Success Stories: Sonoma State University

February 12, 2016 AudienceView Marketing


“Prior to using AudienceView, our campus had at least three different box offices,” explains Megan Christensen, University Box Office Manager at Sonoma State. “Each box office was different – there were no requirements for standardization and none of our teams used ticketing software. Everything was done by hand on spreadsheets and Word documents.”

The team at Sonoma State was eager to implement a standardized ticketing system that would allow them to engage with their customers using a central box office.

“When we were looking at ticketing solutions, we had a list of criteria that included respondent profile and experience, scope of service, implementation, training, cost and accessibility requirements,” describes Christensen.

As the first ticketing system implemented by the University, the team at Sonoma State was seeking a solution that was easy to use—both from a customer and event organizers perspective. In addition, SSU wanted a solution that allowed users to experience the brands of the University’s different departments.

“We wanted the online box office to mirror the departments organizing an event instead of just looking like an advertisement for a ticketing company.”


AudienceView launched with Sonoma State University in 2011.

“We chose AudienceView because it was an all-in-one program that was clean with a modern look and customizable interface,” Christensen describes. “We were really looking for customer ease-of-use. Things like hovering over a seat to its number, availability, price and a custom message have really changed our customers’ experience with our box office.”

Sonoma State was especially interested in using a white-label solution so that it could brand each of its ticket buying sites cohesively with the departments managing the events.

“Because different departments have a different brand and usually their own website, we wanted the ticketing site to mirror their original sites.”

Sonoma State uses the white-label capabilities of AudienceView to offer sponsor activations via its online box office, which allows it to increase contributed revenue. The solution has also allowed the team to manage processes related to sponsorships, such as pre-sales and payments.

“AudienceView gives us a lot of flexibility with sponsorships – especially when it comes to limiting payment methods,” notes Christensen.

Sonoma State University’s box office team concurrently manages five websites for its events:

  • Sonoma State University
  • Athletics/Sonoma State Seawolves
  • Center for Performing Arts
  • Green Music Center
  • Green Music Center MasterCard (tied to a major corporate sponsorship)

These sites all link to each other and are managed by one dedicated team of 2 individuals. The sites sell everything—from tickets to blockbuster shows like Kevin Spacey and Yo-Yo-Ma to items like pre-order concessions or summer camps and swimming lessons.

At a Glance

  • Manage five different, year-round customer facing sites using a single box office system.
  • Consolidate three previously existing box offices.



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