Expanded Helgstrand collaboration
6. May 2022
For 12 weeks, the Global Equestrian Group, which originated from Helgstrand Dressage in Denmark, tested Venue Manager’s platform at the world’s largest equestrian event, the Winter Equestrian Festival in the USA. The collaboration has subsequently been expanded, so that Helgstrand Events in Denmark has taken the Venue ticket platform into use. The first event has already taken place, where the tickets were sold and distributed via Venue Manager’s solution.
This has greatly lifted the mood of Venue Manager’s Business Director, Peter Richardt.
I’m really happy that our collaboration is expanding. It is an exceptionally exciting customer, he says.
The test in the United States was not a laboratory experiment. From early January to early April, equestrian events were held at the huge Wellington International facility in Florida. Formerly known as the Palm Beach International Equestrian Center, the name was changed after the Global Equestrian Group acquisition.
Every day, Venue Manager’s solution handled sales to part of the huge equestrian facility, which had participants from 43 countries and 250,000 spectators. Peter Richardt says that a special challenge was the integration with the American payment systems as well as a rather unique setup for the various events. All of these hurdles were successfully cleared.
In Denmark, the platform is already up and running with both VIP sales and regular tickets for the Helgstrand Event.