The app, called Vegas (the app), lets users browse events based on location, category, type or price, then use an issued mobile voucher along with a photo ID to obtain a ticket at the box office. The app, developed by Brand Vegas, a Las Vegas ticketing company, and Digital Management, reflects how mobile is enhancing the travelers’ experience by removing the need to wait in ticket lines.

“Unlike other Las Vegas apps available for mobile devices, Vegas (the app) does not operate as part of an affiliate network – simply passing your information on to another vendor in exchange for a fee, said Alika Nagpaul, marketing director with Digital Management. “Nor is it just a website scaled for mobile devices.

“Brand Vegas contracts directly with every Las Vegas show, tour, attraction, and club available on its platform to bring users a wide array of Las Vegas entertainment options at great prices, along with some of, if not the, lowest service fees in Vegas ticket business.”

Saving money
The app, available for both iPhone and Android mobile devices, can be downloaded now on iTunes and Google Play stores.

The app saves the user money by offering the lowest prices possible on the hottest shows, acts and events in Las Vegas, Ms. Nagpaul said. Tickets purchased through the app are guaranteed authentic and are available in real time.

Shows available through the app include Cirque du Soleil, Donnie & Marie Osmond, Tim Allen, Penn & Teller, Olivia Newton-John and the MJ Live Michael Jackson Tribute.

The app also provides tickets to bars and lounges such as Hyde Bellagio and Sip the Strip – VIP Club Crawl, and tours such as the Hoover Dam and the Grand Canyon.

As mobile commerce grows more sophisticated, marketers are striving to build out social elements that make discovering and planning live events fun and simple, while also making their experience more dynamic and customized.

Attending concerts is seen as inherently a social experience, and the aim is to provide patrons with a service that makes the discovery, purchase and sharing process more simple, so they can just focus on enjoying the event.

Late last year, Live Nation overhauled its iPhone application to offer consumers exclusive mobile-only pre-sale tickets and promotions.

The ticketing giant revamped its mobile app with new features that pull in recommendations to help consumers find new concerts and shows. The new app also tightly integrates social media components.

Mobile-first ticketing
In August, StubHub launched a music-centric application that enabled users to explore local events and have a more end-to-end music experience.  The app scans users’ music libraries, instantly populating a list of upcoming events featuring their favorite artists and similar artists. Event information, including ticketing details and purchase options, can then be shared with friends and connections.

“This app fits perfectly with Las Vegas entertainment business,” Ms. Nagpaul said. “This is one of the most ticketed cities in the U.S. – from theater, time tours and events.

“This app is to deliver a truly premium mobile-first ticketing experience to the Las Vegas tourist,” she said. “The app provides a seamless purchase experience to the customer—from the opening screen to the financial transaction and the customer never leaves the app.

“Ticket vouchers can be delivered and redeemed through the app – no more panic over misplaced tickets/vouchers.”

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York