Prepared festival-goers won’t need their wallets to enjoy Mysteryland USA this year.
At the EDM festival’s inaugural American edition, SFX Entertainment’s ID&T is partnering with leading cashless payment provider Intellitix to exclusively deploy their electronic IntelliPay payment system.
All attendees will be equipped with chip-containing Mysteryland wristbands that can be loaded with funds before and during the festival. Customers can pre-load funds and set up automatic top-ups online, or use cash, credit cards and debit cards at top-up stations throughout the festival site. Any remaining balances on the wristbands will be refunded post-event.
“We’re known for continually pushing creative and technical boundaries, so the introduction of cashless payments was a natural next step,” an ID&T/Mysteryland spokesperson said in a statement. “It will significantly advance the fan experience by improving security, drastically cutting wait times for food & beverages, and eliminating theft and fraud. We are the first major electronic music festival to go completely cashless in the U.S. and see this as the future of all large-scale events.”
SFX Chief Marketing Officer Chris Stephenson said the cashless payment system fits into the conglomerate’s overall fan engagement approach.
“The development at Mysteryland relates to a bigger strategic vision for SFX, the Experience Stream, which takes the interaction from the initial ticket purchase, to in-app media, to pass-the line privileges, cashless payments, the mobile wallet, wi-fi connected beacons and all the way through to after-festival content and consumption experiences,” Stephenson told Billboard. “The Experience Stream is a singular idea. Where transactions are just an element in a fully interactive environment designed to wow fans and simplify their world.”
Intellitix said its system was proven to increase vendor sales by between 15 and 30 percent by speeding up lines and eliminating the need to carry large amounts of cash. IntelliPay was certified as the world’s most secure closed loop cashless payment system and awarded an elite Common Criteria EAL3+ rating in 2013.
“Festivals in Europe have been innovating through introducing RFID in VIP and backstage applications for the past few seasons and are now moving toward a fully cashless event,” Intellitix CEO Serge Grimaux said in a statement. “It is fantastic to be working with the Mysteryland team, who have the vision to bring this technology to the North American market on such a grand scale.”
Mysteryland USA is set to debut May 24-25 at New York’s Bethel Woods Center For The Arts, the site of the 1969 Woodstock festival. Headliners include Steve Aoki, Kaskade, Dillon Francis, Moby, Showtek, Dimitri Vegas & Like Mike and Nicky Romero.
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