Case Study: The Roxy Theatre rejuvenates its audience and measures social reach with Union Metrics' TweetReach

From legendary music venue to social media powerhouse

The Roxy Theatre, a legendary Sunset Strip music venue, faced declining relevance and an outdated online presence that left customers perceiving it as overpriced and poorly managed. With no active website or social channels, the challenge was to rebuild trust, reconnect with audiences, and demonstrate the venue’s marketing value to talent buyers and sponsors.

The Roxy launched a blog, then Twitter and Facebook, acted on audience feedback with staffing, pricing, booking and parking fixes, and helped create a cooperative “Social Strip” with neighboring businesses. By using analytics tools like TweetReach and Klout to measure reach and engagement, they proved their social worth—growing to 100,000+ Facebook fans and nearly 50,000 Twitter followers, earning local awards and boosting revenue and sponsorship opportunities.

The Roxy Theatre

Nic Adler

Owner