California-based AiFi is powering Primm Valley Resorts’ Star of the Desert Arena’s first cashierless store, Swipe & Go, in the Buffalo Bill’s Resort & Casino.

This should let fans grab their refreshments in less than two minutes, and elevate the fan experience at concerts.

Arenas across the USA have been investing in AI technology to improve security, ticketing and concession stores. In fact, 70% of venues have adopted cashierless concessions in the past year, showcasing that it has become a priority.

Affinity Gaming, which operates Primm Valley Resorts and Buffalo Bill’s Resort & Casino, has been working on refurbishments for two years with slot machines, restaurants and so on for both properties but was interested in developing additional amenities that lined up with the customers’ and staff’s needs. Primm Valley Resorts identified AiFi’s technology to simplify the checkout process and expedite the experience. The Swipe & Go store in the Star of the Desert Arena will be located as people enter the venue.

“We’re thrilled to launch our partnership with AiFi as we continue to implement technology-driven services at the Buffalo Bill’s Resort & Casino,” said Steve Neely, vice president of Primm Valley Resorts. “Our goal is to consistently seek ways to enhance our offerings, and AiFi’s spatial intelligence will not only elevate the fan experience but also drive concession sales growth in the arena.”

The Star of the Desert Arena tested its Swipe & Go store with AiFi’s technology at a recent concert and it outsold the four other standard concession stands’ combined sales. The resort and casino franchise hopes to expand AiFi into other stores within the arena this year based on the initial success.

“The demand for cashierless checkout in arenas has surged in recent years, driven by advancements in AI,” said Steve Carlin, CEO of AiFi. “Our spatial intelligence focuses on enabling seamless transactions while analysing shopping behaviour to enhance inventory management and operational efficiency. We’re proud to be the arena’s first technology partner in this space and look forward to collaborating on future concessions stores.”

Star of the Desert Arena launched the Swipe & Go store this month and it will be available to fans for upcoming concerts including Iam Tongi, Banda Baila Fest and Bronco. For the full concert list, go to primmvalleyresorts.com/entertainment.

Primm Valley Casino Resorts (PrimmValleyResorts.com) is owned and operated by Affinity Interactive, an omnichannel gaming firm with a suite of casino and online gaming offerings. Located at the border of southern Nevada and southern California, Primm Valley Casino Resorts is home to Buffalo Bill’s Resort & Casino and Primm Valley Resort. Buffalo Bill’s underwent a multi-million-dollar renovation in 2022 and reopened with redesigned hotel rooms, refreshed casino floor and more restaurants. The Star of the Desert Arena also underwent renovations, including the addition of a half-million-dollar video wall that provides attendees with an immersive concert experience.

AiFi (aifi.com) supplies businesses and facilities worldwide with camera-led spatial intelligence that monitors people and objects through space to unlock industry and performance insights. Its spatial intelligence platform allows businesses across verticals, including convenience stores, sports and entertainment venues, universities, workplaces, travel hubs, and retail, to understand their physical space to improve operations.