Case Study: Santa Fe Opera optimizes online ticket sales with Tessitura and Substrakt

How the Santa Fe Opera optimized their website purchase path

Santa Fe Opera, a performing arts organization, faced the challenge of redesigning its website purchase path to improve the customer experience, especially after the cancellation of its 2020 season. They enlisted their existing vendor, Tessitura, to explore switching to its hosted web solution, TN Express Web (TNEW), in order to simplify maintenance and create a more seamless journey for patrons.

Tessitura, along with digital partner Substrakt, implemented a hybrid solution using TNEW that included custom branding and user experience enhancements like a custom events calendar and select-your-own-seat maps. The results were record-breaking, with the Santa Fe Opera experiencing its largest single revenue day in history, which was four times greater than its previous record, alongside a tripling of the usual number of online donations.

Santa Fe Opera

Tim Hill

SFO’s Director of Marketing