their information provided as they were
able to be used in different sections of the paper as well as to provide depth of the
research topics and content in this report.

Results of Study
I decided to explore the solutions in a specific analysis so as to isolate the cost and
the long term outcomes of each proposed idea with regards to the criteria I
developed to determine the most effective method.
Rental of Disability Aids
One alternative improvement plan that I considered was to take a more hands on
and individualized approach to appealing to the visually/audibly impaired by
investing money to design and purchase multiple sets of equipment for rent during
the ball games. This specific equipment would cater to the needs of a blind patron
renting the equipment by offering the ability to be amongst their family at the game
while receiving audible broadcasting of the games commentary amplified
specifically for them. Similarly, equipment rental would be offered for the deaf
giving them real-time readouts of commentary while also watching the live game so
that they dont miss a second of the game. However, we ultimately said no to this
option because of the overhead cost of the equipment designing, trial and error
testing, and maintenance fees of using the equipment which could quickly become
obsolete.
Ballpark Renovation
Another alternative option we explored was the idea of renovating the park in order
to allow for improved accessibility directed toward patrons physical handicaps. This
would include building handicap ramp access to lower and higher portions of the
park to allow for more mobility throughout for those who would normally not be able
to access these premium seating areas in wheelchairs. Along with that specific
renovation would be more frequently and strategically located park maps and an
overhaul of the informative signs throughout the park. The outcome would ideally
be increasing the number of disabled season ticket holders or regular attending
disabled patrons to compensate for the expenditure of funds so that they may be
more content and able to sit where they want in the park. The flaw I came up with in
this area is not only the extremely high cost that is comprised of: paid salary of each
individual construction worker, materials, and permits, during the time that the
construction is being done and the park is closed as well as maintenance over the
coming years (Stone, 2007, pp. 211-213). More importantly than the cost, as it is
not the cost that drove me away from this option, but rather the lack of diversity
within the improvement. These renovations would still not accommodate

whatsoever either the visually or audibly impaired population that I are trying to
appeal to by making the park more accessible; wheelchair accessibility seems to
already have been addressed.

Accessibility-Aid Mobile App

Owner John Traub told me that he is willing to expend some of the parks budget
based on the outcome of a cost benefit analysis to which we recommend that he
hire an accountant to conduct on a more thorough level than we could. Traub went
on to tell me that he liked the three of my propositions but he did not like the idea
of rendering the park useless due to renovations over the winter season.
Based on my interview with Mr. Traub, the Owner of Isotopes Park, I sat down with
the application development contractor Mr. Garnand and nailed out the specifics of
a mobile accessibility app. I want the app to function seamlessly alongside
preexisting accessibility settings that individuals use with their current mobile
devices.
My app would incorporate both the idea of live transcripts of the running
commentary from the announcement booth high above the field, as well as an
audible readout feature to navigate through the park right there on your personal
smart phone.
Think of a blind person hearing the ball game with the live commentary from the
booth read aloud to you personally, or getting directions read aloud to you leading
you straight to the nearest bathroom or concession stand; perhaps even reading
aloud how to navigate thru the crowds to your families location in the park. Think of
a deaf person being able to watch Isotopes Designated Hitter Cristhian Adames hit a
home run while batting .380 and being able to see the commentary being
transcribed to them through the app as if it were subtitles to a movie. Lets not
forget the visual aids for those who struggle to see informative signs or menus.
Patrons using the app can see menus and easily recognizable signs right on your
cell phone on the detailed and easy to read map of the park. Speaking to the app
shows you the least congested route thru the park to your destination as well as
audible readouts and visual transcripts of the menus. These features are delivered
at a controllable pace that makes it easy to manage and integrate with their
personal smart phone.
Mr. Garnand proceeded to quote me the initial cost of development of such an
expansive app lies in the range of approximately $80,000 to $120,000, depending
on depth of the material that the app encompasses. Garnand also informed me that
the average independently contracted app developer such as himself charges about
$80 to $100 per hour for his services. This price does not include the semi-intensive
trial and error that comes with app development, nor the bug fixing, updating, or
maintenance fees to keep the app current and functional (Mehra, "The True Cost Of
Building A Mobile App"). Keeping this in mind, however, Garnand stresses the
importance of an app being an asset that represents your business on a daily basis;
in other words, a worthwhile investment.

