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TopTix CRM Data Drives Strategic Marketing of Newark Attractions


Data captured jointly by Newark’s National Civil War Centre and Palace Theatre using TopTix’s advanced SRO4 ticketing and CRM system has enabled the town to strengthen its strategic marketing and increase visitor numbers.

The single, unified database was created a year ago as part of a community initiative to direct visitors to Newark’s town centre.

Since then, it has successfully given the two organisations a 360° view of their customers, highlighting the significant crossover between the two venues.

Newark and Sherwood District Council were able to act on the findings, improving strategic marketing and driving up visitor numbers.

"We were looking for a single system that would sit at the centre of the business, enabling us to deliver the service we need to provide today, but be dynamic and flexible enough to continue into the future, ” commented Mark Williamson, Operations Manager of the National Civil War Centre, Palace Theatre and Newark Visitor Information Centre.

Despite their different sales processes, the National Civil War Centre and Palace Theatre required a system that could deliver the best possible interface and guest experience.

Since installing the system, both organisations have seen positive ticket sales. In its first twelve weeks, the National Civil War Centre saw an average of 1, 000 visitors a week while the Palace Theatre experienced record-breaking ticket sales to its Cinderella pantomime this past holiday season, selling 17, 500 tickets total during the pantomime’s three week run.

The town council expects visitor numbers to continue to rise over the next year as more people travel to Newark to view the National Civil War Centre’s augmented reality trail and enjoy the Palace Theatre’s production of Jack and the Beanstalk this December.

TopTix’ flagship platform, SRO (Standing Room Only), supports over 500 institutions around the world, processing 80 million tickets a year. Clients include The Royal Concertgebouw in the Netherlands; the J. Paul Getty Museum, College Football Hall of Fame and Ravinia Festival in the USA; the English National Opera and West Bromwich Albion Football Club in the UK and Friends Arena, Sweden.

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