How a Jazz Club Owner's Seating Problem Birthed a Revolutionary Ticketing Platform

TurnTable emerged from a practical need: giving jazz enthusiasts control over their seating experience. Doc Watkins, a performing pianist who opened JAZZ, TX in San Antonio in 2016, discovered that exceptional music, food, and service weren't enough when guests couldn't choose where to sit. This case study examines how this single pain point led to the development of a specialized ticketing platform that tripled profits and transformed the guest experience.

The Venue: More Than Just Music

JAZZ, TX operates from the basement of the historic Pearl Brewery's Bottling Department. The club combines live performances from nationally recognized jazz musicians with refined cuisine and craft cocktails. Despite its reputation for exceptional service and atmosphere, one persistent issue threatened the guest experience.

The Core Problem: Seating Control

Four years into operation, Doc identified a pattern in customer complaints: guests had no control over their seating arrangements. Some patrons wanted to sit near the stage for immersion in the performance. Others preferred distance to allow conversation. Many requested specific tables or didn't want to share space with strangers.

"People would show up but, despite everything else being right, their evening would sometimes be ruined because of where they were seated," Doc explains.

This lack of seating control created ripple effects. Research from The National Restaurant Association in 2020 found 19% of adults wanted to choose their exact table when making a reservation. At JAZZ, TX, managing special requests became increasingly difficult:

• Guests with hearing aids needed seating away from certain instruments
• Couples celebrating special occasions wanted specific tables
• People with varying preferences for proximity to performers had no way to communicate these needs in advance

The consequences extended beyond individual disappointment. One couple's frustration over not getting their preferred table for their 50th anniversary celebration affected nearby guests, influencing the overall room atmosphere. When musicians sensed this tension, performance energy diminished. Staff received lower tips despite providing quality service.

Existing Solutions: Not Built for Jazz

Doc recognized that giving guests control over table selection before arrival would solve this problem. However, popular booking platforms like Eventbrite and Ticketmaster lacked this functionality. These platforms were designed for general event ticketing across hundreds of industries, not the specific needs of cabaret-style venues.

When Doc approached one ticketing application about developing table selection capability, they declined. The existing options simply weren't built with jazz clubs in mind.

Building TurnTable: Purpose-Built for Jazz Venues

In March 2021, Doc assembled a team to create what became TurnTable Tickets—the first ticketing platform specifically designed for jazz clubs.

Unlike generic ticketing solutions, TurnTable was built with jazz venues as its primary focus from day one. The platform features:

• Interactive table selection interface
• Staggered seating time options
• Simplified user experience accessible to patrons of all ages

"We wanted anyone from nine to ninety years old to use it and get exactly what they needed without any unnecessary bells or whistles," Doc notes.

Measurable Results: Beyond Improved Experience

TurnTable launched at JAZZ, TX in April 2022 with immediate impact. The venue:

• Tripled profits
• Sold over 30,000 tickets in nine months
• Increased total revenue by 20%
• Raised ticket prices by $5-10 per seat
• Boosted food revenue by 30% through staggered seating times

Enhanced Experience Across Stakeholders

The benefits extended to all parties involved:

1. Guests: Arrived satisfied, having already secured their preferred tables
2. Staff: Received better tips and had clearer expectations for seating arrangements
3. Kitchen: Operated more efficiently with staggered arrival times
4. Performers: Enjoyed more engaged audiences and increased compensation from higher bookings
5. Management: Gained valuable data on pricing and seating preferences

"I remember taking a performer aside before the show and saying, 'Look out at this room. Everyone is sitting exactly where they want to sit. Look how happy they are.' That's when I knew we had cracked the code," Doc recalls.

A Platform Built By Jazz Clubs, For Jazz Clubs

TurnTable isn't simply a ticketing service—it's a revenue platform created by people who understand the unique challenges of jazz venues. The company operates with a straightforward business model, typically charging venues a per-ticket application fee.

After witnessing the transformation at his own club, Doc decided to offer TurnTable to other jazz clubs facing similar challenges. The platform provides these establishments with:

• Custom floorplan mapping for table selection
• Venue-specific branding
• Data insights on customer behavior
• Personalized support from a team that understands the industry

Conclusion: Control Equals Satisfaction

TurnTable demonstrates how addressing a specific pain point can transform an entire business. By giving guests control over their seating experience, Doc fundamentally improved every aspect of JAZZ, TX's operation.

"If you really care about your business and want to make your customers happy, you have to give them a choice over where they sit—just as if they were going to a large concert, the movies, or a sporting event," Doc emphasizes.

For venue owners looking to create similarly elevated experiences, TurnTable offers a specialized solution developed by those who've faced the same challenges. Every aspect of the platform reflects an authentic understanding of what makes jazz venues unique, serving not just as a ticketing system but as a comprehensive revenue platform for venues dedicated to preserving and promoting the jazz experience.