Embassy Theatre Building a Patron-Centric Website

“The website that Ticketmaster delivered allowed us to provide a consistent patron experience across desktop and mobile, all with our own branding. We’ve seen traffic increase by 122% and a significant increase in Broadway subscription purchases.”

- John Hughey, Marketing Director

Challenge

Embassy Theatre, originally built in 1928 as a movie palace, has since evolved into Fort Wayne, IN’s premiere go-to spot for concerts, Broadway shows, symphonies, family shows and more. With an eye toward the future, the Embassy team decided it was time to update their long-neglected website. During their search for a design agency, Embassy became frustrated by two recurring themes: high price tags and a total lack of self-service customization.

Solution

Embassy decided to partner with Ticketmaster’s Blue Digital team to create an affordable, mobile-responsive, and patron-centric website. A major goal was to provide the same experience across desktop and mobile. In the past, Embassy Theatre directed patrons to purchase tickets on Ticketmaster.com because they lacked their own purchase experience on their website. By providing a fully-branded and consistent experience, patrons can now find information about shows and purchase tickets all from a single website. Blue Digital also recognized the need for an easy and cost-effective way to make updates to the website. To address this, they provided a cloud-based, simple to update template that has empowered the marketing team at Embassy Theatre to maintain the website with complete autonomy — and at no additional expense.

Results

With a consistently branded experience across desktop and mobile, Embassy has seen traffic increase 122% since launch. They’ve gained powerful insights about their patrons too — they now know well over half of all their traffic comes from mobile platforms. With this information, the marketing team is now able to direct patrons to the fully-branded mobile experience on social media and through email — creating additional patron touchpoints for event discovery and purchasing.

Key Results

+50%
Growth in Mobile Traffic
122%
Increase in Total Traffic

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