Something made me look twice at this when I was thinking of booking tickets for an event the other day, because I haven’t seen many events where a person’s age gets them a discount. I think brand sponsors of events can use this in interesting ways if they choose to. Youth brands can give people under 18, 21 or 25 special access, for example. Something like American Express priority access to the Tribeca Film Festival, or even O2 Priority, but linked to age rather than membership or ownership, so that a larger pool of the target audience are motivated to become members or owners. I attend a lot of events and wouldn’t mind exchanging my email address for the opportunity to get insider access to an interesting event. Of course, the onus would be on the brand to create and maintain a relationship that is valuable to me in the long run after that.