VenuWorks Brings Checkout-Free Innovation to Blue Cross Arena, Delivering Faster Service and Strong Revenue Growth

Two Just Walk Out markets improve concourse flow, reduce transaction times and generate measurable returns during their first season.

ROCHESTER, NY — VenuWorks is demonstrating how thoughtful investment in new technology can improve both the guest experience and the financial performance of the venues it serves.

After assuming management of Blue Cross Arena at the War Memorial, VenuWorks identified Food and Beverage as a significant opportunity for improvement. Two of the arena’s busiest concession locations were positioned along narrow concourse areas where traditional checkout lines frequently extended into walkways, slowed guest movement and kept fans away from the action.

Under the leadership of Chris Carton, VenuWorks Vice President of Food and Beverage, and Blue Cross Arena Executive Director Colin Holman, the Blue Cross Arena team introduced two checkout-free markets powered by Amazon’s Just Walk Out technology in November 2025.

Guests tap or swipe a payment method to enter, select the food and beverages they want and leave without stopping at a traditional register. The technology automatically detects the items selected and charges the guest upon exit. Blue Cross Arena team members remain stationed at each market to welcome guests, answer questions, verify identification and provide personal service.

The first-season results have been significant:

Transaction times reduced from as much as five minutes to less than one minute

40.8% revenue growth within the first five months

52% average repeat rate by month four

Fourfold growth in repeat shoppers

Initial investment recovered in less than five months

The markets have also helped eliminate the concession lines that previously contributed to concourse congestion, allowing guests to make purchases quickly and return to their seats without missing the event.

“At VenuWorks, we embrace technology when it solves a real operational challenge and creates meaningful value for guests, venue owners and the communities we serve,” said Holman. “The success of these markets shows what is possible when innovation is paired with strong local leadership and a clear focus on service.”

Food and Beverage is more than a venue amenity. It is an essential part of the event experience and one of the most important revenue generators for public assembly facilities. By improving transaction speed and serving more guests during high-demand periods, the Blue Cross Arena team has created a better experience while strengthening the venue’s return on investment.

The project reflects VenuWorks’ broader commitment to bringing effective new technologies and operational strategies to its venues. Rather than adopting technology for its own sake, VenuWorks focuses on solutions that reduce friction, increase efficiency, improve customer satisfaction and produce measurable financial results.

Congratulations to Colin Holman and the entire Blue Cross Arena team for their vision, collaboration and commitment to bringing meaningful innovation to the Rochester market