More Than Digital Tickets: How TPAC Uses InstantApps Advanced to Elevate the Patron Experience
Learn How Tennessee Performing Arts Center Partners with InstantEncore to Elevate the Patron Experience
At Tennessee Performing Arts Center (TPAC), the stage is just the beginning. Known as "where the community + arts live," TPAC has become a beacon of arts education and community engagement in Nashville since 1980, welcoming over 14 million audience members and enriching more than 1.8 million children and adults through arts programs and performances. With its vibrant mix of Broadway hits, teacher resources, and educational initiatives, TPAC stands as a beacon for transformative artistic experiences in the region.
However, behind the scenes, TPAC faced a growing challenge: printed tickets were causing frustration for both patrons and staff. From barcodes that often failed to scan and fewer patrons owning printers, to the labor-intensive process of manually preparing and mailing hundreds of thousands of tickets each season… embracing digital was a necessity.
From Tickets to Transformation
The solution? InstantEncore’s InstantApps Advanced—a custom-branded, Tessitura-integrated app. This digital innovation didn’t just solve TPAC’s ticketing woes, it redefined how they connected with their community.
Daniel Harris, Tessitura Systems and Interface Analyst at TPAC, sat down with InstantEncore’s CEO, Nancy Trigg, to discuss how their TPAC Concierge app has enabled them to elevate the patron experience, streamline operations, and unlock new opportunities for engagement. With over 100,000 active installs, the app serves as a vital tool for connecting with their audience and creating memorable experiences before, during, and after events.
Elevate The Patron Experience
Reaching All Audiences
The TPAC Concierge app prioritizes user-friendly design, making it accessible to all patrons—including older audience members who may be less familiar with digital tools. By consolidating ticketing, membership cards, and event information into one intuitive platform, it removes barriers and makes every interaction seamless.
“One of the challenges we faced was helping older patrons navigate digital tools. The app simplifies their experience—no need to remember passwords or separate membership cards. Everything is in one place.”
This all-in-one digital hub not only streamlines logistics but also enhances the sense of inclusion and accessibility for TPAC’s diverse community of patrons.
Communicating Real-time Information in Real-Time
Push notifications have proven to be a vital tool for real-time communication, allowing TPAC to deliver important updates directly to their audience. This feature is used sparingly but effectively, ensuring that patrons trust and value these messages.
“We use push notifications sparingly, reserving them for urgent updates like weather-related cancellations. This ensures they’re impactful and respected by our audience.”
This thoughtful approach to communication reinforces TPAC’s reputation as a reliable and patron-focused organization.
Streamline Operations
Simplifying Ticketing with Digital Solutions
Gone are the days of printed tickets and precious resources spent preparing envelopes for TPAC's thousands of season ticket holders. By transitioning to digital tickets via InstantEncore’s Tessitura-integrated platform, TPAC has cut down on labor costs and streamlined operations, offering patrons an easy, accessible way to manage their tickets through the app.
“With digital ticketing through our app, we eliminated the need to print and mail hundreds of thousands of tickets annually. The time and cost savings have been monumental, and we’ve streamlined the process for our staff and patrons alike.”
Unlocking the Potential of Data-Rich Digital Tickets
The integration with Tessitura also allows TPAC’s digital tickets to include crucial details such as customer IDs, order numbers, and ticket types, addressing significant challenges from printed tickets and early iterations of digital ticketing.
“Now, our tickets can display exactly what we need, like the customer’s name and whether it’s a VIP ticket. It saves time and improves the experience for our patrons.”
These enhancements make digital tickets a tool for warm and efficient customer service.
New Opportunities for Engagement
Driving Engagement Before, During, and After Events
The TPAC app has become a powerful marketing tool, enabling the organization to drive repeat engagement and boost ticket sales. Ads strategically placed on ticketing screens capture patrons’ attention when they are already excited about their visit.
“When patrons open the app to view their tickets, they see clickable ads for similar or upcoming events. These ads consistently receive the highest click-through rates. For instance, Nutcracker attendees are introduced to future dance performances, increasing cross-event engagement.”
This strategy not only drives attendance across multiple productions but also reinforces TPAC’s role as a hub for world-class performing arts.
Unlocking New Revenue Streams
TPAC has also leveraged the app to strengthen partnerships with trusted sponsors by offering prominent app placement and interactive features like giveaways. These partnerships not only cover app costs but also create opportunities for deeper audience engagement.
Harris emphasized the importance of creating mutual value:
“It’s not about showing bar graphs; it’s about building partnerships. We’ve created giveaways that keep patrons engaged while providing valuable exposure for our sponsor.”
The Results Speak for Themselves
By adopting InstantEncore’s Tessitura-integrated InstantApp, TPAC has transformed how they operate and engage with their audience:
Enhanced patron experience: Simplified and streamlined interactions, from ticketing to personalized notifications.
Operational efficiency: Eliminated manual ticketing processes, saving significant time and money.
Deeper engagement: Leveraged in-app messaging and personalized marketing to drive repeat attendance and strengthen sponsor relationships.
Harris summed it up best:
“The app allows our patrons to have one app on their phone where they can purchase tickets, see what’s upcoming, and access their membership cards—all in one place. It really touches almost every person that comes into our building.”
Ready to Transform Your Organization?
TPAC’s success with InstantEncore underscores how innovative digital solutions can revolutionize audience engagement and streamline operations for arts organizations of all sizes.
Let us help you connect with your community more effectively. Schedule a demo with InstantEncore today and take the first step toward creating lasting memories with your audience.
