Des Moines Performing Arts

Introduction

Des Moines Performing Arts

Des Moines Performing Arts (DMPA) is the premier performing arts center in Iowa.

Beyond their diverse selection of theater and dance performances, concerts, and lectures, DMPA runs a robust education program that reaches 70,000 community members each year. In 2024, we partnered with their team to completely redesign their website, better showcasing the breadth of their offerings and creating streamlined self-service purchase paths for their school groups and summer camps.

Overview

The Challenges

DMPA's robust education programs and Broadway subscriptions needed a streamlined custom purchase path to better serve their patrons.

Flexible Fixed Package Purchases
DMPA's Willis Broadway Series brings 10-12 touring shows to Des Moines annually, supported by a substantial subscriber base. Their traditional fixed seat packages include 6 productions with longer runs, with options to add limited engagement shows at the time of purchase. The marketing team aimed to increase add-on show purchases through a simple, visually appealing upsell experience within the subscription purchase path.
Subscribers are also able to directly substitute a production in their package for a different add-on show after purchase; DMPA needed a custom solution to facilitate a self-service option for these substitutions online.
Education Program Registration
During our on-site Discovery process, the DMPA education team introduced us to their popular summer camps and weekday school group matinees, all managed in Tessitura. These programs sell out quickly every year and require more extensive data collection than standard tickets or packages – details like bus parking for schools or campers' allergies. Processing these orders consumed significant staff resources, while patrons increasingly expected self-service options to manage their registrations.
On their previous site, DMPA lacked a comprehensive self-service solution for these educational offerings. Their team needed a custom purchase path that could handle both the volume and complexity of these transactions seamlessly, reducing staff workload while improving customer experience.

We had ambitious goals for the new website, including enhancing the season ticket holder experience and streamlining how educators register for our student matinee programs. These were complex, highly specific challenges, and Made not only understood them, but delivered thoughtful, custom solutions that elevated both the guest and staff experience. Their team helped us build an intuitive, self-service digital platform that reflects the breadth of our programming while also reducing staff workload.

Greg Votava, Vice President of Marketing and Communications, Des Moines Performing Arts

What We Did

Design and Development

Our design improved site navigation to fully display the breadth of DMPA's offerings, and BlocksOffice was the perfect custom solution for their ticketing needs.

Improved Event & Package Discovery
The redesigned DMPA website now features intuitive navigation and clear pathways to discover both their performance offerings and educational programs. We implemented mobile-first design principles that showcase their diverse programming while making it easy for visitors to find exactly what they're looking for, whether that's the latest Broadway show or information about summer camps.
Custom Upsells and Package Exchanges with BlocksOffice
Given the complexity of DMPA's education and ticketing needs, we implemented BlocksOffice, our customizable Tessitura-integrated online ticketing platform. We leveraged the standard BlocksOffice upsell functionality to create a tailored production add-on screen in the subscription purchase path. This allows subscribers to quickly and intuitively add limited-run shows to their order with just a few clicks.
The platform also empowers patrons to exchange their tickets for another seat or performance directly from the My Account area, with specific limitations controlled in Tessitura. Subscribers can even substitute a show in their package for a limited-run production, again with parameters managed through Tessitura. This self-service approach significantly reduces box office call volume while giving patrons greater control over their experience.
Student Matinee Group Sales and Order Management
One of the most transformative elements of the redesign was our approach to education programming. We created a dedicated purchase path where teachers and administrators can register as representatives for their schools and then purchase blocks of tickets. The system allows them to reserve buses if needed and note accessibility requirements, with flexible payment options including upfront payment or invoicing.
To complement this, we developed an Educator Hub within the My Account area that appears specifically for users that are registered educators. This specialized portal allows educators to manage or make payments on their school group reservations without needing to contact the box office, streamlining the process for both DMPA staff and their educational partners.
By creating these custom pathways integrated with Tessitura, we've helped DMPA significantly reduce administrative workload while providing a more convenient experience for their educational partners. The result is a digital presence that truly reflects DMPA's position as Iowa's premier performing arts organization, with technology that supports both their artistic vision and their educational mission.