After years on legacy ticketing infrastructure, Z2 Entertainment moved to Tixr for a platform their team could run end to end across four venues and hundreds of shows a year.
Z2 Entertainment has been a cornerstone of Colorado's live music scene for more than 15 years. The company operates four venues across the state, Boulder Theater, Fox Theatre, Aggie Theatre, and 10 Mile Music Hall, presenting more than 700 events annually and booking talent in-house across all of them.
After years on legacy ticketing infrastructure, Z2 needed a modern platform that could keep pace with where they were headed. To get there, the team turned to Tixr.
"Z2 Entertainment is proudly independent, and Tixr's independent spirit felt like a natural fit from the beginning. I knew Tixr Studio's user-friendly, modern interface and features like waitlist would be a hit with our team.” – Matt Lane, VP of Operations at Z2 Entertainment
The Case for Moving to Modern Ticketing
When it came time to evaluate a new ticketing platform, Z2 came in with a clear list of priorities and a backend their team could operate without leaning on outside support for every show build. The team had seen Tixr handle high-demand festival environments and were confident the platform could support and grow with the business in ways their previous setup couldn't.
"We wanted a reliable ticketing platform with modern technology that was easy to use for our box office and event staff, while also creating a smooth buying experience for our fans. Something that would make show builds, event operations, reporting, and fan communication more efficient across the board.”
Tixr already had many of the key features they needed to manage hundreds of shows across multiple venues — dynamic pricing, advanced reserved seating, and multi-point check-in — and committed to building the rest.
One Platform, Full Control Over Every Show
Tixr’s ease of use stood out for Z2's team early in the partnership, saving meaningful time across the full event build process.
"The system allows us to manage nearly everything independently, without needing to reach out to client services for what should be simple parts of a show build. That has made the process faster and more efficient for our box office team.”
For a notable onsale at Boulder Theater, the team applied dynamic pricing to premium seats at the artist management's request, making adjustments directly without routing them through client services.
"Tixr Studio made it easy for us to designate exactly which seats to include so pricing could fluctuate based on demand. This helped us and the band capture additional revenue on high-value seats that might otherwise have gone to brokers on the secondary market."
The same control carries through to night-of operations. Across all four venues, Z2 uses contactless scanning with custom screen colors assigned to each ticket type, so VIP, reserved, and general admission holders are identifiable the moment a ticket is scanned.
Ticketing Tech Built to Keep Pace
For an operation constantly programming new shows across venues, a ticketing platform has to evolve as quickly as the business does. That has been one of the clearest throughlines of Z2's experience on Tixr, from the features committed to before launch to the steady stream of new product released since.
When the team needed deeper reporting across their venues, Tixr worked directly with Prism to build a new integration, giving Z2 real-time visibility into show performance that informs how they budget, forecast, and spend on marketing. Other solutions have come from the team's more creative asks, like the ability to apply fees by ticket category, so charges can be tailored to consignment tickets, merch add-ons, and everything in between.
"Tixr listens to their clients' needs and builds the tools that help make their businesses more successful. That was a big reason Tixr felt like the right partner for Z2.”
That same forward momentum shapes how Z2 is thinking about what's next, from native resale to memberships, keeping activity within their own ecosystem.
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