Apple Pay starting to show up at major summer events and festivals

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In what seems to be a new way to market Apple Pay, the service is starting to show up at some major summer events around the United States and the world.

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Dubbed “Apple Pay Fast Lanes”, the feature lets an Apple Pay user to get into a special line and use the service as a faster way to pay.

Apple Pay fast lanes are being advertised by event coordinators at BRIC’s Celebrate Brooklyn! Festival in New York this week, and the effort looks to be paying off for iPhone and Apple Watch owners.

In addition to faster service and deals, employees wearing Apple Pay T-shirts are on site to make sure iPhone and Apple Watch owners are properly set up to complete their transactions. It is unknown if the representatives are official Apple staff or event workers, though the effort appears to be backed in part by the tech giant.

Point of sale terminals used to process Apple Pay transactions differ from booth to booth. Some rely on Square hardware and others are using Clover Mini units, though all are adorned with Apple Pay stickers and other marketing material.

Celebrate Brooklyn! is the second major festival this summer to feature Apple Pay fast lanes. The Firefly Festival, which wrapped up on Sunday, pushed the dedicated payment lines as a speedy alternative to credit card and cash last week.

Fast lanes are not to be confused with Apple Pay order ahead integration. That system ties in with an event’s app, allowing customers to place food and beverage purchases from their iPhone, then pick up the order from a dedicated window. Order ahead was tested earlier this month at the BottleRock music festival near San Francisco, the same venue where dedicated Apple Pay fast lanes first appeared last year.