The Port of Seattle reported that this mobilization was necessary to ensure an efficient experience as soccer fans descended on the Pacific Northwest in unprecedented numbers.
The addition of these "superstar" ambassadors aimed to transform a potentially stressful environment into one that felt informed and efficient.
The influx of soccer fans placed a particular strain on the airport’s connection to the Link light rail system.
The presence of ambassadors who could interact with travelers in their native languages helped de-escalate stressful situations, particularly for those facing mobility issues or complex transitions.
For the airport, this creates a pool of vetted, trained individuals who understand the nuances of the facility’s layout and security requirements.
SEA Airport deployed 225 ambassadors to manage record crowds during a major international soccer tournament, totaling 7,000 volunteer hours.