Chelmsford Racecourse has become the latest sports venue to partner with technology provider Event Genius to introduce its cashless payment service.

Commencing from May, the Essex venue will utilise Event Genius Pay at its largest events. The platform, which recently surpassed its four millionth payment transaction, allows fans to pre-purchase credits via a white-label solution hosted on the racecourse’s website. These credits are loaded onto a wristband equipped with a small RFID chip which fans are given upon entry to the racecourse.

Once inside, fans use these credits, which can be topped up at any time, to purchase drinks, food and merchandise with a tap of their wrist. The platform aims to reduce queuing times, allowing fans to enjoy the entertainment on offer.

“As a result of increased footfall to our summer events, we wanted to create a cashless environment in order to provide our customers with speedier service and a more convenient experience,” said James Hall, events manager at Chelmsford Racecourse.

“By way of improved efficiency, we would also enjoy increased profits and benefit from sales performance information to further help us develop the business. Event Genius can provide us with a robust and tried system that is easy for customers and staff to use. They ticked every box for us.”

James Livingston, business development manager at Event Genius, added: “As we’ve shown to the team at Chelmsford, adding Event Genius Pay isn’t expensive or complex.

“Once we had their brief, our experts demonstrated how quickly it would be possible to integrate the solution into the racecourse and how it would improve the on-the-day experience for their staff and, more importantly, their customers.”