How the Toulouse Theatre Unlocked Business Insights and Improved Their Booking Process


Introducing the Toulouse Theatre: A Venue with a Passion for Local Talent

Nestled in the heart of New Orleans' French Quarter, the Toulouse Theatre (formerly known as One Eyed Jacks) is a historic and intimate performance space showcasing an eclectic array of touring musical acts. But it's more than just a venue - it's a community hub dedicated to promoting emerging and established artists alike.

In 2021, the venue was opened by General Manager, Ivy Mouledoux, who has over 20 years of experience in live music and the arts. With a deep understanding of the industry and a passion for showcasing local talent, Ivy knew he needed a booking platform that could help him streamline his process to successfully revive this historic venue in the aftermath of a pandemic.

Enter Prism, the Live Music Management Platform that Changed Everything

The Toulouse Theatre relied heavily on external promoters to help with bookings. But with the full arsenal of Prism's features at his fingertips, Ivy was able to take bookings into his own hands. In particular, the ability to track deals and payments in Prism was a game-changer for the venue, enabling them to make informed decisions and mitigate risk.

Once the Toulouse Theatre realized the potential of Prism, Ivy got creative and began creating solutions to everyday business problems. As a small independent venue, Ivy knew that national acts tend to bring in larger crowds - but he also wanted to avoid leaving local artists out to dry, potentially damaging relationships, while waiting for national acts to confirm. That's where Prism's data reporting came in.

Data-Driven Booking: The Key to Success

By using Prism's powerful reporting tools, the Toulouse was able to identify key trends and insights that allowed them to create a more efficient booking process. For example, they discovered that 90% of national acts placed holds for their venue nine months in advance of the show date. Armed with this information, the venue was able to focus on securing national acts well in advance, while having the confidence to confirm local talent or offer more aggressive private event rates in the right time frame without risk.

But the benefits of data-driven decision making in Prism don't stop there. With Prism's Enhanced Data Tracking, venue owners and managers can gain tactical and strategic insights that unlock a competitive edge. Imagine having the ability to instantly know the most profitable partners to work with, which genres generate the most bar revenue, or how best to scale your ticket prices.


Uplifting the Local Scene with Confidence

Thanks to Prism, the Toulouse Theatre was able to achieve a more balanced mix of national acts, local talent and private event rentals, all while promoting the local music scene and avoiding costly financial risks. But the benefits of data-driven decision making in Prism go far beyond bookings – by analyzing data on attendance, ticket sales, and specific revenue streams, venue managers can optimize their operations and increase their profit margins in the long run.

If you’re interested in learning more about how Prism could help you streamline your booking process and shows, contact us today. The possibilities are endless, and we’re excited to help you achieve your goals.

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