Going Above And Beyond
Bluesfest Case Study
A festival 3 years in the making
Moshtix delivers data-led solutions
for the return of Bluesfest
Bluesfest is one of Australia’s premier music and camping festivals. The Byron Bay-based festival showcases music from around the world annually on the Easter long weekend at the Byron Events Farm in Tyagarah, NSW.
In 2020 and 2021, the festival was forced to postpone due to strict COVID-19 restrictions in place. Thankfully, in 2022 Bluesfest got the go-ahead, bringing an unparalleled line-up of Australian music’s biggest artists and brightest newcomers as well as a list of amazing international talent to Bluesfest fans.
Moshtix started its journey with Bluesfest in 2019, jumping on board mid-campaign to assist with the rollout of their event. Since then, we have worked with the Bluesfest team as the festival’s exclusive ticketing partner to provide world-class, results-driven ticketing solutions and ongoing support through multiple flash floods, COVID-19 restrictions and subsequent reschedules.
The 2022 event marked the first event Moshtix successfully delivered from beginning to end since forming a partnership three years ago.
“Moshtix has been such a huge support for us. We’ve built a great partnership and gone through
hell together.”
Peter Noble OAM
Bluesfest Director
Key results
100k+
Tickets sold in 2022
39%
Increase in total tickets sold
since signing
43%
Increase in VIP Add On tickets sold since signing
The low down
Getting fans through the door of a multi-day festival is no walk in the park, but for multi-award-winning music festival Bluesfest, COVID-19 restrictions and multiple flash floods turned this process into a beast only a village could tame. Enter stage left… Moshtix.
Since 2019, Moshtix has provided its full-service ticketing offering to Bluesfest, working with the team to deliver creative solutions.
Since partnering with Moshtix, Bluesfest has:
Fully digitised their ticketing system.
Accessed unique insights to help plan for future events.
Improved refund processes through custom finance reporting and batch refunds.
Increased their database through flexible data collection including more in-depth attendee data capturing.
Reached wider audiences with marketing opportunities via Moshtix, Ticketmaster and our affiliates.
Maximised sales revenue by dynamically pricing tickets in line with key announcements.
“Moshtix played an integral role in the festival, modernising our way of ticketing and working onsite to help troubleshoot issues.”
Nadja Konietzko
Bluesfest Chief Operating Officer
Flexible ticketing
Moshtix provided dedicated ticketing support to Bluesfest across a 3-year sales period, utilising our unique ticket management system to provide a fully digital purchase experience, managing multiple ticket types streamlined by groupings, dependencies and shared allocations. This allowed for more efficient inventory management, improved bundle sales, and supported volunteer, stallholder, industry and guest ticketing.
Ticket types available for the 5-day event included 3, 4, 5 and single-day entry and camping options, in addition to add-ons like glamping and car passes.
Automated refund processes in conjunction with ticket reissues also provided flexibility for Bluesfest and fans throughout the extended onsale period.
5.3k
Tickets reissued
95+
Ticket types and groupings built into the ticket page
Diverse payment options
By giving fans access to our new Buy Now, Pay Later service, Latitude Pay, they were able to split the cost of their tickets in easy weekly payments or over a longer period of time using the ‘bigger buy’ plan. This payment helped to remove financial barriers for those looking to purchase a full 5-day experience or additional add-ons.
14%
Increase in average order value using Latitude Pay compared to other payment methods.
$500+
Average order over $500 using Latitude Pay.
Detailed insights and tailored data collection supporting future planning
The ability for event organisers to customise data collected during the purchase flow within the Moshtix dashboard was key to the success of Bluesfest 2022. It allowed the Bluesfest team to gain a greater understanding of their fans purchasing habits and location, all of which were critical to presenting a large-scale festival during a pandemic.
Utilising our new interactive and customisable insights dashboard, equipped with real-time sales data, Moshtix and Bluesfest will also be able to make informed decisions about future onsales. Working together to develop even stronger sales and marketing strategies.
Highly targeted marketing campaigns
Taking on a multifaceted approach to the promotion of the festival, our marketing team implemented a series of strategic marketing activities.
The team identified a core engaged Bluesfest Audience bringing into play rich insights from Moshtix and Ticketmaster to drive high-performance results.
Our marketing offering included paid search, always-on social prospecting and retargeting, dedicated and abandon browse email campaigns, inclusion in seasonal campaigns, and unique news content.
Moshtix ran numerous marketing campaigns throughout the sales period, giving Bluesfest prime placements in these campaigns. One campaign that yielded great results was our Black Friday campaign. The Bluesfest offer was the best performing of the entire campaign, attributing to $189k in sales across the 4-day period.
$189k
Sales driven by Moshtix Black Friday campaign.
50%
Increase in page views with a total of 35k+ views across the 4 day campaign.
“I think we’ve been more than a ticketing partner.
We’ve jumped in at every opportunity to support and improve ticketing operations. From guest and stallholder ticketing to box office operations and scanning tickets at multiple entry points. It really has been a collaboration, going above and beyond to make this amazing event happen.”
Catherine Cuff
Moshtix Senior Client Manager
On-site event day delivery
Our team of festival experts were onsite throughout the duration of the festival, providing support access control solutions for the multiple entries by bringing our scale scanning solutions into play. Real-time and customised onsite reporting also assisted with the management of critical areas such as parking and camping.
The 2023 event onsale was also delivered during the 2022 event, with tickets easily accessed via QR codes and at the box offices. This allowed Bluesfest to capitalise on the momentum of the successful event, as well as providing a VIP perk to loyal fans of the festival.
69.6k+
General entry tickets scanned
*Entry ticket numbers differ from overall sales due to 3 and 5-day entry tickets only requiring to be scanned once.
6
Festival entry points