How TaP Management Used atVenu + OpenStage to Unlock 39% Higher Spend

Overview

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When Lana Del Rey kicked off her sold-out UK stadium tour in 2025, TaP Management saw more than merch lines stretching across the concourse — they saw a chance to finally bridge the gap between the fans fueling sales and the data they’d never been able to capture.

By teaming up with OpenStage and atVenu, they turned a simple idea into a breakthrough: offer fans a digital pass tied to their ticket, trade a small merch discount for basic fan info, and unlock a whole new level of visibility.

What started as an experiment in data collection became something bigger. Fans didn’t just sign up — they spent more, proving that the right incentive could deepen engagement and drive revenue at the same time.

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The Challenge

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Artists have always wanted to know who their real fans are — the ones showing up, buying merch, and fueling their careers. But at concerts, that’s nearly impossible. You can sell out a venue and move thousands of shirts, yet walk away with almost zero data on the people who just spent to support you.

TaP Management faced that exact challenge with Lana Del Rey. They needed a way to identify her top fans and build a lasting connection beyond the show. To solve it, TaP partnered with OpenStage and atVenu to launch a digital fan pass. Ticket-holders could register for the pass, share a bit of data, and in return unlock a discount on official merchandise at the show.

The expectation was straightforward: fans give data, artists give discounts. The surprise? Instead of cutting into sales, the program actually drove more of them — revealing not just who Lana’s superfans were, but how much more they were willing to spend when given the chance.

The program revealed that discounts actually increased fan purchasing. With atVenu powering the POS and OpenStage enabling seamless registration, TaP didn’t just solve the data gap — they discovered a way to drive higher spend while finally gaining visibility and connection to their fans.

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"We were looking for a way to connect with the fans coming to the stadium shows, there are new fans attending and we want that ability to market to the fans the most likely to not only buy merchandise, but are large fans of Lana so we can connect with them in the future."

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The Solution: Data for Discounts

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Fans with tickets to Lana’s shows were invited to register for a digital fan pass. In exchange for sharing basic information, they received a small discount on official merchandise. The premise was simple: reward loyalty while collecting useful first-party data.

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The results were anything but ordinary. For every $1 TaP invested in discounts through the fan pass, fans spent $4 on merchandise.

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Execution

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atVenu powered the full merchandise operation at all UK stadium shows where the fan pass was activated—including real-time sales tracking and seamless discount integration. Of the six tour stops, five incorporated the fan pass, while one was intentionally excluded to serve as a control.

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The results spoke for themselves: per-head merchandise spend at fan pass shows was 39% higher than at the control event.

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Operationally, the rollout was effortless. As the onsite team put it, “Fan pass usage was easy, settlement was easy, no training required.” Even with digital validation and discounting layered in, “there were no complications or operational issues—it didn’t slow the lines at all.” Fans experienced smooth checkouts, staff stayed efficient, and the system worked exactly as intended.

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“Fan pass usage was easy, settlement was easy, no training required, and there were no complications or operational issues—it didn’t slow the lines at all.”

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With that level of seamless integration, TaP was free to focus on what mattered most: driving deeper fan engagement and capturing actionable data—without disrupting the live event experience.

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Results at a Glance

With atVenu and fan pass, per-head spend was 39% higher than the control show. Fans spent $4 for every $1 in discount, and operations ran smoothly with zero friction.

Looking Ahead

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With direct insight into fan purchasing behavior tied to first-party data, TaP Management now has the tools to better understand—and serve—Lana Del Rey’s most devoted fans. The program didn’t just generate revenue; it laid the foundation for more personalized marketing and deeper fan relationships moving forward.

As Lana’s management team put it,

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“Fan Pass was a total win. Fans loved the experience, and we walked away with real data that can actually shape our strategy for future tours. This is changing how we do our tours from now on.”

About atVenu

atVenu is the leading point-of-sale and inventory management platform built for live events. From mobile ordering to real-time dashboards and sponsor integrations, atVenu powers 125,000+ events a year across concerts, festivals, sports, and more.

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About OpenStage

OpenStage connects artists and fans through smarter, data-rich experiences—giving fans exclusive perks while giving teams valuable insight into who their fans really are.

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