Queensland Performing Arts Centre (QPAC) has today announced the appointment of TixTrack, the global digital ticketing solutions company, to manage the venue’s growing ticketing requirements of its venues as well as its ticketing business, QTIX.

The appointment of TixTrack comes after an extensive three years of due diligence, capability analysis and a two-stage tender process as part of QPAC’s pursuit of improving systems and experiences, and enhancing QTIX’s ability to respond to market conditions, industry challenges and demands.

QTIX issues almost two million tickets annually (before COVID) and is likely to see an increase of 300,000 tickets to this number with the addition of QPAC’s fifth theatre.

TixTrack secured the appointment for its offering of a streamlined, mobile-first booking process which improves the purchase journey, and buying experience for customers, as well as a more robust and flexible user-friendly back end.

TixTrack will support QPAC’s businesses with two ticketing systems, Nliven and Ticketure. Nliven is a reserved seating ticketing platform that provides an intuitive visitor experience uniquely designed for optimum delivery via a mobile handset.

Entirely Cloud-based, Nliven’s user-friendly design principles are extended to its back-office management tools and integrated features such as House Seats and Group Sales modules, API access for resellers, Web Hook integrations, Pixel Tracking, Digital Tickets, Access Control and Box Office counter services. This system will be used for QTIX clients with reserved seating requirements.

Ticketure is a timed entry and general admission ticketing system that provides a simplified buying experience for the customer with an easy-to-use back end set up for ticket operations.

Ticketure provides membership, group sales and donor management functionality to allow museums and attractions fully service their guests. This system will be used for QTIX clients such as galleries and museums that operate under timed or general admission.

Globally, TixTrack serves large-scale venues, theatres, galleries, and museums. QPAC will be the first Australian organisation to deploy both Nliven and Ticketure solutions, joining the likes of Nimax Theatres, Broadway Direct, Cirque du Soleil, MGM, National Gallery of Art, Guggenheim Museum, Museum of Science and Industry and The Broad Museum.

QPAC, chief executive, John Kotzas said the ticketing technology landscape had changed dramatically over recent years and the organisation had been aware of the need for a new ticketing system that would allow it to future proof for growth. 

“With our fifth theatre set to open for business in the coming years and ongoing growth in our QTIX ticketing business, we knew we needed to equip ourselves with a system that could cater to industry challenges and demands and that offered greater flexibility,” Mr Kotzas said. 

“For us, the patron experience is always our priority, and we believe their journey with us starts at the purchase of their ticket. From the moment they buy that ticket right through to the minute they sit in a theatre seat, their experience with us must be seamless, efficient and inspiring.

“We’re very pleased to be partnering with TixTrack as a company with an outstanding track record internationally with large venues, theatres, galleries, and museums to deliver the very best in ticketing to our clients and patrons.”

CEO and co-founder of TixTrack, Steven Sunshine said: “We are thrilled to be partnering with Michael Cassel Group and QPAC as we establish our presence in Australia.  We are proud to associated with such prestigious organisations and look forward to making our partnership a huge success.”

QTIX will begin a staggered integration of TixTrack’s software from mid 2021, ensuring a smooth process that will not impact existing patrons or disrupt the customer purchasing experience.  

TixTrack Australasia is a partnership between TixTrack Inc and the Michael Cassel Group. TixTrack has offices in Los Angeles, London, Wellington and Sydney.

Image: Hannah Busing on Unsplash