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00:00I mean an amazing Metallica show it's it's almost rhetorical but like the
00:03value of that for something for something that's branded that and the
00:07fan that is coming out and will never stop talking about that Metallica show
00:10how do you how do you put a dollar value on that well I start by saying in the
00:17world of credit cards 80% of cards have some reward on it so where you really
00:23get that value is we say there's kind of a hierarchy of needs of card members
00:27it's can I earn rewards can I burn them meaning redeem them for things but can I
00:33yearn for something with this card it's that year in peace that ability to use
00:39the card to have an experience like going to Metallica concert that makes
00:43customers view that card as something different than just a utility it's
00:48something that represents them it's a key to unlock experiences and that's
00:52what they remember so it's hard to put a precise dollar on that but I can tell
00:58you that when we compare customers that take advantage of City Entertainment and
01:03the concerts we do with Live Nation and those that don't is very noticeable they
01:08are much more loyal to the card they tend to spend more we see a spike in
01:13their spend and so many customers are now actually traveling whether it's
01:17going to Austin for South by Southwest or going to LA to see a concert or to
01:23Vegas it's all the experiences around that show that I think add to that so
01:29it's really key to our strategy and we're really happy to have this unique
01:33partnership