Modernising Queens Theatre's Digital Presence While Preserving its Cultural Legacy
Insights
November 7, 2024

Modernising Queens Theatre's Digital Presence While Preserving its Cultural Legacy

Discover how Queens Theatre smoothly transitioned to an integrated digital platform, enhancing operations while maintaining their position as New York's premier performing arts venue.
by 
Matt Yau

Key takeaways

  • Seamless Integration: Implementation of Spektrix ticketing system integration, ensuring continuous ticket sales during transition
  • Efficient Migration: Swift 'lift and shift' approach preserved existing design while upgrading functionality
  • Streamlined Operations: New digital signage system centralised communications and reduced manual processes
  • Future-Proof Platform: Flexible CMS providing the foundation for future digital growth and innovation without locking Queens’ into a single ticketing system

Located in the historic Theaterama—one of three structures from the 1964 World's Fair—Queens Theatre has been a cornerstone of New York's cultural landscape since 1989. As the premier performing arts venue in Queens, it presents world-class theatre, dance, music, and comedy to America's most ethnically diverse county.

Photo of Queens Theatre's exterior
Queens Theatre's modernist architecture was originally made for the 1964 World's Fair.

What challenges were Queens Theatre facing?

While Queens Theatre's artistic programming continued to innovate and inspire, their digital infrastructure was creating significant operational challenges:

  • Outdated Content Management System (CMS): The existing CMS was restrictive and time-consuming, draining valuable staff resources.
  • Ticketing System Integration: Their current provider couldn't support integration with the new Spektrix ticketing system, risking disruption to sales.
  • User Experience Concerns: There was a potential loss of purchase path styling and ticketing system connection, which could negatively impact the customer journey.
  • Inefficient Communication Systems: The theatre lacked a centralised digital signage solution, leading to manual processes and inconsistent messaging.
  • Limited Scalability: The existing infrastructure couldn't support the theatre's growth ambitions and future digital needs.

With these challenges threatening to impact their ability to serve Queens' diverse community effectively, Queens Theatre needed a technology partner who could provide a seamless transition while enhancing their digital capabilities.

How did we tackle these issues?

Queens Theatre's primary concern was maintaining uninterrupted service for their patrons while upgrading their digital infrastructure. Recognising this, we prioritised continuity and familiarity for both staff and visitors. This approach focused on carefully transferring the theatre's existing design and functionality into the Peppered framework, ensuring that the transition would be seamless from the user's perspective. Key components of this strategy included:

CMS Migration

  • Efficiently migrated existing content to Peppered CMS
  • Preserved the theatre's established brand identity
  • Enhanced backend functionality for easier website management and enriched content production

Spektrix Integration

  • Implemented full Spektrix ticketing system integration
  • Ensured seamless ticketing operations during and after transition
  • Maintained purchase path styling for consistent user experience

Digital Signage Overhaul

  • Deployed a centralised digital signage system
  • Created templates for various types of announcements and promotions
  • Implemented scheduling features for automated content updates

Performance Enhancements

  • Optimised site speed through caching and image compression
  • Implemented Content Delivery Network (CDN) for faster content delivery and faster load times
  • Enhanced security measures to protect customer data

The result?

The transition to Peppered hasn't just given Queens Theatre a new website—it's transformed their entire digital operation. 

"The transition to Peppered has transformed how we operate,” says Jay Rogers, Director of Operations at Queens. “What used to take our team days now happens in minutes, letting us focus on what really matters—creating exceptional experiences for our diverse Queens community. From Peppered’s centralised digital signage solution to its seamless integration with Spektrix, we now have a digital foundation that can grow with us."

Image showing three pages of the Queens Theatre website on mobile
Responsive building blocks makes it easy for the team at Queens Theatre to ensure all pages are mobile-ready.

Here's what this means in practice:

Efficient Operations

  • Marketing team saves hours weekly through automated event updates
  • Digital signage content can be managed from anywhere, anytime
  • Website updates that once took days now happen in minutes
  • Staff can focus on strategy rather than manual updates

Enhanced Patron Experience

  • Seamless ticket purchasing through Spektrix integration
  • Real-time seat availability and pricing updates
  • Mobile-optimised viewing for the growing smartphone audience
  • Consistent branding across all digital touchpoints

Marketing Power

  • Flexible content blocks for creative storytelling
  • Easy promotion of last-minute ticket deals
  • Automated email marketing capabilities
  • Dynamic content based on user behaviour
Peppered's flexible pages enables storytelling, which is crucial for cultural organisations to engage more effectively with audiences.

Future-Ready Foundation

  • Regular platform updates keep technology current
  • Scalable system grows with the theatre's needs
  • New features added through community-driven development
  • Continuous performance optimisation

Operational Impact

  • Reduced technical maintenance costs
  • Decreased dependency on external contractors
  • Improved staff productivity
  • More efficient resource allocation

Queens Theatre now has a digital infrastructure that matches its artistic excellence, supporting its mission to serve Queens' uniquely diverse community with world-class performing arts experiences. But perhaps most importantly, they've gained a technology partner who understands the unique challenges of cultural venues and continues to evolve alongside them.

Transforming your digital setup

No matter what stage you're at in your search for the perfect web platform or digital marketing tool for your venue, we'll help you get the information you need to make the right decision.

  1. Join our community of venues and get insider insights.
    Learn how to get the most out of Peppered, gain insights from other venues, and add new features to the Peppered development roadmap. Visit CultureHub.
  2. Want to see how Peppered works?
    We’re proud of how easy we make it for venues to manage their website. That’s why live event venues around the world trust Peppered. Book a personalised demo.
  3. Looking to partner with us?
    If you’re a technology provider, design agency or supplier for the arts and culture sector, we’d love to hear from you. Contact us here.
  4. Want to learn more about digital tools for venues?
    Explore our industry insights and expert advice by heading over to our resources page, YouTube channel or subscribing to our newsletter.

Stay ahead of the curve

Gain valuable insights from industry experts, thought leaders, and fellow professionals, helping you navigate the ever-evolving landscape of arts and culture tech.
Thank you! Your subscription has been received!
Oops! Something went wrong while submitting the form.

“We’re absolutely thrilled with the transformation of our website, thanks to the fantastic work by CultureSuite and the power of Peppered! We've now got a distinct digital identity, that captures the vibrant spirit of our business. The seamless integration with Spektrix has simplified our event management, automating many tasks that used to be manual.”

Rhys McKinnell
CEO, Pub Culture (The Fire Station)
No items found.