Target Field Teases New Facial Recognition Entry Tech
I was at Target Field bright and early on a Wednesday morning, eager to see new stadium entrance technology that the Twins touted as a way to “improve the fan experience of attending games.” It was the day before Twins’ first game of their 2025 season.
Arriving at the stadium with a scrum of reporters, I went on to the MLB Ballpark app and snapped a picture of my face, enrolling myself into the new “Go-Ahead Entry” program. I walked towards a rectangular platform with a large screen and camera on it. After that, I didn’t need to grab my phone again to enter; all I had to do was walk through.
Target Field teased the new, hands-free way to enter Minnesota Twins games on Wednesday ahead of the team’s 2025 season.
Fans will have to enroll in the Go-Ahead entry program and upload a picture of themselves to their MLB Ballpark app to access their tickets. For fans bringing friends and family, all tickets will be connected to the one who purchased them and no one else must scan in.
The ticketing system will be available at Gates 3, 6, 29 and 34, where fans will have access to Go-Ahead Entry lanes at Target Field. Don’t want to use the new program? No worries: vice president of ballpark operations Dave Horsman said regular ticket scanning will remain available at every entrance.
Along with Target Field, the Philadelphia Phillies, the Washington Nationals, the Tampa Bay Rays, the Cincinnati Reds, the Houston Astros, the Kansas City Royals, the Milwaukee Brewers, and the San Francisco Giants have Go-Ahead Entry at their ballparks. The MLB aims to implement the new program at every ballpark eventually.
“Across the seven MLB clubs that used it last season, it was two and a half times faster than traditional entry,” said Karri Zaremba, ballpark experience and ticketing senior VP for MLB.
The league says fans shouldn’t fret about privacy with the new tech. Zaremba last year told USA Today that the photo people use for the program is erased and converted into a numeric token.
“Something like this we wanted to be extra careful and considerate and thorough, which is why we spent a very long time developing, testing and vetting our solution,” she told the newspaper.
Go-Ahead Entry works for fans with glasses, masks, hats and face paint. And for fans who no longer want to use the program, they can opt out at any time, Zaremba said.
“It’s been hugely popular because it is less stressful than trying to find your ticket on your phone,” Zaremba said on Wednesday.
Twins fans are gearing up for the team’s home opener on April 3, and they will have the option of using their face or phone for entry into Target Field.