Delivering Unforgettable Experiences
Since opening in 2007, the Cobb Energy Performing Arts Centre has stood as one of Atlanta’s premier destinations for arts and entertainment. From concerts and comedy shows to world-class ballet, the 2,750-seat John A. Williams Theatre has welcomed patrons with unforgettable performances — and trusted Ticketmaster to deliver seamless, secure experiences at every step.
Ticketmaster’s software is unparalleled in the industry and enables us to deliver the best experience possible both for the venue as well as the patrons.”
Tom RowlandDirector of Marketing, Sponsorships & Programming
Cobb Energy Performing Arts Centre
Innovation That Enhances the Guest Journey
In partnership with Ticketmaster, Cobb Energy Performing Arts Centre consistently embraces innovation to meet and exceed rising patron expectations. By leveraging advanced tools within TM1, the venue ensures fast, reliable entry while unlocking data and insights that fuel operational growth and enhance the fan experience.
Ticketmaster’s SafeTix™ technology provides a critical layer of security, giving patrons confidence that every digital ticket is authentic. This technology helps prevent fraud through its rotating barcode, streamlines venue entry for staff, and ensures a trusted experience for every guest.
Spotlight: The Skyline Lounge
In 2024, Cobb Energy Performing Arts Centre elevated its offerings with the launch of the Skyline Lounge, a luxury pre-show destination. This premium experience provides guests with food and beverage, exclusive seating and an upgraded start to their evening before concerts and performances.
Working alongside Ticketmaster, the venue implemented the lounge as a strategic upsell that was seamlessly integrated into the fan journey. The offering was made available as a standalone purchase during the initial ticket checkout and as an add-on after the ticket was purchased, maximizing revenue opportunities.
A Partnership That Delivers Value
The successful launch of the Skyline Lounge highlights the collaborative spirit between Cobb Energy Performing Arts Centre and Ticketmaster. By combining the venue’s forward-thinking vision with Ticketmaster’s powerful technology and industry expertise, the partnership continues to deliver exceptional value for the venue and its guests.
Continue to the next article in this series to explore how Cobb Energy Performing Arts Centre uses Ticketmaster’s advanced technology and data-driven solutions to reach diverse audiences and streamline operations.
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Cobb Energy Performing Arts Centre: At a Glance
- Opened: 2007, Atlanta’s first major performing arts facility in over 50 years
- Capacity: 2,750-seat John A. Williams Theatre
- Resident Companies: The Atlanta Opera and Atlanta Ballet
- Programming: Concerts, comedy, ballet and more
Driving Community Impact
Beyond performances, Cobb Energy Performing Arts Centre supports the future of the arts through its nonprofit organization, the ArtsBridge Foundation. This education outreach arm of the Cobb Energy Performing Arts Centre expands access to arts education across Georgia, including the Shuler Hensley Awards (Georgia High School Musical Theatre Awards), giving students and educators transformative experiences that enrich the community.
