CITYPLACETHE SUMMER PASS
HOW IT WORKS
IMAGE SLOT · images/sp-01-hero.jpgFamily at the summer concert, dusk.
A CITYPLACE JOURNEY · 03 OF 03

Meet Carlos.
He's here for one night.

A summer concert, his family, a warm evening. He's one of four million visitors a year — and right now, CityPlace doesn't know he exists. Thirty seconds from now, it will.

SCROLL
IMAGE SLOT · images/sp-02-scan.jpgCarlos scanning the Summer Pass poster QR.
CHAPTER ONE · BY THE STAGE

A poster, a QR,
thirty seconds.

"Get the CityPlace Summer Pass — unlock the district all summer." He points his camera at it between songs.

SCENE 1 · GIVE-TO-GET

A fair trade, made in the moment.

Name, mobile, email, zip — and in return, a welcome offer and 1,000 Summer Pass points. No account, no password, no app.

SCENE 2 · THE TEXT

The pass arrives before the next song starts.

An SMS lands seconds later. One tap on the link and his Summer Pass is ready for the wallet.

SCENE 3 · IN THE WALLET

Four million anonymous visitors. Minus one.

The pass settles in with 1,000 points and a welcome offer already loaded. Carlos goes back to the music.

CITYPLACE
Summer Pass
Scan the pass at CityPlace spots all summer to unlock rewards.
FIRST NAMECarlos
LAST NAMERivera
MOBILE(561) 555-0184
EMAILcarlos.rivera@gmail.com
ZIP33409
✓I agree to the terms and to receive SMS & email from CityPlace.
Get my Summer Pass
CP
CityPlace
TODAY 7:42 PM
Welcome to the CityPlace Summer Pass, Carlos! Your pass is ready — tap to add it to your wallet: cityplace.pass/cr7x2

1,000 points and a welcome treat are already on it. Enjoy the show tonight.
Wallet
DEBIT ····8841
AIRLINE · BOARDING
CINEMA CLUB
CITYPLACESUMMER
Carlos Rivera
SUMMER 2026 · MEMBER
POINTS
1,000
WELCOME TREAT · FREE GELATO SCOOP · EXP SUNDAY
✓ Added to Apple Wallet
IMAGE SLOT · images/sp-03-stroll.jpgThe family strolling the district, next day.
CHAPTER TWO · SATURDAY AFTERNOON

The pass turns the district into a game.

SUMMER CHALLENGE
Check in at 3 spots this weekend
✓✓3 +500 PTS

The kids pick the stops. A tap of the pass at each one — two down, one to go.

IMAGE SLOT · images/sp-04-lemonade.jpgThe kids with lemonades at the kiosk.
CHAPTER THREE · CHECK-IN NUMBER TWO

The pass buzzes.

CPCITYPLACE SUMMER PASSnow
Lemonade's on us. Thanks for exploring the district — show this at the kiosk for two fresh lemonades.

The kids are delighted. So, quietly, is Carlos.

CHAPTER FOUR · LATE AUGUST

Summer makes one last offer.

"Your 1,500 points expire 8/31 — here's what's on this weekend." The family comes back one more time.

SUMMER PASS
CITYPLACESUMMER
Carlos Rivera
SUMMER 2026 · MEMBER
POINTS
1,500
POINTS EXPIRE 8/31 · SEE WHAT'S ON THIS WEEKEND
CHALLENGE COMPLETE · +500 PTS
1,500
IMAGE SLOT · images/sp-07-return.jpgThe family returning at dusk, end of summer.
CHAPTER FIVE · ONE MORE EVENING

They came back.

As the season closes, the pass makes its last suggestion: "Keep your benefits all year — get the CityPlace Rewards app." Carlos, who would never have downloaded an app at the concert, does it now.

WHAT THIS JOURNEY PROVES

Anonymous footfall becomes known, engaged, measurable membership.

IDENTITY
The 4M blind spot, opened
Visitors who would never download an app become known, segmented, consented profiles in Salesforce — captured in under a minute, in the moment.
ENGAGEMENT
A summer that plays like a game
Check-ins, challenges and surprise moments turn one visit into repeat visits — with sponsors able to fund the rewards.
PROOF
The loop, closed
From first scan to return visit to Rewards app adoption, every step is tracked — campaign spend finally connects to visits and sales.
EXPLORE ALL THREE JOURNEYS →
JOURNEY 03 OF 03 · THE SUMMER PASS — DRAFT v1 © 2026 LAVA · CONFIDENTIAL