Within the Apple Wallet restrictions, relevance information is interpreted in moderately different ways. A small radius means that the current location must be on the order of 100 meters or closer, and a large radius 1000 meters or closer.
Do not select an incorrect Pass Type to get a large radius. Not only will this frustrate your customers it could see your Passes revoked.
Apple Wallet provides appropriate text for Passes that have time-based relevance. For passes with a relevant location, you provide text. This can be as simple as "Theatre nearby" or include a brief description of how to find a relevant location. You should not include your company name in the text, and don't include instructions to the user such as "Redeem this Pass at blah blah blah"