Ticketing solution firm TicketForce is to provide services to the iconic Florida Theater.

The venue, which first opened as a cinema in 1927 and has a capacity of 1,900, hopes the move will empower it to build its audience, make its marketing work smarter and create valuable data.

The Jacksonville theatre, which is ranked by Pollstar as one of the Top 100 most attended theatre venues in the US, has been garnering more support over the last four years and has finally decided to take control over its customer’s experience.

The announcement to partner with TicketForce came after a gradual migration that officially began in October 2016.

Upcoming events at Florida Theater include gigs featuring Alice Cooper, Jackson Browne and Adam Ant.

Numa Saisselin, president of Florida Theater said: “Joining the TicketForce system gives us complete control of our own ticketing database, which helps us to market shows more effectively.

“It also allows us to retain control of the ticket fees that customers pay. We have been able to reduce the average customer fee by at least $4 (£2.99/€3.39) per ticket.”

In addition to the decrease in customer fees, by making the switch to the TicketForce platform, the non-profit theatre will be earning about $250,000 in new revenue per year, which it said will be reinvested into the growth and expansion of the theatre through building upgrades and programming.