London’s Roundhouse Case Study | Revealing Shadow Audiences with True Tickets

PROJECT

London’s Roundhouse, a celebrated cultural venue, struggled to connect with patrons behind forwarded or resold tickets. They partnered with True Tickets to reveal these unknown visitors via secure digital delivery, unlocking revenue and lasting relationships.

WHAT WE DID

The Roundhouse, a cultural powerhouse in London’s live entertainment scene, partnered with True Tickets to address a stubbornly familiar challenge: tickets were being sold, but the venue often didn’t know who was actually attending. Like many live event venues, the Roundhouse had limited visibility into who their tickets ultimately went to (friends, family, and customers of resellers), making it difficult to engage with the full audience, build loyalty, or drive repeat attendance.

CLIENT

London’s Roundhouse

TIMELINE

Fall 2022 – Present

PROJECT OVERVIEW

The Roundhouse sought to cultivate its “shadow audience” (those unknown attendees who receive shared tickets or attend in groups) because traditional ticketing metrics left much of its audience invisible.

True Tickets provided a delivery-focused solution that delivers dynamic QR codes, enforces sharing controls, and feeds enriched patron data back into the venue’s CRM, enabling marketing and engagement at scale.

IMPACT AND KEY OUTCOMES

RESULTS

Since launching True Tickets, Roundhouse has transformed anonymous attendance into direct relationships, unlocking new revenue streams, deepening patron engagement, and safeguarding ticket integrity through real-time visibility and precision marketing.

Generated over £230,000 in total paid ticket sales to revealed shadow audience members
Gained over £9,300 in incremental donations from revealed shadow audience members
Delivered 88.8% of tickets digitally, uncovering 112,638 shared seats
Identified and curtailed unauthorized resale with advanced sharing controls

“Implementing with True Tickets in 2022 has proven to be one of the smartest decisions we’ve made. What began as a quick win in 2022 has evolved into a critical part of our strategy to drive new revenue and audience engagement without additional overhead—and that ROI hasn’t just continued, it’s grown significantly year over year.”

Gary HallidayHead of Systems and Technology, at Roundhouse Trust

“When London’s Roundhouse asked how to reach the strangers behind every forwarded ticket, we delivered more than answers. That’s what happens when shadows step into the spotlight. True Tickets hasn’t just delivered tickets - it’s delivered transformation.”

Matt ZarracinaCo-Founder & CEO, True Tickets

London's Roundhouse Success

PROJECT OVERVIEW

CHALLENGES

SOLUTION

RESULTS

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