TryBooking
Event ticketing platform hosting Pride of Our Footscray’s ticketing operations and holding 8 years of historical venue data. Primary source of customer contact information and ticket sales revenue.
Platform Role
TryBooking is the authoritative ticketing platform for all Pride events. Customers purchase tickets through TryBooking, which collects email addresses and attendance data for each booking.
Super-partner status: Pride has special status enabling instant fund withdrawal (faster settlement than standard accounts)
Data Holdings
Historical scope: 313+ events over 8 years; platform contains complete ticket sales and customer records
Current active events: 8 events with 4,222 bookings and 9,971 tickets generating $151,822 in sales (as of 28 March 2026)
Revenue captured: All event revenue flows through TryBooking; settlement occurs automatically
Customer Email Data
Total unique email addresses (sample analysis): 2,809 from analysed events (99.95% of ticket holders have email on file)
Email domain composition:
- Gmail: 40.8%
- TryBooking proxy: 29.7% (not directly mailable)
- Hotmail/Outlook: 15.5%
- Other: 13.8%
Effective mailable list: ~1,974 real email addresses (excluding TryBooking proxy forwards)
Email consent: Automatic opt-in via ticket purchase; compliant with Australian Spam Act for transactional and marketing communications
Overlap with shareholders: Only 9 of 106 shareholder emails (8.5%) appear in TryBooking customer database
Attendee Export Capabilities
Attendee List Report: Primary export mechanism; provides full attendee details with emails, available per event or across date ranges
Custom Report (Export data): Advanced report with customisable fields and filters
Additional reports: Event revenue itemised, event summary, map bookings (geographic analysis)
Frequency: Exports are ad hoc; no automated feed available
Repeat Customer Analysis
Multi-event attendance: Rare. Only 32 customers (1.1% of base) attended multiple events analysed (typically only Drag Bingo across 4-event sample)
Single-event focus: Audience strongly event-driven; customers choose based on specific shows rather than venue loyalty
Top bookers: Primarily group bookings (Footscray Friends And Dining: 122 tickets; individual repeat attendees under 70 tickets)
Integration Status
Xero integration: Available (status and configuration unknown)
PinTuna integration: Email lists can be uploaded from TryBooking to PinTuna for loyalty/membership targeting
Email marketing integration: No direct integration; manual email export required
Square POS integration: Not confirmed; no documented sync of attendance data to in-venue point of sale
Operational Challenges
Attendance tracking: Tickets sold through TryBooking but attendee check-in is manual (printed lists, marked off by hand). No scanning or automated attendance capture.
Data export frequency: Manual, ad hoc exports required; no scheduled automated feeds
Email consent complexity: Dual-source emails (TryBooking proxy vs real addresses) requires filtering for campaign effectiveness
Strategic Value
TryBooking customer email database is Pride’s second-largest consented email audience (after PinTuna members at 572). Combined with shareholder register and loyalty members, it represents untapped customer engagement and re-booking opportunity.
Built-In Email Tools (April 2026)
TryBooking includes free built-in email tools for event-specific communications (follow-up emails, buyer messaging). These should be used for event-specific sends alongside Mailchimp for broader marketing.
TryBooking also integrates natively with Audience Republic for marketing automation.
Analytics gap: TryBooking has no direct integration with any BI platform reviewed. Event/capacity data stays locked unless extracted via API — this is why the custom Humphrey Intelligence App is essential for unified analytics.
See Tech Stack Optimisation for full stack recommendations.
Related Pages
- PinTuna — loyalty platform receiving TryBooking email lists
- Email Marketing Strategy — using customer email data for re-engagement
- Shareholder Engagement — overlapping audience analysis
- Revenue Recognition — financial reconciliation with ticket sales
- Tech Stack Optimisation — stack assessment
- Melbourne Venue Tech Stack Research — source: TryBooking evaluation