Groupon today announced the launch of G-Pass, an aspect of GrouponLive that allows users to access venues without having to stop by the box office first to pick up purchased tickets.
Formerly, Groupon customers would purchase a ticket and receive a voucher, which they would have to exchange at the box office for their physical tickets in order to get into whichever sporting event, concert, or venue they had paid for, but G-Pass eliminates the need for a voucher by delivering ticket information, including scannable bar codes, directly to the customer.
The feature debuted in BETA mode in October using the Target Center in Minneapolis and Joe Louis Arena in Detroit, along with Harlem Globetrotters games around the country, as its guinea pig sites, and will be used across all Ticketmaster venues across the U.S. and Canada in the future.
"G-Pass is a massive benefit to both box offices and event-goers, dramatically increasing the value GrouponLive delivers to the market," said Groupon VP and GrouponLive General Manager Greg Rudin in a statement. "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."
G-Pass will streamline event access for both ticket buyers and venues, sparing each time and hassle.
"G-Pass helps us run a more efficient operation on game days because we don't have to allocate extra resources to exchange vouchers for tickets," said Erica Noah, a senior group events account executive with the Minnesota Timberwolves (who play their home games in Minneapolis' Target Center), in a statement. "It enables us to take care of customers better, kicking off their experience at the Target Center on a positive note."