You know those long lines you need to stand in on your way to the theatre, a concert or a sporting event? Well, it appears that Groupon (NASDAQ:GRPN) shares your pain, and is doing something about the problem.
With yesterday’s announcement of G-Pass, Groupon customers will be able to bypass the box office or will-call lines. The G-Pass voucher is bar-coded to provide all ticketing information on the voucher. Users will simply give the voucher to ticket takers at avenue, and at that point will gain entry and may proceed directly to their seats.
G-Pass is a coordinated joint effort between Groupon and Live Nation Entertainment that was launched in May, 2011. G-Pass is now available in arenas, stadiums, and other venues throughout the U.S. and Canada for selected shows, concerts, and sporting events.
The offers are sold through Groupon’s local daily deal channels and the Groupon mobile app.
Groupon VP and GrouponLive General Manager Greg Rudin told Business Wire “G-Pass is a massive benefit to both box offices and event-goers, dramatically increasing the value GrouponLive delivers to the market. We’re proud to launch it with our partner, Ticketmaster, who brings the value of G-Pass to an industry-leading set of venue clients.”
For those theatre and concert goers who find waiting in line for ticket pick-up at will call, and then another wait at the gate to enter the venue an annoyance, the G-Pass is an innovative way to bypass the hassles. For the venue itself, G-Pass may save money, as any additional resources, in the form of personnel, needed to redeem the Groupon vouchers, can be redirected elsewhere, or eliminated.
One thing is for sure: G-Pass users will get a better chance to hear “Play Ball” from their seat instead of a line, and that’s music to their ears.