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Case study: Empire Theatres

Known as the ‘jewel of the Darling Downs’, the Empire Theatres is the largest performing arts complex in regional Australia, renowned for its classic art deco architecture and rich history. With seating for 1,565 visitors, the theatre continually receives countless commendations from patrons and performers. Since its official reopening of the main theatre 21 years ago, the Empire Theatres complex has grown with the acquisition of the Empire Theatre Studio, Empire Church Theatre and the Armitage Centre.

Since its expansion, the complex has seen a rise in visitor and performance numbers, as Emilee Nichols, Marketing and Development Manager, explains: “This year we are set for a record year of performances, with more than 100 shows expected to go on sale throughout 2018, including venue hires, Empire-produced productions and our annual major production. In the last financial year, we also welcomed over 80,000 visitors to the theatre and more than 131,000 to the complex in total.”

As a longstanding customer of®, the Empire Theatres have more recently migrated to ProVenue®, citing improved patron management as a key driver for the upgrade.

“We have worked with for many years now and we have always found the system to be the complete package,” says Nichols.

“Yet with the upgraded ProVenue platform and the integrated MyProVenue™ tool, we have been able to improve the patron booking experience and it has helped us prepare for our busiest times.”

MyProVenue is a next-generation web application built to streamline the patron experience, from buying tickets to managing account preferences, within a framework that can be used across all devices. Combined with the features available in ProVenue, the Empire Theatres can now shape its visitors’ experiences, while also driving data, permissions and behaviours through the application.

“With the help of MyProVenue, our patron experience has improved immensely”, says Nichols.

“Patrons can now create and personalise their own accounts and we have seen a significant increase in visitor satisfaction as a result, especially as they are able to select their seats on their mobile device.”

Everyone at the Empire Theatres remain satisfied customers not only due to the advanced ticketing platform, but the ongoing support of the team: “We have always found everyone at – from the managers down to the support team – to be knowledgeable in the workings of the system but, most importantly for us, they are friendly, approachable and really easy to deal with.”

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