The Importance of Trust in Choosing the Right Theatre Booking Software
When Magic Mike Live needed new ticket booking and CRM software, they looked not just at price but integrity and long-term value
Switched to Spektrix from Ticketmaster and Enta Vivaticket in 2023
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, their offer includes show tickets, VIP packages, catering, merchandise and more. Their strategy is designed to combine revenue generation with a great audience experience, supporting customers with access needs and encouraging repeat visits, group bookings, and memorable nights out across partner restaurants, casinos, and cocktail bars.
In 2024, Joanne McCarthy - VP Global Ticketing Operations for Magic Mike Live - spoke to Spektrix users at annual in-person Hubs events in London, England, about her ideas for choosing the best theatre booking software. Other users found the talk hugely useful, regardless of whether they'd joined us from for-profit organisations or from charities. We've captured the key points here for a wider audience to read.
Making the Change: How could better booking software transform your theatre?
If you look at Joanne’s LinkedIn page you’ll see her job title - VP Global Ticketing Operations for Magic Mike Live in London and Las Vegas - and then the header: honesty, accountability, accuracy.
Joanne changed that a few years ago, when she realised that employability and reliability comes more from who we are as people than from the skills on our CVs. For her talk at Spektrix Hubs, she chose to focus on gaining and sustaining organisational buy-in, and the importance of integrity and self-awareness in making a case for change.
So what’s organisational buy-in?
You might have a great idea to improve business functionality - perhaps you’ve been tasked with seeking new theatre booking software, new partnerships, or new processes. But when you’ve identified the solution that you believe will serve you best, you realise it will be costly to implement, and you’re 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’re asking them for money, but they want what’s best for the business - it’s up to you to offer your expertise and show them why the investment you’re proposing is the right approach.
That doesn’t mean blagging 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 shouldn’t make a proposal just because a friend works somewhere, or 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.
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 isn’t fit for purpose.
When they made the move to Spektrix, Joanne and her team weren’t just hoping to gain a few minor improvements to the tools they used 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.
“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, amongst other things, integrity and approachability factored into our decision making.”
Joanne McCarthy
VP Global Ticketing Operations
Magic Mike Live
Other times, you might identify the need for a specific feature that’s right for your theatre, and look for 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 didn't spark the same sense of confidence.
“They just made my job really easy. Do we want to work with people we know have delivered, or do we want to work with people who are maybe overselling themselves?”
Joanne McCarthy
VP Global Ticketing Operations
Magic Mike Live
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 box office.
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 won’t survive if it isn’t making money. So I encourage you to shake off the idea that you don’t 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
Magic Mike Live
Making it work: Building long-term value and team expertise
Once you’ve adopted a new piece of theatre booking software, it’s 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’s no good if you have unhappy or confused team members working with convoluted processes and systems. Their low morale impacts customers, which in turn impacts 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 CVs - and even in a successful commercial box office, she likes to retain what she calls a ‘small venue mindset’.
“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’s changing and developing. Introducing new, more hands-on software to your theatre box office is an opportunity to grow your team and create experts.”
Joanne McCarthy
VP Global Ticketing Operations
Magic Mike Live
Team members who are managing and working with software every day can quickly build expertise. Even if they’re new to the industry, they’re 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 theatre.
By choosing software that not only drives bookings and grows revenue, but also gives your team the opportunity to build skills and grow expertise, you’ll improve morale and ultimately customer experience. Everyone’s a winner.
