A new partnership between the Mall of America and Minnesota-based nonprofit Fraser looks to expand the Mall's accessibility and sensory inclusion with a number of visible and behind-the-scenes updates for guests with autism, neurodiverse conditions, sensory sensitivities, disabilities, and mental or behavioral health needs.
Inclusivity and accessibility has long been a priority at MOA, with a focus over the past decade to make improvements.
"We wanted to step-up our game," said Sarah Derman, the Mall's Director of Corporate and Social Responsibility. "We reached out to our friends at Fraser to help us put a little more action to this with on-site advancements and opportunities, as well as digitally."
Fraser, a leader in autism, mental/behavioral health, and disability inclusion, has worked with some of Minnesota's biggest venues on sensory inclusion, including at U.S. Bank Stadium and Target Field.
One area of focus was MOA's sensory room complete with dimmable lighting, soft seating, and a sound-reducing design. The sensory room can be found in the middle of Nickelodeon Universe.
Fraser helped when it came to new furnishings and improved wayfinding signage for easier navigation.
"You think about going to a Twins game or a Vikings game, those are standalone events so we might be able to help them with staffing a sensory room or space because it's this defined time period," said Gina Brady, Fraser Sensory Supports and Training Program Manager. "What's different about the Mall, people are there every day of the week and for very long hours. Finding a way to staff a sensory area in that case is not achievable."
Efforts go beyond the sensory room's walls, with one of the more noticeable MOA updates located on the digital directories.
A new accessibility widget on the directory screens points guests to a number of resources including wheelchair-accessible routes, sensory rooms, calm areas, and family restrooms.
"These guides are located across all four-levels of the mall where one simple tap provides instant information," Derman said. "QR codes also offer sensory guides for the entire mall, breaking down every single ride and activity by textile, wait time, or sound experience."
Outside the sensory room walls, visitors can find three calm areas with a pair of Level 2 locations, and another location on Level 1 which feature privacy seating to provide a quiet, low-stimulation environment.
Mall of America
Mall of America staff are also taking part in specialized training developed in partnership with Frazer.
"That is really one of our top priorities, is to arm our team members with power, knowledge, and education on things," Derman said. "The training is really designed to help us all better understand how neurodiversity and sensory differences show up in work and the guests we serve everyday."
Changes have also been made within the Mall's two busiest attractions, Nickelodeon Universe and Crayola Experience, where some of the updates include staff-training, designated calm areas, and sensory aids like noise-canceling headphones, fidgets, and weighted items.
"It's a great time be collecting feedback because we are early on in a partnership that we hope will continue for many years," Brady said. "As we're gathering feedback of what's working well and what needs further adjustment, then we can make those changes the next round. We see inclusion really as a journey. It's something where we're always learning new things and adapting because information is evolving and changing. We have to make sure we're evolving and changing along with it."
