Driving increased efficiency and revenue opportunities for one of Wales’ premier events venues

Parc y Scarlets Stadium, home of Scarlets rugby union, is one of Wales’ premier meetings and events venues, holding conferences, weddings, events and parties. As a busy hospitality team, they needed a connected events management solution to help them organise and deliver a range of different events and activities throughout the year, which is where Verteda stepped in.


Some of the venue management team at Scarlets Rugby had previous experience of eVents500, Verteda’s events management solution, and wanted to shift the current events management process over to the eVents500 platform to reduce the time to plan and manage events and increase efficiency.


Prior to installing eVents500 in July 2018, the process for managing events and bookings at the Parc y Scarlets Stadium was often time-consuming for the team and didn’t fit with Scarlets’ future growth plans to increase the number and scale of events due to be held at the venue over the coming years, and their innovation initiatives.


Scarlets Rugby wanted a solution that could integrate with their wider applications and IT systems, alongside delivering more visibility into events and making the entire process – from customer quote through to on-the-day event operations – more efficient and easier to manage. This would ensure that the events team at Scarlets could deliver industry-leading events and harness the latest technology to deliver increased customer satisfaction for guests.


Scarlets currently use a Customer Relationship Management (CRM) system that integrates with all other business applications and data sources, and the venue management team wanted to bring their events management process into the same system to deliver better visibility into all business operations. Verteda will be supporting Scarlets in integrating their new events management software into their CRM system for a holistic, end-to-end single customer view – bringing all customer data together for increased insights about who their fans and clients are.


This aligns with Verteda’s strategy for supporting clubs, venues, stadiums and hospitality locations in developing loyal communities by uniting data across all areas, from ticketing, hospitality, non-matchday hospitality, transactions and food and beverage, alongside access control – in order to provide a more holistic view of the customer and deliver more value back to guests.


Scarlets Rugby now has a team of users actively engaging with the eVents500 platform, which was up and running within two weeks of installing the solution.


Parc y Scarlets Stadium, home of Scarlets Rugby, is one of Wales’ premier meetings and events venues. Image, courtesy: Floodlighting & Electrical Ltd


Carrie Gillam, Venue General Manager at Scarlets Rugby, said:

eVents500 has been incredibly easy to set up – our team were able to start using it immediately for new bookings, and the training was comprehensive and gave us a great foundation to move forward with the platform. The new events management platform will enable us to better serve our customers and guests, and provide a more joined-up service from quote to the actual event.


Matthew Prosser, Sales Director at Verteda, said:

We’re excited to be working with Parc y Scarlets Stadium and supporting them in delivering amazing customer experiences at their future events with the eVents500 platform, whilst reducing cost and improving efficiencies across their event operations.


eVents500 from Verteda allows clubs and venues to manage every detail of their event with a focus on operational efficiency and outstanding service. Configured to suit your business, venue and events management requirements, eVents500 facilitates increased client bookings and maximises profits, while improving staff productivity and accuracy by eliminating paperwork and duplication.


About Verteda

Verteda’s innovative cloud and on-premises IT solutions enable stadia and arena, restaurants, entertainment venues, hotels and resorts, hospitality and foodservice to streamline operations and focus on costs: to increase workforce productivity, enhance guest satisfaction and maximise profitability in multiple areas of operations including: event diary management, complete food and beverage operational management, point-of-sale (static, mobile, online), payments (cashless, contactless, online, queue busting), reservations, inventory and procurement, stock control, business intelligence and real-time reporting. Verteda is headquartered in the UK, with operations around the world and is an MPower MSL Company, focused on developing loyal communities for Sports, Leisure and Hospitality businesses.


Verteda was one of twenty industry leading companies that exhibited at Europe’s first Premium Seat event, ALSD International, held in London back in October, which welcomed some 251 registered attendees, who benefitted from the expertise and knowledge of some 60+ industry expert speakers, as well as behind-the-scenes tours of Wembley Stadium’s Club Wembley, Fulham FC’s Craven Cottage and The SSE Arena Wembley, which ensured for optimised networking, learning and doing business.



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