Premium lounges go off-airport as Amex and Chase lure high-spenders with arena and festival experiences
American Express and Chase are expanding their premium lounge and experiential marketing beyond airports, opening spaces and activations at festivals, stadiums, and events (Coachella, Sundance, Lollapalooza, Formula 1, NBA arenas, and more) to attract and retain high-spending cardholders. They’ve raised annual fees for flagship cards (Amex Platinum to $895, Chase Sapphire Reserve to $795) and offer perks like dining credits and exclusive access. The strategy targets affluent consumers in a shifting economy, where access and experiences can drive loyalty and spending more than traditional rewards.
