Sydney Opera House Orchestrates Ticketing and CRM System Transformation on HP Integrity Servers
Built in 1973 on Sydney Harbor at Bennelong Point in New South Wales, Sydney Opera House hosts worldrenowned performers and stages some 2,400 events annually, representing a range of artistic genres, cultures, and expressions.
Having a magnificent structure has not exempted the organization from needing to improve its core business and customer service. A desire to offer patrons the best service possible through its ticketing transactions has driven a desire to upgrade to a next-generation ticketing system. To succeed in these endeavors, the underlying IT systems supporting customer interactions and business processes must be advanced, flexible, reliable, and manageable.
The organization was looking for transforming technologies that could increase its online selling capacity. “In 2004, we conducted approximately 24 percent of our ticket sales online,” explains Lindsay Kelly, Director of Finance and Systems for Sydney Opera House, “and now, with an HP enabling platform for our ticketing and CRM application, we can increase the potential of that sales channel.”
Sydney Opera House led an effort to create a consortium of arts organizations to achieve economies of scale and consolidate ticketing platforms for a number of such organizations, including Opera Australia, Seymour Theatre Centre, and Australian Chamber Orchestra. Together they chose to build a Unified Customer Support System (UCSS) using Tessitura Arts Enterprise Software running on HP Integrity rx2620 Servers and HP ProLiant BL25 server blades.
A strong continuity solution from HP takes center stage
After choosing the ticketing and CRM application in March 2005, Claire Swaffield, Sydney Opera House’s CIO, spearheaded the management and planning of the UCSS project and enlisted HP to design and supply the right infrastructure, working to stringent timelines to assist in implementing a robust hardware platform.
“We, Sydney Opera House, entrusted our business partner, HP, to lead us to the right server platform. HP’s strategic infrastructure review helped us make sure we could provide flexible capacity and high availability to sustain our new Unified Customer Support System,” says Swaffield.
HP consultants recommended dedicating two HP Integrity rx2620 Servers with Intel Itanium 2 processors to a 64-bit application stack, which housed Tessitura software, Windows® Server 2003 Enterprise Edition, and Microsoft® SQL Server 2000. Additionally, HP consultants designed and implemented an extranet to give consortium partners access to the UCSS platform, and also provided staff with training.
“As the host of the arts consortium that includes Opera Australia, Seymour Theatre Centre, Australian Chamber Orchestra and potentially several other groups, we’re responsible for a ticketing platform that is vital to all of our businesses,” Kelly says. “HP Integrity servers give us the reliability, confidence and continuous operation to support our Tessitura Arts Enterprise Software.”
The combination of multifunctional Tessitura software and hefty HP Integrity server computing capacity with its rocksolid Intel Itanium architecture is just the ticket for supporting the arts. For example, Sydney Opera House set new organizational records for the first major show it launched on the new ticketing system powered by Integrity servers.
“We sold approximately 60 percent of tickets for Scottish comedian, Billy Connolly, online, and we were able to support multiple transactions so that three concerts sold out within the first on-sale day,” Kelly affirms. “The upshot is that more customers wanting to make purchases via that sales channel can now do so with amazing reliability.”
CRM takes center stage on an Itanium 2–based Integrity platform Kelly acknowledges other advancements that UCSS brings, sitting on the Itanium 2–based Integrity platform, such as integrated customer information and a comprehensive suite of marketing and development tools. “We’re excited about using Tessitura to develop more targeted marketing through customer profiling and relationship management,” says Kelly.
The Integrity platform has virtualization features to help Sydney Opera House use its computing resources efficiently during service peaks, particularly as its CRM efforts increase. Later on, Sydney Opera House plans to build a virtual server environment to help it adapt computing resources to business priorities in real time. “We can place other applications within the partitions of HP Integrity servers,” says Claire Swaffield, “so this platform gives us plenty of room to grow.”
Meanwhile, Sydney Opera House system administrators enjoy the benefits of simplified management on the Integrity server platform using HP Systems Insight Manager. The software provides an extensive, secure tool set through a single management console, so the IT staff can monitor server usage and organize management processes around IT services. “HP Systems Insight Manager is absolutely essential for us. The software allows us to be proactive and quickly resolve impending problems,” Swaffield explains.
