Quick-Launch Site with Modern, Inspirational Design for Increased Site Visitors

“Ticket sales and registrations have increased overall, and we’re seeing significantly more users completing their purchases online, with sales by phone decreasing by 60% as the new purchase path proves intuitive and customer-friendly,” notes Andy Sheagren, Director of Marketing at Hubbard Street Dance.

Hubbard Street Dance Responsive Website by Adage
Hubbard Street Dance Logo

Hubbard Street Dance is an American dance company that performs in downtown Chicago at the Harris Theater for Music and Dance and at the Edlis Neeson Theater at the Museum of Contemporary Art. Hubbard Street also tours nationally and internationally throughout the year.

An outdated website presented many challenges for Hubbard Street Dance and the patrons it serves. The design, look and feel was not representative of the organization and site visitors struggled to buy tickets, register for classes and rent studio space due to poor site navigation. Internally, the content management system (CMS) was difficult to update and edit, and required long lead times from developers for even simple changes. The site was unresponsive and left content editors and marketers unable to produce and share content via the website.

Adage Technologies was chosen to re-launch a website that presents Hubbard Street Dance as a leader in the arts, a groundbreaking creator of must-see contemporary dance, and the go-to resource for dance education. Hubbard Street also required a solution that was budget-friendly, easy-to-use and could quickly go-to-market.

Hubbard Street Dance Responsive Website by Adage
Hubbard Street Dance Responsive Website by Adage
Increase in pages per session
100
Decrease in bounce rate
90

“The Adage Team ensured a pain-free process and exceeded everyone’s expectations.” - Andy Sheagren, Director of Marketing, Hubbard Street Dance Chicago

Hubbard Street Dance Navigation

Reorganized Navigation

An Adage-led discovery process including workshops and interviews helped prioritize content and provide information to create an intuitive architecture for the new site. Now, Hubbard Street boasts a modern navigation and design elements that provide a fluid, interactive and fun user experience.

The reorganized navigation encourages patrons to support Hubbard Street through subscriptions and donations, and inspires visitors to dance through class registrations.

Updated Mobile-Friendly Design

The new Hubbard Street site delivers a dynamic, energetic, accessible and welcoming feeling. Adage designers utilized Hubbard Street’s already beautiful branding to emphasize the company’s history while paving the way for the future. The site is now representative of the level of sophistication and quality of the productions Hubbard Street puts on stage.

The site redesign excites patrons to see Hubbard Street performances and provides inspiring, valuable content for everyone from dance lovers, parents of interested dance students, and casual fans alike. Hubbard Street realized a 100% increase in page visits per session leading to continued growth through informing, inspiring and ultimately converting through ticket sales, class registrations or studio rentals.

Hubbard Street Dance Mobile Responsive
Hubbard Street Dance Content

Easy-to-edit, Umbraco CMS

Adage recommended Umbraco, an open source CMS that is flexible, scalable and with Adage developers, fast to build and launch. Umbraco is also easy-to-learn and easy-to-use. Simple content changes and text edits that use to require a 24-72-hour turnaround-time, now take minutes.

“Hubbard saves $15K in internal and external development hours originally budgeted for issues that are nonexistent with the new site.” explains Andy Sheagren, Director of Marketing at Hubbard Street Dance.

Intuitive Purchase-path

Adage suggested Hubbard Street move from a custom commerce solution to TNEW, Tessitura’s ecommerce platform. Adage developers built an easy to navigate, integrated site for single ticket purchases, donations, and subscriptions, and a separate purchase path for class registration and rentals. The set up met Hubbard’s operational needs and the consistent design provided a fluid experience for site visitors.

“Ticket sales and registrations have increased overall, and we’re seeing significantly more users completing their purchases online, with sales by phone decreasing by 60% as the new purchase path proves intuitive and customer-friendly,” notes Andy Sheagren, Director of Marketing at Hubbard Street Dance.

Hubbard Street Dance Purchase Path
Hubbard Street Dance People

People-first Approach

Among the many reasons Hubbard Street chose to partner with Adage is the ongoing, positive experience of working with Adage employees. Andy Sheagren explains, “Sarah Bordson, Digital Director for Arts, Culture & Entertainment at Adage, has a clear and open mind when approaching the project, she is extremely knowledgeable about the arts & culture industry including Tessitura and continues to guide us in the right direction without being pushy.”

It doesn’t stop there. The Design Team at Adage “really listened, was diligent and aware.” Throughout the project Jeff Kolb, Product Owner at Adage personally handled any stakeholders concerns with grace. Andy shared that, “The Adage Team ensured a pain-free process and exceeded everyone’s expectations.”

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