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Case Study: Website Design Positively Impacts Sales for Pro Rodeo

on Apr 20, 2016 in News |

The Steamboat Springs Pro Rodeo Series is a world-class rodeo held weekly throughout the summer in downtown Steamboat Springs, Colorado. This award-winning rodeo is unique in its heritage, entertainment value, and locale. The rodeo is a deep-seeded element of Steamboat Springs’ history, dating back to before the town was incorporated.  And the rodeo tradition is alive and well today. Challenges Even with its wild success over the past 100 years, the Steamboat Springs Pro Rodeo Series was challenged delivering a modern online experience. Like many businesses, their website struggled with: Mobile-Friendliness: their existing website was unresponsive to mobile and tablet devices, featured poor navigation, and stagnant copy with little direct call-to-action. Ticket Sales: although traditional ticket sales were steady over the decades, there was no option to buy online as many would expect. This limited the Rodeo’s ability to track date-specific attendance and generate accurate pre-sale ticketing reports. Without a portal to buy tickets online, the Rodeo was unintentionally making it inconvenient for interested fans to purchase advance tickets. Growth Potential: without the ability to sell tickets online and track date-specific sales, the Rodeo was inhibiting their ability to facilitate future revenue growth. The Rodeo approached Steamboat Digital to assess these challenges and create a custom strategy that incorporated modern online best practices. Strategy and Implementation Steamboat Digital, in an effort to stay true to the Rodeo’s history, based the plan around maintaining the longtime culture of authentic western tradition blended with modern technology solutions.  These included: User-Friendly Website:using the WordPress web platform, Steamboat Digital crafted a custom website that is mobile-friendly, user-focused, easily edited with timely news and announcements, and clear call-to-action signals to drive online ticket sales. Online Ticket Sales: utilizing an existing ecommerce software package, the new website was built to integrate an online marketplace whereby patrons could purchase advance tickets online with direct-to-gate event access. Email Capture: for the first time in its longstanding history, the Rodeo was provided a way to build an email database to communicate directly with an engaged, opt-in audience of previous customers.  Results Since the 2015 website redesign and implementation of an ecommerce platform, the Rodeo has generated over $70,000 in online ticket revenue and collected over 1,000 opt-in customer email addresses. While traditional box office ticket sales...

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