HP Integrity server support for the Windows operating system also eases management and maintenance. The servers integrate well with the organization’s Windowsbased desktop PC environment, eliminating complexity and the need to retrain on another operating system. In addition, Integrity servers running Microsoft SQL Server 2000 offer a compelling alternative to supporting databases on proprietary mainframes. With the Integrity architecture, data-rich applications like Tessitura and the SQL Server database gain continuous performance and the flexible capacity necessary for future growth. Swaffield notes, “HP technology allows us to easily manage our computing resources to meet unforeseen needs ahead.”
Also integrated seamlessly with Integrity servers are several HP ProLiant server blades assigned to utilitarian, customer-facing roles. The HP BladeSystem provides the organization’s Internet gateway and also runs the main controller, Web, Microsoft Active Directory, and credit card applications in conjunction with the UCSS platform. The IT staff use HP ProLiant Essentials Rapid Deployment Pack to provision the servers and HP Integrated Lights-Out (iLO) technology to monitor them remotely. In addition, the organization deployed VMware ESX Server virtualization software to enable the partitioning and consolidation of IT applications on ProLiant server blades without deploying additional physical servers. Swaffield acknowledges, “With the simple interconnectivity and networking capabilities of the HP BladeSystem, we enjoy the flexibility of reassigning resources to smaller applications as needed. And we can oversee an even larger HP blade infrastructure effectively using the HP management tools.”
Establishing a stronger foundation of trust, technology,and innovation To supplement the HP continuity solution, Sydney Opera House is consulting with HP on recommendations for disaster resilience and data protection. HP will also be configuring a storage area network around HP StorageWorks solutions, creating a disaster recovery capability offsite, and may provide hosting services for it. “The HP professionals are experts in continuity, high availability and disaster recovery,” says Swaffield, “and we’re working with them to support our systems, which operate 24/7, 365 days a year.”
Now with an innovative platform for its new ticketing system, helping take the business capacity to new levels, Sydney Opera House looks forward to tackling other business transformations in the future, including consolidating several business systems, refreshing the file servers, and enhancing its Web site so it becomes a virtual Sydney Opera House. Kelly concludes, “Although we aim to streamline our business processes and IT systems further, we are extremely delighted with our progress made with business partner, HP. They truly want the best possible outcomes for us. Our interests are their interests.”
Why HP?
• Leadership and long-term association
• Solutions with unmatched breadth and depth
• Continuity, knowledge, and skill
• Strength in addressing pressing business problems
Challenge
• Further enhance the visitor experience for our customers
• Build strong patron relationships
• Create a reliable platform for a unified, multifunctional ticketing system
• Provide continuity and computing performance to support arts consortium partners
Solution
Hardware
• 2 HP Integrity rx2620 Servers with Intel Itanium 2 processors
• 1 HP ProLiant DL380 Server with Intel Xeon™processor
• 2 HP ProLiant DL360 Servers with Intel Xeon processors
• 7 HP ProLiant BL25 Server blades
Software
• Tessitura Arts Enterprise Software
• HP Systems Insight Manager
• HP ProLiant Essentials Rapid Deployment Pack
• HP Integrated Lights-Out (iLO) technology
•Microsoft Windows Server 2003 Enterprise Edition
•VMware ESX Server virtual infrastructure software
•Microsoft SQL Server 2000
•Microsoft Active Directory
•Windows Terminal Server
HP services
•Consulting and integration
• Technical support
• Infrastructure review
• Server installation
• System integration
• Extranet design and implementation
•Hardware warranty
Results
Value
•Creates greater sales capacity
with simultaneous transaction ability
•Gives arts organizations access to top-tier IT solutions
•Makes the arts dollar work harder
Agility
• Enables the customer to be supported through transaction without interruption
•Accommodates substantial user activity and heavy online traffic
• Provides redundancy and resilience to minimize disruption
• Brings new consortium members online quicker Simplicity
• Enables virtualization for future business systems consolidation
• Simplifies management via a single console
© 2006 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein. Intel, Itanium, and Xeon are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. Microsoft and Windows are U.S. registered trademarks of Microsoft Corporation.
Sydney Opera House is a registered trademark of Sydney Opera House Trust.
