SAN FRANCISCO — San Francisco Giants fans at AT&T Park are spending less time in concession lines and more time enjoying the game as Visa USA is stepping up deployment of concession terminals that streamline the experience at point of sale.

Last season the card brand and the team installed 100 of the terminals on a test basis. The terminals allow customers to choose their concessions directly and swipe their credit and debit cards themselves. Transactions under $25 dollars do not require a cardholder signature.

In the 2006 season, the Giants experienced a 49% increase in payment card transactions over the previous season, with nearly 67% of all electronic transactions being made with Visa-branded cards. During the trial, the average ticket size for electronic payment transactions was 31% higher than for cash transactions.

“It is our top priority to create the best possible experience for our fans when they are at the ballpark,” said Larry Baer, Giants executive vice president and chief operating officer. “After last season's successful trial, we are pleased that Visa terminals have enhanced the fan experience at our games by enabling faster-moving concession lines. We are pleased to be partners with Visa, and to roll-out this payment technology throughout AT&T Park.” “Visa's combination of consumer-facing payment technology and the elimination of signature requirements for small ticket items is an example of our commitment to innovative payment solutions that add value to merchants and consumers alike,” said Niki Manby, senior vice president product innovation, Visa USA. “We are proud to partner with the Giants to bring the speed and convenience of Visa to Giants fans in the San Francisco Bay Area.”

Visa's No Signature Required Program, which launched in April 2006, was designed to accelerate Visa acceptance and card usage at traditionally cash-heavy merchants. As part of Visa's No Signature Required program, a range of cash-heavy businesses can accept Visa for purchases without obtaining a cardholder signature for transactions less than $25. The program is available in several merchant segments where fraud has been historically low, such as fast food restaurants, convenience stores, parking lots and movie theaters, among others, the card brand said.