May. 04, 2012
Marathon Music Works is Nashville’s newest locally owned and operated concert and event space. MMW opened in the Marathon Village neighborhood in November 2011, with the goal of hosting a range of private events, fundraisers, concerts, corporate events, video shoots, and more. Originally built in the early 1900s, the building features 14,000 square feet with modern amenities, and has a capacity of 1,500. Hosting three to four live events per week, MMW was looking for the right ticketing partner to launch and establish a strong following in the Nashville market. Artists performing at MMW within its first six months included Gavin DeGraw, Cage the Elephant, Ziggy Marley, Chevelle and O.A.R.
As a new venue in “Music City,” MMW had an opportunity to disrupt the market with a new take on the live event experience. Venue management knew they needed to break through the clutter to develop fan support, and ensure their infrastructure and operations could handle high-demand ticket sales. Staff needed an increased focus on other aspects of the business, such as branding, marketing and artist relations to generate buzz and awareness. MMW explored numerous ticketing systems in their quest to find the partner who could best meet their needs.
MMW selected Ticketfly after a competitive evaluation process in August 2011, largely based on Ticketfly’s ability to manage the venue’s website, social marketing and newsletter with one system. MMW implemented the Ticketfly platform prior to the venue opening in November 2011, and received training from Ticketfly’s client services team to create a custom website, integrate its social media, and develop a turnkey newsletter template that could be used to promote future events. Ticketfly’s platform was a cornerstone in MMW’s promotional process, and the initial efficiencies allowed staff to increasingly focus on logistics to launch the venue.
MMW is off to a strong start within its critical first year of operation. The integration of social media and newsletter communications proved to be effective for MMW. The venue saw conversions through its email campaigns of more than 12 percent, and an open rate of more than 30 percent, which is double the average of most email campaigns in the industry. MMW was an early user of Ticketfly’s Facebook Purchase App in December 2011, making it an integral part of the venue’s sales channels from the beginning. MMW gained greater national visibility on the History Channel’s American Pickers television show, which films nearby the venue. Management has also focused on green business practices by implementing green initiatives such as recycling programs and Ticketfly’s paperless ticket delivery feature.