The Old Globe Theatre is a professional theatre company located in historic Balboa Park in San Diego, California.

The Old Globe increased their digital engagement with a new website featuring an innovative, user-friendly design, Tessitura integration, and an intuitive CMS.

  • ACE
  • eCommerce
  • CMS
  • Tessitura
  • EPiServer

The Old Globe leverages the power of Adage's ACE Platform solution for Tessitura to efficiently sell tickets across multiple venues.

The Client

The Old Globe currently produces a diverse set of straight plays and musicals in three venues: the trademark Old Globe Theatre, a smaller theatre in the round space, and an outdoor festival stage. More than 250,000 people annually attend Globe productions and participate in the theatre’s arts engagement programs and outreach services.

The Old Globe’s website serves as their primary channel for communicating with potential patrons, as well as for selling single tickets and subscriptions. For ticketing, the Globe leverages the power of the Tessitura CRM.

The Challenge

The Old Globe’s dated website failed to accurately represent their brand and suffered from a poor user experience, making it difficult to use—whether for theatergoers, potential donors, or the media. Ticketing through the site was a challenge, and many patrons were forced to call the box office either to purchase tickets directly or for guidance on their ecommerce portal.

The Globe’s design also lagged behind. The previous site was not mobile-friendly, and was built on a platform that made it a slow process for the Globe staff to publish new content and showcase multimedia.

The Solution

Adage worked with The Old Globe to redesign and redevelop their digital experience to better represent their brand and to improve the ecommerce experience for their entire community. Adage started the project by taking a closer look at the Globe’s users and goals as a part of our Discovery and research process before kicking off the design and development stages.

The Adage user experience team conducted a series of workshops and exercises, including working alongside the Globe staff to identify common user scenarios—such as single ticket purchases, subscriptions, and renewals—as well as to map out user personas and journeys. The Adage team also conducted a mood board workshop to help consolidate the Globe’s mission, staff interviews, and media into the look and feel for the design.

The result of the Globe’s workshops is a fresh design that takes advantage of the full width of the browser to provide an immersive experience—far from the blocky aesthetic of their previous site—that speaks to the Globe’s all-encompassing, cultural center experience. The new design provides templates that are driven by the Globe’s powerful visuals, including for the homepage and the performance detail pages. Each performance detail page provides spaces for the Globe staff to easily add a variety of multimedia, including program data, image galleries, and videos.

The new site’s ecommerce is powered by Adage’s ACE Platform, our fully customizable Tessitura solution built on the Episerver content management system. ACE Platform makes it easy for the Globe to configure both single tickets and complex subscriptions, as well as to quickly launch new events and performances.

In addition to an easy-to-use, block-based page editing experience, the Episerver CMS also powers a new, easy-to-read performance calendar and provides a suite of intuitive marketing tools, including A/B testing and rules-based personalization.