SAN FRANCISCO -- Visa has pressed on with its effort to get cards accepted as payment in steadily more venues.
The card brand has announced that it has cut a deal with Sandbar Concessions, a firm that operates concession stands in eight Broadway theaters, that will allow patrons to pay for their concessions with Visa cards. The deal encompasses credit, debit and contactless payments.
"Contactless payments is another important step in our commitment to improving customer services in our Broadway theatres," said Jim Boese, vice president for The Nederlander Organization, the theater management firm that employs Sandbar.
Helping to make lines even faster, Visa cardholders will not be required to sign receipts for purchases of less than $25, the card brand said. Recent Visa research shows more and more consumers want to use a payment card for purchases under $25 for convenience (73%), efficiency (44%) and speed (39%).
Electronic payments are also beneficial for theatre owners and operators because they increase throughput and spending, efficiency of collections, inventory management and reporting processes associated with cash handling, Visa maintained. That's vital for Broadway theatres, which have limited time to sell concessions, typically only before the show and during short intermissions.