By combining their separate customer databases through SRO, a single, unified database, the National Civil War Centre and Palace Theatre in Newark, UK now get a 360-degree view of their customers, which has allowed them to realise that the museum and theatre experience a large amount of customer crossover. This finding has allowed the Newark and Sherwood District Council to strengthen its strategic marketing, increasing the town’s visitor numbers over the past year significantly.

“We were looking for a single system that would sit at the centre of the business, but be dynamic and flexible enough to continue into the future. We couldn’t be more pleased with our decision to go with TopTix and the results we’ve been able to achieve with SRO.”

Mark Williamson, Operations Manager, National Civil War Centre, Palace Theatre and Newark Visitors Centre

National Civil War Centre and Palace Theatre

The National Civil War Centre, which houses a collection of over 5,000 Civil War objects due to the town’s circumstances during the war, opened early last year in a renovated Tudor grammar school. As part of a community initiative to direct visitors to Newark’s town centre, the museum joined forces with the town’s 1920s Palace Theatre to leverage a versatile ticketing platform in order to capture better customer data for the town council.


Despite their different sales processes, the National Civil War Centre and Palace Theatre needed a system that would deliver the very best user interface and experience no matter how guests purchased tickets. They sought a rich, intuitive back office sales channel and CRM solution, coupled with an easy-to-use touchscreen sales interface and effective store items tracking system.