Membership sales are not limited to a single storefront. Venues can offer memberships online, inside the festival widget, through mobile apps, and at the door, so every point of contact with a fan becomes a chance to sell recurring revenue instead of a single ticket.
Because benefits apply automatically at checkout, it does not matter where the membership was purchased. A fan who joins at the door gets the same instant perks as one who joins online or through the festival widget, so your team is not left reconciling different sign-up paths.