The Wool Exchange
Bringing to life a high-energy, high-featured website for a multi-function live entertainment venue. Colour, movement, sound and substance galore.
The client:
The Wool Exchange is a Geelong-based multi-function venue centre. Under new ownership, the building has undergone a million-dollar refurbishment and recently been relaunched as a premier event and live entertainment venue.
The trigger:
The Wool Exchange needed a potent web platform to support its business launch, promote a range of core commercial activity areas (weddings, functions, corporate events, dining and live entertainment) and engage its target market with appealing, up-to-date information and imagery.
The journey:
The DDG brand management team had worked closely with the Wool Exchange in the lead-up to the business launch, developing a logo, positioning statement and a range of promotional materials. Understanding of the brand, the business direction and vision was already clear and several elements were identified early as website must-haves.
The solution:
The solution creates and combines the required functionality with an accessible information hierarchy and a “funky” energetic design – very befitting of a live entertainment venue.
DDG’s General Manager, Jim Thompson, explains, ‘It was about bringing the site alive with movement and action to reflect the energy of the venue. The Wool Exchange has plenty going on, and so does the website. We’ve had to think in terms of multiple event and dining spaces, multiple menus and multiple site visitor sub-groups. We need to ensure everyone can readily reach the information they need … whether that’s a bride-to-be looking for a wedding venue or an ‘old rocker’ checking details for the next Jimmy Barnes gig.”
The solution is both dynamic and effective. Its main features are:
- A de-centralised, portal-style navigation approach that pushes the site layers to the front – making them easily accessible via hot-keys and image-driven cues
- The use of Flash to drive animation and rotation of images
- An easy-to-use Content Management System (CMS)
- A strong sense of “now” achieved with homepage priority given to Coming Soon, This Week and News
- A Subscriber system linked to a HTML newsletter (woollymail) and bonus offer
- An on-line ticket booking system (coming soon).
 In contrast to many other sites built entirely using Flash, this one harnesses the benefits of Flash technology in defined, well-managed areas. This has several advantages, explains Jim. “Using Flash can complicate and inhibit the Search Engine Optimisation (SEO) of a site, reducing its rankings in search results. By corralling the Flash into distinct areas we can optimise the site via the remaining content and still achieve the visual excitement that animation offers. In this case, we have gone a step further and interfaced the Flash with the Content Management System, so the client themselves can upload images with their text and see them automatically appear in the picture photo fields.”
As the client updates news items, images, videos and other content, it is automatically processed and dropped into the appropriate picture rotation, heading styles and formats, maintaining the site’s polished feel and sense of immediacy. Links to videos of recent Wool Exchange events (on Youtube) showcase the venue and the touring artists in a contemporary medium. Professional video and photography ensure high quality production values.
The On-line Booking System is almost ready for deployment and features a secure, real-time payment gateway and a comprehensive administration system to allow the client to add new ticketable events, specify ticket prices, ticket numbers (maximum available per transaction or on-line) and identify whether purchases are to be mailed out or picked up.
The benefits:
For the Wool Exchange
Excellent market engagement via an exciting, dynamic web presence that echoes the values of the business – speaks volumes to patrons, potential patrons, staff, promoters, suppliers and more.
Powerful brand recognition and reinforcement – juxta-posing product/service information with the visual brand identity, quality design and professional imagery.
Promotional grunt – a reachable, up-to-date 24/7 gig guide alongside reviews/videos of past events, dining menus and broader venue data.
Forecast increase in ticket sales via on-line ticketing system, eliminating the need for patrons to visit the venue or another ticketing agent – fosters immediate, one-step commitment to purchase.
Flexibility – options to add-on additional future functionality
For visitors
Superb accessibility – to dining menus, gig guides, function packages, 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:
The newly-deployed site has roused a very positive response from the Wool Exchange team who are thrilled to have such an engaging and versatile web presence. External feedback has also been excellent. Entertainment Manager, Steve Oates, says “The website has already become a valuable component of the venue.”
Always looking to improve their offering, Wool Exchange management has some innovative ideas for future functionality in the pipeline including streaming live events over the Internet and setting up a secure, password log-in VIP area on the website.
Steve looks forward to working with DDG into the future on these initiatives. “Nothing ever seems like too much trouble for DDG – whether it’s getting some artwork prepared, uploading some show footage to the site or brainstorming a new idea. DDG have been there for us from the beginning, helping us build a strong brand. They always support us professionally and as patrons … to the extent that one would almost consider DDG as a partner in this business.”
To visit the Wool Exchange website click here.
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