Colorado outdoor venue Red Rocks Park and Amphitheatre will allow ticket holders to enter events through just the use of their palm.
Red Rocks will implement Amazon One, the first-ever palm-based ticketing platform, in collaboration with AXS, a ticketing company that also creates contactless ticketing pedestals.
Fans wishing to gain access to the outdoor venue will either be able to scan their digital ticket or choose to link the palm of their hand with Amazon One to AXS’s Mobile ID technology.
Ticket holders can do this at a dedicated station just before they enter the amphitheatre.
Dilip Kumar, vice-president of physical retail and technology at Amazon, said: “We’re thrilled to work with AXS to offer fans at Red Rocks Amphitheatre and other future venues the opportunity to enter events quickly and easily with just their palm using the contactless Amazon One service.
“Fans can now enjoy a more effortless experience entering Red Rocks Amphitheatre, giving them more time to get settled and enjoy the show. We look forward to hearing how fans enjoy the experience, and can’t wait to bring it to more locations with AXS to benefit even more event-goers.”
Enrollment at the pedestals will take less than a minute and fans will be able to choose to register one palm or both.
There will be a dedicated line where Amazon One is used to gain entry. The ticket holder will hover their palm over the device, where a unique palm signature is created. Fans will be able to use their palm to identify themselves and enter at future AXS venues.
AXS is a partner for a number of venues including STAPLES Center in Los Angeles, The O2 in London and T-Mobile Arena in Las Vegas.
Bryan Perez, chief executive of AXS, said: “We are proud to work with Amazon to continue shaping the future of ticketing through cutting-edge innovation. We are also excited to bring Amazon One to our clients and the industry at a time when there is a need for fast, convenient, and contactless ticketing solutions.
“At AXS, we are continually deploying new technologies and to develop secure and smarter ticketing offerings that improve the fan experience before, during and after events.”