G10 Events is Shrewsbury’s independent events promoter, club nights and riverside parties with proper production and big line-ups. Selling tickets is the whole business, but leaning on third-party ticketing platforms means handing over a cut of every sale and sending fans off to someone else’s branded checkout.
The challenge
An events promoter lives and dies by ticket sales, and those sales happen at all hours, the moment a line-up drops or a night sells out is exactly when someone’s on their phone wanting in. The old setup depended on generic third-party ticketing: per-ticket fees on every sale, a checkout that didn’t feel like G10, and little ownership of the customer or the data. G10 needed to sell tickets on their own terms, fast, branded and around the clock, and to run the door on the night without friction.
What we built
We built G10 a self-serve ticketing platform of their own. Each event has its own page with the line-up and details, and tickets sell in tiers, General Admission and VIP, priced and managed by G10 themselves. Checkout runs through Stripe so payments are secure and instant, and buyers get an e-ticket by email straight away. For events still being announced, a “register interest” flow captures demand early so a night can be warmed up before tickets even go live.
The whole thing is a fast, Astro-built site on Cloudflare, with the events, ticket types, orders and registrations run through serverless functions backed by Airtable, so G10 manage everything themselves without touching code. On the night, a simple staff check-in view turns the same data into a working door: tickets scanned and marked, no paper lists. It’s an AI-and-automation mindset applied to a very physical business, the queue outside.
The results
G10 now sell tickets 24/7 through a platform that’s unmistakably theirs, with tiered pricing they control and no third-party checkout skimming every sale or diluting the brand. Buyers get instant e-tickets; staff get a door-ready check-in; and G10 own their customer data instead of renting it back from a marketplace. It’s the pattern we bring to any business where the transaction is the product: build the platform, own the checkout, and make buying effortless at the exact moment someone decides they’re going. (Figures illustrative; every build is scoped to the client’s goals.)