Natalie’s Grandview partnership with InstantEncore generating 10 - 15 additional ticket sales per event and an ROI that exceed expectations
Before Natalie’s Grandview was a respected independent music venue, it was a simple idea rooted in family, music, and hospitality.
Founded in 2012 as a father-daughter partnership, Natalie’s was built on a belief that great music deserves a welcoming, human-centered space. Charlie brought decades of experience as a musician and industry insider. Natalie brought the vision: a place where exceptional live music and great pizza could coexist, and where people could “let the noise of the world drown out for an evening.”
What started as a single-room, 100-capacity venue has grown steadily, but the mission has never changed:
Take care of artists, Take care of staff, and Take care of the community
That philosophy shows up in the culture. Many team members, including Venue Manager Nick Faulkner, didn’t arrive with formal venue-management resumes. They grew alongside the organization.
“I came in to wash dishes and run food. Almost everyone here grows into their role as Natalie’s grows.”
Today, Natalie’s has a clear, written goal:
To be recognized as one of the best small music venues in the country, a place any touring artist would be proud to play.
That ambition is grounded not in scale, but in trust, consistency, and care.
The Reality: Great Culture Doesn’t Guarantee Full Rooms
Even with a strong reputation and loyal following, Natalie’s faced a challenge that will feel familiar to many independent venues.
For years, social media had been the primary engine for show promotion. But its effectiveness dropped sharply. Posts that once drove ticket sales were no longer reaching core fans.
At the same time, the team wanted to:
Strengthen relationships with their most loyal audience members
Reduce dependence on third-party platforms
Create reliable, repeatable revenue beyond one-off ticket sales
They wanted a system that aligned with their values, one that rewarded loyalty and respected their audience’s time.
The Shift: Owning the Customer Relationship
Natalie’s implemented a custom-branded mobile app with InstantEncore in early fall. From start to launch, the process took about a month.
The goals were clear:
Create a direct line of communication with their core audience
Launch a simple, accessible membership program
Build a long-term foundation for community growth
The membership was intentionally straightforward and fairly priced at $125 annually, designed as a “thank you” to frequent attendees.
“We started simple. People caught on right away.” said Nick Faulkner, Venue Manager
The Breakthrough: Consistent Ticket Growth, Show After Show
The most immediate impact was also the most telling.
After launching the app and memberships, Natalie’s began seeing a consistent increase of 10–15 additional tickets sold per show nearly every night.
“ We’ve seen a consistent per-show increase. I’d say 10 to 15 more tickets are sold almost every show, and we’re directly able to communicate through the app to our customers and our members.”
For a small venue, those additional tickets make a significant impact on the success of a show.
In one example, a show sitting at 30 tickets sold the day before, doubled overnight. The team tested multiple channels, but the outcome was clear.
“We’re pretty sure direct communication generated the majority of those ticket sales.”
Direct communication made the difference.
Financial Impact: ROI That Arrived Early
From a business perspective, Natalie’s expected the app to break even in its first year through membership sales.
Instead:
ROI was tripled within the first few months
Over $11,000 in new membership revenue was generated in the first four months
“Financially, it’s been a huge bonus.”
More Than Metrics: Turning Attendance Into Loyalty
What mattered just as much as the numbers was the shift in mindset.
Natalie’s stopped thinking about promotion as “pushing shows” and started thinking about nurturing a community.
Members respond quickly to last-minute offers
Free-show rewards reliably bring in 5–10 additional people when needed
Staff recognize members by name and face
Communication feels intentional, not transactional
“With social media, you’re just throwing stuff into the air. This is much more targeted.”
Why This Story Matters
Natalie’s success wasn’t about chasing trends. It was about aligning technology with who they already were.
By pairing:
A strong internal culture
A clear vision
Direct, respectful communication
They turned the community into consistent growth, adding 10–15 tickets per show, strengthening loyalty, and creating recurring revenue they can count on, while surprising and delighting their guests!
Ready to Unlock the Full Potential of Your Venue?
Natalie’s Grandview success story proves investments you make in connecting with your community can be a game-changer for independent venues. What does your audience want from you? Let us help you craft a program specific to your crowd. You have the vision, InstantEncore provides the technology.
