Abstract: A loyalty system and a method for customer retention that enables users with mobile devices to interface with venues through a loyalty system using a single application. The application is fully customizable based on the preferences of the venue and the customer and may display different information depending on the venue, location of the user, day, or time at which the customer is present at a venue. The customer interacts with the venue through the loyalty system and may set criteria for rewards and promotions. The loyalty system allows end users to participate in real-time events, receive relevant entertainment information, and receive rewards for participation. Venues may reward end users for participation and target incentives based on preferences of the venue which may be determined by the information collected or according to a schedule.