Two dancers on stage.

Stage, screen & soul collide

Phoenix Arts case study

Phoenix Arts are a registered charity, founded in 1982, who have been staging events, shows, classes and workshops to the community for over 30 years.
The Phoenix Arts website shown on a MacBook, two different iPads and an iPhone.

Nothing is permanent, except change

The Phoenix Theatre is situated in a Hampshire town undergoing massive regeneration and sought to capitalise on growth opportunities.

As the town's sole longstanding provider of entertainment, they faced the need for a modernised brand and online presence to better align with the evolving surroundings.

The Phoenix Arts website shown on a MacBook Pro.

A platform for the arts

A new website was needed to serve as a comprehensive platform for the arts, unifying all current and future venues under a new brand name - Phoenix Arts.

Various challenges related to event promotion and cross-promotion needed to be solved in order to provide a consistent and accessible experience for the public.

By offering a one stop website for arts and events, the new website could alleviate a common frustration of residents who were missing out on fantastic entertainment and events in the Hampshire area.

The Phoenix Arts website shown on a MacBook, an iPad and an iPhone.

Solutions spotlight

We addressed several challenges for Phoenix Arts by implementing a design refresh to enhance navigation and event discovery, integrating TicketSource for streamlined event management, and resolving security issues with a new and secure Drupal content management system.

Additionally, we improved the administration and editorial experience for efficient content updates, ensured compliance with ePrivacy regulations, and established a secure and cost-effective hosting platform.


From start to finish the lovely folk at Pivale have gone above and beyond the standard to deliver a web development and operational experience that is purely platinum.

Rob Allerston - CEO at Phoenix Arts.
— Rob Allerston, CEO, Phoenix Arts
Phoenix Art's Storybook shown on a MacBook Pro lit by purple lights.

Rise from the ashes

Formerly known as The Phoenix Theatre and Arts Centre, a need for a new name and brand was critical amongst the backdrop of a surrounding transformation in order to align with the dynamic atmosphere of the new town centre.

Introducing Phoenix Arts - a new name, a contemporary logo and brand ethos to rebirth this firebird beyond the limitations of its former self. With a new brand and website platform in place, came a new mission: let stage, screen & soul collide for this Hampshire theatre venue!

Phoenix Arts event page shown on a MacBook Pro.

Patron experience

To enhance the user experience, the website navigation was streamlined, focusing on fewer primary menu items for easier access.

Authoritative banners were implemented to convey powerful messages, bolstered by clear calls to action to increase bookings, donations and volunteer registrations.

The addition of venue pages helped to highlight the expansive reach of Phoenix Arts across the town.

Event pages were overhauled to include clear information and booking options in order to facilitate a boost in ticket sales.

Better event categorisation and interactive filters for event types and age suitability, along with a dedicated section for classes, workshops helped enrich user interactions and increase online bookings.

600% Faster event management

means more time to focus on marketing and outreach.

50+ Unique design components

can now be combined to create thousands of unique layouts.

97% Average Google Audit score

across performance, accessibility, best practice and SEO analysis.


Pivale solved our user experience issues, reduced the number of steps to book tickets; utilising our ticket provider’s API to ensure information is automatically pulled through to the website increasing box office efficiency.

Thomas Hiller, Design & Marketing Controller at Phoenix Arts.
— Thomas Hiller, Design & Marketing Controller, Phoenix Arts

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