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The Live Events Sector Embraces QR Codes.

Andy Robertson

The QR Code has been around for years and is an easy way to transfer data making it popular across all business sectors. With the impact of restrictions from coronavirus measures the popularity of the QR Code is rising and could be one of the most useful pieces of technology available to the live events sector in 2021. 


Using QR Codes is convenient for both customers, event organisers and venues. But what are the benefits and scope for using QR Codes and how can this be implemented by the events industry in 2021? Most prepaid live music events and festivals have been issuing electronic tickets via email for some time and these usually contain a QR Code. This Code is scanned at the event entrance to validate the visitor to gain entry. This technology is easy to implement and simply requires a method to generate the QR Code and scanners on the door to validate tickets and log attendance. For 2021 expect the following uses of QR codes to gain traction:

Contactless Entry and Track and Trace. 
Irrespective of electronic prepaid tickets containing QR Codes expect to see an event or venue specific QR Code at entry. Visitors scan this on entry and the data will form part of a track and trace system that may well become a mandatory requirement of running any event in 2021.

Contactless Ordering.
A recent development is contactless ordering using a QR Code that may also become a mandatory requirement for bar and food ordering at venues and events. This forms part of the social distancing protocols and allows visitors to view a menu on their mobile device having scanned the QR Code. They use their phone to order and pay for the items they want and the order is received remotely by serving staff who prepare the order and deliver to a table for example, this obviously negates the need for any queuing. 

Data Collection and CRM. 
A great benefit to the event organiser and venue is that collection of customer data can be synchronised with their CRM system. This allows for analysis of customer behaviour and demographics building knowledge for future marketing activities. As long as all GDPR regulations are complied with this data will prove invaluable for analysis and planning.

Branded QR Codes. 
The QR Code generation is simple and straightforward and even allows for specific branding. A custom QR Code design creates interest and value to visitors, using a branded Code that integrates a company logo or one that follows a specific theme presents many possibilities. Additional messaging and signs can also communicate clearly what the QR Code is for be it track and trace or a drinks menu for example. 

For live event and music festival organisers planning their events for 2021 using a software management platform like
Festival Pro gives them all the functionality they need to plan every aspect of their event including use of QR Codes. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for ticketing and contactless ordering using QR Code technology. 

Image by Pixabay via Pexels

Andy Robertson
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