Bypass Lane checks out $1.75M for concession easy-pay

Entertainment, sporting powerhouses invest in app that keeps fans in their seats

One of the most anxiety-ridden moments of my life is when I walk up to multiple lines and have to make the quick decision of which queue will be the quickest. Sometimes I look for the line with young single people (hopefully only buying for themselves), sometimes I spot the line with the most men (that I assume will have uncomplicated orders) but mostly I look for the line with families and avoid, avoid, avoid.

A mobile application targeting speed and ease of concession stands at entertainment and sport venues has snapped up investors to the tune of $1.75 million on Tuesday -- all to fund people who want to get out of the line and enjoy the show as quickly as physically possible. This brings the company's total funding to just over $2.5 million.

This funding, for a company called Bypass Lane, comes from some big names in the sports and entertainment, including the former owner of the Minnesota Vikings and San Antonio Spurs, Red McCombs; Chairman and CEO of Wasserman Media Group, Casey Wasserman; and Capital Sports and Entertainment (a group of businesses managers and agents and other entertainment partners.)

What does Bypass do?

Bypass Lane's mobile application lets fans pre-place orders and pay for in-venue products, including concessions and merchandise from the comfort of their seat.  Then, depending on the venue they are at, fans may either have concessions delivered to their seat or can pick up their order at the venue's nearest Bypass Lane.  You heard right -- no waiting in line.

And for those concerned with pulling their credit card out at their seat and manually typing your personal numbers, Bypass allows you to store your credit information in the application and pay with a single click.

The young Austin, Tex.-based company launched its first venue in July, 2010 and is now live in 40 venues across the US, including MLB, NHL, NFL, NCAA venues. Bypass Lane told me that they currently have seen tens of thousands of downloads.

Bypass Lane also explained to me that one of their biggest advantages is that they built the app from the concession stand out rather than from "the phone backwards" and this has allow them to create a better understanding of the hectic business loop in the sporting and entertainment venue environment.

This latest round will go toward expanding the venues and the relationships with each partner in sports and entertainment markets.

"Connected fans are looking to their mobile devices as a way to interact and enjoy sporting and entertainment events.  At Bypass Lane, we take that experience a step further – improving in-venue commerce in a manner that benefits the fan, the property, and increasingly, their brand partners," Brandon Lloyd, president of Bypass Lane, said in a statement.

The company has also found strength in creating very specific marketing campaigns based on the niche audience they cater to and will continue to create advertising relationship in that avenue.

Many venues and teams also offer concession credits for the first 500, 1,000, or 2,000 members to register and can offer discounts and special promotions through the application to help drive sales.

Currently, Bypass Lane applications are on iOS, Android, RIM and mobile web.

 
Image Source -- Gobeesblog.wordpress.com