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American Express announces cardholder benefits at BST Hyde Park 2024

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If you are attending any of the BST Hyde Park 2024 concerts, which kick off this weekend, you will have seen that American Express is returning as headline sponsor.

What does this mean in practice for you as a cardholder?

Someone at Amex read a survey saying that ‘7 in 10 Gen Zs and 6 in 10 Millennials engage in manifestation practices – the act of seeking to bring something into existence or reality through focused intention and action’. This lead to The Amex Experience, which will invite you ‘to enter a space where you are inspired to manifest your ultimate festival dreams into reality’.

Amex Experience BST Hyde Park

In slightly more practical language:

“Festival-goers enter The Amex Experience and embark on a train-inspired journey through unexpected moments as they manifest the ultimate festival experience. On the ground floor, open to all festival goers, there will be five stations, each offering a different experience – from a bustling night market with an eclectic mix of pick and mix sweets, to epic photo experiences against iconic music backdrops, a bar offering exclusive elixir cocktails, and the chance to win prizes.

On top of this, an exclusive Mezzanine level “Daydream City,” will be open for Card Members and up to three guests, which will offer further photo opportunities, foam-fuelled cocktails, and a great view of the stage.”

If this all falls into the ‘not really me’ category, don’t worry:

  • you will receive 5% off all purchases you make at BST when you pay with an American Express card
  • you can collect a complimentary re-usable water bottle from any Amex kiosk
  • you can join Amex-only lines in the merchandise tents

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Comments (47)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Tariq says:
    25 Jun25 June 05:22

    Presumably the ‘stuff’ in the Amex Experience isn’t complimentary – else I can’t imagine being able to get anywhere near it…?

  • Blair Waldorf Salad says:
    25 Jun25 June 05:26

    “Someone at Amex read a survey saying that ‘7 in 10 Gen Zs and 6 in 10 Millennials engage in manifestation practices – the act of seeking to bring something into existence or reality through focused intention and action’.”

    Jesus wept. Maybe Sunak was onto something with national service….

  • Man of Kent says:
    25 Jun25 June 07:37

    Nice one. I know I’m getting on a bit but I’ve read it twice and still don’t know what you’re getting at BST.

  • tony says:
    25 Jun25 June 08:36

    “manifestation practices – the act of seeking to bring something into existence or reality through focused intention and action” So basically, if I want something and I work hard, I am more likely to achieve my goal.

    This really is next level guff…

    • roberto says:
      25 Jun25 June 09:05

      Manifesting a positive outcome on a difficult situation by really really wanting something is just setting yourself up for disappointment.

      And in 30 years these people will be running the country… God help us.

      • tony says:
        25 Jun25 June 09:42

        Whilst I agree with the overall sentiment, I hardly feel that today’s “leaders” are setting a high bar for the incoming generations to follow. I mean, can they be any worse?

        • executiveclubber says:
          25 Jun25 June 10:52

          It’s obviously a positive mental activity but living cynically is also an option…

      • Nick says:
        25 Jun25 June 11:29

        Ok, boomer.

        In reality what it means is a focus on working hard with the expectation of a certain outcome. Yes it’s putting cutesy words onto a concept that’s existed forever and pretending they invented it, but so what, that’s just the way a younger generation does things. I’m sure grandparents cursed 40 years ago as well, just in a different way about different things.

        • J says:
          29 Jun29 June 07:46

          True but I imagine they didn’t have to put up with childish statements like “ok boomer”

  • r* says:
    25 Jun25 June 09:00

    I think the translation is that amex are basically setting up a tent that actually gives cardholders bugger all, which is generally the outcome of seeking to bring something into reality through focussed intention.

    I have irrational annoyance at these ‘cardholder exclusive’ areas where theyre not actually giving you anything. The amex area at the US open was great, the ones in the UK are usually a waste of time as they dont even give you a free drink.

    • James says:
      25 Jun25 June 09:05

      Agreed. The Austin City Limits music festival had a ‘speakeasy’ for Platinum members backstage, and a special ‘side of stage’ area for Platinum cardholders to watch the acts up close on the second biggest stage. Not had anything like that in the UK

      • TGLoyalty says:
        25 Jun25 June 09:17

        Which is madness considering US have so many more cardholders so you’d expect more demand.

        Perhaps now they have started focusing on retention rather than acquisition in the U.K. things will change.

      • Mutley says:
        25 Jun25 June 09:38

        Agreed, I’m at Wimbledon start of second week, the Amex area is P!ss poor, in fact there is no pissoir at all.

        • Rob says:
          25 Jun25 June 09:44

          I have been promised a run-down of the Amex facilities in the next day or so.

          The Amex VIP suite is quite smart though, not sure where you’ve been hanging out 🙂

          • ken says:
            25 Jun25 June 11:01

            Wimbledon – long queues to get in, nothing in the way of a free drink or snack, no toilets. Smart enough space, nice view over minor courts but space way too small.

            At first glance the BST looks one step up from the Glasgow Willy Wonka experience.

            Then again the British will queue for any old ***** and FOMO rules.

          • Rob says:
            25 Jun25 June 11:20

            Potentially an element of truth in that!

    • apbj says:
      25 Jun25 June 10:26

      Agreed, and this is after you’ve paid obscene ticket prices and fees (not directly imposed by Amex, but it’s essentially a cobranded event). A free water bottle worth half the price of a single drink? Gee, thanks…

    • Kevin C says:
      25 Jun25 June 16:04

      I got a free bucket hat with a patch of my choice last year thanks to being platinum.

      Wasn’t Noel Edmonds into manifesting?

  • Panda Mick says:
    25 Jun25 June 09:03

    “Someone at Amex is trippin’ acid”

    Fixed it for you.

    • The Savage Squirrel says:
      25 Jun25 June 09:56

      Yes, I read it twice too and still have no idea what they are offering. Best guess; is it a tent to take recreational drugs in, with music pictures on the wall, a photo booth and sweets for when the munchies kick in?

  • Marcin says:
    25 Jun25 June 09:17

    They should have done something nice specifically for people with Amex Platinum!

  • SammyJ says:
    25 Jun25 June 09:26

    Brilliant news about Delta on both counts there – although a shame they couldn’t start those flights just a week or two earlier to help cover the crazy demand for Oct half term and Halloween in Orlando.
    But hat’s probably the first and only amenity kit I’d actually go out of my way to try and pick up!

    • GM says:
      25 Jun25 June 10:07

      Makes me wish Virgin would copy them in this too and give us a better bag. I hate that cardboard thing. Would love something reusable – at least intermittently.

      • Rhys says:
        25 Jun25 June 10:17

        Apparently the current amenity kit was designed without any input from the design team at Virgin…

        • VSCXFAN says:
          25 Jun25 June 10:25

          Fortunately Virgin Atlantic was designed without any input from the design team (if they had one) at Delta.

        • r* says:
          25 Jun25 June 11:29

          The current virgin amenity kit suggests Virgin have no design team!

          The crap cardboard pen actually collapsed in half when I used it.

          • GM says:
            25 Jun25 June 11:53

            It’s so bad! They claimed it was about sustainability, but just seems cheap ++

          • TGLoyalty says:
            25 Jun25 June 18:33

            All the landfill of broken cardboard pens will disintegrate quicker than the plastic versions. A bit like plastic straws where I could happily use the same one for 3/4 drinks and now can barely get through half before the paper one collapses. Progress!

        • GM says:
          25 Jun25 June 11:52

          Thank goodness for that!

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