Quick-Launch Site with Modern, Inspirational Design for Increased Site Visitors

An Adage-led discovery process including workshops and interviews helped prioritize content and provide information to create an intuitive architecture for the new site. Now, Hubbard Street boasts a modern navigation and design elements that provide a fluid, interactive and fun user experience.

The reorganized navigation encourages patrons to support Hubbard Street through subscriptions and donations, and inspires visitors to dance through class registrations.

The new Hubbard Street site delivers a dynamic, energetic, accessible and welcoming feeling. Adage designers utilized Hubbard Street’s already beautiful branding to emphasize the company’s history while paving the way for the future. The site is now representative of the level of sophistication and quality of the productions Hubbard Street puts on stage.

The site redesign excites patrons to see Hubbard Street performances and provides inspiring, valuable content for everyone from dance lovers, parents of interested dance students, and casual fans alike. Hubbard Street realized a 100% increase in page visits per session leading to continued growth through informing, inspiring and ultimately converting through ticket sales, class registrations or studio rentals.

Adage recommended Umbraco, an open source CMS that is flexible, scalable and with Adage developers, fast to build and launch. Umbraco is also easy-to-learn and easy-to-use. Simple content changes and text edits that use to require a 24-72-hour turnaround-time, now take minutes.

“Hubbard saves $15K in internal and external development hours originally budgeted for issues that are nonexistent with the new site.” explains Andy Sheagren, Director of Marketing at Hubbard Street Dance.

Adage suggested Hubbard Street move from a custom ecommerce solution to TNEW, Tessitura’s ecommerce platform. Adage developers built an easy to navigate, integrated site for single ticket purchases, donations, and subscriptions, and a separate purchase path for class registration and rentals. The set up met Hubbard’s operational needs and the consistent design provided a fluid experience for site visitors.

“Ticket sales and registrations have increased overall, and we’re seeing significantly more users completing their purchases online, with sales by phone decreasing by 60% as the new purchase path proves intuitive and customer-friendly,” notes Andy Sheagren, Director of Marketing at Hubbard Street Dance.

Among the many reasons Hubbard Street chose to partner with Adage is the ongoing, positive experience of working with Adage employees. Andy Sheagren explains, “Sarah Bordson, Digital Director for Arts, Culture & Entertainment at Adage, has a clear and open mind when approaching the project, she is extremely knowledgeable about the arts & culture industry including Tessitura and continues to guide us in the right direction without being pushy.”

It doesn’t stop there. The Design Team at Adage “really listened, was diligent and aware.” Throughout the project Jeff Kolb, Product Owner at Adage personally handled any stakeholders concerns with grace. Andy shared that, “The Adage Team ensured a pain-free process and exceeded everyone’s expectations.”