success-cap

Background

In the fall of 2012, veteran promoter Peter Shapiro (Brooklyn Bowl, Wetlands Preserve) reopened The Capitol Theatre in partnership with Bowery Presents. “The Cap,” as it is known to fans, was one of the most legendary East Coast rock venues of the 1960s. In order to introduce the storied venue to a new generation of concert fans, Shapiro and the Cap needed a ticketing partner who could scale to meet high-demand reserved seating on-sales (starting with a landmark sold out show by Bob Dylan), make social media marketing easy, and offer personalized service.

  • 1835-seat venue in Port Chester, NY, 40 minutes from Grand Central Station by rail
  • Famous for shows in the 60s and 70s featuring the Grateful Dead (one of Jerry Garcia’s favorite stages), Janis Joplin, Jimi Hendrix, Eric Clapton, David Bowie, and many more
  • On the National Register of Historic Places, first opened in 1926 as a playhouse, has also been a movie theater and event space
  • Multimillion-dollar renovation in 2012 prior to reopening, with state-of-the art sound, lighting, and video systems and a freshly remodeled interior
  • One of Billboard’s ten venues “Reshaping the Nation’s Touring Circuit” in 2012
  • Fall 2012 concert season included performances from The Roots, Trey Anastasio Band, The Moody Blues, Steve Miller Band, Herbie Hancock, Fiona Apple, and more

Goals

  • Scale for high-demand on sales with a mix of general admission and reserved seating; many headliners sell out much larger venues, but choose to play at the Cap due to its rich history
  • Update the historic venue’s brand and web presence with advanced social media integration and marketing tools
  • Provide social media features during the purchase process that allow fans to spread the word about the venue’s rebirth and inaugural season lineup
  • Determine where ticket sales originate and track the effectiveness of promotions and advertising, especially important for a new venue

Results

  • High-demand shows went on sale without a hitch, starting with the Bob Dylan opening night, and three days of coveted My Morning Jacket tickets put on sale simultaneously
  • Custom branded website built by Ticketfly allows the Cap to promote new shows in minutes, featuring socially-charged event listings, automatic event publication through the broad Ticketfly Affiliate Network, and integrated, branded email marketing
  • The Ticketfly platform has provided a great experience for ticket buyers, making it easy for fans to pick a seat, check out, and tell their friends about the show
  • Ticketfly’s custom reporting and Analytics Dashboard track ticket sales by section, row, and seat, showing the results of marketing efforts, referral data, and website statistics in real time

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