Max SteventonLondon venue Troxy has appointed Ticketmaster as its ticketing partner.
The agreement coincides with the latest phase of a multi-year renovation programme at the venue, including new cloakrooms and toilets, as well as an increase in capacity to 3,600.
Under the partnership, audiences will be able to access tickets through Apple and Google Wallet integrations, providing event information including entry details, venue guidance and real-time updates.
Ticketmaster has also developed a dedicated Troxy app, due to launch in the coming weeks, which will allow users to purchase tickets, receive event updates, access venue navigation and connect to additional services such as upgrades.
Tickets will use Ticketmaster’s SafeTix technology, which incorporates encrypted digital tickets, dynamic barcodes and NFC technology intended to reduce fraud and unauthorised resale.
The partnership will also provide audience data and insights for artist teams to support event planning, onsale strategies and delivery, according to the companies.
Upcoming events at Troxy include performances by Geese, Morcheeba, Tricky, Nick Mulvey, Kurt Vile and Angine de Poitrine.
Troxy MD Tom Sutton Roberts said, “This is about making the experience brilliant for fans at every stage, from discovering what’s on, to getting through the door on the night and in-venue engagement.”
“We couldn’t be prouder to partner with Troxy at such an exciting point in its journey,” said Ticketmaster UK MD Sarah Slater. “The venue is investing heavily in raising the bar for the live experience, and this partnership is about making sure that carries through at every step for fans.”