Theatre Royal Sydney reveals new customer experience

One of Australia’s oldest theatrical institutions, Theatre Royal Sydney, currently undergoing a huge renovation and refurbishment, is promising to deliver a world class customer experience by breaking away from the traditional commercial theatre ticketing and distribution model by implementing a world-class ticketing solution and a market leading CRM (customer relationship management) solution ahead of re-opening on December 2.

A transformed Theatre Royal Sydney, will reopen with two of the most exciting current new Broadway musicals, Alanis Morissette’s Jagged Little Pill followed by Girl from the North Country in January. In April 2022, the acclaimed An American in Paris will be presented at the Theatre.

New operator of Theatre Royal Sydney, Trafalgar Entertainment, the leading global live entertainment company, has promised to change the Theatre landscape in Sydney with its “Sydney gets it first” approach to programming. Trafalgar Entertainment has also made the decision to break away from the traditional commercial Theatre ticketing and distribution models by prioritizing the customer experience from the moment they buy a ticket whilst also maximizing commercial potential for the shows that take place there.

In 2020, Trafalgar Entertainment appointed TixTrack, the global digital ticketing technology company, to implement a world class ticketing solution which would align Theatre Royal Sydney’s ticketing sales strategy more closely to that of Broadway and the West End. With the implementation of TixTrack, Theatre Royal Sydney, via their website,, becomes the primary ticket seller for all performances, ensuring tailored, exceptional customer experience. This ticketing solution also allows third party ticket partner Ticketek and marketing agent TodayTix and others to sell tickets for shows taking place at Theatre Royal Sydney.

Theatre Royal Sydney was the first Australian venue to appoint and implement TixTrack’s NLiven platform in Australia with Jagged Little Pill when it went on sale. NLiven is a modern, mobile-first and powerful innovative ticketing solution. The state-of-the-art platform provides a frictionless and user-friendly experience with multiple payment options including Apple Pay and leading buy-now-pay-later payment options, Afterpay and PayPal. As the restoration of Theatre Royal Sydney nears completion, a virtual reality preview of the Theatre will also be available, providing customers with a view from their seats prior to completing a purchase.

Steven Sunshine, TixTrack’s Co-Founder and CEO:

We are delighted to have been selected by Trafalgar Entertainment to supply our Nliven end-to-end ticketing solution to the Theatre Royal Sydney. We are excited to bring a new, modern, reserved seating ticketing solution to the Australian market. We look forward to working with Trafalgar and TRS as they integrate Nliven into their business processes.

Having identified a need to create a secure, central store of data and to consolidate marketing activity within a unified platform, Trafalgar Entertainment has appointed HubSpot as the CRM (customer relationship management) provider for Theatre Royal Sydney, becoming the first Trafalgar Entertainment business to implement this platform.

HubSpot is a powerful tool which will allow Theatre Royal Sydney to grow traffic, convert more visitors to the site and to run marketing campaigns, with the aim to drive more ticket sales and profitability. Additionally, HubSpot will provide Theatre Royal Sydney with all the tools and integrations to maximise marketing potential, analyse sales and data, streamline content management and execute exceptional customer service.

Houri Tapiki, Head of Customer Experience at Theatre Royal Sydney:

As one of the most iconic and much-loved theatres in Australia, the reopening of Theatre Royal Sydney evokes a sense of nostalgia and wonderful memories for our customers. To curate a customer experience which builds on these memories as well as attract new audiences, Trafalgar Entertainment made the decision to implement an end-to-end ticketing solution to sell tickets directly via the at and through our on-site dedicated box office.

In addition to providing a user friendly and modern primary ticketing solution for our customers, NLiven allows integration via API to legacy systems, ensuring we are maximising the distribution and reach for all Producers bringing shows to Theatre Royal Sydney.

Providing world class customer experiences is our passion. It is not only about the ease of purchasing tickets online. It is about communicating to our customers content they are interested in. It is about being available and responsive when a customer prefers to talk on the phone or in person rather than digitally. It is about knowing the value of our customers and making them advocates for our Venue by offering them the best experience possible. Partnering with both TixTrack and HubSpot are allowing us to achieve these ambitions.

Vin Govender, Trafalgar Entertainment CIO:

Our vision at Trafalgar Entertainment is to bring a world class experience to our customers at every stage of the journey, from purchasing tickets to seeing exceptional performances on stage. We are excited to partner with both TixTrack and HubSpot and will be integrating these two industry leading solutions to better engage with our customers, whilst presenting our team with improved insight and more effective tools to deliver great service.

Theatre Royal Sydney has been shortlisted as a 2021 finalist in the ‘Guest Experiences’ category in The Ticketing Business Awards which take place in Manchester, UK on December 2. The first industry awards for the ticketing sector, by the ticketing sector, The Ticketing Business Awards were initiated in 2016 to recognize leadership, innovation & achievement in the application of ticketing across sports, performing arts, music, cinema, live entertainment and visitor attractions.

Located within the 25 Martin Place at the heart of Sydney’s Central Business District, Theatre Royal Sydney is an important cultural asset for Sydney and NSW. Trafalgar Entertainment Group is delighted to be working in partnership with the NSW Government and Dexus, owner of the landmark 25 Martin Place to enhance Sydney’s cultural landscape. City centres are evolving; the best will have a lively, rich mix of uses, day and night. This pioneering partnership will help to reinvigorate Sydney’s night-time economy, providing new jobs and making it amongst the best places to live, work and visit in the world.

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Photo Credit: Manuel Harlan

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