The concert series that changed outdoor events forever.
a day on the green celebrated its 500th show in November 2022. After 500 shows and more than 4 million patrons, the combination of good food, fine wine and great music in magnificent locations remains unrivalled, and the series is firmly established as one of Australia's most popular outdoor concert events. A Sydney newspaper coined the phrase that still fits: it is "the big day out for grown-ups".
Behind it sits a marketing team at Roundhouse Entertainment running a website that has to change constantly, often at hours nobody wants to be awake for.
The challenge: a business that moves at odd hours
Music and touring does not run to office hours. Content needs to be updated or published at odd times, and changes can land at the last minute. An on-sale that opens at 9am has to be live before it, and a rescheduled show has to be corrected the moment it changes.
The homepage is also the billboard for every upcoming event, so it has to constantly reflect what is actually happening — new shows added, sold-out dates flagged, finished tours cleared out.
At the same time, ADOTG was running several different software products, each specialised in one part of the customer journey. Data sat scattered across many points, and every marketing task took longer than it needed to.
Real-time API integrations across ticketing and marketing
ADOTG has API integrations with both their marketing tech stack and their ticket sales system. That gives them comprehensive data across all systems, and the tools to build a seamless experience for attendees rather than three disconnected ones.
Core dna's approach to automation combines an advanced webhook system with a large API catalog, so email marketing, content management and ticket processing connect directly instead of through manual exports or middleware.
Scheduling, global components and automated updates
Core dna can schedule components and features to go live at a specific time. ADOTG uses that to publish new lineups, event details and supporting content automatically at midnight or 5am, with no manual intervention at either end.
New events and information are also added and arranged on the homepage through Core dna's intelligent content duplicator, and global components keep shared blocks consistent everywhere they appear. The billboard stays current without anyone rebuilding it.
"The scheduling feature is such a game changer for our team because it just means that we don't have to get out of bed at midnight or get up at five o'clock in the morning and turn something on live. It just does it all automatically."
Hasan Huseyin, National Marketing Manager, Roundhouse Entertainment | a day on the green
One platform instead of a stack of point tools
Each of the tools ADOTG had been using was good at one thing. Together they meant data was scattered across many points, and every marketing task carried the overhead of moving between systems.
With Core dna's DXP, ADOTG consolidated that data and retired the extras — form builders, landing page creators — and now operate solely through Core dna.
A support team that works like part of the team
ADOTG needed a team they could trust to work towards the best possible experience for their event attendees. What they have is not a simple vendor and buyer relationship; it is a collaborative one, where solutions are brainstormed and implemented together.
Core dna assigns a dedicated care team to each client. Hasan singles out the strength of that relationship, and the speed and helpfulness of the responses that come with it.
The five Core dna features ADOTG relies on most
- Scheduling of content and features
- Real-time API integrations
- Global components and page duplication
- AI image resizing to fit all devices
- The support team
