Setting the right ATM surcharge requires balancing customer acceptance with revenue optimization. Las Vegas venues have unique considerations due to the tourist market.
What Sets the Fee Range
Neighborhood norms, audience mix (tourists or locals), competitor fees within walking distance, and service promises like cleanliness and uptime.
Elasticity Clues by Venue
Bars and night life often tolerate a higher fee than everyday errands. Family oriented retail can be more price sensitive.
Simple Price Test Method
Pick a starting fee based on comps. Track transactions and gross over four weeks. Adjust by a small step and record the change. Use the result that yields the highest net after fees.
Signage and Disclosure
Ensure the on screen fee disclosure is clear before the customer accepts the transaction. Receipt header can show a small thank you or venue promo.
Review Schedule
Quarterly reviews catch seasonal shifts and competitor changes.
Fee vs Volume Relationship
A higher fee doesn't always reduce volume. Venue type and tourist mix matter significantly in Las Vegas.