The Overture to Effortless Entry: How The Gogue Center Composed a Seamless Patron Experience with NFC Ticketing

For performing arts venues, the event day patron experience begins well before the moment the curtain rises. The Gogue Performing Arts Center at Auburn University, a 1200-seat facility, understood this and transformed their entry process from a source of stress into a seamless prelude to great performances.

The Challenge: Long Lines, Frustrated Patrons, and Stressed Staff

Imagine a packed house, minutes before showtime. The anticipation and excitement for the show should be building, but outside the doors, lines are long, patrons are fumbling with tickets, and staff are battling scanning issues and problematic screenshots.

This was the reality at the Gogue Center, a 1200-seat facility hosting everything from Broadway shows to university events. Before implementing Paciolan with NFC technology, they faced the familiar pain points that plague many venues: slow scanning created bottlenecks, problematic screenshots sent patrons to the box office, and season ticket holders juggled cluttered digital wallets. The ripple effect was significant—entry delays stressed both patrons and front-of-house staff, and worst of all, required holding performance start times while ticket issues got resolved.

For a venue committed to exceptional experiences, this friction was undermining the very first impression of their curated performances.

The Leap: Embracing NFC for a Faster Future

Driven by a vision for patron experience worthy of their stage, the Gogue Center made a strategic decision during their platform transition to Paciolan in 2023: embrace NFC ticketing and Paciolan's ALL-IN-1 pass technology. Heather Watson, Patron Services Manager, and Cherwanda Jones, Director of Operations, didn't just implement new technology—they orchestrated a thoughtful change management process.

Their approach was simple: translate the unfamiliar into the familiar. Their resonant instruction to patrons? "It's just like Apple Pay, just tap." This comparison struck a chord immediately, demystifying the technology and making adoption feel natural rather than intimidating. They communicated early and often, provided personalized guidance for digital wallet setup, and even tackled a mid-season ticketing technology switch to Paciolan with confidence. As Cherwanda noted, "NFC absolutely helped ease that transition."

The Results: A Standing Ovation for Efficiency

The transformation delivered immediate, measurable impact across every aspect of their operation:

Dramatically Faster Entry

• 10-12 minutes faster patron entry times

• Show holds eliminated — from nearly every show to only 6 times per season

• Seamless flow that matches the caliber of their performances

Patron Preference and Satisfaction

• ALL-IN-1 pass became the preferred method — patrons love the simplicity

• Screenshot issues eliminated — only valid tickets grant entry

• Streamlined experience from digital wallet to seat

Empowered Team and Operations

• Staff enthusiasm soared — ushers now actively request entry pedestal duties

• Training simplified — new staff can be quickly trained for busy nights

• Flexibility enhanced — easier staffing adjustments for different event sizes

"They love it. So that's a win for me," Heather happily relayed. Their success has even influenced other university departments to explore ALL-IN-1 technology paired with NFC based on the Gogue Center's positive results.

Lessons Learned: Demystifying Digital Access

The Gogue Center's experience offers clear takeaways for other performing arts leaders:

• Patrons Will Adapt (and Prefer It): Clear communication and simple analogies like "Apple Pay" make adoption easier than you think. Patrons value speed and convenience over complexity.

• It Simplifies Operations: Faster entry reduces stress on staff and eliminates disruptive show holds, improving the overall event experience for everyone.

• Staff Confidence Soars: The technology isn't intimidating; it's intuitive, making event entry accessible and even desirable for more team members.

• Strategic Value Extends Beyond Entry: Improved efficiency, enhanced security, and positive patron feedback have broader benefits for your organization's reputation and operational health.

The Gogue Center didn't shy away from innovating with vision and care. Their story proves that embracing NFC technology can bring new levels of grace and efficiency to venue operations, ensuring the experience outside the hall matches the artistry inside. For any venue ready to deliver that same standard of excellence, the Gogue Center shows how to make it happen.