HOW THE COMPLEX BECAME SALT LAKE CITY’S LIVE MUSIC AND ENTERTAINMENT DESTINATION
Leap Delivers Results
Saved in a year from manually pulling reports
Increase in ticketing revenue from 2022 to 2023
Increase in average order value with upsells
*Data collected from The Complex’s 2022-2023 season
Fueling The Complex’s Event Operations
The Complex has leveled up its operations in many ways since partnering with us in 2012. When talking with Steve Loso, we learned about just a few of the many hats he has to wear as an event promoter. When it comes to booking and running a concert at The Complex from start to finish, Loso shared with us some areas where Leap’s professional ticketing platform enhanced his workflow over the past decade.
Ticketing
Given the unpredictable nature of the music industry, concert venues need to be able to put tickets on sale fast. As soon as Loso would learn about a new show that’s been booked, he could have an event listing for that artist in under ten minutes. “It takes me just seven minutes to go into your ticketing platform, create a ticket link, and send it back to concert promoters,” Loso noted, “I would say that’s pretty streamlined if that’s how quick it’s taking.” From there, Loso could build out The Complex’s listings to be perfectly branded and as detailed as he needs. Plus, rather than having to wait on their previous ticketing partner to make their listings for them, The Complex had complete autonomy to create and easily edit ticketing pages anytime, anywhere.
Being located in Salt Lake City, The Complex has faced some unique challenges in a snowy, mountainous state. Whenever bad weather struck and a performer needed to cancel at the last minute, the team could handle these situations easily, thanks to our platform and its built-in email campaign feature. Loso noted, “When tours are traveling from Denver to Salt Lake through treacherous weather, we do have a lot of last-minute cancellations or updates that need to happen. We have the ability to do that at any moment with Leap.”
As soon as they learned about the cancellation, The Complex could immediately notify all affected attendees so they could request a refund or save their tickets for the rescheduled date. Not only that, Leap’s event ticketing platform streamlined all of The Complex’s email communications, so they’re able to easily send other announcements and email marketing campaigns all from our system.
Reporting
Being a music venue hosting hundreds of touring artists each year, The Complex works with tons of promoters, management teams, and more. Leading up to each show, Loso or someone else on his team used to manually send reports on their ticket sale counts and total revenue nearly every morning, crunching the numbers at a tedious pace. Given that they’d be individually sending these reports to 60-80 shows on sale at any given time, Loso noted, “It took a lot of resources, a lot of manpower, and a lot of time.”
With our event ticketing solution, we automated the sending of these daily ticket count reports so they could be shared with key stakeholders for each show, without The Complex having to lift a finger. Now, that time could be focused back on other aspects of their events! “Taking that and condensing it into one setup that takes maybe 7-10 minutes to set up a daily report has been amazing,” said Loso, “That’s a substantial amount of time being saved.” Additionally, The Complex could fully customize each report to share the exact information needed, with all reports consolidated on one platform.
Marketing
When trying out new marketing tactics, it’s important to know what’s working and what’s not. With Leap’s event ticketing solution, Loso could attach tracking tags on The Complex’s website, social media, paid ads, QR codes on flyers, and more. From there, he was able to see which channels were bringing in the most ticket sales and make more informed decisions on how to optimize his marketing efforts moving forward. For example, The Complex initially posted their concerts to a large number of third-party websites, with our tracking tags on them. From there, they narrowed down this to only a handful of websites that actually generated ticket sales for them, saving them time and better optimizing their efforts.
Leap is The Event Partner You Need
As The Complex continues to share their passion for music and entertainment with the world, Leap’s professional event ticketing has significantly helped them grow their business. We’ve offered them expert marketing solutions, provided a smooth presale process, and helped them sell more tickets to their events by offering new system features. “The music industry is constantly evolving,” said Loso. “With Leap, we can trust we’ll always be a step ahead. They’re a great resource to have in your back pocket.”
In their thirteen years working with us, The Complex has not only had a powerful event technology solution by their side, but a team of passionate event experts as well. Whatever challenges The Complex has faced as they’ve grown, Leap’s account representatives and support team have been there to help every step of the way. “It’s been great having all the support,” said Loso. “There’s always someone on the other end of an email that will dig into any issues or problems that we’re having. That’s been super helpful.”
Seeing how we’ve helped The Complex succeed over a decade, Leap Event Technology’s suite of solutions is here to elevate your events too. Curious to learn more? Reach out to our team to see what we can do for your experiences, like we did with The Complex!
