Visa Brings 'Cash-Free' Options to Broadway Concessions
By: BWW News Desk Jan. 25, 2007
Broadway Theater goers, thanks to Visa a sponsor of Broadway since 1999, will now have the opportunity to speed through concession lines with new 'cash free' payment options at intermission making it easier for audience members to get back to their seats before the start of the next act.
"Sandbar Concessions, the official concessionaire for The Nederlander Organization, serving the Brooks Atkinson, Gershwin, Lunt-Fontanne, Marquis, Minskoff, Nederlander, Neil Simon and Richard Rodgers Theatres, is the first in-theatre refreshment service company to accept Visa credit, debit and contactless payments," according to press notes.
"At the Minskoff Theatre, home of Disney's The Lion King, Sandbar Concessions has introduced "The Lobby Bar" on the main floor of the theatre overlooking the panoramic view of Times Square. To maximize the pre-theatre and intermission experience for patrons, the bar staff is being equipped with wireless terminals that can accept both traditional magnetic stripe and contactless transactions. Patrons will be admitted to The Lobby Bar area 45 minutes prior to the start of the show. This program will be introduced at other Nederlander theatres later this year."
"Helping to make lines even faster, Visa cardholders will not be required to sign receipts for purchases of less than $25. Recent Visa research shows more and more consumers want to use a payment card for purchases under $25 for convenience (73 percent), efficiency (44 percent) and speed (39 percent)."
The new system will also benefit theatre owners and operators increasing volume, spending, and efficiency. This is helpful to Broadway theatres, which have limited time to sell concessions.
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