Our key objectives were to provide a more meaningful brand experience, while acquiring new Cardmembers and driving scale. Additionally, we had to deliver on OPEN’S mission to help small businesses do more business.

OPEN recognized tradeshow attendees struggle to get business done during conventions. The solution was to create the first-ever, fixed business lounges at convention centers—reinventing how OPEN activates at tradeshows by entering into agreements with three of the top convention centers in the US (Javits Center/NYC, McCormick Place/Chicago, Las Vegas Convention Center).

The American Express OPEN Business Lounge is a productive oasis where Cardmembers can relax, recharge, network and get business done. It is a new, tangible benefit designed to deliver value to Cardmembers, acquire new Cardmembers and enhance the brand’s visibility—all without having to purchase a tradeshow booth.

The lounges enable OPEN to reach 54 of the top 200 tradeshows in the US without purchasing tradeshow floor space. We’ve had over 10,000 guests since opening and a 27% year over year increase in new account applications. Cardmembers are closing deals, seeing new value in having an OPEN Card, are bringing in clients and creating new leads for OPEN.

Small business owners said it best:

“@AmericanExpress @AskAmex The Amex lounge at #CES is a brilliant move—very impressed!”

"It's an effort level above what most companies go to provide their customers benefits." - Doug Marsden, Cardmember

American Express OPEN’s mission is to help small businesses do more business. For small business owners, staying productive on the road can be challenging.

The American Express OPEN Business Lounge is a quiet and comfortable work environment where Cardmembers and guests can enjoy free WiFi, an abundance of outlets and loaner chargers, internet stations, printers, meeting spaces, media screens for presentations, comfortable seating, and beverages and snacks from OPEN Cardmember companies. Lounge spaces are furnished with items small business owners need to get things done while away — just another example of the unparalleled service provided by American Express.