National Civil War Centre and Palace Theatre Complete Successful First Year with Joint Ticketing and CRM System

London, UK (August 3, 2016)—The National Civil War Centre and Palace Theatre in Newark, Nottinghamshire have just completed a successful first year utilising TopTix’s advanced SRO4 ticketing and CRM system to gather customer interactions into a single data record and facilitate both organizations’ web, mobile, box office and telephone ticket sales.

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 TopTix’s versatile ticketing platform in order to capture better customer data for the town council.

By combining their separate customer databases into a single, unified database, the two organizations were able to get a 360-degree view of their customers, realising in the process that the museum and theatre were getting a large amount of 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, enabling us to deliver the service we need to provide today, but be dynamic and flexible enough to continue into the future,” Mark Williamson, Operations Manager of the National Civil War Centre, Palace Theatre, and Newark Visitor Information Centre, explained.

Despite their different sales processes, the National Civil War Centre and Palace Theatre needed a system that would be able to deliver the very best user interface and experience no matter how guests purchased tickets. A rich, intuitive back office sales channel and CRM solution coupled with a touchscreen sales interface as well as a store items tracking system have allowed the two organizations to drive all sales and CRM activities online, ensuring data capture and customer service managed through a single database.

Over the past year, both organizations have seen favourable numbers in ticket sales. In its first twelve weeks, the National Civil War Centre saw an average of 1,000 visitors a week while the Palace Theatre experienced record-breaking ticket sales to its Cinderella pantomime this past holiday season, selling 17,500 tickets total during the pantomime’s three week run. The town council expects visitor numbers to continue to rise over the next year as more people travel to Newark to view the National Civil War Centre’s augmented reality trail along with the Palace Theatre’s production of Jack and the Beanstalk this December.

About the National Civil War Centre

It was Britain’s deadliest conflict and one which shaped our modern world. Why did brother take up arms against brother and how did a once all-powerful monarch lose his head to the axeman? Discover how the people of Newark survived three sieges by dodging cannon fire, hammering flat family silver to make coins, only for plague to ravage the town. Put yourself on the front line, feel the weight of armour and weapons and aim to destroy the Governor’s House as a Parliamentarian gunner. Visit us at the brand new, £5.4m National Civil War Centre!

About the Palace Theatre

The Palace Theatre is in the heart of Newark, just off the Market Square. Built in the 1920s, it has been both a theatre and a picture house over the years. With 600 seats split over two levels, eight exclusive boxes, and dedicated spaces for wheelchair users, it has recently been redecorated and refurbished, and its new, dramatic mix of modern and traditional styles is a symbol of the theatre’s approach to the future. Currently showing more than 200 live performances a year, including shows as diverse as ballet, children’s entertainment, drama, comedy and of course the pantomime.

About TopTix, Ltd.

Since 2000, TopTix, Ltd. has been supplying software for ticketing, fundraising and customer relationship management. Our flagship platform, SRO (Standing Room Only), supports over 500 institutions, processing 80 million tickets a year. Our client base including museums, theaters, festivals, stadiums, arenas, sporting organizations, concert halls, and visitor attractions spans 16 countries, including such well known organizations as: The Royal Concertgebouw, the Netherlands; J. Paul Getty Museum, College Football Hall of Fame, Ravinia Festival, USA; English National Opera, West Bromwich Albion Football Club, UK; Friends Arena, Sweden.

Media Contacts

Tom Alexander