Business View Magazine | July 2022

99 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 7 of having cake and ice cream. We’d build fun displays and get the neighborhood involved. So, I understood that market a little. It is different from a normal event.” Building on this initial approach of working with haunted house events, Linebrink began offering more niche features for other specialty events, helping them to generate more revenue, reach more fans, and sell more tickets. “To this day, we actually have a brand for haunted houses called ‘HauntPay’ that is the largest provider of ticketing and payments in the world of haunted houses,” Linebrink says. “We work with over 1,000 haunted attractions and events every year with that brand alone. We have another one for escape rooms and another for food and drink festivals. Our fastest- growing market is in the world of semi-pro and professional sports. Our overall approach is to reach out to specialty event categories of all PASSAGE types with the features and custom branding they need.” Although customization is an essential part of the service offered by Passage, there remains a structure to Passage’s offering. “We have certain features that might apply to some event categories and not to others, so we can repackage those,” Linebrink notes. “We don’t always have to build completely new functionality – many features can be repackaged and rebranded.” What’s more, some things that Passage does better than its competitors are solutions that were available all along. For instance, Linebrink was always frustrated when using existing event payment platforms because they didn’t think of customer transactions as payments. They thought of them as tickets. Many platforms allow events to sell tickets online but nothing else. But most events need more payments to drive