Rockhouse Success Stories: Cape Cod Melody Tent


How We Captured Data, Increased Revenue & Grew an Email Database with On-Site WiFi

If you read our Blueprint titled How to Reach Your Unknown Ticket Holders, you know that the average order is 2.7 tickets. All Sci-Fi implications aside, every unidentifiable person who walks into your venue, steps onto your fairgrounds or enters your casino is potential lost future revenue. So, how do you identify and capture that valuable 2/3 of your audience? This is exactly the question we asked ourselves as we approached Cape Cod Melody Tent’s 2015 Season. Below, you’ll see how we were able to tackle the issue by capitalizing on the most obvious fact… people want to be connected at all times.

Before we get into the nitty-gritty, here are some notable stats to further encourage the importance of providing your guests and fans with on-site WiFi. According to a study by Gallup, 52% of smartphone users check their phones a 4+ times per hour. According to a collection of WiFi statistics published by the Huffington Post, “75% of Americans said that a week without WiFi would leave them grumpier than a week without coffee.” This is especially profound as we go through about five pots every day at Rockhouse. While your fans are waiting for their favorite artist to hit the stage, it’s inevitable that they’re checking their phones and increasingly more likely that they’re searching for a usable WiFi network. In fact, Catalyst says that 50%+ of attendees are engaged with social media during events.

The Results

By providing WiFi at Cape Cod Melody Tent and implementing a simple email capture as the barrier to entry, we were able to identify over 10% of the audience at one show alone. The WiFi Marketing Automation tools also allowed us to push valuable and relevant promotions, leading to a total of 2,000+ unique impressions and almost 400 total conversions. Most impressive, WiFi email capture contributed to 77% of overall email list growth. Considering that on average email marketing has an ROI of $44, that’s a lot of potential revenue!

How you can get started today:

  • Survey your audience. Still not convinced? Send out a simple survey asking your audience if they’d be interested in utilizing WiFi while at your venue.
  • Take notes. Next time you check-in to a hotel or post-up at a coffee shop, sign in to the WiFi network and write down who the provider is.
  • Plan ahead. Think about what relevant promotions are important to your bottom-line and make a calendar for when to push what. For instance, every country show is an opportunity to promote future shows in that genre.