Since its inception in 1968, Paradiso has evolved into one of the most iconic music venues globally. In 2019, Paradiso partnered with See Tickets to enhance the ticket purchasing experience and deliver the ultimate fan experience. Erik Luyten (Head of Ticketing, ICT & Data at Paradiso), Geert van Itallie (Managing Director at Paradiso), and Marijke van den Bosch (CEO of See Tickets Benelux & Germany) explain what makes this collaboration so effective and unique.

To enhance visitor satisfaction and encourage repeat attendance, Paradiso took a significant step forward in digitalization in 2019. Through its partnership with See Tickets and the adoption of a white-label sales platform, the Paradiso account was introduced. This dedicated account focuses on programs organized by Paradiso and enables the venue to provide tailored updates about events aligned with individual interests.

Erik Luyten remarks, “We’ve chosen to continue working with See Tickets in the coming years because of their shared commitment to innovation and their ability to translate this vision into practical operations. Since the start of our partnership, they have been a stable, reliable ally, even during the challenges of COVID-19. Their technical capabilities and features help us execute our strategy effectively. The account, built on Amazon Cognito technology, provides a robust foundation that we can further develop with our developer, Bravoure.“

Efficiency Gains
Visitors also benefit greatly from this collaboration. According to Luyten, “The Paradiso account is created once, giving visitors a centralized location for all their orders. They can check their membership validity, personalize or reschedule tickets, and even join waiting lists for sold-out events. This has led to significant operational efficiency gains, as visitors can now handle many of these tasks independently.“

Both organizations continue to explore how data can enhance their partnership. Early on, the results of an improved scanning solution exceeded expectations. “Scanning is now 35% faster, allowing visitors to reach the bar sooner, enhancing both their experience and Paradiso’s revenue. We’ve also seen promising outcomes from our recently introduced waiting list,” Luyten adds.

Ticket Resale and Scalping
Ticket reselling through secondary platforms, especially by scalpers, remains a challenge for organizers and often negatively impacts the fan experience. Paradiso aims to maintain control over visitor data for its events. The partnership with See Tickets now facilitates secondary ticket sales through Paradiso’s own channels.

“We’ve been using See Tickets’ secondary solutions for over a year at our sold-out events,” explains Luyten. “The results have exceeded our expectations, going beyond merely limiting scalping. Ensuring fair pricing for resale tickets keeps concert visits accessible, even for popular artists whose tickets might otherwise be inflated through external resale platforms. This solution is a win-win: scalpers are deterred, and true fans are guaranteed access via our primary or secondary sales channels.“

Increased Revenue
The introduction of the waiting list has reduced no-shows by an average of 5% for these events, equating to approximately 75 additional attendees per show. These attendees generate additional revenue through drink sales, locker rentals, and membership purchases—income that would otherwise be lost.

Leveraging Data for Better Programming and Fan Engagement
Traditionally, ticket data collection stops when an event sells out. However, the waiting list allows Paradiso to continue gathering insights about fans interested in specific artists. This data informs future programming and marketing efforts. “With the waiting list, we’ve collected an average of 130% more customer data for events, ranging from dozens to thousands of people for our most popular shows,” Luyten shares. “This operational success reduces the burden on our reception team, as fans can now self-register. It also minimizes scalping, providing fans with a clear, reliable option to find tickets.“

A Partnership Extended
Given the positive results and seamless collaboration, Paradiso has decided to extend its partnership with See Tickets. Marijke van den Bosch states, “The innovations we’ve achieved together over the years are the result of a close, collaborative relationship with Paradiso. Regular discussions about challenges and opportunities have led to new solutions that benefit not only Paradiso but also our clients in other sectors. We’re thrilled to continue working with such a forward-thinking partner.“

Geert van Itallie concludes, “Since 2019, our partnership with See Tickets has significantly enhanced the ticketing experience for visitors, including the creation of the Paradiso account and tools to combat secondary sales. Extending this collaboration enables us to build on these successes and continue adding value for our visitors through improved programming information and ticketing services.“