The Background

Ticketing provider for some of Amsterdam’s largest dance events

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Twelve (formerly Sollidd) provides ticketing for some of the largest events in Amsterdam, including Amsterdam Dance Event, which is also one of the largest dance events in the world, and last year drew 400,000 fans.

 

Robert Mulder, Managing Director of Twelve, says that he started a ticketing business because as a promoter, he had been frustrated with how ticketing businesses charge. “I was looking for my own platform, and something that would allow me to provide tickets for events, rather than pay ticketing companies directly because we were paying inflated fees,” Robert says. “As a client, you pay transaction fees that are basically made up.”

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Robert started his ticketing business in 2016 with a different SaaS platform, and it wasn’t until this year that he wanted to explore a different solution.

 

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The Challenge

Strategically preparing for post-COVID success

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Ordinarily, the company would be too busy to consider new software solutions. “Normally at this time we have 55 events in 5 days,” says Robert. But in the upturned climate the events industry finds itself in, Robert not only has time to consider better software alternatives but incentive to do so.

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The team at Twelve wanted to find a SaaS ticketing solution that would help them capture addition markets during and after COVID, and one that would offer lower expenses and higher profits.

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“Time blocks are an essential feature. You cannot do ticketing in the world of COVID without time blocks.”- Robert Mulder, Managing Director of Twelve.

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The Solution

A SaaS ticketing solution with every essential feature

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After talking with the team at Oxynade and learning that it covered all of their needs, Robert and the team at Twelve decided to migrate their business over to the Oxynade platform. “We see ourselves as chefs, and we need a good kitchen to cook in. Oxynade is that kitchen,” says Robert. Oxynade was able to provide all of the required features, at a cost that would help reduce their expenses at a time when revenue is low.

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Some of the Oxynade features that are most important for Robert are the SaaS cloud technology, automatic seat maps, secure online ticket sales, and time blocks for gate entry. “Time blocks are an essential feature,” says Robert. “You cannot do ticketing in the world of COVID without time blocks.” While dance events already make use of time blocks to reduce crowding at gates, plenty of other events and venues hadn’t implemented it previously and will need to do so when they reopen.

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“Most ticketing companies want event managers who sell tickets as their clients. What we love about Oxynade is that they serve ticketing consulting businesses like ours. This gives us an economic advantage and the software is also better suited to our needs.” - Robert Mulder, Managing Director of Twelve.

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The Result

Reducing expenses and readying for event comebacks

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The core motivation for making the switch was economic. “If it was a normal year, I’m sure I’d be too busy to migrate to a different platform. But because we had the time for this project, we wanted to negotiate a new contract,” Robert explains.

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The company has every intention of continuing to dominate the Amsterdam dance market when events return. So, curbing costs in the meantime is essential.

“Most ticketing companies want event managers who sell tickets as their clients. What we love about Oxynade is that they serve ticketing consulting businesses like ours,” says Robert. “This gives us an economic advantage and the software is also better suited to our needs.

 

They have a ticketing background and understand the pressure of having 20,000 people lining around the block to enter 25 lanes, but at the same time, they don’t interact with event manager customers. Their business model is a perfect fit for us.”

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Moving Forward

Pivoting to new industries to capture additional markets

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With the dance event industry currently on paused, Robert is focused on building up revenue in additional markets. “We’re preparing for an eventless 2021, because we don’t expect this whole thing to blow over yet,” says Robert.

 

Twelve offers point of sales for football stadiums, amateur sports, hospitality, and cultural venues. The goal for 2021 is to provide visitor registration and ticketing for these markets, in a way that meets COVID requirements. While packed events might be off the table for a while, limited entry to venues will certainly be open unless there are large outbreaks.

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“We’re happy to have fully migrated over to Oxynade so we can better serve markets that will be running during COVID,” says Robert. “The platform is enjoyable and easy to use.”

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