A system can offer an enhanced event experience for users of the system by tracking the locations of the users during a purchased-access event such as a ticketed event and offering real time location-based upgrades to the users. The locations of users can be used to determine a demonstrated interest by the user for a particular location or product in the event venue and to offer upgrades tailored to that demonstrated interest. For example, a concert attendee with a ticket for a particular seat may be detected a location relatively far from the user's seat such as a location near a seat of a friend of the user. The system can detect the user's location, identify available seats near the user's location, and offer the user an upgrade to the identified available seats. Location-based upgrades can also be provided in airplanes, hotels, cruise ships, or other venues or events.