Broken Heel Festival

Executive Summary:

With three stages featuring comedy, cabaret and live music, Broken Heel is an unmissable, over-the-top annual event. The festival boasts incredible entertainment, a decadent food menu, unique cocktails and stunning drag markets. 

Using the cashless RFID system, Broken Heel:

• Provided more than 1,700 guests with cashless wristbands
• Processed 28,892 transactions
• Added an additional revenue stream of $7 AUD per customer
• Gained valuable insights about their menus (for example, espresso martinis were the second most popular menu item – they sold a whopping 810 of them!)

About: 

Broken Heel celebrates the theatrical anniversary of “Priscilla Queen of the Desert” at her spiritual home, The Palace Hotel and the township of Broken Hill, NSW, Australia, each year. Though it has been a popular event for the LGBTQ+ community and supporters, 2019 was the first year Broken Heel has gone cashless with the help of Roundbox. 

Challenges and Objectives:

As with any event where food, drink and entertainment are rolled into one, it is crucial that transactions are as fast as possible so guests spend less time in queues and more time enjoying the revelry. In addition to reducing queue times, Broken Heel also wanted to learn more about their attendees’ consumer behaviour onsite. 

Results: 

• Shorter queues: Without the hassle of temperamental credit card machines or cash handling, transactions were significantly faster, resulting in shorter queues across the event.
• Actionable insights: Broken Heel offers attendees a wide breadth of items for purchase, from food and signature cocktails through to merchandise and beauty products. By analysing transactional data, Broken Heel can make informed decisions about their offerings for future events.
• Event support and customer service: Tappit’s commitment to product knowledge and Roundbox’s event expertise and onsite support culminated in a smooth and successful weekend. All vendors were thoroughly trained on the Tappit system prior to the event, and Roundbox staff members were available throughout.