Case Study: How Puttshack Scaled Event Bookings Nationwide with Tripleseat

Key Results at a Glance

Increased weekly birthday party bookings by 100%, growing from 50 to over 100 events across 19 national venues.

Eliminated “double work” by using the Open API to sync event data directly with proprietary gaming software.

Captured 24/7 revenue by allowing guests to book and pay for social events instantly outside of business hours.

Accelerated the booking lifecycle from tentative to definite by utilizing integrated payments and real-time financial visibility.

The Challenge: High Volume Meets Manual Limits

Summary:

Revenue loss due to “phone tag,” as guests were unable to book events or pay deposits outside of standard business hours.
Manual “double work” caused by disconnected systems, requiring staff to enter event data into both Tripleseat and proprietary gaming software.
Capped growth for social events, with manual booking processes limiting the team to 50 kids’ birthday parties per week across all venues.

Puttshack is “tech-infused mini-golf,” featuring patented technology inside the golf balls and 19 vibrant, high-energy locations across the country. With plans for continued expansion, Puttshack specializes in everything from high-volume kids’ birthday parties to full corporate buyouts. Arianna Favia, National Director of Sales for Puttshack, oversees event operations for both small social gatherings and massive corporate functions. She shares how Puttshack faced the challenge of managing high-volume leads without losing the “hospitality piece” with Tripleseat and its booking platform, TripleseatDirect.

Before optimizing their process, scaling their popular kids’ birthday parties was a manual hurdle. The team needed a way to allow guests to book outside of standard business hours while ensuring that their proprietary gaming software and the Tripleseat booking platform talked to each other seamlessly.

Favia states, “You don’t miss a sale when you’re using TripleseatDirect. Everything that comes in is a guaranteed event. As long as you have the space and people can book outside of those standard business hours.So again, you’re never losing that event just because they can’t get a hold of somebody.”

Manual Bottlenecks in High-Volume Bookings

Prior to automating their process, Puttshack was limited by “standard business hours.” Potential clients—specifically parents booking kids’ birthday parties—could only secure an event if they could get ahold of a staff member. This manual hurdle created a ceiling for growth, as the sales team could only process a certain number of low-dollar, high-frequency events (like the 50 parties per week they were seeing previously) while still managing large corporate buyouts.

Risk of Data Fragmentation and “Double Work”

As a tech-infused company, Puttshack uses proprietary gaming software to manage their golf courses. Without a streamlined connection between their event management platform and their gaming site, the team faced the risk of “double work.” Manually entering event details into multiple systems increased the likelihood of human error regarding game times, guest counts, and availability, which could compromise the guest experience.

Lack of Real-Time Financial Visibility

Before implementing integrated payments and detailed reporting, the transition from a “prospect” to a “definite” booking was slow. The team often had to wait for manual confirmation that payments had cleared the bank account before moving forward. Furthermore, without centralized lead reporting, it was difficult for the National Director of Sales to get a “quick glance” at exactly where leads were originating (Instagram vs. Website) and how quickly they were converting across 19 different locations.

“With Tripleseat, you’re not missing that hospitality piece. I think that a lot of people worry about that when they move to automation. You’re still able to really assist people and give them the experience that they’re looking for.”

Arianna Favia, National Director of Sales, Puttshack

Why Puttshack Chose Tripleseat & TripleseatDirect

Puttshack is a high-growth, “tech-infused” entertainment brand that requires a platform as innovative as its own proprietary gaming software. With 19 locations nationwide and a high volume of concurrent events—sometimes up to 15 at once in a single venue—they needed a centralized system to eliminate human error and manual “double work.” By leveraging Tripleseat’s Open API, Puttshack created a seamless bridge between their event contracts and their game-booking site. This allows the national sales team to maintain a high-energy “vibe” and consistent hospitality across the brand while using data-driven reports to track conversion rates from Instagram and web campaigns in real-time.

Puttshack adopted TripleseatDirect, giving guests the power to book instantly online group events. The addition of direct booking created a faster, more seamless guest experience while freeing the team from repetitive, manual tasks.

The team chose Tripleseat and TripleseatDirect because it provides:

24/7 Booking Capability: Guests can book and pay for events outside of standard business hours, ensuring Putshack “never misses a sale” just because a staff member isn’t available to answer the phone.
Automated Conversions: Because TripleseatDirect leads are “ready to book,” the sales team can secure revenue with a single click, instantly moving events from tentative to definite.
Scalable Social Events: It enables a massive upswing in high-frequency bookings, helping Puttshack grow from 50 to over 100 kids’ birthday parties per week across their venues.

The Solution: Automation Without Losing the Human Touch

Summary:

Launched TripleseatDirect to provide a 24/7 digital storefront where guests can book and pay for parties instantly without staff intervention.
Integrated proprietary gaming software via Open API, allowing event data to flow automatically between systems and ensuring 100% accuracy.
Centralized venue-wide communication by giving all associates access to Tripleseat, ensuring every department is synced on daily event details.
Standardized integrated payments to securely store cards on file and move bookings from “tentative” to “definite” without manual bank verification.

“There’s so many other features of Tripleseat that we love,” Favia says. The platform’s lead management tools and automated booking capabilities through TripleseatDirect are driving significant growth in their events business, while the integrated payment feature simplifies and streamlines transactions. She says, “Tripleseat removes the human error of event sales. Our teams know that when they’re sending out a contract, they’re sending a true dollar amount to the guests.” The discussions feature keeps all guest communications and internal notes organized in one central place. Plus, robust reporting delivers valuable insights into lead activity, sales performance, and overall revenue.

Instant Online Bookings

Through TripleseatDirect, smaller groups like kids’ birthday parties can now book and pay online 24/7 without needing to speak to a sales manager. This automation ensures Puttshack never misses a sale outside of standard business hours while maintaining a high-quality guest experience.

Seamless Tech Integration

Utilizing Tripleseat’s Open API, Puttshack integrated their proprietary gaming software. Custom fields in Tripleseat push data directly to their game booking site, eliminating “double work” and ensuring venue teams have accurate, real-time information across all platforms.

Integrated Payments & Transparency

With integrated payment processing, the team can move bookings from tentative to definite instantly rather than waiting for manual bank clearances. Furthermore, giving every associate access to Tripleseat ensures total transparency across all departments—from the front desk to the kitchen.

The Results: 100% Growth in Party Bookings

The move to automation and streamlined reporting didn’t just save time; it drove massive growth.

Massive Volume Increase: Puttshack grew from averaging 50 birthday parties a week to over 80–100 parties a week across their venues.
Increased Conversion: TripleseatDirect leads come in “ready to book,” allowing managers to simply click “approve” to secure the revenue.
Data-Driven Decisions: Using Lead Reports and Event Sales Detail Reports, the sales operations team tracks exactly where leads originate—whether it’s Instagram or a specific marketing campaign—to optimize their spend.
Operational Efficiency: The API integration eliminated “double work,” giving the team 100% confidence that taxes, gratuities, and game times are always accurate.

Optimize Your Event Workflow to Optimize Bookings

Get Results Like Putshack. See how Tripleseat can help you manage your venue more efficiently. Request a demo today to see how Tripleseat can transform your event operations. Interested in TripleseatDirect? Let’s chat about how you can add it to your Tripleseat platform.

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