One event booking system, 180+ venue spaces: Allianz Stadium

Home to English Rugby, Allianz Stadium is also one of London's busiest conference and event venues, with 34 dedicated function rooms and more than 150 pitch side boxes available for business events, private dinners and receptions. Running an event booking system at this scale isn't like running one for a handful of function rooms. The volume of enquiries alone puts pressure on any system that isn't built to keep up.

When separate systems create bottlenecks

For a while, that pressure showed. Allianz Stadium's bookings page, payment system and front-end website operated as separate pieces rather than one connected process. Every enquiry that came in still needed manual work to turn into a proposal or a BEO, regardless of how simple the request was. That's a workable approach at a handful of function rooms. Across 180+ spaces and a growing volume of online enquiries, it became the bottleneck.

Building one event booking system for 180+ spaces

iVvy Venue Management Software replaced that patchwork with a single event booking system covering the stadium's full portfolio. Live inventory data now feeds straight into the booking platform, so availability shown to a prospective client is always current. Online bookings and payments happen instantly rather than through a back-and-forth process, and much of the admin work behind quotes and contracts now runs on its own.

That shift changed what the sales team now spends its time on. Instead of chasing paperwork, they're focused on selling the space. Laura Jefferies, Marketing Manager at Allianz Stadium, explained:

iVvy's software has automated manual tasks so that our Sales and Operational teams can react and respond quickly to prospective clients.

— Laura Jefferies, Marketing Manager, Allianz Stadium

30 team members, one venue system

The team using iVvy day to day spans sales, operations, back of house, kitchen and management, with roughly 30 users all working off the same data. That's a meaningful test of a platform: it has to hold up across departments with very different jobs, not just for the people writing proposals.

It's also where the reporting side of iVvy earns its keep. Custom reports and forecasting give the stadium a way to track performance in real time and understand which trends are driving business won or lost, across a portfolio too large to track by instinct alone.

What changed on the ground

Proposals that once took considerable manual effort now come together in under 10 minutes. Response times across the sales pipeline have improved, and that pipeline itself runs through one event booking system rather than several disconnected ones. For a venue fielding a constant stream of enquiries across 180+ spaces, that consolidation is less a convenience and more the thing that makes the volume manageable at all.

Allianz Stadium's setup is a useful reference point for stadiums and sports clubs weighing up how to manage multiple event spaces without multiplying headcount.

iVvy's software has automated manual tasks so that our Sales and Operational teams can react and respond quickly to prospective clients.

— Laura Jefferies, Marketing Manager, Allianz Stadium