Case Study:
Level99 Drives Operational Excellence with Tripleseat Automation
- Eliminated Manual Workflows: Transitioned from “manual nightmares” in Excel and Google Drive to a streamlined, one-click digital solution.
- Complete Automation: Leveraged every available Tripleseat automation to manage the end-to-end journey for over 50+ physical and mental challenges.
- Data-Driven Growth: Utilized robust reporting to assess new markets, identify seasonal trends, and meet aggressive sales goals.
- Seamless Scalability: Accelerated staff onboarding with a platform that allows new team members to get up to speed with a single click.
The Challenge:
Overcoming the Friction of a Fragmented, Paper-Heavy Workflow
Level99 offers a massive, world-class “eatertainment” experience, but their backend processes weren’t keeping up with their physical innovation. Before Tripleseat, the team was building contracts in Excel and managing leads through Google Drive.
“The documentation process was a nightmare. The payment process was a nightmare. It was really hard to stay organized,” says Jeffrey O’Connell, Director of Events. To grow the brand and maintain the high-energy environment guests expect, Level99 needed to move away from paper-heavy, manual tasks and into a singular, digital “source of truth.”
“Having everything in a singular place is a game-changer. It’s like when they first discovered fire.” — Elizabeth Rudd, Senior Events Sales Manager, Level99
Inefficient Manual Processes
The team relied on Excel for contracts and Google Drive for organization, leading to a fragmented workflow that was difficult to manage as the business scaled.
Static Documents in a Dynamic Environment
Staff had to constantly print new BEOs and update physical sheets, creating version control issues and slowing down communication between the sales and operations teams.
Limited Visibility
Without centralized reporting, it was difficult for leadership to track trends or assess the viability of new markets and seasonal goals.
Why Level99 Chose Tripleseat
Level99 needed a platform that could handle the complexity of an eatertainment venue while remaining intuitive enough for a growing team. They chose Tripleseat because it offered a way to automate every “leg” of the customer journey—from the first web lead to the final payment.
“Everything we do is through Tripleseat,” Rudd explains. By integrating lead forms directly into their website and automating their complex event timelines, the team shifted their focus from paperwork to the guest experience.
The team chose Tripleseat because it empowered them to:
- Centralize the Journey: Manage lead management, contracting, BEOs, and staff communication in one place.
- Go Paperless: Transition to a 100% digital workflow, eliminating the need for printed BEOs and manual updates.
- Customize the Client Experience: Create custom fields like “Total Minimum Spend” to ensure transparency and clarity for their guests.
The Solution:
Powering the Entire Customer Journey
The transition to Tripleseat allowed Level99 to automate the “boring” parts of event management so they could focus on the “fun” parts of their venue.
Total Automation
Level99 utilizes every automation Tripleseat offers. By plugging in a timeline once—covering everything from “food drops” to “gameplay start times”—the system automatically populates all documents, ensuring the entire staff is aligned.
Data-Driven Decision Making
The Level99 team utilizes Tripleseat’s reporting tools every day to look for trends and address seasonality. This data is crucial when Level99 looks to expand into new markets or set future sales goals.
One-Click Onboarding
Growth requires a fast-moving team. “With just a click of a button, we created her account, and now she’s up to speed with access to everything the rest of us have,” says Rudd regarding their seamless onboarding process.
The Results:
A Source of Truth for Event Success
The impact of Tripleseat at Level99 is felt across every department, from the sales office to the challenge floors.
A Must-Have for Operations: The team relies on Tripleseat “all day, every day” to keep their high-volume venue running smoothly.
Improved Client Clarity: By customizing client-facing documents, Level99 eliminated confusion around F&B minimums and event costs.
Operational Agility: The removal of printed sheets allows the team to update event details in real-time, ensuring the culinary and floor teams always have the latest information.
Lessons for Other Eatertainment Venues
Level99’s success highlights how high-volume, activity-based venues can thrive by moving away from manual chaos toward a platform built for the complexity of eatertainment. These Tripleseat features have become crucial for the Level99 team’s daily workflow:
One-Click Automation
- Allows the team to generate BEOs, contracts, and payment links instantly, moving from manual data entry to a digital-first approach.
- Automates complex event timelines—from “food drops” to “gameplay start times”—ensuring every department is perfectly synced.
Customizable Client Tools
- Flexible fields allow the team to replace confusing industry jargon with clear terms like “Total Minimum Spend,” creating a transparent and frictionless booking process.
- Professional, branded digital documents instill client confidence and reflect the high-tech nature of the venue.
Strategic Reporting & Insights
- Robust data tools allow management to identify seasonal trends, assess the potential of new markets, and track progress toward sales goals.
- Centralized lead management ensures no inquiry is lost in an inbox, capturing every opportunity from the website’s lead forms.
Seamless Team Scaling
- New staff members are onboarded with the click of a button, gaining instant access to the “singular source of truth” for all venue operations.
- Real-time updates eliminate the need for printed sheets, keeping the sales, culinary, and operations teams aligned on the fly.
- Trusted by Starr, Stoney Creek Hospitality, Tao Group, and 20,000 more venues worldwide.
Let’s Grow Your Events Business
The best event teams in hospitality run their business on Tripleseat. See what it can do for yours.