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Theatre Royal Sydney implements new solutions ahead of grand reopening

Theatre Royal Sydney has implemented a new ticketing solution from TixTrack and a CRM (customer relationship management) partnership with HubSpot, following a major refurbishment and ahead of its reopening on December 2. 

Trafalgar Entertainment is the new operator of Theatre Royal Sydney, and has chosen to move away from traditional commercial theatre ticketing, turning to digital ticketing technology company TixTrack to implement a new solution. 

The new ticketing solution, NLiven, will bring Theatre Royal Sydney more in line with the ticketing sales strategy of Broadway in New York and West End in London. It also prioritises the customer experience from the purchase of the ticket and maximising the potential for more sales at other shows taking place at the theatre. 

Theatre Royal Sydney was also the first venue in Australia to implement TixTrack’s NLiven platform. NLiven is a mobile-first ticketing solution that allows customers to use Apple Pay, PayPal and Afterpay to pay or spread payments. 

TixTrack’s co-founder and chief executive Steven Sunshine said: “We are delighted to have been selected by Trafalgar Entertainment to supply our NLiven end-to-end ticketing solution to the Theatre Royal Sydney. We are excited to bring a new, modern, reserved seating ticketing solution to the Australian market. 

“We look forward to working with Trafalgar and TRS as they integrate NLiven into their business processes.” 

Trafalgar Entertainment has also appointed software company HubSpot as the CRM provider for Theatre Royal Sydney. It allows the theatre to grow traffic, convert visitors to the website into customers and run marketing campaigns to drive more ticket sales. 

Houri Tapiki, head of customer experience at Theatre Royal Sydney, said: “As one of the most iconic and much-loved theatres in Australia, the reopening of Theatre Royal Sydney evokes a sense of nostalgia and wonderful memories for our customers.

“To curate a customer experience which builds on these memories as well as attract new audiences, Trafalgar Entertainment made the decision to implement an end-to-end ticketing solution to sell tickets directly via theatreroyalsydney.com and through our on-site dedicated box office.”

Vin Govender, chief information officer for Trafalgar Entertainment, added: “Our vision at Trafalgar Entertainment is to bring a world-class experience to our customers at every stage of the journey, from purchasing tickets to seeing exceptional performances on stage. 

“We are excited to partner with both TixTrack and HubSpot and will be integrating these two industry-leading solutions to better engage with our customs, whilst presenting our team with improved insight and more effective tools to deliver great service.” 

Theatre Royal Sydney has also been shortlisted as a 2021 finalist in the ‘Guest Experiences’ category at The Ticketing Business Awards, which will take place in Manchester in December.

Image: Paolo Chiabrando on Unsplash