The Importance of Trust in Choosing the Right Theatre Software
Magic Mike Live
Honesty, accountability, accuracy
Magic Mike Live is a hot and hilarious live show based on the hit movies. With multi-year runs in Las Vegas and London’s West End, the show offers tickets, VIP packages, catering, merchandise, and more. That means the team is managing not only revenue, but the full audience experience too, from access needs to repeat visits, group bookings, and nights out shaped in partnership with nearby restaurants, casinos, and cocktail bars.
In 2024, Joanne McCarthy, VP Global Ticketing Operations at Magic Mike Live, spoke at Spektrix Hubs in London about how her team approached the search for the right theatre software. Her perspective resonated across both commercial and not-for-profit organisations, so we’ve captured the key ideas here for a wider audience.
-
One connected system
for ticketing, marketing, and CRM
-
Improved customer service
with smoother booking processes
-
Reduced pressure
on the ticketing and sales team
Making the change: how could better theatre software support your team?
On Joanne McCarthy’s LinkedIn page, alongside her role leading global ticketing operations for Magic Mike Live in London and Las Vegas, three words stand out: honesty, accountability, accuracy.
Joanne adopted that phrase a few years ago when she realised employability and reliability come more from who we are as people than from the skills on a resume. At Spektrix Hubs, she focused on gaining and sustaining organisational buy-in, and on the role integrity and self-awareness play when you’re making a case for change.
What is organisational buy-in?
You might have a great idea to improve business functionality, perhaps you have been tasked with seeking new theatre booking software, new partnerships, or new processes. But when you have identified the solution that you believe will serve you best, you realise it will be costly to implement, and you are not sure how to advocate for change.
The most important thing to remember is that your bosses are people too. They have the success of your theatre, venue, or production at heart. They might even be the owners or creative minds behind your events. You might feel like you are asking them for money, but they want what is best for the business. It is up to you to offer your expertise and show them why the investment you are proposing is the right approach.
That does not mean forcing your way to get what you want. It means doing your research, planning effectively, and speaking confidently about how you came to your decision. It goes without saying that you should not make a proposal just because a friend works somewhere, or because you fancy some shiny new software. Demonstrate how you made comparisons, show a valid reason to make a change, and keep it relevant to your organisation’s needs.
When it came to Spektrix versus competitors, I looked at cost, functionality, number of pre-existing clients, reputation in the industry, and previous experience with the platform. In the end, integrity, decision making, and approachability factored into our decision making.Joanne McCarthy
VP Global Ticketing Operations
Making the decision: finding the right theatre software for your needs
There are various reasons why you might be reviewing the booking software you rely on in your theatre or arts organisation. The most obvious is that your current setup simply is not fit for purpose.
When they made the move to Spektrix, Joanne and her team were not just hoping to gain a few minor improvements to their tools for ticketing, marketing, and CRM. Change was a necessity. They needed modern and robust software, suitable for the demands of the West End.
But it was a big decision, and an important one to make collaboratively. Joanne made sure that key stakeholders and team members were part of the conversation. A number of theatre booking software providers were invited to make a pitch, and the decision was made not only on price and features but also on personality, reputation, and approach.
Other times, you might identify the need for a specific feature that is right for you, and look for theater software to provide it.
When Joanne was exploring mobile ticket wallets, she was aware of various software companies she might turn to. But because she already trusted Spektrix as a true technology partner, her first port of call was the Spektrix Partner Directory, listing a number of products that would integrate smoothly with the central database.
A trusted industry contact, who was already familiar with Spektrix, walked Joanne and the team through the integration with crowdEngage, being very clear and managing her expectations, whereas other conversations did not spark the same sense of confidence.
And finally, you may just have an idea to save money and improve functionality.
A couple of years ago, Joanne made a recommendation to change their booking website. They were working with a partner who, though successful, were expensive and appeared to be spread too thin. This impacted their customer service and put increased pressure on the ticketing and sales team.
The proposal solved three problems: it saved money, it helped with customer service, and it improved staff morale. To Joanne, it was a no-brainer, and by making that case clearly to senior leaders, she made a successful argument for change.
Even if you’re a small non-profit venue, you’re still a business – your theatre or production will not survive if it is not making money. So I encourage you to shake off the idea that you do not work for commercial theatre, to get comfortable thinking about money, and then look at your staff morale, retention, and efficiency. Time spent literally is money spent.Joanne McCarthy
VP Global Ticketing Operations
Making it work: building long-term value and team expertise
Once you have adopted a new piece of booking software for arts, culture, & in-person experiences, it is time to look at how that continues to drive revenue, not only through direct sales and income, but through the savings created by improved efficiencies and staff retention.
Software solutions can facilitate sales, or enable a clever pricing strategy, but that is no good if you have unhappy or confused team members working with convoluted processes and systems. Their low morale impacts customers, which in turn affects your brand and bottom line.
When it comes to onboarding the team with new processes or software, Joanne likes to consider how those improvements can build each team member’s knowledge or skills. Younger employees, in particular, enjoy learning and adding experience to their resumes, and even in a successful commercial ticketing operation, she likes to retain what she calls a “small venue mindset.”
-
More value over time
through efficiency gains and staff retention
-
Higher team morale
from better tools and clearer processes
-
Greater leadership confidence
in a solution chosen for integrity and performance
Team members who are managing and working with software every day can quickly build expertise. Even if they are new to the industry, they are often passionate about your venue, your show, your brand, and ethos, and are happy to work hard because they genuinely care about the success of the theater.
By choosing theatresoftware that not only drives bookings and grows revenue, but also gives your team the opportunity to build skills and grow expertise, you will improve morale and ultimately customer experience.
In ticketing we have to juggle with many balls, and team members with a small venue mindset enjoy being part of that juggling act, they thrive in an environment that is changing and developing. Introducing new, more hands-on software to your theater box office is an opportunity to grow your team and create experts.Joanne McCarthy
VP Global Ticketing Operations
