PlayPass announces more cashless UK festivals with focus on sustainability, families and mobile app integration
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PlayPass is celebrating its biggest summer to date, with 40% growth in events serviced – and particular success in the UK
By IQ on 01 Oct 2019
Cashless and NFC specialist PlayPass has enjoyed a record-breaking summer, operating at over 250 events across 22 countries over five continents and processing 12.82 million cashless transactions, worth €78 million euros. Globally, 2019 has seen the company grow its event roster by 40%.
The UK has seen the sharp end of this growth curve, with a 400% increase in events embracing the company’s solutions to improve their visitor experience, increase spend per head, operate more efficiently and eliminate fraud.
This year saw PlayPass deliver more than 80% of all commercial UK cashless and RFID festival activations, reinforcing its position as the market leader and building on a solid four-year track record for reliability in festival fields. While many implementations focused on going fully cashless, some events used the technology to combat accreditation fraud, while others wanted to create a more immersive visitor experience. One even used it to help people climb up walls!
Here, Steve Jenner, PlayPass’s UK managing director, relays his ten proudest deployments from the UK’s biggest summer of RFID yet, in order of delivery date…
Some events used the tech to combat accreditation fraud, while others wanted to create a more immersive visitor experience. One even used it to help people climb up walls
1. We Are FSTVL, 24–26 May, became the UK’s first major festival to successfully go fully cashless. A flawless RFID operation provided a fast, queue-free experience inside the event, attended by 70,000.
Steve Durham, director of We Are FSTVL, says: “We were delighted to partner with PlayPass – they gave us the confidence to say ‘we can do this’, and the feedback we’ve had from the public is that it was super-easy and super-smooth.”
2. Black Deer, 21–23 June, contracted PlayPass to take the festival fully cashless as well as using the staff accreditation system. As well as giving visitors a hassle-free experience, the country and americana festival went on to smash previous UK records for online pre-event top-ups and reported a significant spend-per-head uplift. The increase in service speed took some traders by surprise, including Pizza of Dreams, who sold out of stock during the event.
Chris Russell-Fish, Black Deer’s operations director, says: “I’m delighted to say that it’s worked brilliantly. We’ve had no queues, the system has been easy to use – far better and more secure than dealing with cash – and our spend per head has been significantly higher than last year. We’ve had great feedback from the audience, traders and bar managers and I’m sure we’ll look to enhance it further next year.”
3. Smoked & Uncut, 15 June, 6 July, 27 July. With capacities ranging from 3,000 to 5,000, this trio of sold-out one-day shows with an older audience demographic experienced a solid uplift in spend per head, going fully cashless for the first time.
Lotti Eagles, head of marketing for Smoked & Uncut: “Using PlayPass’s system benefited both the customer experience and our experience as organisers. Queues at bars and food stalls were reduced and it has allowed us to far more accurately track spends, which meant we could be far more prepared ahead of the next event, as well as use this data to guide our plans for 2020.”
“The data mine that we’ve got, that will enable us to run the event more efficiently from an accreditation point of view, is mind-blowing”
4. British Summer Time, 5–7 July, 12–14 July. We rolled out our crew management and access control systems to eliminate the risk of accreditation fraud on all six Hyde Park shows. Several thousand crew working onsite were issued with secure RFID wristbands encoded with their professional credentials, which were scanned at back-of-house checkpoints, where security was paramount.
5. 2000trees, 11–13 July. After a highly successful leap to cashless last year, yielding a reported 24% increase in bar spend, the award-winning 10,000-capacity Cotswolds punk-rock fest added our crew accreditation system for year two. Through fine-tuning the cashless operation, they were also able to achieve another sizeable uplift in spend per head.
Festival director Brendan Herbert on the accreditation system: “Through this, we’ve learned so much about our event and all the crew, press, VIP guests and artists that come here. The data mine that we’ve got that will enable us to run the event more efficiently from an accreditation point of view is mind-blowing, so we’re already very excited about using it next year to put new ideas into practice.”
6. Bluedot, 18–21 July. One of the proudest, most exciting projects in my career, this was our biggest UK operation of the summer, with over 500 devices in the field and a team of 14 on site. It was also a huge year for Bluedot, having sold out its expanded capacity of 21,000 and celebrating the 50th anniversary of the first Moon landing. It was the perfect moment to go fully cashless, and – as a festival themed on space-age technology – it was important that the tech was used for more than just cashless convenience.
Enter the ‘Mission Log’. Conceived by Bluedot’s creative team, this used our new gamification services for the first time in the UK to give visitors a more immersive festival experience. RFID scanners mounted in upright podiums around the site enabled visitors to check in at over 400 attractions, including live performances, talks, exhibits and sponsor activations. After the event, they could log in to the Bluedot website using their wristband ID to view their ‘Mission Log’, reliving their personal experience of the event with links for deeper content. It was a big leap for Bluedot and undoubtedly a giant one for festival-kind.
“Through rain and shine, wi-fi and power outages, even a gate stampede, our technology and operational crew have proven to be highly resilient, flexible and reliable this summer”
Bar operator Marc Daly, of Field Vision, says: “Working with PlayPass at Bluedot saw our transaction speed increase, queues reduce and ancillary costs reduce. We had less security on site as no physical money needed to be transported or counted. Our risk of theft reduced to almost zero, and our build and de-rig times reduced as less equipment needed to be set up and distributed. The PlayPass team were always efficient and easy to deal with and I look forward to working with them next year.”
7. Neverworld, 1–3 August. The festival formerly known as Leefest levelled -up this year with an attendance boost to 6,000 and a fully cashless site. Every ticket came pre-loaded with £26 of cashless credit, meaning that 100% of the audience had money on their wristbands as soon as they were through the gates. The result was a queue-free experience from start to finish and a highly successful transition to cashless.
Brian Meredith, from Neverworld’s board, credited PlayPass’ onsite team who, he says, were “just great and could not have been more helpful”.
8. These Walls Are Meant for Climbing, 10–11 August. We went from green fields to London’s Westfield shopping centre for ‘It’s Bigger’ agency, adapting our tech for this action-sports fest hosted by outdoor clothing label the North Face. Interactive climbing experiences, alongside live music and DJs, saw our handheld scanners built into the top of ten climbing walls.
A thousand participants each day were issued removable RFID wristbands so they could log their climb by checking-in when they reached the top. Using our new gamification services, this triggered an automated email containing a special offer voucher from the North Face they could redeem in the high street.
“We look forward to continued success with our existing UK clients and introducing many more events to the benefits they can attain with our solutions”
9. Lakefest, 8–11 August. A major onsite cash theft in 2018 prompted Lakefest’s organisers to make the jump to cashless. Coinciding with a sizeable increase in attendance to 12,000, it proved a highly successful endeavour that was well-received by the family heavy audience.
10. London Dessert Festival, 16–17 August. The capital’s sweetest new food festival, in London’s Old Truman Brewery, went fully cashless with us for its first edition to give customers and vendors a smoother experience and avoid the costs and complexities of cash management. Six thousand visitors were issued RFID cards which they could top up with funds online (in advance) or on site to spend on delicious puddings at 50 stands.
Steve Jenner, pictured with the PlayPass team at Bluedot, comments: “Through rain and shine, wi-fi and power outages, even a gate stampede, our technology and operational crew have proven to be highly resilient, flexible and reliable this summer. I’m particularly proud of the positive feedback from our clients, praising the results we’ve achieved on their behalf – for giving their visitors a better experience alongside consistent commercial uplift and improved security across all sites.
“We look forward to continued success with our existing UK clients and introducing many more events to the benefits they can attain with our solutions.”