The RFID Revolution: How Live events are using technology to step into the future

Radio Frequency Identification (RFID) technology is revolutionizing the festival and live event landscape. Not only does the use of this technology enhance efficiency, security, and engagement for both organizers and attendees, but it is quickly becoming a modern standard, leaving events that refuse to adapt in the dust. By integrating RFID into various aspects of festival operations, events are becoming more streamlined and enjoyable. RFID wristbands or cards enable rapid, contactless entry, significantly reducing wait times at entry gates, this has proven so successful that even many ski resorts have adopted the practice for lift access. This particular intersection is uniquely beneficial to companies like Peak Performances that primarily serve mountain resort communities and Parks & Recreation clientele.

So what’s all the fuss about?

RFID offers a few key features that contribute to the betterment of live event experiences. Each RFID tag contains a unique identifier linked to the attendee's information. This inherently minimizes the risk of fraudulent tickets and unauthorized access.

BOOM! Enhanced security!

Why? Well, because now event facilitators can more certainly ensure that only valid ticket holders can gain entry access. It also makes kicking someone out for “bad behavior” as simple as deactivating their wristband. Which can be done remotely without even having to have a physical interaction with the person.

CONTACTLESS…ISH EVERYTHING!

By far one of the most impactful applications of RFID in live events is the ability to process cashless and more contactless payments. Audiences can load up their wristband with funds or simply connect a credit card. This allows for a more seamless experience throughout the event. This is attractive to attendees because there are less physical touchpoints, which most people are more aware of since COVID-19, they never have to even take out their wallet and potentially lose it. Payments are processed through secure transactions and a pin can be set up for an added layer of security. The benefits are not only to event attendees. Expedited purchasers allow for more transactions to occur per event and eliminate the need for cash handling thus ensuring that every single transaction is recorded. This is valuable for several reasons including ensuring that food, beverage, and craft vendors are accurately reporting their sales for revenue share percentages and tax collection as well as accurate profitability reporting.

GETTING FANS ENGAGED!

For event facilitators willing to get more creative with their experiences and activations, RFID technology opens doors for all kinds of interactive experiences. For example, attendees can tap their wristbands at designated points to unlock exclusive content, create VIP experiences, or share user-generated content on social media. All of a sudden previously invisible or laborious aspects of the experience are streamlined and integrated.

DATA, DATA, DATA!

As you likely know already, data is KING in today’s landscape. Anyone who is selling anything to anyone is heavily reliant on data to optimize their marketing and execution strategies. Data collected via RFID lends some pretty valuable insights into audience behavior: everything from entry times to spending patterns. Event organizers could even garner insight into which sets held audience attention the longest and the most popular areas on the festival grounds. This information can be used to optimize event layouts, improve services, and generally improve event experiences going forward.