Discussion
Based on my research and interviews conducted on the development of such an
application, I have evaluated the proposed application against the evaluation
criteria outlined in the first part of my plan. It has been in this way that Ive arrived
at three conclusions that suggest that the development of such an app would be a
feasible option for improving the accessibility of Isotopes Baseball Park.
Cost-Effectiveness:
With regards to the development of a program for a rental service for audio/video
disability equipment, the cost after researching this would be greater than $20,000
per unit for blind and $5,000 per unit for the deaf (Stone, M. 2007). Since there
would need to be two distinct types to accommodate for blind and deaf patrons, the
cost to the park of purchasing 100 sets of the equipment as well as purchasing a
copyright to use the software for the equipment, including employment of a
manager for the program would cost upwards of $2 million.
Subsequently, the idea of a structural renovation to the park or the addition of
handicap accessibility is not a cheap one. With the hourly pay of construction
workers, project managers, facility fees (Port-A-Potties, construction equipment),
and material (concrete, accessibility appliances) costs included, the computed total
of renovation $28,450 per week (Stone, M. 2007).
Timely-Modifications:
The establishment of a rental-service program to be run within the park would be a
fairly simple feat, most likely able to be up and running just a few weeks after
equipment purchase. Looking a bit further into it, there would need to be training
seminars for the rental staff on how to use the equipment as well as troubleshooting
the new devices. Lastly, a rental form and legal paperwork would have to be drafted
to sign out expensive equipment. In total, it is foreseeable that this modification
would be available in about 3 or 4 months time from initial equipment purchase.
The idea of a renovation of the baseball park is a little less time efficient when
compared to the other options. This option faces a lot of room for errors, being that
a setback in weather or equipment malfunction could result in mandatorily halting
progress of construction for any amount of time.

Recommendation
In summation of this report, I think that the benefits of investing in the development
of an accessibility oriented smartphone application dramatically outweigh the costs
of production. To touch on the main benefits of my recommendation, following this
paragraph, Ive included a summary of the ways this solution meets my evaluation
criteria.
A Multipurpose Accessibility-Aid Mobile App Would Draw in a Larger Crowd

Isotopes Baseball Park is one of the only and therefore most frequently visited
sports venue in the Albuquerque Metro Area. The ballpark is also one of the most
unaccommodating venues in the city when it comes to the disabled, yet also the
most easily remedied with the help of modern technology. Today, according to Pew
Research Center over 91% of adults have cell phones; whats more, over 56% of
American adults own or use a smartphone regularly. This number is a majority, and
the ability to appeal to a diverse crowd to improve accessibility through the use of a
highly abundant modern technology is one that should not be overlooked. The initial
investment may be daunting, but the foreseeable profits in the future are promising
with the app positively influencing the parks reputation amongst fans throughout
the state of New Mexico as a modern and progressive venue.
The App Development Would Be Quick & Seamless, Ready For Release
Inside Of 6 Months
The development of this app is discrete in the sense that once the park decides to
green light the project, the app development contractors will begin designing and
coding the functions of the app that the park has specified ahead of time for them
to incorporate. The rest is done behind-the-scenes in an offsite location, when every
once in a while throughout the development process, the park will receive an
update on the layout design or updating the feature list until the park receives
notification of completion or alpha testing. The early builds will likely feature only
the basic features with little flash incorporation until the later versions of the app,
which is normal during testing. Completion in a timely fashion before the beginning
of the baseball season is important so that the park may see an increase in revenue
from ticket sales to disabled.
The App is Dynamic & Appeals to Numerous Patrons, Offers Promising
Future Prospects
The beauty of creating an app like this is the many different avenues that it could
occupy in the consumer economy we live in. Not only will the app be primarily
geared toward accessibility for the physically, audibly, and visually disabled and
expanding upon that customer base, but it could also evolve the park into a
ticketless era in the foreseeable future. This development of this app could also
serve to build a solid foundation for a business relationship. Between the app
contracting company and the isotopes to incorporate more technology and methods
to continue improving upon the ballparks accessibility all around for years to come.
To accomplish this plan I recommend proceeding in the following order:

Reevaluate the specific improvements that the app could most effectively
provide.
Hire an application developing company to draft an outline for the mobile
app.
Shop for design deals from smartphone application developers to code the
integration functions.
Hire firm to facilitate a thorough cost-benefit analysis of the development of
this app.

Pending the completion of these steps, the ballpark could have this application
mostly developed and moving through the testing phases in the early preseason if
the project begins late in the previous season. Whats more, the completion of this
app could also pave the way for more mobile application development to tap into
many other potential revenue streams for the park to make way for the more
expensive and time consuming projects to further improve upon accessibility. After
you finish reading this report, I would be glad to sit down with the Owner of the
Ballpark, John Traub and the app development team to discuss the best way to
proceed. Contact Benjamin Wright at 802-238-2592

References
Garnand, I. (2015, November 20). Developing a Mobile App [Personal interview].
Mehra, S. (2014, November 11). The True Cost of Building a Mobile App. Retrieved
November 23, 2015, from http://www.forbes.com/sites/groupthink/2014/11/11/thetrue-cost-of-building-a-mobile-app/1/
Rainie, L. (2013, June 6). Cell phone ownership hits 91% of adults. Retrieved
November 21, 2015, from http://www.pewresearch.org/fact-tank/2013/06/06/cellphone-ownership-hits-91-of-adults/
Smith, M. (Ed.). (2013, May 16). Peanuts, Cracker Jack and Big Bucks. Retrieved
November 22, 2015, from
http://www.abqjournal.com/239583/sports/pro/isotopes/balancing-cost-value.html
Stone, M. (2007). Stick and Unit Cost Estimating. In Profitable Sales: A Contractor's
Guide (1st ed., Vol. 1, pp. 211-213). Construction Programs & Result.
Traub, J. (2015, November 21). Personal Interview