High Museum of Art
The High Museum of Art, located in Atlanta, Georgia, is the leading art museum in the Southeast with a collection of more than 20,000 works of art, special exhibitions, and community-focused programs. With over 400,000 annual visitors, the museum is a cultural anchor for the region.
The Challenge
To modernize the group booking process to keep up with demand, ensure internal efficiency and improve the visitor experience.
Group bookings at the High Museum relied heavily on manual staff intervention:
- Prospective groups filled out a form, then waited for staff to follow up.
- Staff members from multiple departments manually entered ticket data into Tessitura, booked docents, and sent invoices and visitor information.
- No dedicated group booking staff led to inefficiencies, duplicate records, and unclear internal policies.
Project Services
The Solution
In August 2024, the High launched a self-service, fully integrated online group booking portal powered by Jixaw Technologies. The portal connects directly to Tessitura, reducing manual work while giving groups more control.
Key features include:
- Integrated Login: Each group logs in with credentials tied to their Tessitura constituent ID.
- Advanced Filtering:
- Groups select their type (school, university, corporate, nonprofit, religious, etc.).
- Age filtering automatically limits tour options to those appropriate for the group’s level.
- Real-time availability for dates, times and tour types.
- Tax-Exempt Pricing:Public schools, universities, and nonprofits automatically see tax-exempt rates. In Tessitura, this was built through layered pricing rules.
- Flexible Payment Options: Groups can pay now or use a “pay later” option, where the order confirmation acts as an invoice to submit to their organization for approval.
- Optional Add-ons: School groups can reserve workshops tied to their chosen tour type. Each workshop has dynamic capacity limits in Tessitura.
The Outcome
Within the first year of implementation, the High Museum saw measurable gains:
- School Group Attendance: Increased by 35%.
- School Group Revenue: Increased by 41%.
- Adult Group Revenue: Increased by 57%.
- Average Adult Ticket Price: Increased by 53.4%.
The new online portal created a seamless booking process that reduced administrative work and provided a smoother, more transparent experience for group leaders.
Overall, the museum gained efficiency, cleaner data, and significant revenue growth across both school and adult group bookings.
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