Overview

Eventrill is a fully custom ticketing system built for POST Houston, a landmark cultural and mixed-use destination in downtown Houston. As POST prepared to launch Art Club and scale its events business, it became clear that platforms like Eventbrite were too expensive, too inflexible, and too disconnected from internal operations.

I partnered with Lovett Commercial to build Eventrill from the ground up — a high-performance, deeply integrated ticketing engine designed to support $2M+ in annual ticket sales, while giving POST full control over payments, data, branding, and reporting.

My Role

• Product Strategy & Feature Definition
• UX & Purchase Flow Design
• Stakeholder Interviews with POST Ops & Finance
• QA & Testing for iOS + Android ticket validation
• API Integration Design (HubSpot, Analytics, ERP)
• Growth & Retention Strategy

Key Features

Custom Payment Processing

• Fully integrated with merchant account
• No reliance on Stripe, Square, or third-party gateways
• Connects directly to custom backend ERP system for accounting and reporting

Ticketing + QR Code Generation

• Every ticket generates a unique QR code
• QR codes are scannable using custom-built iOS/Android event check-in app
• Real-time validation status for staff at entry points

Upsells + Add-Ons

• Integrated options for merch, premium access, and partner offers
• Seamlessly added during checkout with pricing logic baked in

Museum Mode

• Built-in support for ongoing exhibits or experiences
• Includes flexible open-date admission logic and date-based tracking
• Works for both timed entry and general admission

Email Communications

• Configuration, reminder, and post-event emails
• Automatic cart abandonment email marketing
• Fully customizable and on-brad
• Supports segmentation and follow-up

API Integrations

• HubSpot CRM integration to sync attendee data and automate workflows
• Analytics fire to: TikTok Pixel, Meta Pixel, Google Analytics & Google Ads
• Supports advanced funel tracking and ROI analysis

Event Management Dashboard

• Track sales, attendees, QR scan status, and payment reconciliation
• Export options for on-site staff
• Full reporting available to management, finance and marketing teams

Design System

POST’s team realized they were leaking thousands per month to Eventbrite and lacked control over branding, attendee data, and ticket logic. With Art Club’s launch, projected revenue jumped to $2M+ annually, making a proprietary solution a strategic necessity.

They needed something that could:

• Handle high volume
• Support operational flexibility
• Integrate into existing financial and CRM systems
• Save significantly on platform fees
• Future-proof for multi-venue and multi-organizer expansion

Aspirations & Future Vision

Eventrill was never meant to be a one-off. We architected it as a platform that can scale to support:

• Multi-venue deployments across Lovett’s property portfolio
• Organizer payout flows using future merchant sub-accounts
• A self-serve model for smaller B2B clients
• Syndicated event listings across POST + affiliate sites

Results

In under 10 months, Eventrill powered $2M+ in ticket sales across POST Houston’s event portfolio, replacing Eventbrite with a fully in-house solution that eliminated platform fees entirely. The custom checkout flow was optimized for both desktop and mobile, resulting in higher conversion rates, especially for last-minute buyers and social-driven traffic. We successfully enabled Apple Pay and Google Pay under POST’s own merchant account — a rare achievement for non-Stripe systems — and integrated Eventrill directly into Lovett Commercial’s ERP, streamlining accounting and operations without any reliance on third-party POS tools.

The system now supports full data ownership, with every attendee action tracked through TikTok, Meta, and Google Analytics — fueling advanced advertising and remarketing campaigns. With built-in upsells, QR ticketing, and a dedicated iOS/Android scanner app, Eventrill has proven to be not just functional but revenue-generating. Its successful launch at POST laid the groundwork for scaling across other Lovett venues, with future plans to license it as a B2B platform for multi-organizer event hosting and payout.