A superb on-line performance

A website with substance, drama and an easy-to-transact ticketing system for one of Geelong’s busiest entertainment venues. Staging an on-line show that invites the audience in, gives them what they want and keeps them engaged to the finale.

The client:
Geelong Performing Arts Centre (GPAC) is a multi-theatre venue that draws in over 220,000 customers a year, making it the hub of live entertainment in south west Victoria. Shows range from comedy, concerts, musical theatre, dance, drama and opera, through to film and education. With seasons often running back-to-back (even overlapping) and events scheduled all year round, ease and simplicity of booking tickets is paramount.

The trigger:
Although GPAC’s existing website looked exciting, it was not easy to navigate. Visitor statistics were disappointing with fewer hits and slower on-line sales than expected. The site’s extensive Flash imagery slowed loading speed, meaning many visitors simply “gave up” before getting the information – or tickets – they had come for.

 

The journey:

The DDG web management team worked closely with GPAC to develop a new website, collaborating right through the cycle of development and deployment, from concept through to launch. The critical challenge was to identify the audience’s needs and architect the site to meet those needs before even thinking about the graphic design.

The solution:
By utilising state-of-the-art web design, architecture and DDG know-how, GPAC were able to make this “mission critical” on-line booking and information facility come to life.

DDG’s GM, Jim Thompson, explains, “The solution is both dynamic and effective because it’s based on a customer-centric architecture that leads each visitor to their desired target. Its decentralised, portal-style navigation approach pushes the site layers to the front – making them easily accessible with image-driven cues. The on-line ticket subscription facility is now Australian best practice.”

The architecture achieves superior visitor engagement via a strong “sense of now” derived from the home page priority to Coming Shows, This Week and News. Inviting and easy-to-find links direct traffic to the on-line ticketing system and a subscriber system linked to a HTML newsletter (g-mail).

“We included an easy-to-use Content Management System so the GPAC team can keep the site up-to-date and relevant to their audience and their current shows,” says Jim. “The overall approach delivers a raft of advantages to both the client and site visitors.”

The benefits:
For GPAC

• Excellent customer engagement via an informative and dynamic web presence that echoes the values of the business – speaks volumes to patrons, potential patrons, staff, promoters, suppliers and more
• Ease for customers to book single tickets, multiple tickets or subscriptions on-line
• Flexibility – options to add-on additional future functionality.

For visitors

• Superb accessibility – to What’s On, venue information, ticketing, reviews, subscriber facility and more
• A quality experience – a visually enticing and interesting website experience to help foster a sense of belonging and a desire to return.

The results so far:
Since deployment, the website has experienced a substantial increase in site visitation. Hits have increased from 148,636 in 2006/07 to 210,000 in 2007/08, representing a 30% lift in traffic flow.

Always looking to improve their offering, GPAC management has flagged some innovative ideas for future functionality, including a more comprehensive subscription capability.

GPAC’s Marketing Manager, Jon Mamonski, looks forward to working with DDG on these future initiatives. He explains, “We really appreciate DDG’s expertise in developing state-of-the-art Internet services that make it easy for customers to come and enjoy a show and to that extent GPAC considers DDG as a partner in this business.”

To visit the GPAC website click Here.