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In today’s highly competitive carrier market, T-Mobile has taken an entirely new approach to customer attraction and retention. Through a growing physical presence at the country’s biggest entertainment and sporting venues, the company is expanding coverage and access beyond just mobile service — into the real world.

At live events like Lollapalooza, the Las Vegas Grand Prix and, most recently, Stagecoach, T-Mobile‘s customer-only lounges, coined Club Magenta, offer members a VIP-level experience sans VIP ticket pricing. Introduced in February 2024, Club Magenta is one of several perks that come with “Magenta Status,” T-Mobile’s free loyalty program launched at the same time. A private lounge of sorts, Club Magenta is akin to a festival’s VIP area, featuring premium views, a private bar (with special discounts), complimentary amenities and air-conditioned seating areas.

With access to the physical space also comes access to its exclusive activations, namely artist meet and greets, custom gifting areas, dedicated photo opportunities and themed events.

Two weeks ago, Stagecoach’s Club Magenta saw a Teddy Swims Takeover, complete with “Teddy’s Tattoo Shop.” There, airbrush artists treated fans to temporary recreations of the singer’s signature ink. Throughout the weekend, Club Magenta also hosted a custom cowboy hat station, where members accessorized complimentary cowboy hat with feathers, pins and the like.

In addition to event-day perks, members now receive exclusive pre-event benefits, including access to T-Mobile Tickets, an online platform where customers can shop discounted tickets and special seating.

For its next visit on the festival circuit, Club Magenta is hitting Chicago’s Lollapalooza, but not before heading to Aronimink Golf Club, just outside of Philadelphia, for next week’s PGA Championship. Club Magenta has also popped up at events like Austin City Limits, BottleRock, Summerfest, MLB All-Star Week and the SEC Football Championship. To catch Club Magenta’s next stop, register for a club Magenta pass here, available exclusively to T-Mobile plan holders.