Case Study - Experience Group

Integrated Event Management

Introduction

Prior to the 2017 British & Irish Lions Tour, Experience Group partnered with All Blacks Hospitality to deliver premium hospitality experiences across major sporting events in New Zealand.

At the time, core operational processes were managed using spreadsheets and telephone-based administration, limiting scalability and efficiency as event complexity increased.

JET was already hosting Experience Group's website on the CK5 platform and was engaged to develop a more integrated booking and event management solution.

Challenge

As event volumes and complexity increased, Experience Group required a more scalable and integrated approach to managing:

• Event bookings and customer reservations
• Customer data and CRM functionality
• Product and hospitality package management
• Financial processing and invoicing
• Marketing and customer communications

An initial plan to implement Salesforce for CRM, integrated with Xero for accounting, was assessed. However, the cost and complexity of this approach proved prohibitive for the operational model required.

Solution

JET implemented the JETSTREAM platform to deliver a fully integrated back-office system, replacing fragmented tools and manual processes with a single unified platform.

The solution included:

• Dynamic website and content management (CK5 integration)
• Product and hospitality package management
• Online booking and reservation system
• Integrated invoicing and billing processes
• Customer tracking and CRM functionality
• Direct accounting integration with Xero
• Event ticketing and allocation management
• “Pick the Score” engagement competition
• Email marketing and customer communication tools

This created a single operational system connecting customer engagement, event management and financial processing.

Result

The integrated platform significantly improved operational efficiency and scalability.

Experience Group was able to:

• Replace spreadsheet-based administration with structured digital workflows
• Reduce reliance on manual telephone-based processes
• Improve visibility of customer and booking data
• Streamline event operations across multiple event types
• Scale operations across a growing portfolio of premium events

The system has since supported a wide range of major events including:

• America's Cup
• Super Rugby and international rugby tournaments
• Rugby World Cups (Men's and Women's)
• Women's Football World Cup
• Musicals and entertainment events
• Cricket and other major sporting fixtures

The solution enabled Experience Group to operate across multiple entertainment sectors using a single integrated platform.