Esplanade – Theatres on the Bay has partnered with GrowthOps to refresh its website by enhancing its user experience. Esplanade’s new website aims to give a better digital experience to both performing arts aficionados and those new to the arts while creating awareness about the not-for-profit organisation and its wide range of arts performances and activities.
According to a statement, GrowthOps revamped the website to make it seamless from discovering new events and booking tickets to experiencing and learning more about the arts digitally. The changes were done to help position Esplanade as a digital performing arts platform which ultimately will help build affinity and develop audiences for the performing arts.
In a press statement by GrowthOps, the company said the seeds for this update were sown well before the break caused by the pandemic, when three years ago the Esplanade developed Esplanade Offstage, a growing repository of videos, stories, podcasts, and resources about the performing arts and culture in Singapore and Asia.
The site’s objective is to demystify the arts for newcomers, including families, children, schools, and researchers. As part of the revamp, there will be a unified journey between Esplanade.com and Esplanade Offstage. From an operations standpoint, integrating the events planning platform with the website has allowed Esplanade staff to focus on developing content, rather than the technical details of how to update the website.
“Since 2019, GrowthOps has been a committed digital partner of Esplanade. This new website offers improved user experience and accessibility and a more efficient content management workflow. This is timely as we celebrate the arts centre’s 20th birthday in October 2022. We will continue to enhance our website as it serves as a gateway to engage and serve audiences even more effectively,” said Eunice Yap, chief marketing officer, The Esplanade.
“GrowthOps is honoured to be a part of the new chapter of Esplanade’s colourful story—that of bringing arts closer to Singaporeans by making it accessible via a more engaging and interactive digital platform,” said Chee Hung Goon, CEO of GrowthOps Asia. “Through the updated website, we hope to inspire Singaporeans to see art ‘in a new light’ at Esplanade and provide a platform for artists and their expressions to flourish and be appreciated as they get back onstage after being in hiatus amidst the pandemic.”
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