The start: paying to send your own fans somewhere else
G10 Events is Shrewsbury’s independent events promoter — club nights and riverside parties with proper production and serious line-ups.
Ticket sales aren’t part of the business; they are the business. And they were running through generic third-party ticketing.
That arrangement quietly costs a promoter three things at once:
- A fee on every single sale. Whether it comes off your margin or gets added to the buyer’s price, it comes out of the night either way.
- The checkout doesn’t feel like you. You spend months building a brand and then hand the most important moment — paying — to a page with someone else’s logo on it.
- The customer isn’t yours. The marketplace keeps the relationship, then markets other promoters’ events to the people you found.
And ticket sales don’t happen at convenient times. The moment a line-up drops or a night starts selling out is exactly when somebody’s on their phone at eleven at night wanting in.
The middle: what we actually built
1. A page for every event, that Google can find
Line-up, venue, times, age policy and tickets, all in one place, indexed.
So people searching for what’s on in Shrewsbury this weekend can find the night — not just the people already following the socials.
2. Tiers they control, checkout they own
General admission and VIP, priced and managed by G10 themselves, with payment taken securely on their own site under their own branding.
No middleman fee. No handing the buyer to someone else at the exact moment they’ve decided to come.
3. Capture the crowd before tickets even exist
For events still being announced, a register-interest flow captures demand early.
It means release day isn’t a cold start. You go on sale to a list of people who already put their hand up — which is the difference between a night that sells out in an hour and one that trickles.
4. The ticket arrives instantly
An e-ticket by email the second payment clears.
No waiting, no “where’s my ticket” messages the day before, no printing anything.
5. The same data runs the door
On the night, a simple staff check-in view turns those same tickets into a working door: looked up, marked off, done.
It’s an automation mindset applied to a very physical problem — the queue outside in the cold.
The end: what it left them with
- Tickets selling around the clock, on a platform that’s unmistakably theirs.
- No per-ticket cut disappearing to a marketplace on every sale.
- Tiered pricing they control, released when they choose.
- Instant e-tickets for buyers, and a door that runs on live data for staff.
- Their own customer list, rather than one rented back from a marketplace.
If you sell tickets and you’re tired of paying someone else for the privilege, tell us what you need and Harry will come back to you personally. 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 coming.
(Figures on this page are illustrative; every build is scoped to the client’s own goals.)