The initiative targets a growing consumer appetite for experiential rewards, a trend underscored by Bank of America Institute data showing Gen Z leading the surge in restaurant spending. Mary Hines Droesch, head of consumer and small business products at the bank, noted that clients increasingly prioritize lifestyle benefits that extend beyond traditional financial services.

Cardholders benefit from perks including 15% savings on Grand Tasting tickets and 45-minute early entry to select festival highlights. Attendees at the Norwegian Cruise Line Rooftop Series can also utilize the BofA Rewards Lounge at Pier 17, which features curated offerings from partners such as Levain Bakery and Gradito. For BofA Rewards Premier tier members, the bank has launched an exclusive dining series featuring intimate sessions with chefs from establishments like Or'esh, Cove, and the chicken-and-champagne concept COQODAQ. Interested members can review event availability and secure access through the dedicated festival portal.