Visa has become the official payment technology partner and a sponsor of Hudson Yards.

Visa will showcase “the latest in payments” at the shops and restaurants opening next March at Hudson Yards, the huge mixed-use development in midtown Manhattan on the far west side.

“Tap-to-pay is quickly growing as the preferred way to check out around the world,” particularly in Australia, the U.K. and Canada, Mary Ann Reilly, Visa’s senior vice president, North America marketing, told WWD.

“What consumers quickly find in the markets with contactless technology — and we’re now seeing in the U.S. and other areas of Europe — is the speed and convenience of the payment.”

As a sponsor of Hudson Yards, Reilly said Visa will develop programs on the site, promote “only at” payments experiences for cardholders, and will be partnering with Wells Fargo and others to provide cardholders with unique access and custom experiences.

“Hudson Yards presents one of the biggest stages for domestic and international travelers, and it represents a new vision of the city’s future, so from the moment you step onto the Hudson Yards property, whether you are shopping or dining, Visa plans to provide visitors with the opportunity to experience ‘only-at’ differentiating moments,” Reilly said.

The new Visa payment system allows customers to tap to pay with their “contactless” card or pay with their payment-enabled device at checkout.

“We are looking for more creative and integrated ways to show up and provide daily value to visitors, and are actively working with Hudson Yards and merchants to define what that looks like,” added Reilly.

Visa is seeking to further its association with the fashion industry, following its sponsorship of New York Fashion Week this past September.

The 28-acre Hudson Yards will include Neiman Marcus, 100 other stores, a collection of restaurants curated by chef Thomas Keller, a public school, residences, an Equinox Hotel, public outdoor space and the Shed for events and performances.



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