Tessitura Arts Enterprise Software is the property of Impresario L.L.C., a wholly owned subsidiary of the Metropolitan Opera Association.
4AA0-5538ENW, June 2006
Having a magnificent structure has not exempted the organization from needing to improve its core business and customer service. A desire to offer patrons the best service possible through its ticketing transactions has driven a desire to upgrade to a next-generation ticketing system. To succeed in these endeavors, the underlying IT systems supporting customer interactions and business processes must be advanced, flexible, reliable, and manageable.
The organization was looking for transforming technologies that could increase its online selling capacity. “In 2004, we conducted approximately 24 percent of our ticket sales online,” explains Lindsay Kelly, Director of Finance and Systems for Sydney Opera House, “and now, with an HP enabling platform for our ticketing and CRM application, we can increase the potential of that sales channel.”
Sydney Opera House led an effort to create a consortium of arts organizations to achieve economies of scale and consolidate ticketing platforms for a number of such organizations, including Opera Australia, Seymour Theatre Centre, and Australian Chamber Orchestra. Together they chose to build a Unified Customer Support System (UCSS) using Tessitura Arts Enterprise Software running on HP Integrity rx2620 Servers and HP ProLiant BL25 server blades.
A strong continuity solution from HP takes center stage
After choosing the ticketing and CRM application in March 2005, Claire Swaffield, Sydney Opera House’s CIO, spearheaded the management and planning of the UCSS project and enlisted HP to design and supply the right infrastructure, working to stringent timelines to assist in implementing a robust hardware platform.
“We, Sydney Opera House, entrusted our business partner, HP, to lead us to the right server platform. HP’s strategic infrastructure review helped us make sure we could provide flexible capacity and high availability to sustain our new Unified Customer Support System,” says Swaffield.
HP consultants recommended dedicating two HP Integrity rx2620 Servers with Intel Itanium 2 processors to a 64-bit application stack, which housed Tessitura software, Windows® Server 2003 Enterprise Edition, and Microsoft® SQL Server 2000. Additionally, HP consultants designed and implemented an extranet to give consortium partners access to the UCSS platform, and also provided staff with training.
“As the host of the arts consortium that includes Opera Australia, Seymour Theatre Centre, Australian Chamber Orchestra and potentially several other groups, we’re responsible for a ticketing platform that is vital to all of our businesses,” Kelly says. “HP Integrity servers give us the reliability, confidence and continuous operation to support our Tessitura Arts Enterprise Software.”
The combination of multifunctional Tessitura software and hefty HP Integrity server computing capacity with its rocksolid Intel Itanium architecture is just the ticket for supporting the arts. For example, Sydney Opera House set new organizational records for the first major show it launched on the new ticketing system powered by Integrity servers.
“We sold approximately 60 percent of tickets for Scottish comedian, Billy Connolly, online, and we were able to support multiple transactions so that three concerts sold out within the first on-sale day,” Kelly affirms. “The upshot is that more customers wanting to make purchases via that sales channel can now do so with amazing reliability.”
CRM takes center stage on an Itanium 2–based Integrity platform Kelly acknowledges other advancements that UCSS brings, sitting on the Itanium 2–based Integrity platform, such as integrated customer information and a comprehensive suite of marketing and development tools. “We’re excited about using Tessitura to develop more targeted marketing through customer profiling and relationship management,” says Kelly.
The Integrity platform has virtualization features to help Sydney Opera House use its computing resources efficiently during service peaks, particularly as its CRM efforts increase. Later on, Sydney Opera House plans to build a virtual server environment to help it adapt computing resources to business priorities in real time. “We can place other applications within the partitions of HP Integrity servers,” says Claire Swaffield, “so this platform gives us plenty of room to grow.”
Meanwhile, Sydney Opera House system administrators enjoy the benefits of simplified management on the Integrity server platform using HP Systems Insight Manager. The software provides an extensive, secure tool set through a single management console, so the IT staff can monitor server usage and organize management processes around IT services. “HP Systems Insight Manager is absolutely essential for us. The software allows us to be proactive and quickly resolve impending problems,” Swaffield explains.
