The Challenge
Prior to the dashboard being set up, access to sales and performance data was limited. The only way to retrieve this information was through manually checking sales reports, which were only available to a small number of team members. As a result, the majority of the team lacked visibility into key metrics, making it difficult to track event performance or make timely, informed decisions.
The Solution
The initial solution was to give all team members access to the platform housing the sales reports. However, while the platform was operationally useful, the raw reports were difficult to interpret, especially for those who didn't work with this data on a daily basis. To address this, I continued with a more accessible solution by collating the key data and presenting it in a clear, visual format using Google Looker Studio. This allowed all team members to easily access and understand sales performance at a glance, regardless of their technical background.
Research & Team Collaboration
To ensure the dashboard would be useful to those using it day-to-day, I began by speaking with members of the marketing and bookings teams to understand which statistics and metrics were most important to them. These conversations helped clarify their priorities and surfaced some useful suggestions for features they'd like to see included, such as filters by venue and clearer monthly performance indicators.
Defining Key Metrics & Structuring the Data Source
With a clear understanding of the team's needs, I identified the core KPIs and metrics to track across the dashboard. I then created a structured Google sheet to act as the central data source alongside Google analytics, where key figures such as sales numbers, visitor counts, and booking data would be maintained. This structure allowed the data to be cleanly and reliably pulled into the dashboard via Google Looker Studio.
Structure Layout
The dashboard itself was divided into three core sections to reflect the most relevant performance areas:
Tickets Sold vs Left Over
Revenue MtM
Total Ticket + Package Sales
Each section gave the team a clear, segmented view of sales and attendance data. I also included interactive filters to allow users to explore the data in more depth—filtering by individual venues, events, and spaces.
Visual Design & User Experience
Improved Access & Team Enablement
With the dashboard now in place, team members who previously didn't have access to sales reporting tools can easily view performance metrics. This has allowed the wider team to regularly check ticket and packages sales when needed, quickly identify underperforming events, and make informed decisions about what to push or promote.
Backdated Data & Ongoing Reporting
Final Result: Ticket Sales Increase
The dashboard also enabled deeper insights into event-specific performance across different time periods. For example, Sloans hosts an event called "EatFilm" where every Tuesday they play a different movie with a meal included in the price of a ticket. Using this dashboard I was able to show the team the data that represented seasonal trends. The most notable trends being that romantic comedies consistently performed best in the winter months, and that musicals proved most popular during spring and early summer.
Using this data, the team adjusted their schedule for 2025, moving the majority of musicals to May. As a result the bookings team saw an increase in ticket sales by 15% on average. With some individual film sales improving by almost 50% from their performance in 2024.