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Engaging Design and

Powerful Ecommerce to

Build Brand Excitement and Increase Ticket Sales

“We wanted to get rich content out there to showcase our brand and even the individual personal brands of our dancers. Working with the Adage team brought another level of discussion that was eye, and ear-opening for people who haven’t worked with web design before.” – Christian Brown, Director of Marketing & Public Relations, Houston Ballet

Houston Ballet Responsive Site by Adage

Founded in 1969, the Houston Ballet, has grown to be the fourth-largest professional ballet company in the United States. They produce more than 75 performances each year with a primary company of 51 dancers.

The Houston Ballet’s outdated website was not reflective of The Balet’s mission and made it difficult to sell tickets or build a new generation of brand advocates.

Adage worked with the Houston Ballet to give their site a complete overhaul featuring an engaging design and powerful ecommerce to build excitement about the brand and increase ticket sales.

Houston Ballet Partners
Houston Ballet Street Dancer
Increase in Pageviews
Decrease in Bounce Rate
The Difference

Dramatic increase in average time spent on page.

Houston Ballet Website by Adage

Web Strategy

The project began with an extensive discovery phase called AdageAlign. A process that helps provide a better understanding of an organization’s brand to allow for KPI driven digital goals. The Ballet’s Adage Align engagement kicked off with onsite workshops including a variety of exercises lead by an Adage discovery team. The team includes design, development and user experience experts who conduct stakeholder interviews, competitive analysis, semantic profiling and other activities that encourage stakeholders to uncover unique needs of The Ballet and its patrons.

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Enhanced User Experience

The user experience and design team at Adage used the organizing idea from the Adage Align engagement to layout and design the various page templates that make up the website. Flexibility was also a key factor in order to better represent the Ballet’s sub entities, The Academy and Nutcracker Market.

Houston Ballet Website by Adage
Houston Ballet Website by Adage

Easy-to-Edit Content Management System

The content blocks and back-end editing interface are features of the site’s foundation on the Optimizely content management system. Optimizely  also provides easy-to-configure user permissions and publishing workflows, a key feature for enabling Houston’s large marketing team.

Learn more about Optimizely CMS.

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Custom Ecommerce

The ecommerce portion of the website is powered by Adage’s ACE Platform fully-customizable ecommerce solution for Tessitura, which seamlessly integrates the Ballet’s Tessitura database with Optimizely  for advanced ticket functionality.

Find out more about Adage’s ACE Platform.

ACE Platform
Houston Ballet Website by Adage

Custom Ecommerce

Looking for a powerful, custom ecommerce solution?

Optimizely CMS offers even more features to easily enhance your site.

Find out how Royal Danish Theatre offers an intuitive purchase path.