Why Business Dashboards Are Vital to Box Office Success

April 11, 2016 AudienceView Staff

As the largest comprehensive arts campus in the state of Arizona, Mesa Arts Center has the behemoth task of managing numerous stations across its performing and visual arts complex. 

The organization needs to ensure that their staff has access to important information at a moment’s notice in order to provide the best patron experience possible every time. Since Mesa Arts Center allows the general public to rent out their space, in addition to working with local affiliate groups that rent the center, they can have upwards of 900 events scheduled in a year in addition to offering over 800 classes, which means that there’s a lot to keep track of. 

With so many responsibilities, it’s important for Andrew Douglas, Director of Ticketing at Mesa Arts Center, to cut through the noise and provide his staff with the tools they need to keep patrons happy, which he does with the help of AudienceView dashboard solution.

Keeping Vital Box Office Information At-A-Glance 

“Because there’s so much stuff going on, the communication on the content and where we’re going to keep that content is important,” says Douglas, who has been using AudienceView since 2005. “A common thing you see is organizations that might have a message board or a public area where they’re sharing data, but dashboards have taken that over for us.”

The sheer size of Mesa Arts Center means that employees could be working on any of their workstations across the complex, leading to what could become a communication problem. “Our box office is in a different building than our will-call window, and our will-call windows are in three different areas depending on the theater that we’re managing,” explains Douglas. “We could be in any one of four locations, and in any one of 15 work stations, so we’re accessing data that might not be local to that workstation.” 

Instead of having his employees remember the network drive location or finding a buried email with the vital information they need, Douglas places all of this content front and center every time they log in, keeping all of the most important information just one click away. "On the dashboard we keep the customer service information that we want to present on a daily basis. There’s also the quick reference guides to things that people are asking about all the time, like exchange policies and class information that might have been presented in an email or is in the network drive.” 

Cutting Through the Noise to Assess Top Performers 

Douglas uses about 45 dashboards, grouping the ones his team references most into one central visualization. The information displayed doesn’t just help the box office staff keep vital information at the top line, it also helps them understand how certain events are performing at a glance. “Instead of going and running a report specifically for a show, you now have the capability of doing previous day or current day dashboard reports for each individual show. So if you wanted to see what the upcoming Elvis Costello show is doing, you can see how that did in sales for the last 7 days or 30 days through a chart. We’ve built that in as an easy-access tool for reporting.” 

By understanding their successes, Douglas is able to allocate resources accordingly. “We have the whole season that’s now reporting as a group, so we can see what the top 10 performances are doing. The one we’re focusing on is the top underperformers, and that gives us an idea of the top performers and where we need to worry less about it.” 

Through using dashboards, Mesa Arts Center keeps their employees on the same page, which improves the patron experience. The ability to study which performances are successful allows Douglas to understand large amounts of numbers at-a-glance, and helps him constantly improve what his team is doing.


Most importantly, it’s equipped his staff with the information they need to help each other, instead of relying on uncovering information buried deep in their inbox. “It’s helped communication quite a bit and streamlined things. It’s increased the efficiency of that approval process, and the dashboard has been presenting information to staff. The staff is actually answering questions for other staff members.”

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