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Fast growing performing arts ticketing software company Tixly has announced its expansion into  Australia, agreeing a partnership with Theatre Royal Sydney.

The collaboration marks the Iceland-based company's first venture into Australasia, building on its successful relationship with Theatre Royal Sydney’s parent company Trafalgar Entertainment, which began in the UK in 2023.

Theatre Royal Sydney, with a rich history dating back to 1833, reopened in December 2021 after an extensive refurbishment. The current venue, designed by renowned architect Harry Seidler, seats 1,200 guests and features a striking modernist design, including a 13-metre-high glass entrance and iconic concrete foyer ceiling.

The theatre offers diverse programming including major musicals, plays, ballet and live music.

Announcing the partnership, Theatre Royal Sydney General Manager, Houri Tapiki stated “we are excited to announce a transformative partnership between Theatre Royal Sydney and Tixly, designed to enhance the customer experience in unprecedented ways.

“This collaboration is a testament to our dedication to providing an exceptional experience for both our producers and patrons. By leveraging Tixly's cutting-edge technology, we are introducing features such as self-exchange options for tickets, offering our customers the flexibility they need in today's ever-changing world.

“This partnership not only brings new functionalities to our market but also ensures that our audiences and producers benefit from the highest standards of service and engagement. We look forward to setting a new benchmark in the industry and creating memorable experiences for all.”

Theatre Royal Sydney will go live with Tixly in June 2025, offering an enhanced ticketing experience for both patrons and venue staff.

The system's flexibility and powerful features are particularly well-suited to the theatre's diverse programming needs, from major international musicals to intimate performances.

Tixly Managing Director, Hrefna Sif Jónsdóttir noted “expanding to Australia represents a significant milestone in Tixly's global journey. Theatre Royal Sydney embodies the perfect blend of historical significance and modern innovation that resonates with our mission to transform the ticketing experience.

“Building on our successful partnership with Trafalgar Entertainment in the UK, we're thrilled to bring our straightforward, powerful ticketing solutions to the Australian market. This collaboration allows us to support one of Australia's most iconic cultural institutions while establishing a foundation for further growth in the region.”

To support this expansion, Tixly has appointed Hayley Dobbs as Operations Manager for the Australian branch.

Dobbs brings extensive ticketing experience, having worked in the ticketing space for over 15 years in Australia.

She joined Tixly in March 2025 and will be responsible for overseeing the company's operations in the Australian market.

This partnership reflects Tixly's ongoing commitment to providing innovative ticketing solutions for the performing arts and culture sector globally.

By collaborating with Theatre Royal Sydney, Tixly aims to enhance the theatre-going experience and contribute to Australia's vibrant cultural landscape.

Click here for more information about Tixly.

Images: The Theatre Royal Sydney (top) and (below, from left) Tixly Managing Director, Hrefna Sif Jónsdóttir, Tixly Marketing Director Sindri Már Hannesson and Chair Kjell Arne Orseth.

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