HP Integrity server support for the Windows operating system also eases management and maintenance. The servers integrate well with the organization’s Windowsbased desktop PC environment, eliminating complexity and the need to retrain on another operating system. In addition, Integrity servers running Microsoft SQL Server 2000 offer a compelling alternative to supporting databases on proprietary mainframes. With the Integrity architecture, data-rich applications like Tessitura and the SQL Server database gain continuous performance and the flexible capacity necessary for future growth. Swaffield notes, “HP technology allows us to easily manage our computing resources to meet unforeseen needs ahead.”
Also integrated seamlessly with Integrity servers are several HP ProLiant server blades assigned to utilitarian, customer-facing roles. The HP BladeSystem provides the organization’s Internet gateway and also runs the main controller, Web, Microsoft Active Directory, and credit card applications in conjunction with the UCSS platform. The IT staff use HP ProLiant Essentials Rapid Deployment Pack to provision the servers and HP Integrated Lights-Out (iLO) technology to monitor them remotely. In addition, the organization deployed VMware ESX Server virtualization software to enable the partitioning and consolidation of IT applications on ProLiant server blades without deploying additional physical servers. Swaffield acknowledges, “With the simple interconnectivity and networking capabilities of the HP BladeSystem, we enjoy the flexibility of reassigning resources to smaller applications as needed. And we can oversee an even larger HP blade infrastructure effectively using the HP management tools.”
Establishing a stronger foundation of trust, technology,and innovation To supplement the HP continuity solution, Sydney Opera House is consulting with HP on recommendations for disaster resilience and data protection. HP will also be configuring a storage area network around HP StorageWorks solutions, creating a disaster recovery capability offsite, and may provide hosting services for it. “The HP professionals are experts in continuity, high availability and disaster recovery,” says Swaffield, “and we’re working with them to support our systems, which operate 24/7, 365 days a year.”
Now with an innovative platform for its new ticketing system, helping take the business capacity to new levels, Sydney Opera House looks forward to tackling other business transformations in the future, including consolidating several business systems, refreshing the file servers, and enhancing its Web site so it becomes a virtual Sydney Opera House. Kelly concludes, “Although we aim to streamline our business processes and IT systems further, we are extremely delighted with our progress made with business partner, HP. They truly want the best possible outcomes for us. Our interests are their interests.”
Why HP?
• Leadership and long-term association
• Solutions with unmatched breadth and depth
• Continuity, knowledge, and skill
• Strength in addressing pressing business problems
Challenge
• Further enhance the visitor experience for our customers
• Build strong patron relationships
• Create a reliable platform for a unified, multifunctional ticketing system
• Provide continuity and computing performance to support arts consortium partners
Solution
Hardware
• 2 HP Integrity rx2620 Servers with Intel Itanium 2 processors
• 1 HP ProLiant DL380 Server with Intel Xeon™processor
• 2 HP ProLiant DL360 Servers with Intel Xeon processors
• 7 HP ProLiant BL25 Server blades
Software
• Tessitura Arts Enterprise Software
• HP Systems Insight Manager
• HP ProLiant Essentials Rapid Deployment Pack
• HP Integrated Lights-Out (iLO) technology
•Microsoft Windows Server 2003 Enterprise Edition
•VMware ESX Server virtual infrastructure software
•Microsoft SQL Server 2000
•Microsoft Active Directory
•Windows Terminal Server
HP services
•Consulting and integration
• Technical support
• Infrastructure review
• Server installation
• System integration
• Extranet design and implementation
•Hardware warranty
Results
Value
•Creates greater sales capacity
with simultaneous transaction ability
•Gives arts organizations access to top-tier IT solutions
•Makes the arts dollar work harder
Agility
• Enables the customer to be supported through transaction without interruption
•Accommodates substantial user activity and heavy online traffic
• Provides redundancy and resilience to minimize disruption
• Brings new consortium members online quicker Simplicity
• Enables virtualization for future business systems consolidation
• Simplifies management via a single console
© 2006 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein. Intel, Itanium, and Xeon are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. Microsoft and Windows are U.S. registered trademarks of Microsoft Corporation.
Sydney Opera House is a registered trademark of Sydney Opera House Trust.
Tessitura Arts Enterprise Software is the property of Impresario L.L.C., a wholly owned subsidiary of the Metropolitan Opera Association.
4AA0-5538ENW, June 2006
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