Powering a Premium Guest Flow for Chase Sapphire Reserve at F1 Miami
At the 2024 Formula 1 Miami Grand Prix, Multiplier partnered with Chase Sapphire Reserve to host an exclusive lounge experience for cardmembers. One of the most popular attractions inside the lounge was a premium shirt customization station, where fans could personalize race-day apparel on the spot.
With high demand and limited capacity, the challenge was clear: how do you manage long lines without compromising the VIP experience or slowing things down? That’s where NextMe stepped in.
The Challenge
The shirt customization station inside the Chase Reserve lounge quickly became a guest favorite. But with a steady flow of cardmembers and limited space, the activation began to draw long lines, creating pressure on both staff and the overall experience. Multiplier needed a way to:
Prevent crowd buildup
The customization station was a hot spot for congestion and they needed to keep the area clear.
Keep lines moving
Long physical waits would detract from the premium experience.
Maximize throughput
All parties stood to benefit from maximizing the number of guests served.
Video Courtesy of Multiplier
The Solution
NextMe’s virtual waitlist was used to manage the shirt customization queue without creating physical congestion. Guests checked in digitally and received timely SMS alerts when it was their turn, allowing them to enjoy the rest of the lounge without losing their place in line. Guests enjoyed:
Virtual check-ins
Guests joined the waitlist by scanning a QR code or by checking in with the lounge staff.
SMS updates
Guests could check their position in line from a branded Virtual Waiting Room and received SMS texts when it was time to return back.
Meanwhile, staff had access to a real-time dashboard to monitor flow and prepare for upcoming guests, keeping things running smoothly from start to finish.
The Results
The outcome was a highly efficient activation that balanced exclusivity with volume, giving guests a smooth, enjoyable interaction from start to finish.
Shorter lines and less idle time
Compared to previous activations, guests spent less time in line and were free to explore the rest of the event as they waited.
Increased throughput
NextMe helped ensure that guests were ready at the right moment, increasing overall efficiency.
Elevated, stress-free atmosphere
Without the crowds and confusion, the lounge was able to retain a relaxed, VIP atmosphere.
Seamless, branded experience
The sponsor was able to brand the entire waiting experience, allowing for increased exposure and awareness.
NextMe helped us manage one of the most in-demand moments inside the lounge without compromising the guest experience. We kept things moving, avoided bottlenecks, and gave cardmembers the freedom to relax while they waited their turn.
Stuart M., Vice President @ Multiplier
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