services Live
Beer & Ballet
Full site design and build for Beer & Ballet, a movement community bringing dance into unconventional spaces. The site gives the brand room to feel accessible, fun, and unexpected while supporting classes, community programming, memberships, private events, and partner opportunities.
The problem
How do we design ticketing infrastructure that allows us to scale as a unique business model?
The ticketing experience needed to make a new kind of event business easy to understand today while leaving room for the offering to grow.
The answer
A direction built around the people using it.
Beer and Ballet is a boutique fitness and arts studio brand building community through movement. The business runs on an active membership base, live-event ticketing, and a growing content presence - all of which depend on digital infrastructure that can move as fast as the business does.
When Amber came to me, the site was functional but not scalable. She needed a digital partner who could think beyond the current moment: how staff would use the site, how the brand would grow, and how to handle the inevitable platform changes that come with a growing membership business.
Concepts and drafts
Making the direction visible before it is final.
The first engagement was a strategic discovery session, mapping audience paths, planning for several years of scalability, and designing a system the team could actually operate. From that, I engineered a modular WordPress and Elementor template system.
The templates let staff self-publish landing pages and launch blog content independently, addressing day-to-day publishing needs while building a longer-term SEO strategy.
Exploring the solution
Testing the details that turn an idea into an experience.
That foundation then had to survive two ticketing-platform migrations: first from Eventbrite to Humanitix through a custom API, analytics configuration, and careful UX within an embedded platform; then about a year later to Union Fit, a studio-management platform that consolidated email, memberships, and ticket sales through custom Liquid templates.
Because Union Fit could not handle every aspect of the site, the transition was staged carefully so ticket sales felt seamless to both users and the team. The result was zero site downtime across both migrations, no ticket sales lost, and steadily increasing memberships throughout every transition.