Chase Lounge Custom Reservation System
EVERY YEAR just shy of 1 million tennis fans migrate to flushing meadows outside of NYC for 1 of the 4 Tennis majors….
Some years are plagued with nearly unbearable heat, causing the tournament officials to implement unprecedented 10 min heat breaks for the players. Fans proving to also not be immune to the blistering heat, seek refuge in anything available.
But for Chase card holders, respite from the heat was thankfully just a tap and a swipe away.
It's another example of beyond-the-box experiential tech from Event Farm, here coupled with Chase's client-first approach, elevating an event from pro-forma to headline worthy.
THE CHALLENGE
JP Morgan Chase approached Event Farm with a set of disparate tools that created a clunky experience for both lounge organizers and JPMC customers.
Their registration web app was especially challenging: It was difficult to manage and update, it didn’t collect data, didn’t allow customer segmentation based on relationship, and it did not integrate with their check-in solution. To check guests in, the JPMC team was required to continuously download their guest list and upload it to a check-in app.
JPMC also wanted a better way to understand and manage the flow of guests in and out of the lounge, ultimately avoiding long lines of frustrated customers.
The Solution
Event Farm’s suite of integrated technology created a seamless experience for both the JPMC team and their customers.
With Event Farm, their lounge registration site was able to do a lot of heavy lifting.
The time reservation system helped JPMC manage the flow of guests before the lounge even opened. If the lounge was not full at any given time, the team was able to send an text message to a specific number of guests from the waitlist for that time slot. The JPMC team decided to allow guests off the waitlist in the order that they signed up, but they also had the ability to promote guests off the waitlist based on customer segments: VIP, general admission, etc.
The Results
The immediate impact of Event Farm’s registration system was obvious for JPMC: There were no lines of frustrated customers waiting in record-breaking heat, and the lounge was never under-utilized—the waitlist system helped keep a steady flow of guests, even during slower times.
Beyond a seamless experience for the JPMC events team, Event Farm’s integrated technology collected insightful and actionable data. The JPMC team is using the insights well beyond the US Open to create targeted and personalized campaigns based on who showed up, when they came, and how long they stayed.
Event Farm/Chase Highlights
Verified JPMC customers at log in
Allowed customers to reserve time slots at the JPMC US Open Lounge, and prompted wait-list signup via phone number when lounge time slot was full
Seamlessly integrated with the Event Farm's check-in app
Collected insightful data about JPMC customers—who registered, who checked-in, how long they stayed, and how many times they came back—across various customer segments
A very useful platform that JPMC can use for all of their Lounge type activations outside of the US Open: https://lounge.chasegetsyoucloser.com/venues