Concertgoers at this summer's Lollapalooza music festival will be able to buy food, drinks, and merchandise via the Lolla Cashless payment system developed by Front Gate Tickets. The system employs radio frequency identification (RFID) technology that enables attendees to sync special wristbands to their credit card information online using a pre-selected PIN code. Restaurant and beverage sellers will have point-of-sale systems, and once attendees make a transaction by tapping their wristbands against a pad and enters their PIN number, the payment will be automatically applied to the credit card. Transactions are stored in the POS systems rather than in the wristband in order to avoid tech problems should Internet service go down. The wristbands also serve as tickets to the festival. C3 Presents' Patrick Dentler says the aim of Lolla Cashless is to simplify the purchasing process for patrons. "We feel like not only will that be big for us, but it will end up spreading across some of the other major festivals," he says. RFID technology also has been used by the Coachella, Bonnaroo, and South by Southwest events to address ticketing fraud and promote digital contests from sponsors. But Lollapalooza's initiative to incorporate e-commerce is intriguing because it shows that music festivals are trying out new payment tools that could give marketers that are already deploying mobile payments additional insight in millennials' usage of smartphones at events.