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English National Opera

English National Opera Grows Online Ticketing with The Patron Edge®

English National Opera is one of Britain’s national arts companies. Based at London’s largest theatre, the London Coliseum, the Company has been committed to world class quality opera sung in English for more than 70 years. From the adventurous Nixon in China, to popular favourites such as the Mikado and On the Town, ENO produces landmark experiences. ENO has redefined what music-theatre means and transformed the audience for opera.


  • English National Opera had used the same ticketing system for 13 years, but found its limitations were preventing the business from growing.
  • Popularity of online bookings had been minimal because customers were unable to pick their own seats during the booking process, and the agency owned system meant no ownership of data captured through ticket sales.
  • Other information on supporters built up by the Development Office’s use of The Raiser’s Edge® was often under-utilised by the box office with a manual transfer of data between departments taking place just a few times a year.
  • Because of these limitations ENO was finding it impossible to initiate the type of enhanced online and digital marketing it believed was crucial to promote continued audience development.


  • The new box office system at ENO would need to meet objectives such as achieving an overall increase in ticket sales, growing online marketing as well as integrating with The Raiser’s Edge to create a 360o view of supporters.
  • After evaluating the market, ENO selected The Patron Edge and The Patron Edge Online to provide them with a comprehensive ticketing, marketing and CRM solution.


  • ENO has achieved a significant boost to ticket sales, in particular online, with a consistent increase in tickets sold over previous years, despite a reduction in audience capacity.
  • All box-office, marketing and development staff now work from a truly integrated database, building a complete picture of all activities and facilitating more tailored and targeted marketing campaigns.
  • ENO has revolutionised online booking, with supporters now able to manage subscription schemes, make donations and join the ENO Friends scheme online, as well as purchasing programmes and gift vouchers too, dramatically reducing the amount of time spent by staff servicing these requests.
  • ENO’s new cultural solution has also facilitated the redesign of its web site to take advantage of powerful tools such as the creation of microsites and live streaming of shows, elements which are crucial to an organisation focused on boosting online sales.

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