NACI operates the Roxy Stadium 14 and is premiering the Roxy Movie Card this month for customers at its theatre complex located in Santa Rosa. The card stores value for use instead of cash for the purchase of movie tickets and concessions at the theatre. The Roxy Movie Card can be used at the box-office counter or at an automated kiosk, both located at the complex. At the kiosk, customers simply insert the card, select the movie and show time they prefer and take their tickets. The card automatically deducts the transaction from the stored value balance.
Roxy customers can avoid long lines at the box-office and purchase tickets without cash.
The card builds loyalty for the theatre, since customers return to spend and refill balances. It is the centerpiece of a tourism campaign called the Santa Rosa Downtown Theatre Experience, developed by NACI to reward visitors who patronize the complex as well as the majority of nearby shops, restaurants and other businesses in Santa Rosa. It is anticipated that over 1.5 million people will patronize the theatre over the next year. Smart cards uniquely automate and enhance the customer s experience and make it technically possible to gather customer and purchase data for multiple businesses. Customers benefit from repeat visits and businesses benefit from a unified approach to marketing and service .