An application server may receive, from an administrative console, a message and a targeting specification. The targeting specification identifies at least one trait (e.g., ticket type, age, gender) shared by a group of targeted venue guests. The group of targeted venue guests is a subset of the plurality of venue guests of a venue. The application server then uses information obtained from venue guest devices corresponding to venue guests to identify who belongs to the group targeted venue guests as well as their corresponding targeted venue guest devices. The application server then transmits a message to the targeted venue guest devices. The message may further be transmitted according to a schedule set or triggers by the administrator console. The schedule may identify dates and times within which messages should be sent, while the triggers may identify locations that may trigger messages.