HOW THE COMPLEX BECAME SALT LAKE CITY’S LIVE MUSIC AND ENTERTAINMENT DESTINATION
Fueling The Complex’s Event Operations
The Complex has leveled up its operations in many ways since partnering with us in 2012. When talking with Steve Loso, we learned about just a few of the many hats he has to wear as an event promoter. When it comes to booking and running a concert at The Complex from start to finish, Loso shared with us some areas where Leap’s professional ticketing platform has enhanced his workflow over the past decade.
Ticketing
Given the unpredictable nature of the music industry, concert venues need to be able to put tickets on sale fast. As soon as Loso learns about a new show that’s been booked, he can have an event listing for that artist in under ten minutes. “It takes me just seven minutes to go into your ticketing platform, create a ticket link, and send it back to concert promoters,” Loso noted, “I would say that’s pretty streamlined if that’s how quick it’s taking.” From there, Loso can build out The Complex’s listings to be perfectly branded and as detailed as he needs. Plus, rather than having to wait on their previous ticketing partner to make their listings for them, The Complex now has complete autonomy to create and easily edit ticketing pages anytime, anywhere.
Being located in Salt Lake City, The Complex has faced some unique challenges in a snowy, mountainous state. When bad weather strikes and a performer needs to cancel at the last minute, the team can handle these situations easily, thanks to our platform and its built-in email campaign feature. Loso noted, “When tours are traveling from Denver to Salt Lake through treacherous weather, we do have a lot of last-minute cancellations or updates that need to happen. We have the ability to do that at any moment with Leap.”
As soon as they learn about the cancellation, The Complex can immediately notify all affected attendees so they can request a refund or save their tickets for the rescheduled date. Not only that, Leap’s event ticketing platform streamlines all of The Complex’s email communications, so they’re able to easily send other announcements and email marketing campaigns all from our system.
Reporting
Being a music venue hosting hundreds of touring artists each year, The Complex works with tons of promoters, management teams, and more. Leading up to each show, Loso or someone else on his team used to manually send reports on their ticket sale counts and total revenue nearly every morning, crunching the numbers at a tedious pace. Given that they’d be individually sending these reports to 60-80 shows on sale at any given time, Loso noted, “It took a lot of resources, a lot of manpower, and a lot of time.”
With our event ticketing solution, we automated the sending of these daily ticket count reports so they can be shared with key stakeholders for each show, without The Complex having to lift a finger. Now, that time can be focused back on other aspects of their events! “Taking that and condensing it into one setup that takes maybe 7-10 minutes to set up a daily report has been amazing,” said Loso, “That’s a substantial amount of time being saved.” Additionally, The Complex can fully customize each report to share the exact information needed, with all reports consolidated on one platform.
Marketing
When trying out new marketing tactics, it’s important to know what’s working and what’s not. With Leap’s event ticketing solution, Loso can attach tracking tags on The Complex’s website, social media, paid ads, QR codes on flyers, and more. From there, he’s able to see which channels are bringing in the most ticket sales and make more informed decisions on how to optimize his marketing efforts moving forward. For example, The Complex initially posted their concerts to a large number of third-party websites, with our tracking tags on them. From there, they narrowed down this to only a handful of websites that actually generated ticket sales for them, saving them time and better optimizing their efforts.
Leap Delivers Results
Saved in a year from manually pulling reports
Increase in ticketing revenue from 2022 to 2023
Increase in average order value with upsells
*Data collected from The Complex’s 2022-2023 season
Leap is The Event Partner You Need
As The Complex continues to share their passion for music and entertainment with the world, they will continue to use Leap’s professional event ticketing to help them grow their business. To do this, we will continue to offer expert marketing solutions, provide a smooth presale process, and help them sell more tickets to their events by offering new system features. “The music industry is constantly evolving,” said Loso. “With Leap, we can trust we’ll always be a step ahead. They’re a great resource to have in your back pocket.”
Moving forward, The Complex not only has a powerful event technology solution by their side, but a team of passionate event experts as well. Whatever challenges The Complex may face as they scale, Leap’s account representatives and support team are there to help every step of the way. “It’s been great having all the support,” said Loso. “There’s always someone on the other end of an email that will dig into any issues or problems that we’re having. That’s been super helpful.”
Seeing how we’ve helped The Complex succeed over a decade, Leap Event Technology’s suite of solutions is here to elevate your events too. Curious to learn more? Reach out to our team to see what we can do for your experiences, like we have been with The Complex!
