By bringing ticketing, marketing, service, app and resale together on one platform, CM.com helps Par-T simplify operations, act in real time and stay in control of the entire visitor journey. The result? Less complexity, more focus and new opportunities to work smarter and grow faster.
In the south of the Netherlands, Par-T has grown into one of the most recognisable names in the festival industry. Events such as Harmony of Hardcore, 7th Sunday, Festyland, Heerlijk Hemelrijk and Camping Kitsch Club attract tens of thousands of visitors every year. Each festival has its own identity, yet they all share one promise: delivering a powerful experience built on strong brands, surprising moments and an atmosphere that lasts long after the final set.
Behind this success is a collaboration with CM.com that has been going strong for almost eight years. Not by constantly adding new tools, but by building on one integrated platform. At the heart of this setup is the Customer Data Platform, where all data comes together - from ticketing and marketing to app usage and customer service. This allows systems to communicate seamlessly, creating clarity, control and momentum.
Many festival organisers rely on separate tools for ticketing, marketing, apps and communication. While this can work, it often leads to fragmented data, limited insight and slower decision-making, especially during peak moments.
Par-T chose a different path.
What started with ticketing via CM.com evolved into a fully connected ecosystem. By centralising data and aligning processes, Par-T gained a single source of truth across the entire visitor journey. Teams can now move faster, communicate more consistently and make decisions based on real-time insights - without adding complexity.
This ecosystem includes:
· Managing ticketing from primary sales to full control over second-hand resale.
· Marketing Cloud for targeted event marketing via email, SMS and WhatsApp, using smart segmentation.
· Pages for pre-registration, competitions and visitor information
· A fully integrated Event App for Harmony of Hardcore.
The Event App proved to be a major success: more than half of all ticket buyers installed it. It created a direct communication channel with visitors and unlocked a valuable new data layer, both before and during the festival.
The result is an integrated system where ticketing, marketing, service and data reinforce one another, making the visitor journey more consistent, personal and effective.
“The real power for us lies in how quickly we can act. Because everything is managed centrally, we can fine-tune campaigns, service and communication in real time. That flexibility has made us stronger than ever as an organisation.”- Geertje van Zoggel, Marketing manager, Par-T.
The partnership between Par-T and CM.com is built on short lines, open communication and a shared drive to improve. Not everything needs to be perfect from day one; what matters is having a platform and a partner that evolve alongside your festivals.
Par-T describes CM.com as “a partner who thinks along and is always accessible.” The personal contact and flexibility of the platform give them the confidence to keep building year after year, both on their events and on the collaboration itself. “We truly value that CM.com is open to feedback and acts on it. Our input is taken seriously and clearly leads to improvements we can use in practice.” - Geertje van Zoggel, Marketing manager, Par-T.
Ticket resale is inevitable - losing control over it isn’t. With the CM.com Resale Platform, Par-T maintains full ownership of the ticket chain, from initial sale to resale. This means:
no fragmented external marketplaces
no uncertainty or unsafe tickets for fans
no loss of data or revenue
For visitors, this creates a safe and transparent resale experience. For Par-T, it ensures full access to buyer data, enabling targeted communication, stronger retention and long-term fan relationships.
“This is a real game changer. For the first time, we control the entire chain while offering fans a fair, clear and secure alternative - including a fully fledged replacement for external resale platforms.” - Geertje van Zoggel, Marketing manager, Par-T.
During Festyland, Par-T introduced the AI Support Agent and immediately felt the impact. The agent provides instant answers to frequently asked questions, 24/7 and in multiple languages.
The results speak for themselves:
· 80% of visitor questions handled automatically
· 700+ conversations managed by the AI Agent
· more time for the team to focus on complex cases
· faster answers and higher visitor satisfaction
For festival organisers, this means less pressure during peak moments, smoother operations and a service experience that aligns perfectly with modern visitor expectations - with a digital sidekick that never sleeps.
Par-T continues to develop and innovate. For them, the true strength lies in bringing everything together on one platform: ticketing, marketing, data, service and resale. Fewer standalone systems mean more insight, more control and faster decision-making, exactly what’s needed in an increasingly competitive and dynamic festival landscape.
By moving quickly and embracing innovation early, Par-T has been able to translate new capabilities into immediate impact, both operationally and in the visitor experience.
After almost eight years, the collaboration no longer feels like a traditional customer–supplier relationship. It has become a shared project, built on a common belief: that a strong festival experience starts long before visitors enter the grounds and continues long after they leave.
With a solid foundation and a shared ambition to keep innovating, CM.com and Par-T are not just building festivals - they are building a future-proof festival ecosystem that improves year after year.
“In a world where marketing keeps evolving and visitor expectations continue to rise, this partnership helps us take meaningful steps forward every year. It enables us to stay relevant, distinctive and impactful.” - Geertje van Zoggel, Marketing manager, Par-T.
Want to know how you can use the CM.com tooling for your event? Our dedicated team is ready to get in touch with you and discuss the possibilities.
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