In live events and venue operations, guest experience is everything. Whether you’re hosting 1,500 fans or 15,000, the ability to serve guests quickly, efficiently, and consistently will make or break your per caps—and your reputation.

Here’s the truth: our standard is one POS unit for every 100 fans in attendance. That may sound aggressive—but it works. Fans don’t want to wait. And they shouldn’t have to.

But What If You Don’t Know Attendance?

Let’s be real—forecasts are rarely perfect. That’s why we’ve built our system to flex.
We start by evaluating pre-sale data, walkup trends, and resale market patterns to estimate expected attendance. From there, we strategically place our POS units based on crowd flow and venue layout. If attendance falls short, we don’t panic—we pivot. Units can be converted into Stand Up Kiosks or operated with reduced staffing to keep labor efficient while still offering service. This keeps throughput high and lines short, without sacrificing margin.

Why It Matters

Let’s do the math:
A venue with 8,000 guests and only 30 active POS units is working at 1 unit per 267 guests. That’s not just a guest service issue—that’s a revenue problem.

Long lines discourage purchases. Bottlenecks frustrate fans. And poor planning leads to missed upsell opportunities across food, beverage, and retail.

On the flip side, our clients operating at 1:100 see consistent gains:

• Higher gross sales due to reduced friction 💵
  
  
• Stronger per caps across all offerings 📊
  
  
• Happier guests who feel valued—not rushed or ignored 🙌
  
  

The Industry Problem

Too many venues rely on outdated benchmarks. We’re often brought in to clean up operations where teams are still running 1 POS per 200+ guests, leading to stagnant sales and growing fan complaints. It’s not sustainable.

The biggest events in the world—from concerts to cup finals—have one thing in common: they understand that accessibility is profitability.

Our Promise

At Front Row, we’re not just operators—we’re fan-first strategists. Our tech-enabled approach, including our trusted POS partner Cheq by Cantaloupe, allows us to deploy smarter systems, optimize flow in real time, and ensure your venue runs like a top-tier experience regardless of crowd size or capacity.

This isn’t about more hardware. It’s about smarter planning. And it’s about time the industry caught up.

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