Case study

Sep 23, 2026

Venue Cymru & Ticketsolve: Flexible Support, Unified Operations, and Customer-Led Development

At Ticketsolve, we’ve built our partnership with venues around accessible human support, a single unified system, and software features built directly from user feedback. Venue Cymru’s experience is a great example of how this works for venues in practice.

Image of Venue Cymru on the Llandudno promanade, taking from above and picturing the venue, which is a large white building, the beach and the sea.

Sitting right on the seafront in Llandudno, Venue Cymru - run by Conwy County Borough Council - welcomes over 5,000 guests across its 1,500-seat auditorium, arena, and conference hall, alongside managing programming for nearby Theatr Colwyn.

Safe to say, their program is both packed and incredibly varied, meaning the small team is constantly amending seating plans, building relationships with agents or keeping an eye on busy on-sales, alongside managing sales at the box office and day-to-day operations.

This story will be familiar to many organisations: even as your programme gets fuller and your workload grows, your team stays the same size. This is where Amy Pearson, Venue Cymru’s Box Office Manager at Venue Cymru has been able to rely on Ticketsolve to support her team: providing the training they need, and responding to last-minute urgent requests as well as day-do-day queries.

Regular, fast, flexible support

Access to regular support is incredibly important for Amy and her team. From checking the best way to proceed when trialling something new, to getting urgent help when needed, it helps to know that Team Ticketsolve has their back.

"The amount of times I have phoned, emailed, texted - nothing has felt like it's been too much trouble." - Amy Pearson, Box Office Manager

Amy and her team often work reactively, meaning speed of response is key to keep momentum going on their projects. Thankfully, Ticketsolve’s average response time is 10 minutes, with our average resolution time sitting around 31 minutes. Case in point, when Amy emailed asking for a bespoke report while midway through a membership analysis, it was delivered back to her inside half a day.

As a team that has to work collaboratively with other teams and the wider council infrastructure, it also helps that the support team can be flexible, working on an iterative basis. When the team needed help with building a bespoke seating plan, but were waiting on decisions from marketing and operations, Ticketsolve’s support team posed the following solution: build the plan, minus specific sections, and adjust it once the internal decision has been made.

“ Well, it's no secret that we're a big fan of support that you give us…we genuinely can't fault that whenever there's an issue.”

Screenshot of Ticketsolve help centre on a dark purple background

Interior shot of Venue Cymru - a white and glass building with colourful decorations and bunting

One system, simple training, supporting career progression

Venue Cymru manages all their spaces: the main auditorium, the arena, and Theatr Colwyn, within Ticketsolve. For Amy, the main benefit of this is that it eliminates friction in day-to-day operations. Staff can switch between shows and spaces quickly and easily, without needing to have several tabs or programmes open.

“The fact that I can switch from one show to another or one venue to another makes my life a lot easier”

This setup also facilitates training. Like many box offices, Venue Cymru relies on casual and part-time staff who frequently move between front-of-house and administrative roles. Because the back and front end of Ticketsolve follows the exact same step-by-step logic throughout, team members who move to new roles can easily adapt. By way of example,when Amy recently promoted a team member, the step up felt natural rather than intimidating:

"She knew the front end like the back of her hand. She’s found her transition to managing show setups really easy, because of the unity across the system. She hasn't felt overwhelmed with learning a whole new side of it."

For venue leaders, the system’s logical and intuitive design means training is faster, mistakes are far harder to make, and internal career progression happens naturally.

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Customer-led development in practice

Amy also offers an insight into how customer-led software improvements happen within Ticketsolve, and the difference they can make for venues. 80% of our updates are influenced by customer requests - and small changes generate huge improvements to how venues work day to day.

For example, following a direct request from Amy to simplify how fees were tracked, dedicated fee coding was built directly into the reporting engine. End-of-year financial reporting used to take Amy and her colleague in finance two full days of manual calculations. Now, it takes just one.

"The difference it’s made for our finance team is is massive, it's made their life a lot easier”

Screenshot of Ticketsolve "suggest an idea" form and button, on pink background

Image of audience watching show at Venue Cymru

Making plans based on the Ticketsolve roadmap

Venue Cymru also offers a great example of how many venues scale alongside Ticketsolve’s roadmap. Two of our largest updates, due this year, are our new Client API as well as our revamped sales dashboard and reporting suite. Availing of these features as soon as they entered into development, the Venue Cymru team have been working on a brand new website using the new API integration, due to launch during an upcoming quiet period in their programme.

They are also developing advanced membership reports to track retention and churn for the box office team, alongside real-time dashboards for management, covering target revenues, first-time bookers, and audience postcodes.

“The new reports will be huge with us for our next season, when we’re welcoming some large touring shows”

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